China Media Group (CMG) held a cultural event to promote its Spring Festival Gala during a North American National Hockey League (NHL) game on Thursday.
At the UBS Arena in New York, over 10,000 spectators embraced the cultural charm of the Chinese Spring Festival with the arrival of the Year of the Dragon amid the NHL game between the New York Islanders and the Tampa Bay Lightning.
CMG President Shen Haixiong speaks in a video speech addressing the Chinese Spring Festival greetings, at UBS Arena in New York, U.S., February 8, 2024. /CMG
"I wish you all be like soaring dragons and leaping tigers, full of longevity and health," said CMG President Shen Haixiong in a video speech giving Chinese Spring Festival greetings.
Ambassador of China to the United States Xie Feng speaks in a video speech addressing the Chinese Spring Festival greetings, at UBS Arena in New York, U.S., February 8, 2024. /CMG
China's Ambassador to the United States Xie Feng wishes people to embrace a "prosperous Year of the Dragon," also known as the Year of the Loong in Chinese.
During the game breaks, the New York Islanders' mascot Sparky the Dragon and a host jointly sent spectators the gifts of "Loong Chenchen," the official mascot of the CMG 2024 Spring Festival Gala.
The big screens show a host and the New York Islanders' mascot Sparky the Dragon sending the gifts of "Loong Chenchen" at the UBS Arena in New York, U.S., February 8, 2024. /CMG
Visitors to the NHL game were also invited to join in cultural activities set up by CMG, such as taking a photo with "Loong Chenchen," writing Spring Festival scrolls and receiving gifts of posters featuring the character of "Fu," which means luck and happiness in Chinese.
Spectators receive gifts of "Loong Chenchen" during the NHL game at UBS Arena in New York, U.S., February 8, 2024. /CMG
"I am so glad to celebrate the Chinese Spring Festival during the game. Chinese culture is amazing," said a spectator.
The event will also be promoted to North American audiences through overseas social platforms and NHL cooperative communication channels.
Spectators at the CMG's cultural activity during the NHL game at UBS Arena in New York, U.S., February 8, 2024. /CMG