A child looks at Lego toys at Legoland Shanghai Resort on its grand opening day.
REUTERS
Tourists and residents in Shanghai on Saturday braved sweltering heat for the official opening of China's first Legoland resort, featuring thousands of structures built with over 85 million Lego bricks.
Entry tickets to the new resort, aimed mainly at families with children between the ages of two and twelve, quickly sold out as thousands queued to try out more than 75 rides, performances, and attractions spanning more than 300,000 square meters.
That was despite a heatwave strong enough to trigger an orange alert from Shanghai's meteorological observatory - the second-highest in China's weather alert system.
"The enthusiasm of the staff here makes us feel like the heat is okay, and we really liked today’s opening ceremony gift," said 40-year-old Shanghai resident Cathy Yin of the wearable Lego mitt given out to those attending the event. "We came especially for it."
Lego enthusiasts from all over China travelled to Shanghai for the opening, leading to a surge in hotel bookings, local media said. Lego Group CEO Niels B. Christiansen said the resort would be "an integral part" of Lego's presence in China, and would "contribute to the economic vitality of Shanghai".
The strong turnout highlights resilience in experience-focused spending among Chinese consumers, even as the overall economy struggles with weak consumer demand.