Chinese McDonald's Lunar New Year Packaging Resembles Ritual Offerings? Netizens: Eerie

Some Chinese netizens have posted that the newly launched 2026 Lunar New Year intangible heritage-themed packaging by McDonald's has a red and gold color scheme with traditional lantern patterns that appear 'eerie'. Comments in the section include netizens saying it 'looks like ritual offerings', while another group of netizens praise the packaging as 'full of New Year's flavor', resulting in a polarizing aesthetic divide. The official McDonald's China customer service responded that they have recorded the issue and will report it to the relevant departments.

On January 28, McDonald's officially introduced this year's Lunar New Year campaign, inviting four intangible cultural heritage lantern artisans to jointly create four themed lantern patterns: Beijing Palace Lantern, Foshan Color Lantern, Qinhuai Lotus Lantern, and Anhui Fish Lantern. The receipts have also been upgraded to a special 'One Lantern, One Wish' version.

According to Qilu Evening News, when this packaging, brimming with cultural sincerity, entered everyday consumption scenarios, it unexpectedly triggered diverse interpretations. On social media, some netizens bluntly say that the packaging 'looks eerie', and many others leave comments saying the red and gold colors and specific patterns can easily remind people of supplies used in traditional ritual ceremonies.

Some netizens even joke, 'In the future, you can carry McDonald's for ancestor worship.' This association may stem from certain traditional ritual utensils—some candle holders and offeratory packaging also commonly use solemn red and gold tones and are decorated with intricate patterns. This visually overlaps with McDonald's attempt to emphasize the solemn atmosphere of traditional festivals in their design.

Some netizens believe that in a fast-food environment that strives for lightness and convenience, such a grand and traditional design style appears a bit 'out of place', even 'affecting the appetite'.

On the other side of the controversy, there is equally widespread support and praise. On many social platforms, numerous netizens have posted commending the new packaging as 'super stylish', 'really gives you that New Year vibe', and 'maxes out the sense of ceremony'.