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

On December 18, 2025, Haier Group officially launched the seventh installment of its Global Fans Festival, a vibrant event dedicated to celebrating sports and community. Under the theme "Champion Your Haier Life," this year’s festival kicked off on November 20 in Liverpool, bringing together sports lovers and Haier fans alike in a whirlwind of exciting activities aimed at fostering deeper connections with the brand through immersive experiences.

The Global Fans Festival, inaugurated in 2019, transitioned from a social media initiative to a series of interactive global events that bridge the gap between fans and the brand. Over the years, it has celebrated significant milestones, including a grand 40th Anniversary celebration at Haier headquarters and fan-focused events at prominent tennis tournaments such as the Australian Open, ATP Finals, and Roland-Garros.

From December 17 to 21, the festival's energy moved to Kuala Lumpur, Malaysia, where fans witnessed the five-day pop-up event at the Pavilion Bukit Jalil. This compelling 2,600 square meter venue offered sports enthusiasts a chance to engage in various activities, including viewing matches and participating in games of football, tennis, and badminton - a testament to Haier's commitment to promoting a smart, active lifestyle.

Global Impact and Future Prospects
Haier's 2026 Global Fans Festival promises to be the most expansive yet, with over 100 Haier Fans Cup events scheduled across more than 20 countries such as Melbourne, Shanghai, Paris, and Berlin. More than just a series of events, this festival underlines Haier's dedication to giving back to its global users and long-time fans through rich sporting experiences and food pavilions that echo the festival’s excitement.

"As we move toward 2026, our festival will embrace three pivotal upgrades: expanding our global reach into countries like Australia and Germany, innovatively blending online and offline experiences to enhance participation, and strengthening emotional ties through sports marketing," stated Ms. Wang Mei yan, Haier’s Vice President and Chief Brand Officer. This approach aims to create opportunities for users to become active participants in product and service innovation, ultimately inviting them to co-create within Haier’s thriving ecosystem.

With its rich legacy, Haier has established itself as a leading name in the global appliance market, consistently ranked first in Euromonitor International’s metrics for retail volume in major appliances for 16 years. The brand now spans over 200 countries and serves approximately 1 billion households worldwide, ensuring its standing as a trustworthy provider of innovative solutions.

Haier boasts 10 major R&D centers, 71 research institutes, and 163 manufacturing hubs, underlining its status as a powerhouse of innovation. The company’s relentless focus on user satisfaction and community engagement places it at the forefront of the appliance industry, where trust and friendship build lasting relationships with consumers.

The Global Fans Festival isn't merely a promotional event; it's a celebration of the sports spirit and the power of innovation. It embodies Haier’s ethos as a "champion" brand and a pioneer in smart technology, demonstrating its commitment to understanding people’s daily life needs.

As the festival unfolds in 2026, it is anticipated to engage millions of Haier fans worldwide, reinforcing the brand's community-oriented vision and ensuring that everywhere, Haier fans can celebrate together. For more updates and information, visit Haier's official website.

About Haier Group

Founded in 1984, Haier Group stands as a premier global provider of better living solutions through digital transformation, all centered around the motto of "More Creation, More Possibilities." The company has cultivated a user-focused framework that embraces the pillars of Smart Living, Comprehensive Health Industry, and Digital Economy Industry. Achieving a global revenue of USD 57 billion in 2024, Haier is a perennial fixture in the top echelons of global brand rankings and maintains the first position in Euromonitor’s Major Appliances category.

With several subsidiaries listed on global stock indices and its flagship, Haier Smart Home, recognized among Fortune's Global 500, the company continues to forge paths in technological advancement and community engagement, ensuring its legacy as a beloved brand worldwide.