China Media Group (CMG) organized a cultural event to promote its Spring Festival Gala during a North American National Hockey League (NHL) game at the UBS Arena in New York. Over 10,000 spectators enjoyed the cultural festivities marking the Year of the Dragon. CMG President Shen Haixiong and China’s Ambassador to the United States Xie Feng delivered video speeches extending Chinese Spring Festival greetings. The New York Islanders’ mascot Sparky the Dragon and a host distributed gifts related to the official mascot “Loong Chenchen” during game breaks. Visitors also participated in cultural activities such as taking photos with “Loong Chenchen,” writing Spring Festival scrolls, and receiving gifts featuring the character “Fu” symbolizing luck and happiness in Chinese. The event aims to reach North American audiences through social platforms and NHL communication channels.
Source – CGTN