Chinese family entertainment brand Meland has announced its first overseas location will open in Thailand at the end of this year at Siam Paragon, one of Bangkok’s leading commercial complexes. Through its partnership with Siam Piwat, Meland will debut a 5,000-square-meter indoor theme park featuring six themed zones and more than 500 play experiences that together form a large fairytale-inspired environment.
China’s family-oriented theme park industry has expanded rapidly in recent years. Citing a report from Zero Power Intelligence, 36Kr estimates that the market for children’s theme parks will surpass RMB 200 billion (USD 28 billion) by 2028, with compound annual growth remaining above 20%. Growth has been driven by rising household spending, the continued effects of the two-child policy, and increasing demand among parents for educational and entertainment experiences.
Chinese family entertainment brands have also begun to enter overseas markets. Southeast Asia has become a preferred destination due to cultural proximity, lower operating costs relative to Europe and the US, favorable regulatory conditions, and consumer demand that aligns well with Chinese operators’ offerings.
A Meland spokesperson said the Bangkok park will maintain the brand’s focus on inventive experiences and modern aesthetics while incorporating local cultural elements. The location will offer smart wristbands, professional childcare support, and a structured age-based play system designed to blend visual appeal, functionality, and social interaction.
Family theme parks have evolved beyond basic playground equipment and now serve as multifunctional spaces that combine entertainment, education, and leisure. Meland said it places strong emphasis on visual design, immersive storytelling, and child-centered play value and exploration. Its fairytale-inspired environments have received multiple international design awards.
According to Meland, the Bangkok location will highlight three major features:
- First, it will showcase original large-scale mechanical installations developed through the company’s in-house R&D capabilities, including the Lantern Fish Express, which takes families on a journey from an imagined undersea world to colorful cloud-scapes.
- Second, it will integrate immersive art experiences through a collaboration with global digital media design firm D’strict, bringing light-and-interactive installations from the Arte Kids Park in Jeju Island.
- Third, it will feature an integrated play-and-learn environment that combines play, sports, roleplay, social interaction, and developmental learning to serve families with children across varied age groups.
Meland, one of China’s new-generation family entertainment brands, has expanded to more than 60 cities nationwide. Its trajectory mirrors changes across the broader industry, shifting from early traditional indoor playgrounds to a phase marked by imported equipment and midsize venues, and now to a model centered on aesthetic spaces, multisensory experiences, and learning-focused play.
Looking ahead to the launch of its first overseas location, the Meland spokesperson said the company hopes to see Chinese consumer brands shift from exporting products to exporting experience and culture. Just as Chinese designer toys have gained global traction, the spokesperson said Chinese brands are capable not only of producing goods but also of creating experiences that resonate with audiences.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Zhong Yixuan for 36Kr.