As China’s Spring Festival draws near, the LEGO Group is celebrating the season by leaning into what has become a defining part of its China strategy: cultural closeness.
The Danish toymaker has launched new China-inspired LEGO sets for the festive gifting season, including LEGO Galloping Horse Canvas and LEGO Prosperity Firecrackers. Inspired by traditional symbols of good fortune and renewal, the sets are designed to resonate with local traditions while staying true to LEGO’s playful identity.
“For years, we’ve explored Chinese culture with the aim of creating products that emotionally connect with local consumers,” Maciek Selinski, Head of LEGO China, told Asia News Network.
Long-Term Potential
China holds a special place in LEGO’s global operations. It is the only market where the company designs sets specifically for local holidays such as Chinese New Year. Since 2019, LEGO has released 16 Spring Festival-themed sets, many of which have also attracted fans beyond China.
LEGO’s presence in China continues to grow steadily. The company now operates more than 400 stores across the country and produces most of its China-bound products locally in Jiaxing – and last year the company opened Shanghai LEGOLAND, completing what LEGO executives describe as the brand’s full ecosystem in China.
“China is still at an early stage for us, but the potential is enormous,” Selinski said.
