Header photo source: Warner Bros Discovery.
On February 12, Warner Bros Discovery announced plans to expand “Warner Bros Studio Tour: The Making of Harry Potter” (hereinafter referred to as Harry Potter Studio Tour) with a new location in Shanghai’s Jinjiang Action Park. This marks the tour’s first presence in China, with an expected opening in 2027. The project is currently in the regulatory approval phase.
Set to span approximately 53,000 square meters, the Shanghai attraction will feature both indoor soundstages and outdoor backlot areas, with a visit expected to take about half a day. A landscaped park area at the front will offer a leisure space for visitors and the general public.
According to Warner Bros, the indoor portion of the tour will take visitors behind the scenes of the Harry Potter films, showcasing the production process and the magic behind the movies. Guests will be able to explore iconic sets, view original costumes and props, and engage with interactive exhibits that bring JK Rowling’s wizarding world to life.
A prime spot in downtown Shanghai
Negotiations for the project have progressed at an unusually rapid pace. Talks began in November 2023, and a memorandum of understanding was signed on May 20, 2024. The formal framework agreement was finalized on January 31. Construction is set to begin in the second half of 2025, with a grand opening scheduled for late 2027.
The speed of this deal contrasts sharply with Disney’s experience in Shanghai. Next year marks the tenth anniversary of Shanghai Disneyland, but the project took a decade of negotiations to secure approval.
By comparison, Warner Bros has managed to secure a prime location in downtown Shanghai—a near-impossible feat today. Jinjiang Action Park’s placement along Shanghai Metro’s Line 1 makes it a rare real estate opportunity. Other major theme parks in the city—Shanghai Disneyland in Pudong, Legoland Shanghai Resort in Jinshan, and the upcoming Peppa Pig theme park in Chongming—are all located on the outskirts.
The deal is mutually beneficial. For Warner Bros, this is the first major addition to its global themed entertainment business since launching the division in September 2023. For Jinjiang International, the project revitalizes an aging amusement park.
Jinjiang Action Park, which announced its temporary closure for renovation in January, holds nostalgic significance for Shanghai residents as one of the city’s oldest amusement parks. However, in recent years, it has struggled with aging facilities and declining attendance. The park drew just one million visitors annually—less than one-tenth of Shanghai Disneyland’s 13 million in 2023.
Despite this, the park’s location remains highly valuable. It sits along Shanghai Metro’s Line 1, near Shanghai South Railway Station, and close to Xujiahui and Caohejing, two major commercial districts.
Jinjiang offers the prime location, while Warner Bros brings a timeless IP. With eight Harry Potter films, three Fantastic Beasts movies, and multiple attractions across Universal Studios parks worldwide, the Wizarding World franchise remains one of the most profitable in entertainment history.
Will Universal Studios Beijing and Shanghai Disneyland be affected?
Will the new attraction compete directly with Shanghai Disneyland and Universal Studios Beijing? Most likely not.
Both Shanghai Disneyland and Universal Studios Beijing draw around 13 million visitors annually. In contrast, Shanghai’s Harry Potter Studio Tour will be designed as a half-day experience within a 53,000-square-meter space—far smaller than Shanghai Disneyland’s 910,000 square meters. It is also about half the size of Universal Studios Beijing’s “Wizarding World of Harry Potter” zone, which spans 100,000 square meters.
The target audience will be local and regional fans seeking a shorter, immersive experience. The Minhang district government estimates the attraction will draw 2–2.5 million visitors annually, generating USD 150–200 million in revenue with an EBITDA of USD 40–80 million.
Unlike Disneyland or Legoland, the Harry Potter Studio Tour follows a museum-style format, with 90% of the experience indoors and requiring advance reservations.
“It’s not a theme park—it’s a different business model. Visitors will need to book specific dates and times for entry,” a press officer said. “Ticket prices will be comparable to those of the UK and Japan’s Harry Potter Studio Tours, which currently cost RMB 320–460 (USD 44.8–64.4).”
Jinjiang Action Park spans 103,000 square meters, leaving about half the site unallocated after the attraction is built. When 36Kr reached out to Warner Bros regarding future development plans for the remaining space, the company declined to comment.
For now, Shanghai authorities hope to retain elements of the original Jinjiang Action Park while adding new public amenities.
The Minhang press office confirmed that the Shanghai Ferris Wheel—a longstanding symbol of Jinjiang Action Park—will not be demolished but upgraded. The refurbished wheel is tentatively planned to be 118 meters tall, pending national approval. However, it will not feature any themed elements.
The renovation will also include an underground parking facility and a landscaped entrance park. Themed restaurants and hotels are planned, while commercial and tourism-related infrastructure will be overseen by the government.
As Shanghai continues to attract major IP properties, more theme park projects are in the pipeline. Legoland Shanghai Resort is set to open this summer, while a Peppa Pig-themed outdoor park is scheduled to launch in 2027—the same year as the Harry Potter Studio Tour in Shanghai.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Wang Yuchan for 36Kr.