The LEGO Group will continue to expand into the Chinese market with more sets closely tied to Chinese culture and traditions.
Not only will the LEGO Group expand manufacturing capabilities in the country, but the company will also build on the recently launched LEGO Lunar New Year 40648 Money Tree with more sets inspired by Chinese symbols and culture. Speaking at the fifth China International Import Expo, a senior LEGO Group executive has promised that more sets will follow on from the Lunar New Year set.
"In the past five years, we actively explored the market opportunities on the expo platform while debuting 20 new sets of products, 16 among which were with Chinese cultural elements," Paul Huang, Senior Vice President of the LEGO Group and General Manager of LEGO China told China.org. "More Chinese consumers know about our innovative products and play experiences. This is a great promotion for our business. "
We don't know yet exactly what form these promised sets might take, or even whether they will stay tied to the Lunar New Year. If an expansion into the Chinese market is backed fully, we could see LEGO Architecture sets of famous Chinese landmarks or LEGO City sets that show snapshots of Chinese culture and daily life.
"We believe that LEGO Group is still young in the Chinese market and has a lot of room for growth and development," Huang added.
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