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FC Barcelona once again participated in Lunar New Year celebrations and commemorated the Year of the Tiger. This year, the Club released a short film featuring players, a message from President Joan Laporta and collaborations with the popular Chinese influencers and artists. Festivities continued in Barcelona with both the men’s and women’s wearing jerseys with their names in Chinese and the stadiums featuring Lunar New Year decorations.
This year the Club embraced the idea of new beginnings and highlighted the strength and determination that FC Barcelona shares with the tiger, the same qualities that make Culers unique, and unite them as part of the Barça family. The short firm with Dani Alves, Memphis Depay, Riqui Puig and Oscar Mingueza welcomed a new era defined by the efforts of new and old talent and the strength shown by Blaugrana fans.
In addition to the team, the President of FC Barcelona, Joan Laporta, sent a message to fans wishing them a Happy New Year in Chinese and thanking them for their support in 2021. In his speech, Laporta said that the club is enjoying a bright present and future and is looking forward to a new era that will bring joy to fans.
Lunar New Year celebrations took centre stage back in Barcelona where the women's team took on Eibar and the men's team hosted Atlético Madrid. Both teams appeared in official pre-match photos wearing specially designed shirts with the players' names in Chinese and an emblem created by the Club to represent the Year of the Tiger on the sleeve. The Camp Nou’s centre circle was also emblazoned with a new year greeting.
Famous cartoon artist, Ykhachi created four Barça wallpapers featuring the tiger in FC Barcelona’s iconic jersey inspired by the China Chic style, which OPPO incorporated into its own mobile theme interface. Popular influencer CaoCao also visited the Camp Nou to give fans a special experience tour on Weibo, Douyin, Bilibili and WeChat.
This year's Lunar New Year campaign was the most diverse and colourful to date when it came to digital content, ranging from animated and long-form videos to livestreaming as well as Meitu stickers, WeChat memes and profile pictures to ensure that every Culer could celebrate the Year of the Tiger with FC Barcelona. This forms part of the Club’s fan centric strategy, which encourages fans to create user generated content to make Barça part of their daily life.