McDonald's has harnessed the power of the metaverse to bring Chinese New Year to the public.
The fast-food brand partnered with Opening Ceremony co-founder Humberto Leon to create a collection of zodiac animals.
This is the first time McDonald's is collaborating across multiple media. Featuring Humberto Leon's zodiac sculptures inspired by Chinese 3D wood puzzles and cork-carved dioramas, McDonald's Hall of Zodiacs highlights the Year of the Tiger.
The metaverse offers an immersive and interactive experience for visitors, as their zodiac signs can be used to receive horoscopes.
Fans can also watch a TV spot where Leon reflects upon the Lunar New Year traditions and his diverse heritage. Additionally, there is the beautiful red envelope which is traditionally filled with money and symbolizes prosperity.
McDonald's customers visiting participating restaurants only receive these red envelopes.
A total of eight restaurants are participating in the festival, including those in New York, Los Angeles, San Francisco, Houston, Dallas, and Atlanta. Two red envelopes will be handed out to customers who visit these locations.
Leon stated the following regarding the entire initiative:
In addition to celebrating the Lunar New Year with family and friends, Asian Americans also have the opportunity to share our cultural heritage with people in the communities that we call home.
Because McDonald's is a brand that embraces and celebrates the universality of all cultures, I see myself in the brand and in the world when I partner with them.
He went on to say that "celebrating Lunar New Year with McDonald's is a way to demonstrate the creativity and innovation of the Asian American community, as well as an opportunity to express my own identity and the influences that shaped me, to which I know many will relate."