LEGO celebrates Spring Festival with new sets in Shanghai marking the 7th year of LEGO introducing Spring Festival themed products.
The LEGO Group has launched a festive event at Shanghai’s Yu Garden, celebrating the Spring Festival with its latest themed sets, blending traditional Chinese culture with playful creativity to enhance local connections. This marks the seventh consecutive year LEGO has introduced Spring Festival products and coincides with the 30th anniversary of Yu Garden’s folk art lantern festival.
The event, running until February 12, offers an immersive experience with various interactive zones inspired by LEGO’s spring-themed sets. Highlights include the “Spring Festival Good Fortune” area, which combines Chinese intangible cultural heritage with LEGO creations surrounded by stunning lantern displays.
At the “Lucky Cat” creative ingot area, visitors can assemble gold ingots and interact with a massive lucky cat model designed to bring good fortune.
A central feature of the event is the 1.5-meter tall Lucky Cat model, built by LEGO certified professional Jiang Shenghui and his team. Constructed with 181,000 LEGO bricks, the model took over 1,180 hours to complete and features moving arms and an infrared-triggered system that activates animations and sound effects when visitors insert gold ingots.
Paul Huang, senior vice-president of LEGO Group and general manager of LEGO China, highlighted that traditional Chinese culture serves as an essential inspiration for product design, with hopes of creating new family traditions through LEGO sets that enhance the festive joy of the season.
Stella Shen, vice-president of marketing at LEGO China, emphasized that LEGO bricks serve as the universal language to connect with consumers.
Beyond the Yu Garden event, LEGO has introduced exclusive Spring Festival displays in its authorized stores across China. New sets, like the “Spring Festival Good Fortune” and “Spring Festival Trotting Lantern” sets, are designed to celebrate family unity and collaboration with local folk artists.
Additionally, Huang stressed the company’s commitment to fostering family bonding and cultural learning through play, noting that these culturally themed sets have been launched globally, with strong demand in markets like the United States and Asia-Pacific, driven by interest in Chinese culture.
LEGO Group has also expanded rapidly in China, with over 400 stores in nearly 120 cities. By the end of 2024, it will have opened five beacon stores focused on enhancing in-store experiences. Moreover, in 2025, LEGO’s priorities include optimizing its retail presence, strengthening brand influence, and upgrading store experiences.
Moreover, plans for 2025 include Formula 1-themed events, International Day of Play celebrations, a collaboration with Nike, and digital enhancements to boost consumer engagement. Huang affirmed that LEGO is dedicated to providing innovative and meaningful experiences for its Chinese customers.
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