McDonald's celebrates Lunar New Year in the metaverse

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McDonald's US has partnered with fashion designer Humberto Leon to celebrate the Lunar New Year in the metaverse. Titled “McDonald’s Hall of Zodiacs: 2022 Lunar New Year by Humberto Leon", the virtual gallery features zodiac animals designed by Leon, who is also co-founder of fashion brand Opening Ceremony.

According to McDonald's, Leon’s creative vision was largely shaped by his cross-cultural identity, as a Chinese-Peruvian American, and passion to serve and celebrate his diverse background. Leon said that partnering with McDonald's meant a great deal to him, because it is a brand that has always been committed to embracing and celebrating the universality of all cultures, helping him see himself in the brand and in the world.

“Lunar New Year is not only a time to celebrate with family and friends, but also gives us Asian Americans the perfect opportunity to share our cultural heritage with people throughout the various communities we call home. Kicking off Lunar New Year with McDonald’s in a way that underscores the creativity and innovation of the Asian American community, makes me proud to offer a true expression of my identity and the influences that have shaped it, to which I know many will relate," he added.

Fans can enter the exhibit on virtual reality social platforms, AltspaceVR and Spatial. In the exhibit, fans can also receive horoscope readings that give foresight into their year ahead, based on birth year and zodiac animal. Additionally, fengshui expert and content creator Cliff Tan designed the interior to give the space balanced energy. The exhibit will run until 15 February. McDonald’s worked with multicultural ad agency IW Group for this campaign. As part of the campaign, McDonald’s and Leon also produced a TV commercial that features the Leon's reflections Lunar New Year traditions, while also speaking to his diverse identity. The commercial is aired across the US on Asian news channels in English, Chinese, Korean and Vietnamese.

Additionally, McDonald's will be giving out a pair of red packets featuring Leon's Year of the Tiger design, available while stocks last at participating outlets in Los Angeles, New York, San Francisco, Dallas, Houston, and Atlanta.

mcd red packet

Elizabeth Campbell, McDonald’s senior director of cultural engagement, said that it is excited to reach its fans in a meaningful way that captures the essence of the Year of Tiger showcasing bravery, strength and confidence through art, while leveraging a digital experience that meets them in spaces they enjoy. “Bringing on Humberto Leon, a trailblazer who uses the world around him to influence his work and others, is what makes this a next-level moment for McDonald’s. We’re honored to celebrate this Lunar New Year through his art expressions and hope our fans will enjoy this very cool and celebratory experience with us," she added.

MARKETING-INTERACTIVE has reached out to McDonald's for comment.

This is not McDonald's US' first move in embracing the Lunar New Year festivities. Last year, it partnered with 88rising, a leading global Asian artist collective to provide a lineup of activities, such as a virtual concert by Chinese hip-hop artist Masiwei, an IGTV mini-series featuring Korean American hip-hop artist and actor Dumbfoundead, and limited edition McDonald's red packets that pay homage to the lucky number eight.

Separately, McDonald's is currently transitioning to more renewable, recycled, or certified materials for Happy Meal toys around the world. This comes as it aims to have the toys more sustainable by the end of 2025. According to the company, the transition will result in an approximately 90% reduction in virgin fossil fuel. With the shift in consumer behaviour, the next generation of customers now care deeply about protecting the planet, and what can a company do to make its business more sustainable. As such, McDonald's is constantly exploring where it could drive greater impact, including the transformation of beloved icons like the Happy Meal, said chief sustainability officer Jenny McColloch. With this transition for its toys, McDonald's is working closely with suppliers, families, and play experts and engineers to introduce more sustainable, innovative designs and help drive demand for recycled materials.

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