McDonald’s celebrates Lunar New Year in the Metaverse

McDonald’s is jumping into the metaverse.

The burger giant said Monday it was working with Humberto Leon, co-founder of fashion brand Opening Ceremony, to create an interactive exhibit in the metaverse that will honor the Lunar New Year.

“McDonald’s Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon,” features what the company says is a “one-of-a-kind collection of zodiac animal designs.”

More importantly, it’s the burger giant’s latest marketing push into the Metaverse, a three-dimensional virtual world focused on social connection. The company has taken some steps to market itself in the virtual world, but this is its biggest push yet, and it’s tied to the Lunar New Year.

The Hall of Zodiacs will be available on virtual reality social platforms AltspaceVR and Spacial until February 15. There, visitors can view a gallery housing Leon’s work and receive horoscope readings giving predictions about the coming year based on their year of birth and zodiac animal. The exhibit also showcases the interior design direction of feng shui expert and content creator Cliff Tan.

The exhibit can be viewed on mobile and desktop. To find out how to access it, visit

McDonald’s also worked with multicultural advertising agency IW Group on the campaign. “The Lunar New Year is not only a time to celebrate with family and friends, but it also gives us Asian Americans the perfect opportunity to share our cultural heritage with people from different communities. which we call home,” Leon said in a statement.

McDonald’s and Leon produced a television spot featuring Leon’s thoughts on Lunar New Year traditions and his diverse identity. The spot airs nationwide on Asian news channels in English, Chinese, Korean and Vietnamese.

McDonald’s will also distribute red envelopes representing Leon’s Year of the Tiger at participating restaurants in Los Angeles, New York, San Francisco, Dallas, Houston and Atlanta starting Tuesday.

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About James Almanza

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