Lego Korea urges cultural shift toward play so kids can build the future

Young Koreans, despite all their potential, are under significant academic pressure and lack space to develop their creativity, a critical skill for future industries, according to the head of Lego Korea’s marketing division. Soren Morup, a Danish national, is working to empower Korean children and young people to be creative in his role as marketing director for the 93-year-old company. With three children of his own, he believes his job is not just to sell products, but also to find opportunities to raise awareness among parents and children of the value of play in building skills. Morup’s concern about Korea's educational atmosphere, with its overwhelming academic pressures, is based on research into the emotional toll of Korea's school system. Lego Group’s Play Well Study 2024 revealed that Korean children consistently ranked near the bottom of the happiness index in OECD countries — a pattern that has persisted since the 2010s. According to the report, while an average of 91 percent of respondents from OECD countries believed that play contributes to family wellbeing and chWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times