Haier Launches 7th Global Fans Festival with Engaging Pop-Up in Kuala Lumpur

Haier Group has officially commenced the 7th Global Fans Festival in Kuala Lumpur, Malaysia, featuring an immersive five-day pop-up experience at Pavilion Bukit Jalil. The event, running from December 17 to 21, 2025, spans an impressive 2,600 square meters, inviting football fans, sports enthusiasts, and loyal customers to engage with the brand under the theme “Champion Your Haier Life.”

This year’s festival is not only a celebration of sports but also a demonstration of Haier’s commitment to innovation and community connection. Attendees can participate in various hands-on sports activities, including badminton, football, and tennis mini-games, while having the opportunity to win exclusive Haier gifts throughout the event.

Celebrating Innovation and Brand Loyalty

Haier’s Vice President and Chief Brand Officer, Wang Mei Yan, emphasized the festival’s significance in showcasing the company’s evolution from a digital celebration to a global brand movement. She noted that Haier has maintained its position as the top appliance brand worldwide, according to Euromonitor International, holding the No. 1 rank in Global Major Appliances Brand Retail Volume for 16 consecutive years.

In Malaysia, Haier aims to capture an 11% market share and achieve a remarkable 93% brand awareness, the highest among Chinese home appliance brands. Premium product sales are projected to make up over 38% of Haier’s business mix in the region. The festival underscores this strategic focus, with an immersive showcase of the latest innovations designed to enhance everyday living.

Malaysian consumers will be among the first to experience several new products, including the Space Fit Refrigerator, L+ AI Heat-pump Washer-Dryer, UV Cool Color Air Conditioner, M80 QD-Mini LED TV, and a preview of an upcoming triple-drum washing machine. These products reflect Haier’s relentless pursuit of excellence that parallels the dedication seen in champion athletes.

Interactive Experiences and Exclusive Rewards

The festival features interactive zones for live product demonstrations, share-and-learn sessions, and creator-driven activations. Additionally, exclusive rewards await fans, with free entry to the event. Customers who spend a minimum of MYR 5,000 on any Haier products during the festival will receive limited-edition Liverpool FC jerseys.

Fan Jing, Managing Director of Haier Malaysia, expressed gratitude for the loyalty of Haier users while looking forward to fostering smarter living and deeper connections. He stated, “As we celebrate the 7th Fans Festival, we honor the loyalty of our users while looking ahead to create smarter living, deeper connections, and shared growth.”

The 2025 Haier Global Fans Festival at Pavilion Bukit Jalil is an open invitation for all Malaysians to explore future-ready smart living and engage with innovative home solutions. This event not only showcases Haier’s product excellence but also reinforces the brand’s commitment to delivering meaningful value to homes across Malaysia.