Nickelodeon Lost Lagoon Opens in Malaysia as Brand's First Themed Attraction in Asia

Entertainment conglomerates have focused on deals for theme parks and similar venues in foreign markets with growing middle classes.

Viacom's International Media Networks on Tuesday announced the opening of the first Nickelodeon-themed attraction in Asia, Nickelodeon Lost Lagoon in Sunway Lagoon, in Malaysia.

The theme park, which is in a popular tourist area, features 14 immersive attractions, some of which are built around Nickelodeon properties, including SpongeBob SquarePants, Dora the Explorer and Teenage Mutant Ninja Turtles, as well as a daily signature slime event, waterslide rides, retail shops and more.

The launch of the venue comes as entertainment conglomerates, including Walt Disney, 21st Century Fox, NBCUniversal, Time Warner and Viacom, have focused on deals for theme parks in foreign markets with growing middle classes. Fox has one 38-acre park theme park in the works in Malaysia at Genting Highlands, a tourist attraction that already draws millions of people annually.

"Discover a hidden world covering 10 acres of lush tropical rainforest within a jungle previously “lost” to the public," VIMN and partner Sunway Group said in promoting the opening of the Nickelodeon attraction.

The venue promises to be an explorer’s dream. "Climbing “ancient temple” steps, explorers will pass pineapple columns and intricate carvings leading all the way up to a magnificent SpongeBob SquarePants structure," according to a description. "The adventure continues with geysers, sprouting water cannons, walks along cascading falls and gooey moments with the signature green slime. Running deeper into the forest are suspended bridges over rivers, more thrilling wet and wild activities as well as gravity-defying rides that twist around trees and hills."

The launch was attended by Yang Amat Berhormat Datuk Seri Mohamed Azmin Bin Ali, chief minister of the Malaysian state of Selangor, Sunway top executives and Mark Whitehead, VIMN Asia executive vp and managing director. The launch event included fireworks and the iconic Nickelodeon green slime.

“Nickelodeon Lost Lagoon will enable kids and families in Malaysia and around Southeast Asia to connect with our brand and Nickelodeon’s iconic characters in a unique and meaningful way that will further deepen their relationship with Nickelodeon,” said Whitehead. “Sunway Lagoon’s expertise has made them an ideal partner, and we are delighted to make it Nickelodeon’s Asia debut as we further expand the Nickelodeon brand in the region."

The venue is expected to add to the country’s and region's growing tourism industry. Sunway Lagoon already has five existing parks, which include a water park and an "extreme park." The companies said the investment in the venue amounted to more than 100 million Malaysian ringgit, or $23.7 million.