LEGO’s marketing director for HK and Taiwan departs

LEGO’s marketing director for Hong Kong and Macau Kelvin Cheng (pictured) has departed after two years, as confirmed to MARKETING-INTERACTIVE. His successor is yet to be identified.

Having joined LEGO in July 2022, Cheng brings over 20 years of experience in marketing management, shopper marketing, digital strategies, insights, and new product development.

During his tenure at LEGO Hong Kong, the brand joined forces with local social enterprise Kai Fong Tour to launch its first “LEGO Build To Give Community Tour” in December 2024, aiming to foster connections within neighborhoods and spread holiday cheer.

Don’t miss: LEGO HK and Kai Fong Tour reconnect with HK communities via play

Done in collaboration with 5ives Communications, this initiative was a new dimension of LEGO’s ongoing “Build To Give” campaign, demonstrating how play can bring about positive change in the community. By recognising the lack of closeness in Hong Kong communities, this initiative seeked to bridge those gaps, connecting people through shared experiences and creativity, said LEGO Hong Kong in a conversation with MARKETING-INTERACTIVE.

Before joining The LEGO Group, Cheng worked in the nutrition and food and beverage industries. Previously, he had served as marketing director for Hong Kong and Taiwan at Carlsberg Group for over six years. His duties included brand management, portfolio strategy, principal management, resources prioritisation, digitalisation, new product and category development, as well as market insight.

Prior to Carlsberg Group, Cheng spent over 11 years at Wyeth Nutrition Hong Kong, where he most recently served as associate marketing director. In this role, he was responsible for brand management, digital marketing, business alliance, new product development, resources prioritisation, and market insight.

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