In a bright, minimalist office tucked away in Akasaka, Tokyo, a miniature wonderland of Japanese heritage unfolds — not in a museum, but through the colorful imagination of Lego bricks.
Here, Katsushika Hokusai’s iconic The Great Wave off Kanagawa rolls in perfect block-formed motion. Nearby, the white towers of Himeji Castle rise in detailed splendor, while Mount Fuji calmly watches over a sprawling diorama of Tokyo. Around it, Lego-built shinkansen zip past Tokyo Skytree, bonsai trees dot the tiny skyline, and yes — even a touch of anime magic from One Piece appears, bridging tradition with pop culture.
This playful yet precise representation of Japan’s cultural landscape is part of a broader strategy led by Michael Ebbesen, General Manager of Lego Japan. His vision: to celebrate Japan’s national identity through globally loved interlocking bricks.
“Japanese culture is uniquely recognizable and admired around the world,” Ebbesen explains. “So when we design sets inspired by Japan — whether it’s traditional art, architecture, or manga — we’re not only connecting with fans here, but sharing something universally special.”
Lego as a Cultural Ambassador
The idea of Lego bricks as more than toys is not new, but in Japan, the company is increasingly seen as a medium of cultural storytelling.
From architecture like Himeji Castle to technology marvels like the bullet train, Lego Japan’s sets go beyond fun. They act as educational tools, collectibles, and a nostalgic celebration for people of all ages. Some sets, like the model of The Great Wave, have even won design awards and become display items in both homes and offices.
“It’s exciting to see how people from different generations connect to these icons,” says Ebbesen. “Whether they grew up taking the shinkansen or watching One Piece, it resonates.”
Anime and Modern Icons in Brick Form
Lego Japan hasn’t stopped at temples and ukiyo-e. It’s tapping into the power of anime and entertainment with collaborations featuring mega-franchises like One Piece, which celebrate Japan’s modern-day global influence.
Sets based on anime characters, battle scenes, and even iconic ships like the Going Merry have become instant hits, not only in Japan but across Europe, the U.S., and Southeast Asia. This fusion of traditional and contemporary Japanese culture is what makes Lego Japan a unique hub of creativity.
Lego with a Personal Touch
If you needed more proof of Lego’s playful spirit, look no further than Michael Ebbesen’s business card — it comes in the form of a mini Lego figure modeled after him. It’s a fun and fitting gesture for a brand built on imagination, but it also reflects Ebbesen’s philosophy of making leadership feel accessible and relatable.
“Lego should always bring a smile,” he says.
Beyond Borders: A Global Appeal
While the creations are rooted in Japanese culture, their reach is global. Lego Japan’s cultural sets are now sold and celebrated worldwide, from Europe to the Americas. This success underlines a powerful truth: Japan’s cultural motifs — from Zen gardens and samurai to skyscrapers and animation — resonate deeply with global audiences.
In Ebbesen’s words, “Japan is a cultural treasure box. We’re just helping open it — one brick at a time.”
FAQs
Q1: Why is Lego Japan focusing on cultural themes?
A: Lego Japan aims to showcase the richness of Japanese culture through its iconic sets. These themes resonate globally, celebrating everything from traditional art to modern anime, making the brand more meaningful to both Japanese and international fans.
Q2: What makes these Japan-themed Lego sets so popular worldwide?
A: The combination of universal design, cultural symbolism, and a love for Japanese aesthetics and storytelling makes these sets appealing across borders. They connect emotionally with fans who appreciate both Japan’s heritage and its global pop culture influence.
Source:https://www.japantimes.co.jp/business/2025/06/30/companies/lego-japan-kidults/
