Three new sets — LEGO Golden figurine of a pixiu, featuring a mythical Chinese creature associated with wealth and good fortune, LEGO Reunion Dragon Boat and LEGO Auspicious Lion — draw inspiration from Chinese traditions and cultural symbols.
Maciek Selinski, head of LEGO China, said the expo has become an important platform for introducing culturally inspired products to both Chinese and international audiences.
"Over nine years, we have debuted 40 products at the CIIE, about two-thirds of them inspired by Chinese culture, history and tradition," Selinski said.
Beyond traditional cultural products, LEGO is expanding its lifestyle-oriented offerings through its Botanicals collection, which targets consumers interested in flowers, interior design and home decoration.
Selinski said the company sees opportunities to connect with adult consumers through products that reflect their interests, from nature and art to sports and entertainment.
"We want to encourage everyone to explore what they love, and to find joy in creating with their own hands," he said. "LEGO bricks turn interest and inspiration into something more than imagination — into creations you can build and share."
wangzhuoqiong@chinadaily.com.cn
