Haier's 2026 Global Fans Festival Unites Sports, Technology, and Community

Haier's 2026 Global Fans Festival: A Celebration of Sports, Technology, and Community

The Haier Group has unveiled the highly anticipated 7th Global Fans Festival, which officially kicked off on November 20, 2025, in Liverpool. This year’s festival, themed "Champion Your Haier Life," emphasizes not only the spirit of champions in sports but also in daily living, enhancing connections between the brand and its supporters through engaging experiences.

Starting its journey as a social media initiative in 2019, the Global Fans Festival has grown into a multifaceted global event. Haier has hosted several incredible activities, such as fan tours, celebrations for Haier's 40th anniversary at its headquarters, and participation in major sporting events, including Roland-Garros and Australian Open, showcasing their dedication to engaging with fans and building emotional connections.

In December 2025, Malaysia hosted a spectacular five-day pop-up of the festival at Pavilion Bukit Jalil – The Piazza, spanning 2,600 square meters. This event encouraged sports enthusiasts and Haier fans to partake in match viewings and various games, including football, tennis, and badminton, creating an environment that reflects a modern smart lifestyle.

Haier's 2026 Festival promises significant enhancements, expanding its reach to over 20 countries such as Australia, France, and Germany. The festival will include over 100 Haier Fans Cup events, catering to fans' love for sports while providing immersive and interactive experiences. The initiative aims to foster a deeper emotional bond between Haier and its users by integrating sports marketing that allows fans to actively engage in product innovation, making them co-creators in Haier's ecosystem.

Ms. Wang Mei Yan, Vice President and Chief Brand Officer of Haier Group, stated, “We aim to break down barriers between online and offline experiences and deepen emotional connections through sports marketing. Our festival will not only champion the spirit of sports but also drive innovation and create a community of co-creators among our users.”

Globally recognized as a leader in the appliance market, consistently ranked first by Euromonitor International for 16 years, Haier's dedication to enhancing the lives of over 1 billion households is evident. With operations in over 200 regions, 10 major R&D centers, and a network of 230,000 sales outlets, Haier embodies the qualities of a trusted and innovative brand.

The upcoming 2026 Global Fans Festival is more than just a celebration; it signifies Haier's vision of combining sports, technology, and community. It's an initiative meant to resonate with fans worldwide, offering them a chance to engage actively in a lifestyle that harmonizes with their passions. This festival is expected to reach millions of Haier fans globally, reinforcing Haier's identity as a champion brand that understands and responds to the needs of everyday life.

As Haier continues to head towards a brighter future, it invites its users to join this journey of creativity and innovation. For more insights, visit the official website: Haier Global.