Found in the Shadows

McDonald’s turned retail into media during Chinese New Year. Across 6,000+ restaurants, McDonald’s transformed its store network into a live storytelling channel by reviving shadow puppetry, a UNESCO-recognised Chinese heritage art. Restaurants became theatres. Packaging became playable media. Staff became performers. Streaming and social extended the story beyond store walls. The result: a retail footprint became a national media platform for culture, family connection, and brand growth.