Original Source: BCC Global
January 24, 2025, 09:30
Introduction
On January 8, the Chinese People’s Political Consultative Conference announced that China’s first LEGOLAND will open in Shanghai in the summer of 2025. In recent years, China’s theme park market has continued to expand and maintain growth momentum. Data shows that in 2025, domestic theme parks are expected to see an annual visitor growth rate of over 10%, with operating revenues increasing by nearly 15%. How will the competition landscape evolve between international and domestic brands?
China’s Theme Park Market
According to the 2024 China Theme Park Competitiveness Evaluation Report, by 2023, there were over 380 theme parks across mainland China. Among them, 86 large and extra-large theme parks (covering areas ≥600 mu or with investments ≥ RMB 1.5 billion [~USD 209 million]) attracted 130 million visitors, generating operating revenue of RMB 30.389 billion (~USD 4.24 billion). Four of these are extra-large parks (covering areas ≥2,000 mu or with investments ≥ RMB 5 billion [~USD 698 million]): Shanghai Disneyland, Universal Beijing Resort, Zhuhai Chimelong Ocean Kingdom, and Guangzhou Chimelong Paradise.
These 86 parks are spread across 27 provinces, from first-tier cities to second- and third-tier cities, with nearly 40% (33 parks) having been in operation for over a decade. As the number of theme parks steadily increases, competition between international and domestic brands has become more intense. Shanghai, where LEGOLAND will soon open, already hosts long-standing parks like Haichang Ocean Park and Disneyland. Another LEGOLAND is under construction in Shenzhen, within the Greater Bay Area, alongside Zhuhai and Guangzhou’s Chimelong resorts.
The essence of theme parks lies in telling compelling stories. How to create an enchanting dream experience amid a sea of colorful narratives is a lesson every park must master for long-term success.
International Brands: Leveraging Established IPs with Chinese Cultural Elements
- Shanghai Disneyland:
Since its construction phase, Shanghai Disneyland has integrated Chinese cultural elements. The spires of its iconic Enchanted Storybook Castle feature traditional Chinese cloud motifs, peonies, lotuses, and Shanghai’s city flower, the white magnolia. The globally unique Garden of the Twelve Friends incorporates Disney characters representing the Chinese zodiac animals, such as the rat, ox, tiger, and rabbit, becoming a must-visit photo spot.
Beloved characters like Mickey Mouse, Donald Duck, Winnie the Pooh, and Disney princesses remain integral to its appeal. However, Shanghai Disneyland has also developed original IPs to rejuvenate its brand and strengthen emotional connections with Chinese consumers.
In 2021, Disney launched LinaBell, followed by other characters like Duffy, StellaLou, and CookieAnn. Their merchandise, especially the “Seven Treasures Tote Bag,” quickly sold out, drawing crowds eager to purchase exclusive products. As of June 2024, related topics about LinaBell on Weibo had garnered 3.5 billion views and 11 million discussions.
In 2025, Disney will enhance collaborations with Chinese social media platforms such as Douyin, Xiaohongshu, Bilibili, and major video sites. For Chinese New Year, characters like Mickey, Minnie, and LinaBell will wear traditional outfits, and special Spring Festival-themed merchandise, light shows, and fireworks will run from January 28 (New Year’s Eve) to February 12 (Lantern Festival).
- Shanghai LEGOLAND:
Like Disney, LEGO is a globally renowned brand with a strong fan base. Since opening the world’s first LEGOLAND in Billund, Denmark, in 1968, LEGO has expanded globally. Shanghai LEGOLAND will be its 11th park worldwide.
In addition to popular rides like The Dragon Coaster, Driving School, LEGO City Airport, and Rescue Academy, Shanghai LEGOLAND will feature exclusive attractions such as the LEGO Monkie Kid area and LEGOLAND Boat Adventure. The Monkie Kid series, inspired by China’s classic novel Journey to the West, is LEGO’s first IP based on traditional Chinese stories. The boat ride showcases Jiangnan water towns and Shanghai’s landmarks, entirely built with LEGO bricks.
Located in Fengjing Town, Jinshan District (southwest Shanghai), LEGOLAND is just an hour’s drive from Disneyland and Haichang Ocean Park. Its strategic position also offers proximity to cities like Jiaxing and Suzhou, enhancing its reach in the Yangtze River Delta region.
Domestic Brands: Enhancing Competitiveness Through Differentiation and Cultural IPs
- Chimelong Group:
Operating massive resorts like Guangzhou Chimelong Tourist Resort and Zhuhai Chimelong International Ocean Resort, Chimelong focuses on heavy asset investments. Guangzhou Chimelong includes Chimelong Paradise, Water Park, International Circus, Safari Park, and Bird Park, while Zhuhai features the Ocean Kingdom and resort hotels.
This mix of amusement parks, zoos, performances, and hotels boosts secondary spending and increases overnight stays. Despite over 20 years of operation, Chimelong continues innovating. In summer 2024, the world’s largest indoor theme park—Hengqin Chimelong Spaceship—was upgraded, adding nearly 20 high-tech attractions, including dark rides, interactive shooting games, and immersive 360° underwater experiences with VR, AR, 4D, and 5D technologies.
- Haichang Ocean Park:
Haichang has deepened its IP strategy and expanded asset-light operations. In 2022, it partnered with Tsuburaya Productions to secure the Ultraman IP rights for mainland China, launching the world’s first Ultraman-themed pavilion. The IP has since expanded to parks in Zhengzhou and Dalian. In the first half of 2024, Shanghai’s Ultraman-themed hotel achieved over 70% occupancy.
Additionally, Haichang introduced IPs like One Piece and Baby Shark, with dedicated One Piece attractions in Shanghai and Dalian. The company also develops original marine-themed IPs, such as Oceanic Adventure and Deep Sea Fantasy.
Haichang’s diverse “Marine + International” IP matrix strengthens its competitive edge against global brands. The company is also venturing into IP-driven retail, launching One Piece pop-up stores in malls across Beijing and Shenzhen in 2024, sparking excitement among anime fans.
Conclusion
Currently, 22% of domestic theme parks operate at a loss, 19% break even, and 59% have achieved profitability. Domestic brands are rapidly narrowing the gap with international giants through technological innovation and IP development. Meanwhile, the expansion of international brands continues to inject fresh vitality into China’s theme park market.
For more information about theme parks, please visit the “Shanglin Archive” mini-program.
[Disclaimer] The above content reflects a summary of relevant events and does not constitute any investment advice. Information is sourced from public data, expert opinions, and BCC research. BCC Global bears no responsibility for any losses resulting from the use of this content. Investments carry risks—proceed with caution.