The LEGO Group aims to expand its presence in Southeast Asia but faces cultural challenges. While LEGO products are becoming more popular in the region, competition exists from local brands and differing play preferences hinder its popularity. Emphasizing authentic stories from local cultures, taking inspiration from K-pop and anime could allow LEGO sets to better connect with consumers.
Blocks – the monthly LEGO magazine for fans
The ultimate LEGO magazine for fans. Providing inspiration, techniques and going behind-the-scenes with LEGO experts.