LEGOLAND Malaysia Resort is proving that the classic LEGO brick never gets old — it just gets faster! As a huge draw for Johor, the resort is constantly levelling up, most recently with the LEGO Ferrari Build & Race attraction, an Asia-first launch that blends hands-on creativity with cutting-edge tech. We caught up with C.S Lim, Vice President of LEGOLAND Malaysia Resort, to discover the secret formula behind their “constant renewal,” how they keep families and adult fans hooked, and the strategic vision that ensures fun always fuels innovation and learning.
LEGOLAND Malaysia has been a key tourism icon for Johor and the region. What do you think has been the most important element in keeping the LEGOLAND Malaysia Resort relevant and exciting for families over the years?
The most important element is our commitment to constant renewal. We operate on the fundamental principle that for our guests, no two visits should ever be the same. That’s why we always introduce something new, year after year, whether it’s a new attraction, a seasonal event, or an innovative experience. This dedication to continuous innovation is what keeps the resort relevant and ensures families always have a fresh, exciting reason to return.
Given your commitment to constant renewal, how does LEGOLAND Malaysia Resort continuously generate such exciting new ideas — from attractions and builds to new events — and what is the driving philosophy behind this innovation process?
Our innovation process is rooted in meticulous, long-term planning. We don’t plan in the short term; we typically look five to ten years ahead. This extensive roadmap allows us to constantly be on the lookout for what is exciting, what is trending, and, crucially, what is the best possible fit for our family-friendly orientation as a resort. It ensures that every new introduction is both engaging and perfectly aligned with the LEGOLAND experience.
With more children turning to screens and digital games, how does LEGOLAND Malaysia ensure that hands-on play and creativity remain central to the guest experience?
Our approach is two-fold, ensuring that hands-on play remains the core experience. The vast majority of our programmes and attractions require physical, hands-on engagement; you must be on-site, building with the actual LEGO bricks, and actively using your imagination to create. This physical interaction is the foundation of the LEGOLAND experience. Secondly, we adopt a strategy of Strategic Use of Technology, viewing it not as a replacement for bricks, but as an enhancement to creativity. Our newest attraction, LEGO Ferrari Build & Race, perfectly illustrates this: guests physically build, design, and customise their own LEGO car, testing its performance on our physical ramps first. Only then do they scan their physical creation into our digital racetrack — a virtual replica of the legendary Pista di Fiorano, the Ferrari test circuit in Maranello, Italy. This provides a meaningful digital extension of their physical work, inspiring them to go back and refine their build.
LEGOLAND attractions often celebrate diversity and inclusion — from MINILAND to creative workshops. How does the resort continue to create experiences that reflect different cultures and stories from around the world?
Diversity and inclusion are central to our core values, and this is physically represented in our MINILAND. This iconic area is not just a showcase of Malaysian landmarks, such as the beautiful Kampung houses, but it also reflects a broad tapestry of regional and global cultures. Guests can explore miniature versions of cultural icons like the Taj Mahal, alongside detailed representations of nations like China, Thailand, Singapore, Cambodia, the Philippines, and Vietnam, highlighting the diversity of Asia and beyond. Apart from the structures, we actively celebrate diverse cultures as well. Throughout the year, we host vibrant, culture-based events for major festivals like Chinese New Year, Hari Raya, Deepavali, Christmas, and even Halloween, ensuring that LEGOLAND Malaysia Resort truly reflects and celebrates the rich cultural mosaic of Malaysia and the world for all our guests.
One thing that makes LEGO timeless is how pieces from decades ago still fit together today. How does LEGOLAND Malaysia Resort carry this same spirit of timelessness and continuity through its attractions and experiences?
That is simple. We are LEGOLAND. The continuity of the LEGO brick is the perfect metaphor for our timeless spirit. Because our entire experience is built around fundamental human concepts like imagination and creativity, these elements will never fade or become irrelevant. Just like the brick itself, the power of pure, innovative play remains constant, ensuring the core of LEGOLAND Malaysia Resort is inherently timeless.
Many parents see LEGOLAND as a place where fun meets learning. How does the resort continue to design experiences that align with education, creativity, and STEAM-based learning for children?
The alignment of fun and learning is integral to our DNA, and we achieve it by making STEAM (Science, Technology, Engineering, Arts, Mathematics) learning playful. Instead of conventional classroom teaching, we bring these concepts alive. You play, you have fun, and the learning becomes a discovery process through hands-on engagement. Our LEGO Ferrari Build & Race is a great example: children don’t just build a car, they physically test and refine its aerodynamics and stability, making the concepts of Engineering and Science tangible and truly memorable. We transform education into an exciting game.
We’ve seen more adults visiting LEGOLAND, from AFOLs (Adult Fans of LEGO) to families returning with their own children. How has LEGOLAND Malaysia tapped into this multi-generational passion for LEGO to drive tourism and repeat visits?
We are incredibly proud to see LEGOLAND Malaysia evolving into a truly multi-generational destination, where we often see even grandparents enjoying the resort with their grandchildren. This appeal is powered by the universal and timeless nature of the LEGO brick itself. Our attractions and building activities are inherently appealing to all ages because curiosity and creativity do not die with age. We embrace this multi-generational passion, attracting young adults and AFOLs (Adult Fans of LEGO) through relevant new experiences — such as the LEGO Ferrari Build & Race attraction — which appeals to their interest in engineering and racing, proving that the opportunity to create wonders applies to everyone.
The new LEGO Ferrari Build & Race attraction marks a major collaboration between two global icons. What makes this partnership special for LEGOLAND Malaysia and for visitors experiencing it here — the first in Asia?
This collaboration between LEGO and Ferrari is special because it unites two global icons that share a powerful commitment to imagination, innovation, craftsmanship, and excellence. When these shared values are combined, they create something truly wonderful. The LEGO Ferrari Build & Race attraction, the first in Asia, allows our visitors to experience this fusion firsthand through five interactive zones. The experience begins in the Garage Zone, where guests are immediately immersed in Ferrari’s history and memorabilia. The showstopper here is the world’s first life-sized LEGO Ferrari F50, a breathtaking masterpiece built from 421,652 LEGO bricks and complete with the sound of the actual F50 engine — a piece you can only see and sit in here at LEGOLAND Malaysia Resort. This leads into the Build Zone and Test Zone for physical creation and performance testing, followed by the Virtual Race Zone. Finally, the DUPLO Build Area ensures that even our youngest guests, the future racers, can participate.
Both Ferrari and LEGO are powerful symbols of innovation and creativity. How does LEGOLAND Malaysia plan to use this attraction to inspire builders and visitors who may be new to the LEGO experience?
The primary goal is to shift guests from being passive observers to active creators, encouraging them to fully embrace the spirit of LEGO play. When visitors enter and see the magnificent, life-sized LEGO Ferrari F50, we want them to feel immediately inspired and motivated to build. The attraction challenges guests to make their own variations and create multiple versions of a car, pushing their own engineering and aesthetic boundaries. By providing the high-octane inspiration of Ferrari and the boundless medium of LEGO bricks, the LEGO Ferrari Build & Race facilitates a truly hands-on experience that rewards innovation and personal design, making the process of building, testing, and racing a catalyst for their natural creativity.
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