Haier and Paris Saint-Germain Launch Global New Year Campaign

Haier, a leader in the Internet of Things (IoT) ecosystem, has partnered with Paris Saint-Germain (PSG) to create an impactful campaign that resonates with global audiences. On December 31, 2025, the two entities launched a New Year television commercial featuring PSG star players, illuminating landmark screens in 13 cities worldwide, including locations in France, Poland, Egypt, Saudi Arabia, and Japan. This initiative goes beyond a festive greeting, embodying a shared champion mindset focused on excellence and global connection.

Celebrating a Champion Spirit

The New Year campaign reflects Haier’s ongoing pursuit of excellence. Since its inception as a Chinese manufacturer, Haier has transformed into a global ecosystem brand, serving over 1 billion households across more than 200 countries and regions. In 2024, the company recorded a global operating revenue of USD 55.9 billion and has maintained its leadership in the global major appliance retail market for 16 consecutive years.

Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group, expressed enthusiasm about the partnership, stating, “We are thrilled to elevate our sports marketing strategy by partnering with Paris Saint-Germain. Great teams win through precision, teamwork, and constant improvement. We build products the same way: designed around people, powered by technology, and proven in daily use.”

This vision is driven by Haier’s “three-in-one” localization strategy, which integrates localized research and development, manufacturing, and marketing to tailor solutions to local lifestyles. For instance, in Japan, Haier’s ultra-slim refrigerators cater to compact urban living. In Europe, their energy-efficient washing machines meet sustainability expectations, while in the U.S., large-capacity washers are designed for family-oriented homes. In Thailand, the “UV Cool Voice Series” air conditioners feature AI-powered voice control in both Thai and English, demonstrating Haier’s commitment to meeting diverse user needs.

Expanding the Ecosystem

Beyond innovative products, Haier aims to foster a vibrant ecosystem that encompasses smart living, industrial internet, and health technology. The company’s COSMOPlat industrial internet platform drives global manufacturing innovation, while the Yingkang Life eco-platform focuses on health and well-being. This approach positions Haier as a significant player in the global ecosystem market.

Haier also integrates sustainability and Environmental, Social, and Governance (ESG) principles into its operations, promoting long-term sustainable development across all markets. The illuminated screens across various cities symbolize a celebration of shared values and community engagement.

The Global Fans Festival remains a crucial platform for Haier to connect with users, evidenced by the successful event held in Malaysia. This festival fosters community building through hundreds of localized events worldwide, enabling deeper interactions and shared experiences among users.

As 2026 unfolds, Haier is dedicated to delivering champion experiences through its commitment to technology, innovation, and shared values, continuing its journey alongside users toward new possibilities. For further information, visit Haier’s official website.

Founded in 1984, Haier Group is recognized as a leading global provider of solutions that enhance daily life and drive digital transformation. With a focus on “More Creation, More Possibilities,” Haier has established a robust framework encompassing Smart Living, Comprehensive Health Industry, and Digital Economy sectors. The company operates 10 research and development centers, 35 industrial parks, and 163 manufacturing centers, with a revenue of USD 55.9 billion in 2024. Haier has been consistently ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for seven years and has held the top position in the Euromonitor Global Major Appliances Brand for 16 consecutive years.