Lego China Bags Celebrity Endorsement From Mayday’s Ashin 

After securing two major brand collaborations with Starbucks and SK-II with his band in quick succession, Mayday’s frontman Ashin has now become Lego China’s ‘Chief Music Making Officer’. 

The campaign’s first promo video focuses on how adults are welcome in a world where tiny playful moments are welcome in the world filled with stress. Ashin is the main star as he snaps a pencil while working on a cover of Beethoven’s “Ode to Joy” and then begins toying with a F1 Lego set.  He has also starred in Lego’s 520 promo videos, flaunting Lego flower bouquets. 

The partnership also includes a Lego notebook with five alternative covers co-created with Ashin as well as a Lego figure of the lead vocalist and songwriter of Mayday. 

Just like Starbucks and SK-II, Lego is gunning for millennials and older Gen Zs leveraging on the popularity of Mayday’s charismatic frontman and his band. 

According to ASN data, Lego has been inactive in the Asian sponsorship industry since 2022 with a spate of withdrawals backing shows on Disney and Nickelodeon channels in deals typically worth between US$25k and US$75k. Prior to that, its biggest deal in the region was a celebrity endorsement with Taiwanese actor Darren Wang worth US$210k.