Surprise Universal Orlando Project Revealed as Epic Universe Prepares to Open
Gear Up for Some Video Game Fun and Wizard Drinks
It wasn’t the crowds or the weather that left guests wide-eyed at Universal Orlando CityWalk this week. It was something far more unexpected—a completely unannounced new experience tucked into a space most visitors stroll past without a second thought.
Just as excitement reached a fever pitch for the grand opening of Epic Universe, Universal decided to play one of its boldest cards early. No fanfare. No countdown. No press release. Just a quiet, overnight transformation at CityWalk that left even the most seasoned passholders doing a double-take.
What could be so special that it’s stealing attention from a brand-new theme park?
Universal CityWalk: Not a Theme Park. Not Just a Store. Something Else Entirely.
Universal CityWalk, known for its bustling restaurants and signature shopping, just leveled up in a major way. A previously underwhelming corner near the Universal Studios Store has now blossomed into a dual-themed expansion unlike anything seen at CityWalk before.
Fans of The Wizarding World of Harry Potter and SUPER NINTENDO WORLD are now being treated to a retail experience that feels more like an attraction preview—and for many, it’s the closest they’ll get to Epic Universe for a while.
So what’s inside this magical, mushroom-studded transformation?
Step Into the Mushroom Kingdom—No Passport or Park Ticket Required
The new SUPER NINTENDO WORLD section bursts with color and energy, welcoming guests through a themed entrance that pays homage to classic video game aesthetics. Inside, the space is packed with merchandise celebrating fan favorites like Mario, Luigi, Peach, Yoshi, and Donkey Kong.
The Super Nintendo World expansion of the Universal Studios Store in CityWalk has opened.
The Super Nintendo World expansion of the Universal Studios Store in CityWalk has opened. pic.twitter.com/Rm6ewFZc5V
— Ashley Carter (@AshleyLCarter1) May 8, 2025
But this isn’t just a grab-and-go retail spot. It’s a mini-experience—complete with visuals, sound effects, and nods to the park land already open in Hollywood and coming soon to Orlando.
Guests are speculating whether Universal will soon drop a Power-Up Café or add interactivity to the space, creating a way for fans to engage with the franchise beyond the merch shelves. For now, it’s already proving to be a hit, drawing in crowds curious to get a “level one” taste of what Epic Universe will offer.
The Butterbeer is Flowing—But There’s a Twist
Across the way, another major fan-favorite universe is making waves in CityWalk: The Wizarding World of Harry Potter. While Harry Potter merch has always been available in Universal stores, this expansion changes the game entirely.
The new Butterbeer counter has opened inside the Universal Studios Store in CityWalk. You can now buy Butterbeer outside the parks. This counter is only serving the cold and frozen versions.
The new Butterbeer counter has opened inside the Universal Studios Store in CityWalk. You can now buy Butterbeer outside the parks. This counter is only serving the cold and frozen versions. pic.twitter.com/wZLcKg4yA0
— Ashley Carter (@AshleyLCarter1) May 8, 2025
Why? Because for the first time ever, Butterbeer is being served at CityWalk—no theme park ticket required.
This new counter offers the beloved drink in all its popular varieties: Cold, Frozen, Hot, and even Vegan Butterbeer. The inclusion of this fan-favorite beverage outside the park gates is a huge win for casual visitors, locals, or families who don’t have time (or budget) to head into the parks.
The space also includes exclusive items from all three Harry Potter destinations inside Universal: Hogsmeade, Diagon Alley, and the soon-to-open Ministry of Magic. Guests will also find sweets from Honeydukes, wands, apparel, and a growing selection of collectibles tied to upcoming expansions.
A Strategic Preview That Means More Than Meets the Eye
What Universal has done here isn’t just about selling more t-shirts and novelty drinks. It’s a strategic move with deeper implications for how the company builds hype, manages guest expectations, and enhances accessibility.
Epic Universe is still weeks away from its official debut, and demand is already skyrocketing. This new CityWalk expansion gives guests a tangible way to feel like they’re part of the experience now—no reservations, tickets, or long lines required.
From a business perspective, it’s brilliant: monetizing the buzz, easing demand on the parks, and creating a gateway to Epic Universe that’s available 365 days a year.
Is Universal CityWalk Becoming the Pre-Show to the Main Event?
This latest expansion hints at a broader shift in how Universal views CityWalk—not just as a dining district, but as a themed entertainment destination of its own. If successful, it could mark the beginning of more immersive “preview” zones that allow guests to experience Universal IPs without entering the parks.
Whether you’re a local popping in for a Butterbeer or a tourist eager for Mario merch before the main event, one thing is certain: Universal has found a way to start the Epic Universe party early.
