The day when Bricks Kingdom encounters with Middle Kingdom

By 

Ding Gang

Source: Global Times.        Published: Jul 09, 2025 09:46 PM

Illustration: Liu Xidan/GT

On July 5, 2025, something historic happened for the global LEGO community: The LEGOLAND Shanghai Resort officially opened its doors in Jinshan district, Shanghai, dazzling visitors as the world's largest LEGOLAND park in both size and brick count - more than 85 million LEGO elements have been "snapped" into place to create this "brick kingdom."

Despite a record-breaking summer heatwave, tens of thousands of parents and children flocked to the park at daybreak, eager for a chance to "get their hands on the bricks" — an experience that for many felt long overdue. 

The moment the tickets were released online, they sold out in minutes, sparking a frenzy of "brickselfies" and "minifig moments" in Chinese social media. 

From majestic LEGO recreations of the Great Wall, Dragons and the Twelve Zodiac Animals, to eight thematic "lands" filled with over 75 rides, shows and play zones, each detail was meticulously designed to capture both local imagination and the hearts of LEGO fans of all ages. 

It wasn't just another theme park launch — it marked a flagship example of a global brand actively "clicking together" with Chinese culture: an authentic, two-way dialogue built, quite literally, brick by brick.

LEGO's prominence in China didn't come out of the blue. Over the past decade, the Danish brick has been quietly infiltrating daily life, from sprawling LEGO Certified Stores in shopping malls to highly anticipated exclusive sets that routinely sell out online in seconds. 

For many Chinese families, LEGO sets have become a staple gift for birthdays, holidays or the all-important summer vacation. They are often seen not just as toys, but as an educational investment. Parents hope their children will sharpen their minds, unleash creativity and learn patience through the satisfying process of building — from first clutch power to that final satisfying click — while also strengthening family bonds through shared tabletop play. 

Chinese families have long prized education, and LEGO's philosophy of "learning through play" and "hands-on creativity" aligns seamlessly with a new nationwide emphasis on holistic, creativity-focused education. However, LEGO's appeal extends beyond just matching values; it has also embraced genuine localization. Whether it's the fan-favorite Lunar New Year series, zodiac-themed sets or vibrant collaborations with local social media "brickfluencers," the brand consistently aligns itself with Chinese festivals and stories, showing an energetic commitment to building local relevance one set at a time. 

As the number of two-child and three-child families increases in China, the demand for high-quality, inclusive family experiences is booming, positioning the humble brick as a central pillar of familial togetherness and emotional connection.

Zooming out, the LEGO Shanghai Resort is emblematic of a much broader transformation: China's steady commitment to openness, innovation and cross-cultural collaboration. The success of LEGO park is more than a case study in business localization; it's a microcosm of how China's dynamic market both absorbs and propels global creative forces. 

Today, LEGO is no longer just a Western brand; it's a symbol of China's unique blend of global curiosity and cultural confidence — a byword for learning, creativity and shared generational joy.

Stories like this are unfolding across China's consumer landscape. The nation remains an active innovator, not just a "user" but a true "co-builder" in global trends. Brands that thrive here increasingly feed creativity and insights back into their home markets and beyond. 

China's commitment to openness is rooted in the belief that only through genuine cultural interchange — exchanging minifig accessories, you might say — can both global innovation and domestic spirit flourish. The LEGO phenomenon is just one example among countless tales of what happens when the world and China "click" together, each encounter triggering new sparks for social progress.

As China participates ever more deeply in the global community, its growth and innovation fuel not only national prosperity but also inspire worldwide trends. The tale of LEGO in China is one of an outside culture blending with local values — a living testament to how cross-cultural "brick-building" can foster mutual understanding, progress and a hopeful vision of a shared future, one colorful plate at a time.