KidZania to open Bt760m centre in Siam Paragon
KidZania, the world's fastest-growing "edutainment" brand, is preparing for the December opening in Bangkok of its 12th site, and the third-largest in the world, with an investment of more than Bt760 million.
Located on the fifth floor of Siam Paragon and covering floor space in excess of 10,000 square metres, KidZania will be a meticulously realistic, scaled-down replica of a city, with streets, buildings, utilities and vehicles providing children aged from four to 14 with the opportunity to experience the jobs of adults.
There are currently 11 KidZania edutainment centres in cities around the globe: Mexico City, Monterrey (Mexico), Cuicuilco (Mexico), Tokyo, Koshien (Japan), Jakarta, Lisbon, Dubai, Seoul, Kuala Lumpur and Santiago.
KidZania in Bangkok will be the third-largest operation, behind Cuicuilco and Seoul.
“Thailand is very attractive to KidZania, thanks to its having a big population and being a major tourism destination,” said Xavier Lopez Ancona, founder and worldwide CEO of KidZania, which is based in Mexico.
Between 8 million and 10 million of the population is in Bangkok, with about 20 per cent of them aged up to 14. Thai parents are willing to invest in their kids, he said.
The scaled-down city, now 85 per cent complete, will be a landmark addition to Bangkok, helping to create a major new attraction for the capital as well as boost its appeal as a regional destination with a sophisticated family edutainment product, he said.
“Parents in Thailand and around the globe are looking for innovative and better ways to prepare and motivate their children,” he added.
“Kids learn by doing, and they learn even better if they are having fun at the same time. That’s what KidZania is about. We give kids a real-world experience exploring a variety of careers,” said Ancona.
KidZania has partnered with almost 400 companies around the world to make the experiences authentic, educational and inspirational. For example, there is a real, 21-metre section of an AirAsia Boeing 737 fuselage and cockpit for aspiring pilots and aircrew.
There is also a working B-Quik auto repair shop, where young children can learn and practise the basic skills of being an auto mechanic.
Also featured is a functioning CIMB Thai bank, where youngsters can cash cheques in KidZania’s national currency, open a bank account, get a working ATM card and role-play as a teller.
Scott Schubert, vice chairman |of Kids Edutainment Holdings (Thailand), the company’s local licensee, and CEO of KidZania in Thailand, said that after the planned opening in December, the complex is expected to attract about 1 million visitors within the first 12 months. Between 10 per cent and 30 per cent of them are forecast to be foreign tourists.
The edutainment centre will be open for two shifts a day, each of about five hours. It will have the capacity to serve about 2,000 visitors per shift.
“Allowing kids to immerse themselves in roles based in reality, rather than fantasy, brings out the best in them. They can explore more than 80 careers at KidZania, where they will face real-life situations that help in the development of their problem-solving skills. Through role-playing, they learn to take on new challenges and overcome obstacles, and build self-confidence in their ability to manage the world around them,” the executive added.
