Legoland Korea eyes turnaround on stronger marketing, brand recognition | Yonhap News Agency

## Summary
OK By Choi Kyong-ae SEOUL, March 18 (Yonhap) -- Legoland Korea Resort, owned by Europe's largest theme park operator Merlin Entertainments Ltd., said Wednesday it is moving toward a turnaround this year, driven by expanded promotions and improved brand recognition. 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. This photo, provided by Legoland Korea on March 18, 2026, shows Lee Seong-ho, vice president of Merlin Entertainments Korea overseeing South Korean operations, speaking during a press conference at the Centropolis building in Jongno, central Seoul, on the company's business strategies for this year. (PHOTO NOT FOR SALE) (Yonhap) 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. This undated file photo provided by Legoland Korea shows the entrance of the theme park in Chuncheon, 76 kilometers east of Seoul. (PHOTO NOT FOR SALE) (Yonhap) kyongae.choi@yna.co.kr (END) Related Articles (Yonhap Interview) Legoland Korea hopes to see turnaround this year on facility investments, events Keywords #Legoland Korea-turnaround Articles with issue keywords Most Liked 16th Gwangju Biennale: You must change your life Ex-U.S. officials voice concerns about Trump gov't 'vacating' deterrence assets from Indo-Pacific amid Iran war Four decades of Damien Hirst on display at MMCA, from shark to cherry blossoms Police vow zero tolerance for terror threats against BTS comeback concert (2nd LD) N.

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OK
By Choi Kyong-ae
SEOUL, March 18 (Yonhap) -- Legoland Korea Resort, owned by Europe's largest theme park operator Merlin Entertainments Ltd., said Wednesday it is moving toward a turnaround this year, driven by expanded promotions and improved brand recognition.
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.
This photo, provided by Legoland Korea on March 18, 2026, shows Lee Seong-ho, vice president of Merlin Entertainments Korea overseeing South Korean operations, speaking during a press conference at the Centropolis building in Jongno, central Seoul, on the company's business strategies for this year. (PHOTO NOT FOR SALE) (Yonhap)
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.
This undated file photo provided by Legoland Korea shows the entrance of the theme park in Chuncheon, 76 kilometers east of Seoul. (PHOTO NOT FOR SALE) (Yonhap)
kyongae.choi@yna.co.kr
(END)
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Legoland Korea eyes turnaround on stronger marketing, br

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## Expert Analysis

### Merits
- These market-friendly promotions appear to be effective," Lee said.

### Areas for Consideration
- This undated file photo provided by Legoland Korea shows the entrance of the theme park in Chuncheon, 76 kilometers east of Seoul. (PHOTO NOT FOR SALE) (Yonhap) kyongae.choi@yna.co.kr (END) Related Articles (Yonhap Interview) Legoland Korea hopes to see turnaround this year on facility investments, events Keywords #Legoland Korea-turnaround Articles with issue keywords Most Liked 16th Gwangju Biennale: You must change your life Ex-U.S. officials voice concerns about Trump gov't 'vacating' deterrence assets from Indo-Pacific amid Iran war Four decades of Damien Hirst on display at MMCA, from shark to cherry blossoms Police vow zero tolerance for terror threats against BTS comeback concert (2nd LD) N.

### Implications
- 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.
- 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.
- This undated file photo provided by Legoland Korea shows the entrance of the theme park in Chuncheon, 76 kilometers east of Seoul. (PHOTO NOT FOR SALE) (Yonhap) kyongae.choi@yna.co.kr (END) Related Articles (Yonhap Interview) Legoland Korea hopes to see turnaround this year on facility investments, events Keywords #Legoland Korea-turnaround Articles with issue keywords Most Liked 16th Gwangju Biennale: You must change your life Ex-U.S. officials voice concerns about Trump gov't 'vacating' deterrence assets from Indo-Pacific amid Iran war Four decades of Damien Hirst on display at MMCA, from shark to cherry blossoms Police vow zero tolerance for terror threats against BTS comeback concert (2nd LD) N.
- Korea, U.S. conduct joint drills Most Saved 16th Gwangju Biennale: You must change your life (2nd LD) N.

### Expert Commentary
This article covers korea, legoland, turnaround topics. Notable strengths include discussion of korea. Areas of concern are also raised. Readability: Flesch-Kincaid grade 0.0. Word count: 787.