Lego Korea Opens Country's Largest "Official Lego Store Yongsan Branch"

Decorated as a K-Culture Themed Store

Lego Korea announced on December 5 that it has opened the country's largest "Official Lego Store Yongsan Branch" at Living Park in I'Park Mall Yongsan, Yongsan-gu, Seoul.

This new location serves as a flagship store designed to expand Lego Korea's engagement with Millennials & Gen Z customers. It is situated in I'Park Mall Yongsan, known as a "mecca of fandom culture." Spanning over 396 square meters, it is the largest Lego store in Korea and is specially curated as a "K-Culture" themed store, where visitors can experience the joy of both Korean culture and play.

Visitors can enjoy giant Lego creations that reinterpret Korean culture. Highlights include a massive "Irwolobongdo" Lego mosaic stretching five meters wide, a diorama of "Gwanghwamun and Geunjeongjeon" made from more than 185,000 bricks, and pieces inspired by Gwangjang Market and Korean fried chicken. The entire store is decorated with displays that represent both Korea's traditions and its modern era.

Exterior view of Lego Korea's "Official Lego Store Yongsan Branch." Lego Korea

Interactive activities are also available. In the "Pick-a-Brick Zone," customers can select and purchase only the Lego bricks they want, while the "Build Your Own Minifigure Zone" allows visitors to create custom minifigures. There are also brick play tables for free assembly. The store has enhanced its offerings for adult customers as well, with a dedicated section for dozens of Lego keyrings and a showcase featuring popular new products for adults.

To celebrate the grand opening, gifts will be given based on purchase amount and product for three days until December 7. In particular, customers who spend over 300,000 won will receive Korea's first-ever "Lego Tote Bag" and a limited-edition "Lucky Kkorinyang" set specially created by Lego Certified Professional Kim Seungyu.

There will also be special sales of discontinued products by date. On December 6, ten units of the "Lego Technic Bugatti Chiron" will be sold on a first-come, first-served basis, and on December 7, ten units of the "Lego Creator Expert Police Station" will be available. For Christmas, starting December 8, seasonal gifts such as a "Lego Bag Keyring" and "Lego Christmas Ornament" will be given according to purchase amount.

All gifts are available on a first-come, first-served basis, and the events may end early if stock runs out.

A Lego Korea representative stated, "Starting with our festive year-end events, we will continue to evolve this space into one that is always filled with new delights, no matter when you visit."