Lego Korea is calling for a cultural transformation in how South Korea views play, urging parents and educators to recognize its importance in helping children build critical skills for the future.
Søren Morup, marketing director at Lego Korea, said Korean children are facing intense academic pressure, which leaves little room for creativity — a key skill in future industries. Morup, a Danish national and father of three, sees his role as more than promoting products. He wants to raise awareness about the value of play in child development.
Speaking to The Korea Times on April 16, Morup expressed concern about Korea’s education system. “Play and learning should not be seen as separate,” he said. “Play is one of the most effective ways for children to learn and grow.”
His views are backed by research. The Lego Group’s Play Well Study 2024 shows Korean children consistently rank low in happiness among OECD countries. This trend has continued since the early 2010s.
While 91 percent of people in OECD nations believe that play supports child development and family wellbeing, only 76 percent of Korean respondents agreed. The study also found that more than 50 percent of Korean families never play together — more than double the global average of 20 percent.
“Countries with less academic pressure and more play in daily life tend to raise children with higher creative confidence, stronger emotional resilience, and better collaboration skills,” Morup said.
Living in Seoul, Morup sees firsthand how many children — some as young as preschoolers — spend long hours in after-school academies. He questioned whether these tight schedules leave enough time for creative exploration.
Despite a declining student population, private education spending in Korea reached a record 29 trillion won ($20.4 billion) last year. Over 80 percent of all students were enrolled in private education, according to data from the Ministry of Education and the Korean Educational Development Institute. The country had 5.13 million students in elementary, middle, and high schools last year — a 1.5 percent decrease from the year before. Still, more money is being spent on fewer students.
“This shows a deep-rooted fear of falling behind academically,” said Morup. “Today’s children are caught between the push for creativity and the pressure for academic perfection.”
He added that fewer than 10 percent of parents in Korea and Japan accept the idea that embracing imperfection can build creative confidence. Children in both countries also report the lowest confidence in their own creativity, suggesting that the pressure to perform flawlessly may be stifling their development.
Morup stressed that play is not just fun — it’s preparation for the future. He cited studies showing that play develops essential skills like creativity, teamwork, and problem-solving.
“Sixty percent of today’s kindergarteners will work in jobs that don’t yet exist,” he said. “Play helps them prepare for that unknown future.”
Promoting Play Through Events
To help shift attitudes, Morup has launched online and offline events where children can freely build with Lego bricks. These events are often held in public spaces like shopping malls and stadiums, where families can participate together.
Since Morup began leading Lego Korea, the number of certified Lego stores has grown from seven in 2020 to 23. The company has also hosted several pop-up events, including one featuring flower sculptures built with Lego’s Botanicals series and another showcasing race cars in partnership with Formula 1. One Lego Botanicals pop-up at Lotte World Mall in February attracted 35,000 visitors in just two weeks.
For this year’s Children’s Day on May 5, Lego will set up special building zones at baseball stadiums across the country, in collaboration with the LG Twins team. The company is also preparing for the United Nations’ International Day of Play on June 11. This day highlights that 160 million children globally are working instead of playing or learning.
“It’s about bringing play to more Korean kids,” said Morup. “Play unlocks essential skills. In a society that pushes for perfection, play can offer balance.”
Creativity Without Instructions
One of Morup’s favorite projects is a Lego contest tied to Children’s Day. Every morning, he checks the company’s Instagram to see what children have built — entirely without instructions. Entries include satellites, animals, dinosaurs, cars, and robots. Winning creations will be featured in a special showcase by Lego Korea.
“It’s not about showing off products,” Morup said. “It’s about showing what Korean kids can create. We want to celebrate their imagination and show everyone how creative they really are.”
