To welcome the Chinese New Year—the Year of the Horse—China Media Group’s (CMG) special Spring Festival Gala was showcased on a total of 1,344 indoor and outdoor large screens across multiple African countries. Through this spectacular visual celebration, overseas Chinese communities throughout Africa were able to jointly celebrate the New Year despite being thousands of miles away from home.
The large-scale light displays and promotional campaigns held in Kenya, Ethiopia and South Africa brought the vibrance and charm of Chinese culture directly to local African audiences, enhancing people-to-people connections between the two regions.
Beginning 30 January, major commercial centers in Kenya launched extensive promotions for the 2026 Spring Festival Gala. A synchronized display across 764 digital screens, illuminated in festive “Spring Festival Red,” captured widespread public attention. The promotional video was also featured at the Chinese Embassy in Kenya during its New Year reception. Meanwhile, the themed video series “Travel China With Movies” drew strong interest from both local residents and international guests.
As one of China’s most influential cultural brands, the Spring Festival Gala continues to expand its global footprint. The year 2026 has been designated as the China–Africa Year of People-to-People Exchange and Communications. Against this backdrop, CMG’s broad promotional campaign across Africa has allowed foreign audiences to experience the festive warmth and cultural richness of the Chinese New Year. More than a celebration, the initiative also reflects the shared vision of deeper cooperation and a brighter future for China–Africa relations.
Source: Lili-Towhid-Subarna, China Media Group.