南京夫子庙荷花灯非遗灯彩点亮马年新春

Core Insights - McDonald's China is launching a new Spring Festival campaign themed "Wishing You a Golden Arch This Year," inspired by traditional Chinese lantern culture and collaborating with intangible cultural heritage (ICH) inheritors [1][3][5] Group 1: Campaign Overview - The campaign features over 7,700 McDonald's restaurants nationwide offering eight new limited-time menu items with "gold" blessings [1] - The initiative includes local cultural elements, particularly focusing on the Qinhuai lanterns, which are a significant part of Nanjing's heritage [1][7] - A series of offline pop-up events will take place in five cities, including Shanghai, Beijing, Fuzhou, Nanjing, and Guangzhou, starting February 17 [1] Group 2: Cultural Collaboration - McDonald's China is partnering with the Beijing Folk Art ICH Research Institute and four ICH lantern inheritors to incorporate various traditional lantern styles into the campaign [5] - The campaign aims to connect with local communities and promote cultural heritage through diverse artistic expressions, including shadow puppetry and lantern displays [3][7] - A short film series titled "One Lantern, One Wish" will be launched in collaboration with "Harper's Bazaar," showcasing the craftsmanship and cultural significance of lantern-making [5] Group 3: Interactive Experience - The campaign will feature an immersive experience in Nanjing's Confucius Temple, highlighting the "Wishing You a Golden Arch This Year" lantern display as a key attraction [8] - The event will include interactive elements such as traditional calligraphy for Spring Festival couplets and an AI photo booth for visitors [8] - Special edition self-service kiosks will present a "One Lantern, One Wish" version of receipts, offering random New Year blessings to enhance the festive experience [8]