Let’s play, Seoul! Six million LEGO® bricks transform iconic square into massive playground

To mark Children’s Week in South Korea, one of Seoul’s most historic public spaces briefly became something else entirely.

For four playful days, Gwanghwamun Square in Seoul was transformed into a giant playground as we invited children and families across the city to come together to play and build.

While parents across Korea recognise play as essential to children’s wellbeing*, busy schedules make it hard for families to find time for playful moments together.

That’s why we partnered with the Seoul Metropolitan Government, transformed the iconic Gwanghwamun Square into one of the world’s largest outdoor LEGO® brick playgrounds, powered by six million bricks and the joy of play.

By turning one of the city’s most recognisable landmarks into a playground, our message was simple: when families are given the time, space and permission to play, bonds are strengthened and lasting memories are made, even in the middle of a bustling city.

Between 2 – 5 May, more than 1.3 million visitors joined us for Let’s Play Gwanghwamun Square as part of the city’s fourth annual Gwanghwamun Family Festival.

From minifigure treasure hunts to LEGO car races and relay LEGO building experiences, we gave those of all ages the freedom to create, connect and experience the benefits that play brings for themselves.

At the heart of the experience was a giant LEGO brick mosaic. Around 35,000 visitors pieced together the creation before it was revealed on Children’s Day (5 May). Measuring an impressive 12 x 12 metres, the mosaic featured five million LEGO bricks with the scene celebrating Seoul by depicting famous landmarks from each of the city’s 25 districts.

For every person who helped build the mosaic, we will donate a LEGO set to a child in need of play in the local community.

Our General Manager of LEGO Korea, HeeYoung Chung, commented: “These donations form part of our ongoing commitment to reaching more children with play in Korea. We partner with local organisations and hospitals to help ensure more children have access to playful experiences, wherever they grow up.”

For over 90 years we have championed the transformative role of play in the lives of children. We were one of the organisations that successfully called on the United Nations to adopt International Day of Play, a day dedicated to championing and protecting children’s right to play. Inaugurated in 2024 and celebrated on June 11th annually, we mark the occasion with our annual World Play Day.

Our Children’s Day events around the world kick off this year’s World Play Day celebrations.

(*) 92% of parents in South Korea say play is important to their family’s happiness and overall wellbeing. Data taken from the LEGO® Play Well Study 2026, commissioned by the LEGO Group and carried out by Edelman DXI, with insights from a total of 45,000 respondents from across 30 markets between December 2025 and January 2026. Respondents included 30,000 parents with children aged 1-12 years old, and 15,000 children aged 5-12.