Seizing the opportunity presented by the increasing occupancy of luxury residences near the National Theater, Leyue Life Mall in Taichung’s 7th Redevelopment Zone has been the first to introduce Belle’s Family Fun, the No. 1 family amusement park brand for children aged 0 to 8. With an investment of NT$50 million, the mall has built a nearly 600-ping “Magical World-Themed Family Amusement Park,” featuring 16 themed zones. The park officially opened today (23rd), and together with “Flypo Gym” and “Flypo Playground,” which had already moved into Leyue earlier, the two major family amusement players are set to cash in on the summer family market.
Ding Zhongzhi, General Manager of Belle’s Family Fun — the world’s first and Taiwan’s largest family amusement park brand — said the park has over 40,000 loyal fans across Taiwan and is highly favored by many millennial moms, bloggers, and celebrities. Since its establishment in 2015, the brand has opened stores in City Hall and Banqiao. In July, it launched Taiwan’s first-ever magical world-themed amusement park, which is also its third chain store nationwide and the largest in terms of floor space.
Due to its immense popularity among toddlers, Belle’s Family Fun’s three branches across Taiwan are expected to attract 60,000 visitors during the summer vacation alone, drawing interest from numerous overseas businesses seeking franchising or licensing opportunities. Ding revealed plans to expand overseas next year, with Shanghai being the first target.
Ding noted that Belle’s Family Fun is the first in the industry to adopt a global travel concept, with each season themed around a different country and featuring related family activities. For example, the monthly “Baby Crawling Competition” takes on themes such as “Korean Style,” where babies wear traditional Korean attire to compete — bookings for this are already full through October. The park also regularly holds “Traditional Chinese One-Year-Old Catching Game Ceremonies,” giving children commemorative certificates to cherish their growth, with bookings currently full through the end of the year.
Weng Suhui, Chairwoman of the Leyue Chain Group, stated that in addition to the newly added “Belle’s Family Fun” on the third floor, the Leyue Taichung branch on the fourth floor also houses “Flypo Gym” and “Flypo Playground,” which focus on children’s strength training. The group is currently looking to add more family-friendly businesses and aims to transform Leyue Life Mall into a shopping destination suitable for family outings.
Su Shenghan, the second-generation leader of Leyue and Assistant to the General Manager, is the mastermind behind the introduction of “Belle’s Family Fun” and the push to transform Leyue into a lifestyle mall.
He mentioned that in addition to family facilities, dining is another key sector Leyue is actively expanding. The fourth floor already hosts “JOY HOJA,” a creative vegetarian restaurant. Other notable eateries include the popular “ATC Alcohol Tea Coffee” bar on the first floor. Thanks to Su’s vigorous business development efforts, the renowned lobster sandwich shop “Longpost” will open its first branch outside Taipei at Leyue in early August, expected to spark a lobster burger craze.
Su Shenghan, who became a father last year, said that in response to the growing demand for family-oriented offerings, Leyue Taichung has also introduced products such as YOSI SAMRA’s foldable comfort shoes for families, PAZEAL parent-child backpacks, Samsonite suitcases, JJL children’s clothing, Teva outdoor shoes, and SKECHERS walking shoes. Leyue aims to create a high-quality family fun space in Taichung’s 7th Redevelopment Zone.