McDonald’s and Humberto Leon joined forces to create a virtual reality experience in honor of the Year of the Tiger.
The American fast-food company partnered with Humberto Leon – Co-Founder of fashion brand Opening Ceremony – to create a zodiac collection in the Metaverse. The initiative will honor the Lunar New Year (China’s most significant festival from February 1 to February 15).
McDonald’s Joins The Metaverse
With its newest endeavor, the US fast-food chain enabled fans to celebrate the Year of the Tiger in the Metaverse. They can experience the “one-of-a-kind collection of zodiac animal designs” created by Humberto Leon. Customers could also receive horoscope readings that give foresight into their year ahead, based on their birth date.
Leon is a Chinese-Peruvian American whose creative vision is largely shaped by his cross-cultural identity. He described McDonald’s as a brand that “has always been committed to embracing and celebrating the universality of all cultures.”
“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.
Elizabeth Campbell – McDonald’s Senior Director of Cultural Engagement – opined that this was the right time for her company to enter the Metaverse since the Year of the Tiger is a representation of “bravery, strength, and confidence.”
“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.
Subsequently, the fast-food chain and Leon will produce a TV spot that features the designer’s reflections on beloved traditions celebrated during the Lunar New Year.
The festival, also called the Chinese New Year, is one of the most important holidays in the most-populated country. It marks the new cycle of the Moon, and the celebrations can run up to 15 days.