Hoành tráng

The factory, which will be Lego's first carbon-neutral facility, will be built 50 km from the country's business hub, Ho Chi Minh City, starting in the second half of next year with the first production scheduled for 2024.

It will be the sixth factory for the world's largest toymaker following one in China, three in Europe and one in Mexico, and will mostly serve Southeast Asian countries as Lego looks to capitalize on the rise of the middle class in the region.

"Our strategy is to have our manufacturing locally, and adapt to changes in demand locally. It has really helped our resilience this year. So where do we see growth? In the Southeast Asian region above all," Carsten Rasmussen, Lego's chief operating officer, told the Financial Times.

Lego's growth has accelerated throughout the coronavirus pandemic, reaching a zenith in the first half of this year when revenues increased 46%, cementing its position ahead of Mattel and Hasbro of the U.S. as the biggest-selling and most profitable toymaker.