FC Barcelona is once again ushering in the New Year which in 2023 marks the Year of the Rabbit. Inspired by the concept of new beginnings, Barça is celebrating a new era at the Club with live entertainment and match day activities at the Spotify Camp Nou, messages from the President and players to Malaysian fans as well as collaborations with a Chinese Penya, fashion designers, visual artist, and influencers.
To commemorate the New Year, Barça released a video titled ‘New Year, New Era’, which looks forward to 2023 and celebrates the signing of exciting new talent, innovative partnerships and a brand-new stadium name. The rabbit, known to represent luck, hope and good fortune, features alongside players Eric Garcia, Ferran Torres, Jordi Alba, Iñaki Peña and Alejandro Balde who send festive greetings to Culers around the world.
President Joan Laporta also thanked Culers in Malaysia for their support and sent blessings to all who celebrate the festival. In his message, Laporta said “We have faced exciting, challenging and emotional moments in 2022. Thank you very much for your support, and I hope we will bring more happy moments this year. Happy new year, I wish you happiness and prosperity. New year new era, Visca el Barça!”
FC Barcelona kicked off its celebrations on January 22nd with a variety of activities at the Spotify Camp Nou. Fans can enjoy traditional dragon and lion dance performances by the local Penya Blaugrana Dracs Units, musical acts and Chinese calligraphy. In the the match vs Getafe the men’s team wore their names in Chinese characters during the lineup. The stadium also featured Rabbit inspired decorations and the kids from the Penya Blaugrana Dracs Units accompanied the players on to the pitch.
The Club also released a series of Vlogs with founders of ANDRES GALLARDO that delve into the significance of the Rabbit Year and showcase the Spanish brand's collection of handcrafted porcelain rabbit-themed jewellery and handbags. Culers can also find Barça stickers and filters on Instagram by searching #rabbityear and join the Club’s challenge on TikTok, so fans in Malaysia can participate in the Club’s celebrations. Meanwhile, Culers can enjoy a variety of digital experiences including profile photos and crossover wallpapers with artist inhiu across social media. As well as Barça inspired stickers and red envelopes on WeChat, and a special rabbit collection on Meitu Xiu Xiu for Culers engaging with Barça during New Year.
This year's Lunar New Year campaign reinforces the Club’s commitment to connecting with fans across Asia Pacific and creating content that resonates and celebrates cultures across the region. In 2013, Barça opened its Asia Pacific headquarters in Hong Kong and has since forged strong relationships with fans and Partners as well as grown the Club’s digital presence in the region. Southeast Asia is home to more than 40 million supporters of Football Club Barcelona, making it a strategic region for the club. For instance, Malaysia’s dynamic and growing fan base led to strategic local presence and partnerships, including Maybank as the Club’s Regional Banking Partner in Malaysia and Singapore; and SEBANG as the official Car Battery partner in Malaysia, Thailand and Vietnam.
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