Chinese inspiration sparks global innovation

Stepping into the LEGO Group's booth at the 9th China International Import Expo (CIIE) designed under the theme "Joyful Community," visitors are greeted by a setting featuring a flower shop, a subway station, and cozy city corners woven seamlessly into everyday life.

The LEGO Group cleverly aligned its brand ethos of "Joy of Creation" with the "Joy Economy" theme championed by this year's CIIE.

Photo shows the booth of the LEGO Group at the 9th China International Import Expo. (Photo: Wang Chu)

"We are participating in the CIIE for the 9th consecutive year. It has provided us with a unique opportunity to engage deeply with consumers," said Niels B. Christiansen, CEO of the LEGO Group.

"We will continue to invest in areas such as brand building, retail footprint, business operations, and sustainable development to bring the joy of creation to even more Chinese consumers."

The LEGO brand first entered the Chinese market in 1983. The Danish toymaker's deeper bond with China was forged over a "festive reunion dinner" at the inaugural CIIE.

Built from 615 bricks, the set captured a cozy home centered around a dining table with six chairs. Grandparents, parents, and two children sat around a feast laden with fish, dumplings, chicken legs, and crabs. Indoors, vibrant red Spring Festival flowers were displayed, and Spring Festival couplets and the Chinese character "Fu," meaning good fortune, were pasted on both sides of the door.

The LEGO Group debuted this set depicting the Chinese New Year's Eve dinner, and another themed on the dragon dance, at the inaugural CIIE in November 2018.

"For anyone familiar with the Spring Festival, this scene evokes many cherished memories," said Wen Xiaodong, a senior concept designer at the LEGO Group.

To everyone's surprise, the set depicting the Chinese New Year's Eve dinner sparked great enthusiasm among overseas fans.

Maciek Selinski, head of LEGO China, said the limited-edition set was originally planned exclusively for China and the Asia-Pacific market. However, overseas builders left messages online urging the group to launch Chinese-themed sets globally.

"We were thrilled to see that these products captured the hearts of not only Chinese consumers, but also fans worldwide who appreciate traditional Chinese culture," Selinski said.

"The CIIE offers us an exceptional platform to showcase products spanning all age groups and diverse interests, bringing the LEGO play experience to more children and families."

A LEGO installation recreating the scroll painting "Along the River During the Qingming Festival" draws crowds of local residents and tourists at Westlake 66 in Hangzhou, East China's Zhejiang province, Aug. 5, 2026. (Photo: Xu Hui)

Traditional Chinese culture continues to spark new creative ideas for LEGO designers. At the 3rd CIIE in November 2020, the company launched the LEGO Monkie Kid series inspired by the Chinese classic novel "Journey to the West."

Two months prior, an animated series based on the same IP premiered in the US, the UK, Canada, Germany, and Japan, winning over LEGO fans globally.

As of 2025, the LEGO Group had debuted 34 new products at the CIIE, about two-thirds of which drew inspiration from Chinese culture, history, and traditional festivals.

As cultural exchange sparks innovation, it has also spurred the group to steadily increase its investment in the market.

"A company's long-term investment relies on the protection of innovation," said Robin Smith, vice-president and general counsel for China and Asia Pacific at the LEGO Group.

"The proactive support from the Chinese government in protecting the LEGO Group's intellectual property has given us immense confidence," Smith said.

"Such support empowers us to keep innovating, deepen localization, and invest in China for the long haul. Together, we will continue to foster and safeguard a fair market," Smith added.

In 2013, pursuing a strategy to align production closer to its key markets, the LEGO Group announced the opening of a factory in Jiaxing, East China's Zhejiang province. This is its first manufacturing facility in Asia.

Citizens take photos with a giant wave of LEGO flowers along West Bund, Shanghai, Oct. 2, 2026. (Photo: Bao Gansheng)

To support the long-term growth of its business across China and the broader Asian region, the company announced an expansion of the Jiaxing plant in 2022 to boost production capacity.

"As an important manufacturing hub for the LEGO Group in the Asia-Pacific, the Jiaxing factory actively puts our commitment to sustainable development into practice," Selinski said.

The group is increasingly using renewable and recycled materials to produce LEGO bricks. These include tire components made from discarded fishing nets and recycled engine oil, alongside e-methanol synthesized from renewable energy and biowaste-derived carbon dioxide, which powers the production of over 90 types of sturdy, rigid brick elements.

In 2023, the LEGO Group launched a global trial to transition toward more sustainable paper packaging. Today, the Jiaxing factory has achieved full conversion across its paper packaging production lines.

"By leveraging the ripple effect of the CIIE, we have built a mature and comprehensive LEGO play ecosystem in China encompassing retail networks, manufacturing, brand experience, and LEGOLAND resorts," Selinski noted. "This has laid a solid foundation for our sustained growth in China," he added.