Here's How McDonald's Is Celebrating Lunar New Year 2022
While the first day of January is a time to toss out the old and bring in the new, the Lunar New Year is seen by many cultures as another opportunity to reset the fortune clock and wish for good luck and prosperity. Many restaurants mark the holiday by dressing up in the lucky colors of red and gold, but McDonald's is taking an extra initiative this Lunar New Year. Per PRNewswire, the chain is collaborating with Chinese-American Peruvian designer Humberto Leon for the immersive experience, "McDonald's Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon."
Visitors to this one-of-a-kind exhibition get the chance to track down their birth animals to discover what their fortunes might be for the upcoming year. The space features the 12 animals of the Chinese zodiac executed in a style reminiscent of cork carvings and 3D wooden puzzles. But unlike many restaurant concepts fans can only admire from afar if they're not within driving distance, Mickey D's collaboration sits in the metaverse, which is accessible from anywhere around the world through one of two virtual reality social platforms.
McDonald's Lunar New Year festivities are always memorable
McDonald's 2022 Lunar New Year Hall of the Zodiac will be accessible from fans' desktop, mobile, or VR headsets through February 15. But having fans traipse through a virtual hall isn't the only activity McDonald's has planned for Lunar New Year celebrations over the years.
In 2021, McDonald's hosted a series of Lunar New Year events that included a virtual concert by Chinese hip-hop artist Masiwei and an Instagram IGTV miniseries with Korean American hip-hop entertainer Dumfoundead (via PR Newswire). The fast-food giant's multi-channel marketing effort was part of its "Golden Start" initiative to make an impact in the communities that it serves.
And in 2017, McDonald's released a Lunar New Year-themed ad spot (via The Drum), showcasing a Chinese lion dance, along with children playing and laughing. The fast-food chain has a history of leaning into Lunar New Year festivities, and 2022 is no exception.