Fun is Serious Business

Through combining western creativity with Asian values and business prowess, Sim Leisure Group has firmly established its position as one of the leading designers, developers and operators of theme parks internationally.

The company continuously challenges industry norms and the conventional approach to doing business where it puts innovation at the centre of everything it does. In today’s competitive environment the group disrupts every aspect of the industry in the way that it approaches its design, development and operations.

Founder & Executive Chairman Dato' Sim Choo Kheng can attest to this, having devoted over 30 years of his life to theme parks and personally investing in them. Dato' Sim has been involved in every aspect of the business taking a very hands-on approach from operations to construction, design to contracting. He understands the business from the bottom up and the importance of having ‘skin in the game’.

The company’s success has come through truly understanding the risks associated with the business and adopting an entrepreneurial mindset to comprehend costs and address local cultural and socio-economic factors.

The Group's experience in the leisure industry has not only grown in time but over geographies and across cultures where it has delivered results all over the world from Armenia to Bahrain, Bulgaria to Vietnam.

Sim Leisure Group defies the industry’s status quo through its Eastern grit, Western creativity and Global mindset taking it beyond the convention.


To be the most successful leisure company in the world.


To deliver fun, unforgettable and affordable experiences to our guests, measured in smiles per hour, helping them reconnect to nature and childhood memories through the power of timeless play in a safe environment, reflected in our iconic brands, endless creativity and innovation. We provide an environment where our team members are proud to work and generate superior profitability through our efficient business and operating model and significant accomplishments, that makes ours the world's most successful leisure company.

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