The Chinese Lunar New Year is an annual holiday that commemorates the start of a new lunar cycle in the country. The event’s celebrations and festivities can last up to 15 days.
McDonald’s and Humberto Leon have teamed up to create a virtual reality experience for this Chinese New Year for the event, named the Year of the Tiger. Humberto Leon, a Chinese-Peruvian American, would produce the designs, which feature his cross-cultural identity prominently. Customers would see Leon’s design by visiting the life-like display on virtual reality social platforms AltspaceVR and Spatial. They can also get horoscopic predictions for the next year depending on their birth year and zodiac animal.
McDonald's is again dipping its toes into the #metaverse, this time through a virtual Lunar New Year exhibit. The space was designed with Opening Ceremony co-founder Humberto Leon and aims to offer a "bold and unconventional take" on the holiday: https://t.co/TR3vyApRQQ
— Peter Adams (@PatchAdams03) January 31, 2022
Elizabeth Campbell, who is McDonald’s Senior Director of Cultural Engagement , stated that there has never been a better moment for her firm to enter the Metaverse. She added that this is because the tiger is a symbol of bravery, strength, and confidence.
She emphasised, “We’re excited to interact with our fans in a meaningful way that reflects the spirit of the Year of the Tiger via art, while also providing a digital experience that meets them where they want to be.” McDonald’s and Leon will also collaborate on a television commercial focusing on the designer’s perspective on Lunar New Year customs.
