McDonald’s enters the metaverse to celebrate the Chinese New Year

McDonald’s has joined hands with Humberto Leon, the co-founder of the fashion brand Opening Ceremony, to create a one-of-a-kind collection of zodiac animal designs in the metaverse. American fast-food giant revealed this news through a press release on January 31, noting that the collection is dubbed McDonald's Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon.

According to the news release, this collection focuses on the Year of the Tiger and its courageous quality. Reportedly, it seeks to offer fans an immersive and interactive experience in the metaverse.

Explaining why it chose to work with Leon for this project, McDonald’s said he is a Chinese-Peruvian American whose creative vision is largely shaped by his cross-cultural identity and passion to serve and celebrate his diverse background.

Leon said he was excited to join hands with McDonald’s in this venture because the company has a track record of being committed to embracing and celebrating the universality of all cultures, a value he claims has helped him see himself in the brand and the world.

Commenting on this partnership, Leon said,

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.

Offering fans new experiences

By displaying Leon’s work on the metaverse, McDonald’s allows its US customers to celebrate the Lunar New Year in a new place. The company unveiled that the real-life exhibit would be open from January 31 to February 15. To view the zodiac animal designs, people celebrating the Lunar New Year will need to hop on virtual reality social platforms, AltspaceVR and Spatial.

Once in the metaverse, fans can observe Leon’s zodiacs and get horoscope readings that offer insight into their year ahead, based on the birth year and zodiac animal. For those unable to access the aforementioned virtual reality platforms, they can celebrate the Lunar New Year via mobile and desktop.

Commenting on McDonald’s venture into the metaverse, the company’s Senior Director of Cultural Engagement, Elizabeth Campbell said,

We're excited to reach our 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.

To offer its customers the complete feel of Lunar New Year celebrations, McDonald’s customized red envelopes that feature Leon’s Year of the Tiger design. Customers that visit the participating restaurants will get a packet that comprises two red envelopes, which they can give to friends or family to honor the tradition of sharing good fortune.