The campaign is built around a short film created by The LEGO Agency China, which reimagines the dining table — a focal point of Chinese New Year — as a space for shared play and storytelling.
In the film, tables across the country become stages for LEGO-built scenes inspired by everyday holiday moments.
It becomes a fold-down tray table on a Spring Festival train turned into a glowing LEGO zoetrope, to brothers in Inner Mongolia recreating their grandfather’s morin khuur with bricks.
Other scenes include a chess game between a grandfather and granddaughter transformed into a LEGO fantasy, children performing a lion dance with a brick-built marionette in Guangdong, and villagers and travelers in Sichuan assembling what the company calls the world’s longest LEGO firecracker.
LEGO said everything shown on screen was physically built, brick by brick, reflecting the brand’s emphasis on hands-on creation.
Alongside the film, LEGO has introduced new Spring Festival products for the gifting season, including the Galloping Horse Canvas and Fortune Firecrackers sets.
The Galloping Horse Canvas features a galloping horse rendered in an ink-wash style, drawing on traditional symbolism associated with success and good fortune.
The Fortune Firecrackers set reinterprets firecrackers — a staple of Lunar New Year celebrations — which are traditionally used to welcome prosperity and the God of Wealth.
These Chinese-specific offerings follow years of LEGO studying Chinese culture to create products that connect emotionally with local consumers.
Besides, the investments are likely to pay off, as China is the world’s largest toy market, with the industry projected to reach $78.21 billion in 2027, having grown 6.80% since 2022.
China is the only market where LEGO designs products specifically for local holidays. Since 2019, the company has released 16 Spring Festival–themed sets, some of which have also found audiences outside China.
The Chinese New Year campaign is part of LEGO’s broader investment in the market, where it now operates more than 400 stores across over 120 cities and produces most of its China-bound products at a manufacturing facility in Jiaxing, Zhejiang province.
