Warner Bros has announced plans to develop a Harry Potter Studio Tour in Shanghai in collaboration with Jinjiang International. The project will cover more than 53,000 square meters and offer visitors an immersive behind-the-scenes experience of the iconic film series. Set to open in 2027, the attraction will be part of a wider redevelopment of an existing Shanghai theme park operated by Jinjiang. Pending regulatory approval, this marks the third Harry Potter Studio Tour worldwide, following successful locations in London and Tokyo.
This move reflects Warner Bros’ ongoing investment in immersive film-based attractions and reinforces its presence in China, a key market with a growing demand for branded entertainment experiences. As the Chinese film industry prioritises local content, international franchises such as Harry Potter continue to find success through themed attractions, merchandise, and re-releases of original films.
Expanding the Studio Tour Model into China
The new attraction will introduce an authentic studio-style experience, allowing visitors to explore film sets, iconic scenes, and behind-the-scenes production elements. The design is expected to replicate successful elements from the London and Tokyo tours, offering interactive exhibits, prop displays, and insights into the filmmaking process.
Unlike traditional theme parks that focus on rides and attractions, the Harry Potter Studio Tour format is designed as an educational and immersive journey, showcasing the artistry and craftsmanship behind the film series. This alternative entertainment model aligns with growing trends in experiential tourism, particularly in markets where movie-themed attractions have seen sustained popularity.
Strengthening Warner Bros’ Presence in China’s Entertainment Market
China remains a highly competitive entertainment landscape, with strict import quotas on foreign films and an increasing focus on local content. Despite these challenges, the Harry Potter franchise has maintained strong brand loyalty, supported by re-releases of all eight films in Chinese cinemas and the success of The Wizarding World of Harry Potter at Universal Studios Beijing.
Introducing a Harry Potter Studio Tour in Shanghai represents a strategic move to expand Warner Bros’ footprint in the Chinese market without relying on new film releases. By partnering with Jinjiang International, a leading Chinese tourism and hospitality group, Warner Bros can navigate regulatory processes more effectively while leveraging local expertise in theme park operations.
Driving Growth in Film Tourism and Themed Entertainment
This investment highlights the increasing demand for film-based tourism experiences, where visitors seek to engage with their favourite franchises beyond traditional media consumption. With Shanghai already serving as a major entertainment hub, the addition of a globally recognised attraction is expected to drive inbound tourism and enhance the city’s reputation as a destination for themed experiences.
As plans for the Studio Tour progress toward regulatory approval, this development reflects a broader industry trend of global studios expanding beyond film production into immersive entertainment venues. Warner Bros’ partnership with Jinjiang International marks another milestone in the evolution of themed entertainment in China, creating new opportunities for investment, tourism, and audience engagement in the years ahead.
