Lego has launched its largest South Korean store in Yongsan, Seoul, aiming to strengthen its appeal to millennial and Gen Z shoppers.

Spanning more than 396sqm, the flagship showcases a “K-culture”-themed store with displays featuring both traditional and contemporary landmarks.

Inside, visitors can explore large-scale Lego installations, including an ‘Irolobongdo’ mosaic measuring five metres wide and a detailed diorama of Gwanghwamun and Geunjeongjeon built from more than 185,000 bricks. Other elements draw inspiration from the Gwangjang Market and Korean fried chicken. 

There are also interactive areas such as the Pick-a-Brick Zone, where customers can select bricks of all shapes and sizes, and a Build Your Own Minifigure Zone, where they can create custom mini figures. Brick play tables are available for free assembly. 

“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,” said the company.