Multinational giants Sherwin-Williams and Lego are leading the charge in showcasing distinct yet crucial paths to localization in Shanghai, from pioneering green technologies to infusing Chinese culture into global products.

Shanghai is transforming into a vibrant "city of play" as Lego unveiled its World Play Day festival at the West Bund Dream Center on June 11, turning industrial heritage architecture into an immersive Lego wonderland.

The World Play Day initiative aims to inspire children and families to reimagine urban spaces through play, with key events in Shanghai, Berlin, Boston, and London.

Jiang Yi, head of External Communications at Lego China, emphasized the significance of Shanghai as the most important launch city for the festival.

Establishing its Chinese headquarters in Shanghai in 2014, Lego has made launching products in China a regular practice.

The company's milestones include the debut of China's first flagship store in Disney Town in 2016 and the global premiere of the new IP "Monkie Kid" in Shanghai during the 2020 Shanghai Shopping Festival.

Participating in the China International Import Expo since 2018, Lego has unveiled 29 new products at the annual event, with 19 drawing inspiration from Chinese culture.

The highly anticipated Shanghai Legoland Resort, set to open on July 5, symbolizes Lego's strong partnership with the city.

Yang Qinghong, head of Government and Public Affairs at Lego China, describes it as a "China debut, world flagship" project.

Spanning over 318,000 square meters, the resort will feature eight themed zones, more than 75 play experiences, and is poised to coincide with the opening of the 36th Shanghai International Tourism Festival.

On the other hand, Sherwin-Williams, a leading painting and coating company, has left an indelible mark on Shanghai by coating iconic landmarks such as the Shanghai Tower, Jing'an Temple, and the IFC with its innovative paints.

With a presence in Shanghai since 1930 and the establishment of its first China factory in Jiading district in 1999, Sherwin-Williams has positioned the city as its strategic hub in Asia, housing the Asia-Pacific headquarters.

Sherwin-Williams' growth aligns with Shanghai's industrial advancements, providing coating solutions for key infrastructure projects like the Shanghai Tower and Shanghai Metro Line 13, the city's first subway line to feature fully water-based coatings.

In the realm of electric vehicles, the company has ventured into the EV battery coating sector, offering crucial protection for batteries and collaborating closely with companies like NIO.

Recognizing the unique preferences of Chinese consumers, Sherwin-Williams has pioneered odor-sensitive wood coatings and introduced BPA-free coatings for food packaging, ensuring consumer health for brands like Coca-Cola, Wang Lao Ji, and Tsingtao Beer.

Wu Zhonghua, managing director for Sherwin-Williams Asia Pacific, expressed gratitude for Shanghai's exceptional business environment, emphasizing the city's role as a vital engine for the company's global growth.

"China is a crucial driver for our global expansion, and Shanghai provides a stable, transparent, and predictable foundation, solidifying our enduring commitment to China and this city," Wu said, underlining Sherwin-Williams' long-term dedication to Shanghai and the Chinese market.

Source: Shanghai Observer