Chuncheon: Legoland Korea Resort, owned by Europe's largest theme park operator Merlin Entertainments Ltd., announced it is moving toward a turnaround this year, driven by expanded promotions and improved brand recognition.
According to Yonhap News Agency, the world's 10th Legoland resort, which opened in South Korea in May 2022, posted net losses in its first two years due to high initial costs and weaker-than-expected demand. Losses are believed to have narrowed significantly last year, although final 2025 results are scheduled for release next month, the company said.
"There are positive signs of a turnaround since late last year, with visitor numbers and sales of signature items increasing alongside improved customer satisfaction," Lee Seong-ho, vice president of Merlin Entertainments Korea, said at a press conference. He added the company is on track to return to profitability this year, citing solid sales growth in the first quarter of 2026.
Merlin Entertainments Korea operates two aquariums -- Sealife Coex in Seoul and Sealife Busan in the southern port city of Busan -- in addition to Legoland Korea Resort in Chuncheon, about 90 kilometers northeast of Seoul. "The number of visitors rose sharply in 2025 from a year earlier as we focused more on promoting the Lego brand itself, rather than just the theme park. These market-friendly promotions appear to be effective," Lee said.
To boost sales, Legoland Korea has introduced bundled promotion products -- the Double Pass and Triple Pass -- allowing customers to visit the resort alongside one or both aquariums at discounted prices. Following similar events in the United States and Japan, the company will host the "Go Full Ninja" festival for 11 weeks starting March 21 to mark the 15th anniversary of the Ninjago franchise, featuring characters such as Kai, Jay and Zane.
In April last year, the resort launched the Masters of Spinjitzu roller coaster, which it describes as the first of its kind globally and the park's most thrilling attraction. To tap growing demand for hotel staycations, often referred to as "hokangseu" in South Korea, the company has converted its outdoor swimming pool into an indoor facility, allowing year-round use and enhancing its Lego-themed accommodation offerings.
The Lego brand name originates from the Danish phrase "leg godt," meaning "play well." London-based Merlin Entertainments, which operates Legoland, Sealife and Madame Tussauds attractions, has invested 380 billion won (US$256 million) in Legoland Korea to expand its presence in Asia's fourth-largest economy. Asked about additional investment plans in South Korea this year, Lee said no decisions have been made.