Haier Unveils the 2026 Global Fans Festival
QINGDAO, China — Haier Group, a prominent global provider of innovative solutions for better living and digital transformation, has made waves by launching the much-anticipated 7th Global Fans Festival. Kicking off in Liverpool, the 2026 festival is themed "Champion Your Haier Life," celebrating the champion spirit that resonates from sports arenas to daily life.
Dive Into the Festival's Journey
Initially inaugurated in 2019 as a creative social media initiative, the Fans Festival has blossomed into a series of worldwide interactive events designed to connect fans with the Haier brand. Each festival features distinctive experiences, including the 40th Anniversary Celebration at Haier Headquarters, fan tours at AWE in China, and appearances at prestigious events like Roland-Garros and the Australian Open. This evolution has strengthened emotional ties with users, presenting Haier as a brand that resonates deeply with audiences.
5-Day Extravaganza in Kuala Lumpur
From December 17 to 21, 2025, the Fans Festival thrived in Kuala Lumpur, Malaysia, at Pavilion Bukit Jalil – The Piazza. Spanning a vast area of 2,600 square meters, the event engaged sports enthusiasts and Haier fans through match viewings and sports activities, including football, tennis, and badminton. Attendees relished in the experience of a smart lifestyle while celebrating their favorite sports.
A Commitment to Global Connectivity
The upgraded 2026 Fans Festival stands as a testament to Haier's commitment to its users and long-time supporters globally. Featuring over 100 Haier Fans Cup events in 20 additional countries, including major cities like Melbourne, Shanghai, Paris, and Berlin, this festival aims to deliver an exhilarating array of sports activities and vibrant experience pavilions where fans can play and savor delightful food.
Looking ahead, Haier's initiative promises significant advancements, including an expansive global footprint, enhanced immersive experiences to seamlessly merge online and offline interactions, and fostering deeper relational ties through sports marketing. These initiatives invite users to engage in product innovation actively, positioning them as co-creators within the Haier ecosystem, as shared by Ms. Wang Mei yan, Vice President and Chief Brand Officer of Haier Group.
Haier: A Leader in Appliance Market
Renowned globally for 16 consecutive years as the top brand in retail volume of major appliances according to Euromonitor International, Haier has established a strong presence across more than 200 countries, servicing over 1 billion households. With 10 R&D centers, 71 research institutes, and 230,000 sales outlets, it has underscored its position as a leading brand in various key markets.
Championing the marriage of sports, innovation, and a customer-centric approach, the 2026 Fans Festival is poised to reach an impressive audience of Haier fans globally. This event further solidifies Haier's reputation as both a pioneering brand in intelligent technology and a brand that empathetically understands the daily needs of its consumers.
About Haier Group
Haier Group, founded in 1984, is dedicated to enhancing lives through digital transformation solutions, encapsulated in its motto, "More Creation, More Possibilities." The company centers its focus on three growth pillars: Smart Living, Comprehensive Health Industry, and Digital Economy Industry. With a global revenue of USD 57 billion and numerous accolades in the consumer market, Haier continues to excel, evidenced by its consistent ranking in the Kantar BrandZ Top 100 Most Valuable Global Brands.
Frequently Asked Questions
What is the Global Fans Festival?
The Global Fans Festival is an interactive global event organized by Haier, celebrating sports and community engagement.
Where will the 2026 Fans Festival take place?
The 2026 Fans Festival will be hosted in over 20 countries, including major events in Melbourne, Shanghai, Paris, and Berlin.
How did the Fans Festival begin?
The Fans Festival started in 2019 as a social media campaign and has evolved into a series of substantial interactive events.
What can attendees expect at the Fans Festival?
Attendees can enjoy match viewings, interactive games, food experiences, and opportunities to learn about Haier's smart technologies.
Who is Haier Group?
Haier Group is a global leader in household appliances and digital transformation solutions, committed to enhancing user experiences worldwide.