Ahead of the Chinese New Year, The LEGO® Group has unveiled a heartwarming video to celebrate and keep the cultural heritage behind the festive occasion alive, while reminding viewers the importance of spending quality time with families and loved ones.
Produced in collaboration with Malaysia TV show host and YouTube creator, Danny Ah Boy, the video titled “Abundant Joy” spotlights some of the traditions behind the Chinese New Year celebrations that have been passed on from generation to generation.
Through the eyes of the protagonist, Danny, on a visit back home for the festivities, the video takes viewers through a nostalgic journey as he reflects on his father’s quest to continue the legacy of Chinese culture through his calligraphy work, as well as the importance of family ties despite the physical distance.
The video also sees Danny and his family giving the gift of play during Chinese New Year as they build the new 80108 LEGO® Lunar New Year Traditions set together while learning about the customs and practices.
Rohan Mathur, Marketing Director of LEGO Southeast Asia, said, “As families near and far celebrate the festive season, we hope that this video will inspire people to relook at the heritage practices that bind us together, give the gift of play to each other, and rise to new heights in this new chapter in their lives.”
The video was introduced as part of The LEGO® Group’s Chinese New Year campaign, which also features the launch of two new Chinese Traditional Festival LEGO® sets, 80108 LEGO® Lunar New Year Traditions and 80109 LEGO® Lunar New Year Ice Festival, as well as the 31129 LEGO® Majestic Tiger.
80108 LEGO® Lunar New Year Traditions (RM 299.90) celebrates six different activities of the festive occasion with six brick-built scenes packed with authentic details. These include Spring Festival Shopping, making auspicious decorations, visiting family and exchanging red packets. Each module corresponds to a set of Chinese New Year pictures to help children learn Chinese customs through play.
80109 LEGO® Lunar New Year Ice Festival (RM 449.90) shows the joyful scene of a Spring Festival Ice Skating Park where children celebrate the Chinese New Year with various winter activities in a beautiful ice and snow scene, such as skating on the lake, playing hockey, sledding with penguins and taking photos in a pavilion. As an added surprise, a tiger minifigure is also included in the set to mark the Year of the Tiger in 2022.
To celebrate the Year of the Tiger, the 3-in-1 31129 LEGO® Majestic Tiger (RM 219.90) offers versatile play experiences for families. It can be rebuilt into a cute red panda that sleeps in trees and munches on bamboo, a koi fish swimming through lakes, or can be left up to one’s imagination to create a new animal. Family members can enjoy building together, making for a fun, intergenerational role-playing activity during house visits.
Families can also tune in to a special Chinese New Year edition of LEGO® Playdate, a YouTube Live series that aims to bring fun and joy with quality content that ignites imagination and creativity. Learn how to create new year accessories to complete the outfit with LEGO® DOTS, enjoy multiple product giveaways, and participate in contests.
Watch the latest video by The LEGO Group for the Chinese New Year on The LEGO Group YouTube Channel, Danny Ah Boy’s YouTube channel and The LEGO Group Facebook page. For more information, please visit the LEGO Malaysia website and LEGO Malaysia Facebook page.
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