Core Viewpoint - Wangping Town is hosting a series of immersive New Year-themed activities centered around the "Chasing Horse" theme, aiming to blend traditional customs, intangible cultural heritage markets, winter sports, and cultural experiences to create a festive atmosphere for the Spring Festival [1][14]. Group 1: Cultural Activities - The event features various traditional performances, including the dynamic "Bawang Whip," auspicious dragon and lion dances, powerful "Taiping Drum" performances, thrilling stilt shows, and lively "Little Car" performances, all designed to evoke the festive spirit of the New Year [5]. - A rich array of activities will be available, including an art exhibition showcasing traditional aesthetics, a market for intangible cultural heritage products, a New Year goods fair featuring local agricultural products, and a variety of local snacks and creative cultural products [6]. Group 2: Engagement and Interaction - There are nine unique check-in points that offer surprises, including landmarks such as the former residence of Ma Zhiyuan and the Yuanqu Research Institute, each reflecting the historical charm and cultural depth of western Beijing [9]. - Participants can collect stamps from all check-in points to enter a lottery for prizes, including free stays at boutique inns and tickets to the Ma Zhiyuan former residence, enhancing the interactive experience of the event [9]. Group 3: Event Schedule and Logistics - The activities are scheduled from February 8 to February 10, February 19 to February 23, and on March 3, taking place in Wangping Ancient Road Impression Town [14]. - Contact information for different areas is provided for attendees to verify operational status and ensure safety, with recommendations for advance reservations [14].

Core Insights - McDonald's China has launched a new Spring Festival campaign themed "Wishing You a Golden Arch This Year," inspired by traditional cultural elements [1] - The campaign features four special lantern designs created in collaboration with intangible cultural heritage inheritors, blending traditional culture with quality food experiences [1] Product Offerings - From now until March 3, consumers can enjoy limited-time menu items at over 7,700 McDonald's locations, including the Golden Arch Shrimp Burger, Golden Pineapple Angus Thick Burger, Honey-flavored Chicken Wings, Twisted Fries, and Red Bean Cake [1][3] Interactive Activities - In five cities—Shanghai, Beijing, Fuzhou, Nanjing, and Guangzhou—consumers can participate in offline pop-up events to experience festive interactions [3] - A pop-up event in Beijing runs from January 30 to February 8, featuring various interactive areas with different Spring Festival experiences, where consumers can collect stamps and enter a lottery by sharing on social media [3] Special Features - The flagship McDonald's restaurant in Beijing has been transformed into a Spring Festival theme store, offering exclusive gifts like bookmarks and city-specific badges for visitors [3] - During the Spring Festival, self-service kiosks will feature upgraded receipts with a "One Lantern, One Wish" special version, displaying random New Year blessings from consumers [3]