On Feb. 12, the Jin Jiang International Holdings Co., Ltd. announced the signing of a joint venture framework agreement with Warner Bros to develop a Harry Potter attraction – the Making of Harry Potter studio tour, in Shanghai Jinjiang Action Park. The new attraction is expected to open to the public in 2027. This marks the first Harry Potter studio tour in China. The project is currently undergoing regulatory approval.
The proposed location, Shanghai Jinjiang Action Park, is a state-owned park in Shanghai that closed in January for renovations. Opened in 1985 as Shanghai's first large-scale theme park, the venue was home to the mainland's first Ferris wheel exceeding 100 meters in height.
Following its transformation, the 100,000-square-meter park will allocate approximately 53,000 square meters to this new Harry Potter project. The attraction will include indoor and outdoor areas as well as an underground parking facility. Visitors are expected to spend around half a day touring the site.
A landscaped park will be created at the entrance, offering a recreational area for visitors and the general public. While iconic features like the Ferris wheel and hotel will remain, most of the original amusement rides will be removed.
The project will provide fans with a behind-the-scenes look into the filmmaking process, showcasing the intricate designs and creativity behind the Harry Potter movie series. Visitors will be able to explore iconic sets, view authentic costumes and props used in the films, and engage with interactive exhibits that bring the magic of the franchise to life. The attraction aims to immerse guests in the world of Harry Potter while unveiling the craftsmanship that brought the beloved book series to the big screen.
Ticket prices aligned with existing projects in the UK and Japan
The attraction will operate on a reservation-only basis, requiring visitors to book specific dates and times. Ticket prices will be comparable to those of the UK and Japan Harry Potter studio tours, which currently range between RMB 320 and RMB 460.
Described as a museum-like experience, the Making of Harry Potter studio tour will feature film sets, prop displays, and technical exhibits. According to Zheng Bei, chairwoman of the Shanghai Jinjiang Action Park, the tour is distinct from a traditional theme park like Disneyland, positioning itself as a unique competitor in the market.
The project represents an estimated investment of RMB 2.8 billion, with construction scheduled to begin in the second half of 2025. The park is expected to open by late 2027, aiming to attract approximately 2 million visitors annually.
Jinjiang Action Park highlighted in its official announcement that introducing the globally renowned Harry Potter IP will enhance the park's brand value and invigorate consumer activity. The project is set to become a landmark destination for Harry Potter fans across China and the world, positioning itself as a standout attraction in Shanghai's cultural and tourism sector.
Strategic location to boost local economy
Zhou Weihong, Deputy General Manager of Spring Tour, noted that Harry Potter's extensive fan base and its cultural impact through books and films make it a highly appealing IP. She added that many of the franchise's original fans are now middle-aged, likely influencing the next generation to engage with the brand. Whether driven by nostalgia, curiosity, or fandom, the project is expected to attract a substantial audience and has a promising outlook.
Zhou also emphasized that Shanghai's major theme parks and IP-based attractions, such as Disneyland and LEGOland, operate as comprehensive ventures that generate significant regional economic benefits beyond ticket sales, including revenue from merchandise and hospitality. Jinjiang Action Park's central location offers a key advantage over other attractions like Shanghai Disneyland in Pudong and LEGOland in Jinshan, making it more accessible to city residents and tourists alike.
China's first, third globally
The Making of Harry Potter studio tour will be the third of its kind globally, following the original in London, UK, and another in Tokyo, Japan. It is the first to be established in China. This development follows other major international IPs, such as Disney and LEGO, making their mark in Shanghai.
The renovation of Jinjiang Action Park aims to preserve its identity as a classic urban amusement park while introducing innovative cultural and tourism experiences. The Shanghai attraction is also expected to incorporate more advanced smart technology elements than the studio tour in London.
(Source: Wen Wei Po)
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