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

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

Haier Group, a global leader in quality living solutions and digital transformation, officially launched the seventh edition of its Global Fans Festival (Fans Festival) in Kuala Lumpur, Malaysia, from December 17 to 21, 2025. The event, themed "Champion Your Haier Life," emphasizes the spirit of champions, transcending from sports arenas into everyday life. This ambitious festival reflects Haier's commitment to innovating how fans interact with the brand, promoting a lifestyle that encompasses sports and technology.

Originally conceived as a social media campaign in 2019, the Fans Festival has evolved into a series of interactive global events designed to engage fans with the Haier brand. Celebrating the 40th anniversary of Haier’s founding, the festival has previously been hosted in various prominent locations, including China during the AWE exhibition, and at major tennis events like Roland Garros and the Australian Open. These events aim to create a powerful emotional connection between Haier and its users, portraying the brand as approachable and authentic in an increasingly digital world.

The recent festival in Kuala Lumpur featured a pop-up experience covering 2,600 square meters at Pavilion Bukit Jalil. Attendees could engage in activities including watching live sports matches, participating in games, and immersing in Haier's innovative lifestyle offerings. The festival served as an initiative by Haier to give back to its users and long-time fans, showcasing the company’s robust sports-themed focus for 2026.

Looking ahead, Haier plans to host more than 100 events as part of the Haier Fans Cup across over 20 countries and regions, such as Melbourne, Shanghai, Paris, and Berlin. These events will include various sporting festivals and experiential pavilions where fans can enjoy entertainment, explore new technologies, and savor gourmet culinary experiences. Wang Mei Yan, Vice President and Chief Brand Officer of Haier, stated, "By 2026, Haier's Global Fans Festival will see three significant enhancements: expanding into new countries, innovating immersive experiences that dissolve the boundaries between online and offline participation, and deepening emotional connections through sports marketing."

Haier, having maintained its position as the world's top-selling major appliance brand for 16 consecutive years, has expanded its presence to over 200 countries and regions worldwide, serving over a billion households. It has become a trusted and adored brand for consumers globally. Currently, Haier operates ten extensive research and development centers, 71 research institutes, 35 industrial parks, and 163 manufacturing centers, along with a vast network of 230,000 points of sale. These achievements underscore Haier's leadership status in key markets around the world.

The 2026 Fans Festival, championing the spirit of sports and innovation, aims to connect with hundreds of millions of Haier fans worldwide. It highlights Haier's commitment to understanding people's daily lives and embodies the brand as a trailblazer in intelligent technologies.

As we look towards the future, Haier's festival illustrates how technology and sports can collaborate to foster community spirit while delivering engaging experiences. More information about Haier and the Fans Festival can be found on their official website Haier Global.

About Haier Group

Founded in 1984, Haier Group is the world's premier provider of solutions for improved living and digital transformation, focusing on user-centric solutions that leverage smart home technology, healthcare sectors, and digital economy initiatives. In 2024, the company reported global revenues of $57 billion. Haier has ranked among the top 100 most valuable global brands in the Kantar BrandZ lists for seven consecutive years and has maintained the leading position within the major appliance market according to Euromonitor international rankings. The group consists of eight publicly-traded companies and its subsidiary, Haier Smart Home, appears on the Fortune Global 500 list as well as on the Fortune World's Most Admired Companies list.