The little British pink pig is claiming its largest territory yet, and it is Chinese. Hasbro and its local partner Max-Matching Entertainments are investing 2.4 billion yuan, equivalent to around 331 million dollars, in the world’s largest standalone Peppa Pig park on Changxing Island in Shanghai, complete with a themed hotel. Opening is announced for 2027. The hotel is explicitly designed for the three-generation Chinese family, a brief that speaks volumes about this market and what European hospitality has yet to master.
- 🐷 The project · The world’s largest standalone Peppa Pig park and Asia’s first, featuring themed zones, attractions, an immersive show, and a hotel
- 📍 Where · Changxing Island, Chongming District, Shanghai, 91 km from the centre and about a ninety-minute drive
- 💶 Investment · 2.4 billion yuan, close to 331 million dollars
- 📐 Area · Around 19.4 hectares, or 48 acres
- 🗓️ Opening · 2027, driven by Hasbro with Max-Matching Entertainments, Shanghai Peiqi, and the Changxing Administrative Committee
A hotel designed for three generations under one roof
This is the detail that sets this project apart from Western parks. The announced themed hotel is not designed for a couple with two children, but for the dominant configuration of domestic Chinese tourism: grandparents, parents, and child, traveling together and sharing the same room or interconnecting rooms. This brief calls for layouts rarely seen in Europe: rooms sleeping five to six people, relaxation areas for seniors, and dining that must satisfy three different age groups at the same table. The programme specifies that the entire complex is designed specifically for the Chinese market, a phrasing that serves as a strict specification. The number of rooms and room types have not yet been released.
◆ The project in pictures
Nineteen hectares on a Yangtze island
The site covers approximately 19.4 hectares on Changxing Island in Chongming District, China’s third-largest island, located at the mouth of the Yangtze River. The address is 91 kilometres from central Shanghai, roughly a ninety-minute drive. This peripheral choice aligns with the economic model: at this distance, day trips become inconvenient, making an overnight hotel stay not just an option, but a necessity. The park will feature unique themed zones, attractions, and an immersive show.
What Hasbro is seeking in China
This is Hasbro’s first Peppa Pig park in Asia and the world’s largest in a standalone format, meaning it is not attached to another park. Matt Proulx, Senior Vice President of Global Experiences at Hasbro, describes it as a significant milestone for the group in China, matching the market opportunity. The venture brings together Max-Matching Entertainments as a strategic partner, investment firm Shanghai Peiqi, and the Changxing Island Administrative Committee. For a toy company, the park and its hotel are above all a way to turn a license into recurring revenue in a market where Peppa Pig enjoys considerable recognition among young parents. Discover international hotel news on La Revue des Hôtels.
Our perspective
Children’s brand-licensed hospitality remains a blind spot in the sector, often dismissed as lacking prestige, even though it captures substantial and loyal demand. This project introduces a variable largely overlooked in Europe: the multi-generational stay, which requires rethinking room design rather than simply pasting characters on walls. If execution matches the brief, this will be one of the rare theme park hotels built around a specific family structure rather than a brand. We will be following the release of the room types, which will reveal whether the promise is architectural or merely decorative.
Practical information
- Where · Changxing Island, Chongming District, Shanghai, China
- Opening · 2027, exact date not yet announced
- Access · About a 1 h 30 min drive from central Shanghai
- To follow · Number of rooms and hotel room types, not yet published
