#China #Kuala Lumpur #Haier #Smart Living #Global Festival

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

On December 18, 2025, Haier Group officially launched the 7th edition of its Global Fans Festival, an exhilarating event dedicated to fans from around the world. This year’s festival kicks off under the banner "Champion Your Haier Life," which embodies the spirit of champions not only in sports but in everyday life as well.

Initially conceived as a social media campaign in 2019, the Global Fans Festival has evolved into a global interactive event series that aims to bridge the gap between fans and the Haier brand. Over the years, the festival has celebrated significant milestones, including the company’s 40th anniversary and provided unique experiences during major sports events like Roland-Garros and the Australian Open.

The 2026 Global Fans Festival consists of a five-day event held from December 17 to 21, 2025, at Pavilion Bukit Jalil in Kuala Lumpur, Malaysia. Covering an impressive area of 2,600 square meters, fans and sports enthusiasts got together to watch matches, play football, tennis, and badminton, while immersing themselves in a modern, intelligent lifestyle.

A key focus of this year’s festival is sports, a theme that resonates deeply with Haier’s commitment to engage with its users and supporters globally. Throughout the year, over 100 events under the Haier Fans Cup banner will take place in more than 20 countries and regions, including Melbourne, Shanghai, Paris, and Berlin. These events will offer fans a variety of sporting activities and offline pavilions where they can discover, play, and enjoy food in a communal environment.

Wang Mei yan, Vice President and Chief Brand Officer of Haier Group, shared insights about the festival's future direction. She stated, “In 2026, the Haier Global Fans Festival will undergo an enhancement in three main areas: we will broaden our global outreach to include new countries such as Australia, France, and Germany, and expand our co-creation initiatives; we aim to introduce innovative and immersive experiences that blur the lines between online and offline engagement; and deepen emotional connections through sports marketing, allowing users to actively participate in product and service innovations.”

Haier has risen to become a world-renowned brand, maintaining the number one spot in the Euromonitor International rankings for the last 16 years regarding retail sales of home appliances on a global scale. The brand’s extensive reach spans over 200 countries and regions, supplying products to more than one billion households. With a reputation as a trusted and beloved global brand, Haier continues to lead the market.

With 10 major research and development centers, 71 research institutes, and a production network that includes 163 factories and a retail presence of 230,000 sales points, Haier has firmly established itself as a leading name in key markets worldwide. The 2026 Global Fans Festival aims to capture the hearts of millions, celebrating Haier not only as a "champion" brand but also as a pioneer in intelligent technologies that understand the everyday lives of people.

For more details, you can visit Haier’s official website. Founded in 1984, Haier Group is a leading global provider of solutions aimed at enhancing the quality of life and facilitating digital transformation. The company's guiding philosophy emphasizes user-centric innovation, resulting in a landscape focused on three core pillars: Smart Living, Comprehensive Health, and Digital Economy Industry. With a global revenue of 57 billion USD in 2024, Haier has consistently been recognized in the Top 100 Most Valuable Global Brands by Kantar BrandZ, showcasing the brand's strong market presence and commitment to user satisfaction.