How this brand is using open houses to connect beyond the counter this CNY

McDonald’s Malaysia is bringing its Chinese New Year campaign beyond advertising screens and into neighbourhoods nationwide, with a series of open house celebrations designed to turn festive joy into shared, on-the-ground experiences.

As part of its ongoing “Prosperity kembali, lebih bererti” campaign, the quick service restaurant chain is hosting Chinese New Year open houses across 13 restaurants nationwide, transforming its outlets into communal spaces for connection, celebration and togetherness. Spanning locations from Penang to Johor, and extending into East Malaysia, the initiative reinforces McDonald’s belief that prosperity is defined not by material wealth, but by the people and moments shared.

According to Chin Mei Lee, chief marketing officer of McDonald’s Malaysia, the strategy is rooted in creating meaningful touchpoints that go beyond food. “Chinese New Year is about reconnecting and celebrating the moments that truly matter. Through these open houses, we aim to create spaces for families and communities to share laughter, traditions, and togetherness,” she said. “True prosperity is not measured by wealth; it is about joy, connection, and the people we share it with.”

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The celebrations kicked off on 7 February at McDonald’s Danau Kota Drive-Thru, alongside simultaneous events at Jalan Tun Perak in Seremban 2 and Mount Austin Drive-Thru. Each open house is designed as a festive hub for the surrounding community, featuring lion dances, cultural performances, interactive games and opportunities for guests to engage with McDonald’s crew and mascots.

The brand had also invited content creators and artists to perform at the open houses, such as Joey Leong, Vikram, QiWiie, and Wabikong TV. 

Central to the experience is the distribution of 2,000 free Prosperity Burger meals at each event, reinforcing the campaign’s message of abundance and shared blessings. By anchoring the brand’s iconic seasonal product within a physical, communal setting, McDonald’s Malaysia is turning its Prosperity Burger into more than just a limited-time menu item, but a symbol of togetherness.

The festive momentum also extends into McDonald’s in-store promotions, with customers receiving a Fú-pow with every Prosperity Burger meal purchased. Each Fú-pow (festive door decorations) offers a chance to win prizes ranging from collectible Prosperity Fú-charms and RM888 cash rewards to a 999.9 10g Gold Prosperity Burger, adding an element of surprise and play to the campaign.

The Chinese New Year open houses build on McDonald’s Malaysia’s broader commitment to community engagement, following similar initiatives held during Hari Raya, Hari Gawai, Kaamatan and Deepavali. The brand has also extended invitations to orphanages and senior citizens’ homes, ensuring the celebrations remain inclusive and accessible.

Beyond festive periods, McDonald’s Malaysia continues to position itself as a long-term community partner, carrying out more than 10,000 initiatives annually across its 370-plus restaurants nationwide, supporting welfare homes, schools and local programmes.

Earlier this month, McDonald’s Malaysia unveiled its Chinese New Year brand film, "The Blessing", continuing its long-running 'Prosperity' campaign by shifting the focus away from material success and towards the relationships that define it.

Serving as an indirect sequel to last year’s "The Wish", the 2026 film brings back the same characters and cast, but explores a different, deeply familiar family tension, the dynamics between siblings and the shared responsibility of caring for an ageing parent. At its core, "The Blessing" reflects McDonald’s ongoing effort to reframe what prosperity means during a season often associated with wealth and abundance. The film positions gratitude for family, presence and shared responsibility as the truest forms of prosperity.

The brand's Chinese New Year campaign comes on the heels of its "Prosperity" campaign, used to kick off the new year. Its iconic Golden Prosperity burger was brought back through a launch event in Bukit Bintang followed an earlier debut at KL Tower in November, which positioned the campaign around the message that true prosperity is measured by who we share it with, not what we have.

Tens of thousands gathered in the heart of Kuala Lumpur to celebrate the New Year and capture moments around the returning burger. The campaign, which began with a purpose-led launch supporting Ronald McDonald House Charities (RMHC), extended into a citywide countdown where the Golden Prosperity burger took centre stage.

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