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Legoland Korea will host the world’s first-ever Lego Festival in May 2025 & celebrate World Play Day, boost tourism, and redefine family fun!
Legoland Korea Resort, operated by Merlin Entertainments, is gearing up to host the world’s first-ever Lego Festival. It will kick off on May 3, 2025 and the celebrations will last for six-weeks. It aims to create an immersive, play-driven experience for visitors, aligning with Lego Group’s global campaign to emphasize the importance of play in everyday life.
Event Details
Date: 3rd May – 15th June 2025
A Festival Designed for Families and Fun
According to Merlin Entertainments CEO Fiona Eastwood, the Lego Festival is designed to capture the essence of Legoland—a place where creativity, imagination, and hands-on play come to life.
“As the first festival for Merlin, we wanted to ensure that the Lego Festival delivers fun and unforgettable experiences for families. It will truly reflect Legoland’s core value—play as a way of life,” she stated in a press release.
The festival also marks a strategic effort by Legoland Korea to boost visitor engagement as the park faces financial challenges in South Korea. Since its grand opening in May 2022, the theme park has struggled with performance, reporting net losses of 28.86 billion won ($20 million) in 2023. It is a significant rise from 11.07 billion won in 2022. Operating losses also widened from 5.9 billion won to 20 billion won during the same period. Sales declined 20.5% year-over-year, dropping from 62.21 billion won to 49.45 billion won.
A Global Celebration of Play
The Lego Festival aligns with the second annual “World Play Day”, an initiative recognized by a U.N. General Assembly resolution in March 2023. The celebration underscores the universal importance of play in child development and education. Seven Legoland resorts worldwide—including Legoland California and Legoland Deutschland—will simultaneously host the festival. It will create a global moment to champion play as an essential part of life. This will mark the 2nd celebration of the annual World Play Day.
Merlin’s Continued Investment in Legoland Korea
Despite its financial struggles, Merlin Entertainments remains committed to the Korean market. As of March 2023, the company had invested over 330 billion won into Legoland Korea. Legoland Korea positions the upcoming Lego Festival as a key initiative to revitalize interest in the theme park, attract more visitors, and strengthen its presence in Asia’s competitive entertainment industry. By focusing on family-friendly attractions, interactive Lego-themed events, and hands-on play experiences, Legoland Korea aims to turn the tide and create a brighter future through this landmark festival. This event promises to be a must-visit destination for families and Lego enthusiasts in South Korea’s thriving tourism scene.
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