McDonald’s CNY packaging sparks debate over cultural symbolism

McDonald's latest festive packaging for Chinese New Year has drawn mixed reactions in China, with some claiming the design resemble traditional ritual offerings, while supporters praise the initiative as a celebration of China's intangible cultural heritage (ICH).

The campaign features a collaboration with four inheritors of traditional lantern artistry to create four auspicious designs: the Wangmantian fish lantern, the Beijing Palace lantern, the Qinhuai lotus Lantern, and the Foshan painted lantern.

These designs have been incorporated into the brand's packaging as a tribute to Chinese ICH. The artwork features vibrant colours against a golden backdrop and utilises symmetrical traditional motifs.

However, it has ignited a vigorous debate on Chinese social media. While some netizens criticised the design for evoking the aesthetic of ritual objects used in ancestral worship, others fixated on the "one lantern, one wish" (一灯一愿) receipt, which many likened to traditional talismanic script.

Conversely, the design has also drawn a neutral and positive response. Some praised the packaging, while others commented that although it might not be considered visually appealing, it could not exactly be called eerie. As one netizen remarked, "It's actually reverse marketing—because now I kind of want to buy it."

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Furthermore, McDonald's has partnered with Harper's Bazaar to launch a documentary series. These short films profile the inheritors, showcasing their meticulous craftsmanship and sharing the stories behind each lantern tradition.

By shifting the focus from product packaging to cultural preservation, the series underscores the brand's commitment to celebrating and safeguarding living heritage.

MARKETING-INTERACTIVE has reached out to McDonald's China for a statement.

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