According to a report in China Daily on February 5, 2026
As China’s Lunar New Year approaches, LEGO Group is deepening its engagement with Chinese consumers by launching products inspired by local traditions and cultural symbols, signaling the Danish toymaker’s long-term commitment to one of the world’s fastest-growing markets.
The new sets, including the LEGO Galloping Horse Canvas and LEGO Prosperity Firecrackers, are designed to resonate with cultural celebrations and gifting trends, offering consumers a blend of creativity, tradition, and emotional connection. The Galloping Horse Canvas, for example, reflects themes of good fortune and success through delicate ink-wash styling, while the Prosperity Firecrackers set reimagines classic festive motifs for a modern collectible experience.
“China is the only market where we specifically design products for local holidays such as the Spring Festival,” said Maciek Selinski, head of LEGO China. “Our goal is to create products that emotionally connect with consumers while honoring cultural traditions.”
Since introducing its first China-inspired sets in 2019, LEGO has expanded its portfolio to include symbols like plum blossoms, orchids, and chrysanthemums. The Denmark-based design team balances local cultural relevance with global appeal, targeting children, families, and the rapidly growing segment of adult fans seeking creative outlets.
LEGO’s retail footprint in China now spans over 400 stores across 120 cities, supported by a local manufacturing facility in Jiaxing, Zhejiang province. The opening of Shanghai Legoland in 2025 further strengthens the LEGO ecosystem in China, attracting more than one million visitors since its debut.
The strategy reflects a broader trend in China’s “emotional economy,” where consumers increasingly seek products that combine creativity, personal expression, and cultural resonance. According to iiMedia Research, this market is projected to exceed 4.5 trillion yuan ($648 billion) by 2029, with young adults and families driving demand for premium, emotionally engaging, and collectible items.
LEGO has also leveraged global intellectual property collaborations — including F1, Minecraft, and Disney — while exploring localized partnerships to align with regional tastes. These efforts have contributed to strong global growth, with the company reporting a 12% revenue increase in the first half of 2025, reaching 34.6 billion Danish krone ($5.5 billion).
“The Chinese market is still in the early stages, but we see immense potential,” Selinski said. “By enhancing our retail presence and expanding culturally relevant products, we aim to reach more families and children, while continuously innovating to meet evolving consumer expectations.”
LEGO’s approach illustrates how multinational brands can combine cultural insight, product innovation, and retail strategy to tap the scale and dynamism of China’s consumer market, offering a blueprint for others seeking growth in Asia.