PinoyLUG: "Building with Passion and Pride"

The acronym in PinoyLUG stands for "LEGO® User Group" - but perhaps only LEGO® enthusiasts would be aware of that. LUGs are informal hobby groups who share the same interest in LEGO® and meet at certain places to connect with each other and visit LEGO® exhibits and conventions if there are any. Some LUGs formalize their group and establish regular meetings where members can have more interactive activities as LEGO® hobbyists. There are only two RLUGs (Recognized LUGs) in the Philippines and one of them is PinoyLUG. It started with a few core members back in 2014 and its numbers have grown steadily through the years especially after it was recognized by the LEGO® group as part of its global network of RLUGs. It's founding President, Leslie Leshen Araujo remembers the difficulty of holding the group together without a permanent meeting place - "we communicated mainly through FB group chats to plan sporadic meet-ups or visit LEGO® displays and other events."

But Leslie's core group - an interesting array of professionals, office workers, lawyers and college students - was determined to hang on. They decided that in order to pursue their interests, build bigger ideas for their displays, they would apply to become an RLUG and be a part of an official program for AFOLS (Adult Fans of LEGO®). This required them to have a representative or an "Ambassador" from their LUG and Leslie was voted for the job. He became the first Asian AFOL of the LEGO® Ambassador Network (LAN) to set foot in the House of Bricks in Billund, Denmark. Leslie looks back with a smile. "I was reluctant to lead the group; I had no idea and little knowledge on how to run it. I agreed to do it only for a year, but going to Billund was a truly remarkable feeling and an honor."

One of the first things he did was to name their group. PinoyLUG was chosen because it sounded friendly and described who they were - proudly Pinoy with a passion for LEGO. From the beginning PinoyLUG would be a fun group - vibrant, inclusive, and transparent. Everyone would be open to suggestions, to share ideas and work as a team. "We put our heads together to plan our next display - putting aside our own personal interests and always considering the ultimate goal of the group. "I planned to stay only for a year. And now we are going on our eighth. We are doing our biggest and most significant display yet."

Today, PinoyLUG is known in the toy community as trail blazers. They are a strong, innovative and very creative force, always making sure that their displays are presented in a unique and amazing way for better appreciation. They have regular displays at ToyConPh, and several big pop-culture conventions. They also conduct movie screenings and produce fun videos and promo reviews.

PinoyLUG also earned a reputation for producing larger than life events with an international feel to them. "Bricktober" is an annual all- LEGO® event to celebrate and commemorate their anniversary as an RLUG. They even held one at SMX convention center, a solo feat that no other Lego/Brick related group had ever done locally at that time. They also organized "BrickRunPh", the first full range LEGO® themed Fun Run ever conducted by an RLUG in Southeast Asia that gathered 3,000 runners - officially supported by LEGO®.

Social Responsibility is also high in the agenda of PinoyLUG considered as a special mission set by The LEGO® Group (TLG), for every LUG all over the world. PinoyLUG does it share annually. It has collaborated with various organizations like CHILD Haus, World Vision, Association De Damas Filipinas, Inc. in conducting programs focused on children, instilling in them the aspiration to become future builders of tomorrow. The group also supports religious organizations and shelters as its way of giving back to others for all the successes they have been blessed with.

With PinoyLUG representing the Philippines, in LEGO® exhibits or Toy Conventions, the best display could come from anyone and PinoyLUG strives to do its best according to what the group deems best. The group has envisioned their numbers to grow by encouraging its members to push the boundaries of what they can do in order to reach greater heights. 

In doing LEGO® together, everyone is guided by the values the group places on creativity, camaraderie, inclusivity and social responsibility. To them, every member is important and plays a key role in building. They are like LEGO® interlocking bricks, held tightly together and collectively connected. No brick is too small, or too big. They all represent a structure that looks beautiful, strong, and resilient.