With the metaverse rising to become the future of meetings and partying, McDonald’s has tapped on the tech to usher in the Lunar New Year.

Humberto Leon (co-founder of Fashion brand Opening Ceremony) was tapped to help create the collection. This is McDonald’s first cross-media collaboration. Focused on the Year of the Tiger, “McDonald’s (NYSE:) Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon,” showcases Leon’s zodiac sculptures, which are inspired by Chinese 3D wood puzzles and cork-carved dioramas.

The metaverse welcomes visitors to an immersive and interactive experience. You can also get your horoscope based upon your zodiac sign. There is also a TV spot where fans can learn about Leon’s reflections on traditions for the Lunar New Year, as well as his diverse identity. There are also the red envelopes, which are filled with money in order to symbolise prosperity.

These red envelopes are exclusively for McDonald’s customers who visit participating restaurants. For the event, eight participating restaurants have been designated in New York and Los Angeles. Two red envelopes will be given to customers who go to these restaurants.

Leon commented on the whole initiative by saying:

The Lunar New Year not only marks the beginning of the new year, it also provides Asian Americans with the opportunity to connect with others in their respective communities. It means so much to me to partner with McDonald’s because they are a company that is committed to celebrating and embracing all cultures. This has helped me to see myself and the world in McDonald’s. McDonald’s is kicking off Lunar New Year in an innovative and creative way. This makes me proud and allows me to share my true identity, and all the influences that have shaped that identity, which many people will find relatable.

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