Warner Bros. to launch first Harry Potter attraction in Shanghai by 2027

US entertainment company Warner Bros. will launch a Harry Potter attraction at Shanghai Jinjiang Action Park (錦江樂園) in 2027, marking the first Harry Potter studio tour in China.

Operated by Warner Bros., Warner Bros. Studio Tours currently has locations in London and Tokyo. Chinese tourism and hospitality company Jin Jiang International Holdings confirmed on a media briefing on Wednesday (12 February) that it has inked a joint venture framework agreement with Warner Bros. to create a Harry Potter attraction at the amusement park, according to Chinese media The Paper (澎湃新聞).

Known as “The making of Harry Potter studio tour” (哈利波特製片廠之旅), the project is under the regulatory approval stage. It is expected to cover around 53,000 square metres, encompassing both indoor and outdoor areas, along with an underground parking area. The entire tour is expected to last about half a day, giving Harry Potter fans a behind-the-scenes look at the films, featuring the filmmaking process and providing a deep understanding of the magical world of Harry Potter. 

Visitors will have the chance to explore iconic scenes designed by the creators of the "Harry Potter" films, see the original costumes and props used in the movies, and interact with installations that let them experience scenes from the films. They will also learn how the signature book series was brought to life on the big screen.

Jinjiang Action Park spans over 100,000 square metres and was Shanghai's first recreational center when it opened in 1984. The park closed in late January for extensive renovations, which are expected to be completed by 2027. While the hotel and Ferris wheel will remain, all current amusement facilities will be removed.

According to a report by Xinhua News Agency, Zheng Bei, chairwoman of the Shanghai Jinjiang Action Park, said the park's renovation will create new opportunities for cultural tourism. The annual visitor count is expected to rise from approximately 800,000 to around two million.

Meanwhile, Lin Huanjie, director of the Institute for Theme Park Studies in China, said the gathering of well-known international and domestic theme parks and film and television IP will gradually position Shanghai as a premier destination for family tourism and leisure activities. The new Harry Potter attraction will not only appeal to Chinese fans but also draw tourists from other Asian countries, thereby boosting the inbound tourism market.

MARKETING-INTERACTIVE has reached out to Warner Bros. and in Jiang International Holdings respectively for more information. 

Photo courtesy: Shanghai Let's meet’s official X page

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