McDonald's HK transforms stores into CHIIKAWA worlds

In celebration of the upcoming CHIIKAWA ARTIVERSE exhibition, McDonald's Hong Kong has teamed up with creative studio AllRightsReserved (ARR) to turn two of its stores into immersive themed destinations.

This follows McDonald's Hong Kong sponsorship of the exhibition, which is inspired by illustrator Nagano's creative universe. Kicking off on 1 August, the exhibition is divided into four themed worlds and will debut over 130 precious original artworks. It will also feature the world's first giant CHIIKAWA carousel, inviting visitors to step into the brand's artistic realm and enjoy an immersive art experience.

To celebrate, McDonald's is partnering with ARR and official licensing partner Spiralcute International, bringing a series of exclusive joint offerings. These include a limited-edition "CHIIKAWA ARTIVERSE" themed store and Hong Kong-exclusive "CHIIKAWA ARTIVERSE" iridescent lucky charms. Fans across the city are invited to enjoy delicious food, visit the themed store for photo opportunities, and step into the dreamy artistic world of CHIIKAWA.

Two limited-time "CHIIKAWA ARTIVERSE" themed McDonald's restaurants will debut on 27 July at Telford Plaza, Kowloon Bay, and Yee Wo Street, Causeway Bay. From the restaurant entrance to the ordering counter and dining area, adorable "CHIIKAWA ARTIVERSE" themed decorations will be on full display. Flag decorations, poster art, feature glass windows, and themed walls will be scattered throughout the restaurant, making fans feel as if they have stepped into CHIIKAWA's magical universe. 

The McDonald's at Telford Plaza will feature interactive photo spots including a spinning wish pavilion (轉轉許願亭), a dreamy starlight photo booth (星空夢幻定格照), magical magnifying lenses (魔法凸透鏡), neon starry mirror walls (霓虹星夜鏡面牆), a starry playground (星空樂園), and poster art displays. 

Meanwhile, the McDonald's at Yee Wo Street will offer a lucky charm prayer wall (御守祈福牆) and a neon starry mirror wall, allowing fans to fully immerse themselves in the unique charm of CHIIKAWA ARTIVERSE.

In addition, McDonald's will launch a total of eight Hong Kong-exclusive "CHIIKAWA ARTIVERSE" iridescent lucky charms. The first batch will be available from 28 July, featuring four beloved characters: Chiikawa, Usagi , Rakko, and Furuhonya, each symbolising health, abundance, blessings, and safety respectively.

Customers who purchase a designated combo meal using a coupon on the McDonald's app will receive one lucky charm at random, so the adorable blessings can accompany them every day. More event details will be announced early next week.

MARKETING-INTERACTIVE has reached out to McDonald’s for more information. 

Don’t miss: McDonald's HK brings back Big N' Tasty with Eason Chan

Recently, McDonald's Hong Kong has brought back its Big N' Tasty (至尊漢堡) burger to celebrate the first anniversary of its McDonald's app points programme, with original spokesperson Eason Chan returning to front the campaign.

Done in collaboration with creative agency Communion W and media agency OMD, the campaign commenced with an exclusive app member preview on 6 July, allowing loyalty members to enjoy early access to both the returning Big N' Tasty and the new Big N' Tasty Chicken meal. 

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