Haier and PSG Ignite Global New Year Campaign Across 13 Cities

Haier, a leading global brand in the Internet of Things (IoT) ecosystem, has partnered with Paris Saint-Germain (PSG) to launch a New Year campaign that illuminated landmark screens in 13 major cities worldwide. The initiative, unveiled on December 31, 2025, features PSG star players and aims to foster a spirit of excellence and global connection as audiences welcome 2026.

Championing Global Experiences

The New Year campaign encapsulates Haier’s commitment to quality and innovation. As a brand that has evolved from a pioneering manufacturer in China to a global leader, Haier now serves over 1 billion households across more than 200 countries. In 2024, the company reported global operating revenue of USD 55.9 billion, reinforcing its position as the top player in the global major appliance retail market for 16 consecutive years.

Haier’s Vice Chairman and President, Haishan Liang, emphasized the synergy between sports and technology, stating, “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 philosophy drives Haier’s “three-in-one” localization strategy, which integrates local research and development, manufacturing, and marketing to meet diverse consumer needs.

The campaign highlights products tailored to specific markets. In Japan, ultra-slim refrigerators cater to compact urban living, while energy-efficient washing machines in Europe align with sustainability standards. Additionally, Haier’s large-capacity washers in the U.S. support family-oriented lifestyles. Innovative offerings such as the “UV Cool Voice Series” air conditioners in Thailand showcase AI-driven voice control, reflecting local language preferences.

Building an Ecosystem of Innovation

Haier is committed to creating an expansive ecosystem that goes beyond mere product features. The company is focused on fostering vibrant ecosystems in smart living, industrial internet, and health technology. Through the COSMOPlat industrial internet platform, Haier supports global manufacturing innovation, while the Yingkang Life eco-platform promotes health and well-being.

As part of its corporate responsibility, Haier integrates Environmental, Social, and Governance (ESG) principles into its operations, ensuring sustainable development in all the markets it serves. The recent illuminated screens across major cities represent not just a festive celebration but a shared commitment to common values.

Haier’s Global Fans Festival remains a vital avenue for community engagement. Following a successful event in Malaysia, the festival is set to continue connecting users worldwide through numerous localized events. This initiative fosters deeper interactions and shared experiences, contributing to a growing global community.

As 2026 unfolds, Haier is poised to deliver champion experiences through innovative technology, reinforcing its commitment to user-centered solutions. The collaboration with PSG epitomizes this mission, paving the way for new possibilities and connections in the coming year. For more information, please visit https://www.haier.com/global/.

Founded in 1984, Haier Group has emerged as a major player in digital transformation solutions, advocating for “More Creation, More Possibilities.” With a global revenue of USD 55.9 billion in 2024, Haier has maintained a strong presence in the market, being recognized in the Kantar BrandZ Top 100 Most Valuable Global Brands for seven consecutive years. Its subsidiary, Haier Smart Home, is listed among the Fortune Global 500 and is included in the Fortune World’s Most Admired Companies list.