Lego China opened its first beacon store in Northwest China at the Saga Shopping Center of Xiaozhai commercial area in Xi'an. It is also the second beacon store in China.

The two-story Lego store, themed "Flourishing Chang'an", features the elements of the glorious era of the Tang Dynasty (618-907). It vividly presents the historical heritage and urban charm of Xi'an with creative bricks.

A corridor themed with "The Glorious Tang" showcases life-size Lego brick figures resembling princesses and military generals of the Tang Dynasty, as well as the local cuisine of Xi'an, incorporating diverse local cultural elements into the store.

The store also features the first Lego Fun World in Northwest China. Here stands the brand's iconic Lego Exploring Tree, which weighs 1.5 tons and takes over 500,000 Lego bricks and 1,329 hours to assemble. Small elements featuring Xi'an are also hidden in this gigantic "toy".

A consumer shared, "I am already over 80 years old, yet I have been playing Lego bricks with my grandson since I retired. Now, I have fallen in love with this activity. These Lego bricks are not just for young people; elderly people can also have fun with this game."

Xu Jie, vice-president of Lego China, said, "We chose Xi'an to open this beacon store because we have great confidence in the city's vitality and consumer market. Opening a brand new Lego beacon store in Xi'an marks the beginning of a new chapter in our development in this city where history and modernity converge."

Currently, Xi'an is focusing on building itself into an international consumption center city, also envisioning itself as a "fashion shopping capital". Great efforts are being made to boost "first store economy". Support measures such as settling incentives, decoration subsidies, rental subsidies, and publicity support are provided for the entry of first stores.