The Year of the Snake is approaching!

春节chūn jié, the Spring Festival, also known as the Chinese New Year, is one of the most important holidays in Chinese culture. It has been officially added to UNESCO’s representative list of the Intangible Cultural Heritage of Humanity.

In this special Spring Festival episode, host Zhang Yiyi is joined by Wen Xiaodong 温笑冬, senior concept designer at the LEGO Group, also the first designer from Chinese mainland to join the headquarters of the global toy giant.

Wen shares his experiences in integrating Chinese culture into LEGO sets, also the challenges and rewards of representing a diverse culture through toys.

The designer walks us through highlights of the LEGO Group’s efforts to incorporate Spring Festival traditions into their products, and also the features of the 2025 series.

He also reflects on his journey to becoming a LEGO designer, the process of designing culturally significant LEGO sets, and his pride in contributing to the spread of Chinese culture internationally.

Highlights:

03:26 Celebrating Spring Festival overseas: sharing unique cultural experiences

04:57 The LEGO Group's journey in embracing Chinese New Year Culture

08:57 Extensive brainstorming and consumer feedback sessions across China to create unique festival sets

11:38 Rewards and challenges: design process details for Spring Festival-themed sets

19:15 Spring Festival: a gateway to Chinese culture

20:38 From concept artist to LEGO designer: an unexpected journey

26:30 Inspiration behind the Monkey Kids Series

32:24 LEGO aspirations for cultural relevance in China

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