Paris Saint-Germain stars lead TVC in the New Year lighting up iconic screens in 13 cities around the world
BEIJING, January 1, 2026 /PRNewswire/ — As the year 2025 drew to a close, Haier, the global leading brand in the IoT ecosystem, brought the spirit of champions to audiences around the world through its partnership with Paris Saint-Germain (PSG), one of the most successful football clubs in the world. On December 31, 2025, a New Year’s Eve television commercial created by PSG’s star players lit up iconic outdoor screens in 13 major cities in markets including France, Poland, Egypt, Saudi Arabia and Japan, delivering more than a festive greeting and reflecting a shared champion mindset rooted in excellence, leadership and global connection.
The champion spirit inspires innovation and global user experiences
The New Year campaign reflects Haier’s pursuit of excellence. From a pioneering Chinese manufacturer to a truly global brand, Haier now serves more than 1 billion homes in more than 200 countries and regions. In 2024, Haier achieved global operating revenue of $55.9 billion and dominated the global major appliance retail market for 16 consecutive years.
Just as PSG continually pushes the boundaries of performance, Haier applies the same championship spirit to technology and user experience. “We are excited 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 every day.” said Haishan Liang, vice chairman of the board and president of Haier Group.
This vision builds on Haier’s “three in one” localization strategy, which integrates localized research and development, manufacturing and marketing to create solutions tailored to local lifestyles. This approach, combined with a global innovation network, ensures that Haier technology meets the diverse needs of users around the world.
In Japan, Haier’s ultra-thin refrigerators are designed for compact urban homes. In Europe, energy-efficient washing machines meet sustainability expectations and regulatory standards. In the United States, large capacity washers suit family lifestyles.
In Thailand, Haier’s ‘UV Cool Voice Series’ air conditioners feature AI-powered voice control in Thai and English, while in the Middle East and Africa, Haier’s air conditioning solutions are designed to operate reliably and efficiently in demanding climatic conditions.
Towards an ecosystem future with infinite possibilities
Beyond features and functions, Haier continues to expand its ecosystem, creating open and dynamic ecosystems in smart living, industrial internet and health technology, driven by the vision of creating unlimited value alongside users and partners.
Through the COSMOPlat industrial internet platform, which supports global manufacturing innovation, and the Yingkang Life eco-platform focused on health and wellness, Haier’s influence as an ecosystem brand continues to grow worldwide.
Guided by a strong sense of responsibility, Haier integrates the principles of sustainability and ESG (Environmental, Social and Governance) into its global operations, supporting long-term sustainable development in every market it serves.
Additionally, Haier continues to strengthen its emotional connection with users around the world. The iconic illuminated displays symbolize a shared celebration rooted in common values.
Haier’s Global Fans Festival also remains a vital platform for community engagement and development. Following the success of the recent event in Malaysia, the festival will continue to connect users through hundreds of localized events around the world, fostering deeper interaction, shared experiences and a growing global community.
As 2026 begins, Haier remains committed to delivering champion experiences through technology, innovation and shared values, supporting users around the world to new possibilities.
Please visit https://www.haier.com/global/.
About Haier Group
Founded in 1984, Haier Group is a leading global provider of better life solutions and digital transformation, with the aim of “More Create, More Possibilities”. Haier has always been user-centered and built a landscape of three pillars: smart life, overall health industry and digital economy industry. The company has established 10 R&D centers, 35 industrial parks and 163 manufacturing centers, achieving global revenue of $55.9 billion in 2024. Haier has been ranked among Kantar BrandZ’s Top 100 Most Valuable Global Brands for 7 consecutive years. In addition, Haier has held the No. 1 position in global major appliance brand Euromonitor for 16 consecutive years. Haier has 8 listed companies, and its subsidiary Haier Smart Home is among the Fortune Global 500 and Fortune World’s Most Admired Companies.
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SOURCE Haier Group
