In celebration of the Year of the Tiger, McDonald’s and Humberto Leon have come together to create an immersive virtual reality experience.
As part of the Lunar New Year initiative, China’s most significant festival from February 1 to February 15, McDonald’s and Humberto Leon – Co-Founder of fashion brand Opening Ceremony – have partnered to create a zodiac collection in Metaverse.
McDonald’s Joins The Metaverse
Through its latest venture, the US fast-food chain allowed fans to celebrate the Year of the Tiger in the metaverse. In addition to a limited-edition collection of zodiac animal designs by Humberto Leon, customers can also receive horoscope readings that predict their year ahead based on their birth date.
Chinese-Peruvian Leon’s creative vision is shaped by his cross-cultural identity, describing McDonald’s as a brand that “has always embraced and celebrated the universality of all cultures”.
“Following in the footsteps of McDonald‘s during the Lunar New Year to celebrate the creativity and innovation of the Asian American community makes me proud to offer a true expression of my identity and the influences that shaped me, to which I know many will relate,” he said.
McDonald’s Senior Director of Cultural Engagement, Elizabeth Campbell, said that it was a good time for McDonald’s to enter the Metaverse since the Year of the Tiger represents “bravery, strength and confidence.”
“We are pleased to be celebrating this year’s Lunar New Year through his art expressions, and hope our fans will also enjoy this very cool and celebratory experience with us,” she added.
The fast-food chain will then produce a TV commercial featuring the designer’s reflections on beloved traditions celebrated during the Lunar New Year.
China’s Lunar New Year, known as the Chinese New Year, is one of the most important holidays and marks the start of a new lunar cycle. The festivities last up to 15 days.
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