Name: Cultural resonance and IP protection help LEGO deepen its roots in China
Uploaded: 2026-04-24T19:37:56+08:00
Duration: 1 min 33 s
Description: In a conversation with economist Yao Yang, LEGO Group Vice President Robin Smith revealed that the company's Danish design team travels extensively across China, drawing inspiration from traditional crafts, such as wood carving and weaving to create

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In a conversation with economist Yao Yang, LEGO Group Vice President Robin Smith revealed that the company's Danish design team travels extensively across China, drawing inspiration from traditional crafts, such as wood carving and weaving to create products, that deeply resonate with Chinese culture. She noted that China's intellectual property (IP) protection has "achieved great success." LEGO's creative products are legally recognized as "artistic works" in China and receive strong IP protection, which has become the cornerstone of confidence for the company to regard China as a priority market. Behind foreign companies' willingness to innovate and deepen their presence lies a business environment that is fair, transparent and takes them seriously.

Watch the full video of the CGTN special Unyielding Growth – Rooted in China.

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