Shanghai, April 1, 2018 — Humor and jest are essential lubricants in life, and every April Fools' Day is filled with unexpected surprises. The Shanghai Dungeon, a new, diverse immersive performance-themed entertainment attraction set to officially debut this fall, played a “memorable” prank on the public today by releasing a series of custom “Troublemaker” perfumes at Plaza 66 on Nanjing Road East. This gave everyone a sneak peek at its whimsical and humorous side. This April Fools', dare to smell the scent of Shanghai Dungeon.
Shanghai Dungeon Launches April Fools' Special Perfume to Help You "Cause Trouble"
The released perfume collection includes five scents: “Boss’s Money Box,” “Person with Secrets,” “Wild at the Docks,” “Mad Doctor,” and “Fortune Teller’s Game.” These fragrances were inspired by the stories and legends set to unfold in the attraction under construction, incorporating Shanghai Dungeon’s signature “distinctive aromas” to let the public preview the “scent of the mystery” infused with “Old Shanghai tales and legends.” Unlike commercially available perfumes, the “Troublemaker” series is exclusively for April Fools' Day experience. Each scent ties into current hot topics among young people, tailored for “moonlight clan,” “paranoids,” “Buddhist youth,” and more.
Boss’s Money Box: A base note of ambergris blended with the scents of coins and leather helps alleviate the “no-money phobia” of the “moonlight clan.”
Person with Secrets: A woody fragrance mixed with chili creates an “approach with caution” vibe.
Wild at the Docks: The richness of whiskey paired with the smells of sweatbands and padlocks delivers an indescribably wild charm.
Mad Doctor: Licorice, coconut, and hospital-like aromas form a “cure” for the “obsessive-compulsive.”
Fortune Teller’s Game: A fresh mix of elderflower and basil with an aged mossy undertone creates a quirky blend tailored for the “Buddhist youth.”
At the experience site, one of Shanghai Dungeon’s main characters — the “Boss,” the only figure who can lead visitors into the Dungeon after the venue opens — interacted with the public along with “Dungeon residents” for an appreciation session. Whether the scents were “mysteriously pleasant” or “hard to describe,” they brought unexpected fun to onlookers amidst the “strange fragrances.” For those still craving more after these indescribable “scents,” Shanghai Dungeon also prepared benefits, inviting them to enter the venue this fall to personally experience more anticipated “mysteries of the Dungeon.”
Shanghai Dungeon Launches April Fools' Special Perfume to Help You "Cause Trouble"
This April Fools' “Troublemaker” perfume series is an innovative brand experience activity created by Shanghai Dungeon, inspired by the essence of its “fun fright” brand entertainment and the stories and immersive experiences of its characters. As a diverse immersive performance-themed entertainment attraction that blends immersive theater, themed adventure, and special effects, Shanghai Dungeon leverages its years of global operational experience and meticulous consideration for visitor experience to craft highly immersive venue designs in every detail. Take the featured “sense of smell” in this experience — as the most sensitive of the five human senses, smell is also the most closely tied to memory and emotion. Research has found that specific scents can instantly recall scenes associated with them and, even after a year, accurately evoke those moments with 65% accuracy. Within Shanghai Dungeon, each themed area has its own exclusive scent to further immerse visitors in the “Dungeon” and embark on their own unknown adventure.
Shanghai Dungeon Launches April Fools' Special Perfume to Help You "Cause Trouble"
Shanghai Dungeon’s attention to venue design goes even further. Inspired by Old Shanghai’s vintage legends and stories, and centered around immersive performances, the attraction features multiple “Dungeon residents” portrayed by professional comedians across 10 themed areas. Combined with mechanical props in the themed settings and special effects like scents and sounds, it provides visitors with visual, auditory, and olfactory stimulation, delivering a Scary Fun full-sensory immersive entertainment experience. Beyond the already announced “Boss” character, the venue will also feature nearly 10 other roles portrayed by professional comedians, including “Dock Worker,” “Bar Owner,” “Doctor’s Assistant,” and “Fortune Teller.” Some are friendly, others authoritative; some mysterious, others quick-tempered... These “Dungeon residents” will guide visitors into the stories of Shanghai Dungeon, where guests are not just observers but participants. The storyline includes a dramatic twist: after experiencing all 10 themed areas, visitors will be surprised to discover what role they unknowingly played in advancing the plot.
This fall, Shanghai Dungeon will grandly open at Plaza 66 on 353 Nanjing Road East, Huangpu District, Shanghai. Prior to the official opening, a series of brand activities under the theme “Discover the Authentic Dungeon” will gradually unveil the unique charm of the Dungeon brand. Following the release of the “Troublemaker” perfumes, Shanghai Dungeon will also launch actor auditions, Scary Fun pop-up experiences, limited early-bird ticket sales, and other events to let the public explore the Dungeon brand from various angles and get a taste of its extraordinary appeal before the opening.
Unexpected “scares” and surprising delights. This autumn, Shanghai Dungeon will take visitors on a thrilling and unpredictable adventure.
About Shanghai Dungeon
Operated by global family entertainment giant Merlin Entertainments, Shanghai Dungeon will officially open this fall at Plaza 66 on 353 Nanjing Road East, Nanjing Road Pedestrian Street, Huangpu District, Shanghai, becoming Asia’s first and the world’s tenth Dungeons attraction. Co-created by the original Dungeons UK team and a Chinese creative expert team, Shanghai Dungeon features 10 meticulously designed themed areas that blend immersive theater, themed adventure, and stunning special effects — popular modern entertainment elements — to provide visitors with multi-sensory stimulation and lead them on a “Scary Fun” adventure alongside professional comedic actors. Guests will journey through eerie Old Shanghai stories and lost legends in a 360-degree immersive experience. As the first flagship Dungeons venue in Asia, Shanghai Dungeon will use cutting-edge technology to enhance its attractions, including a unique “standing freefall” ride as the grand finale. Once open, Shanghai Dungeon will join forces with the nearby Madame Tussauds Shanghai (just a 10-minute walk away) to offer visitors even more diverse and enriching entertainment experiences.
About Merlin Entertainments
Merlin Entertainments is a leading global company in location-based, family entertainment. As Europe’s largest and the world’s second-largest visitor attraction operator, Merlin Entertainments owns over 120 attractions, 15 hotels, and 6 resorts across 25 countries on four continents. Through its vast portfolio of global and local brands, along with the dedication and passion of its management and over 29,000 employees, Merlin Entertainments delivers memorable and valuable experiences to more than 65 million visitors worldwide.
In China’s booming entertainment market, Merlin Entertainments has gained the favor and recognition of many domestic consumers through high-quality brand services and innovative development concepts. In recent years, the group has introduced several classic entertainment brands to China for the first time, including the Dungeons (opening in Shanghai in 2018) and Little Big City Beijing. Additionally, its popular attractions such as LEGOLAND Discovery Centre and SEA LIFE Aquarium continue to expand. Currently, Merlin Entertainments has successfully established a presence in East China, North China, and Southwest China, including Madame Tussauds locations in Beijing, Shanghai, Wuhan, and Chongqing, as well as Shanghai LEGOLAND Discovery Centre, Changfeng Ocean World, and Chongqing SEA LIFE Aquarium, among many other premium brands.
For more information, please visit the Merlin Entertainments official website at www.merlinentertainments.biz