The promotional video of China Media Group (CMG)'s 2026 Spring Festival Gala was showcased in some cultural and sport events in Europe, offering local audiences an immersive audiovisual experience that let them feel the unique charm of the Chinese New Year.
The Spring Festival, or the Chinese New Year, is the grandest traditional holiday for the Chinese people, and watching the Spring Festival Gala on television is a cherished part of the celebrations in hundreds of millions of Chinese homes.
This year's Spring Festival Gala will be broadcast live around the world on the Chinese New Year's Eve on February 16.
In Asker, Norway, nearly 1,000 Chinese culture lovers gathered at a celebration for the Chinese Year of the Horse on Sunday.
The audience enjoyed the promotional video of the CMG Spring Festival Gala and appreciated the stage performances presented by local Chinese and Norwegian children at the event.
"Then I wish all the Chinese here in this area and in Asker especially a very happy New Year!" said Lene Conradi, mayor of Asker Municipality, said at the event.
At a horse-themed lantern show in Stockholm, Sweden, hundreds of people watched the Spring Festival Gala promo with distinctive traditional Chinese cultural performances and with the adoption of modern technologies.
Engaging cultural performances, paired with the dazzling festive lanterns, created a joyous and harmonious festival atmosphere at the event.
In Serbia, many construct workers on projects of the Smederevo Steel Plant and a tunnel on the Novi Sad-Ruma Expressway also watched the Spring Festival Gala promotional video.
The construction workers said they felt the excitement and warmth of the Chinese New Year in front of the screen and looked forward to the upcoming Spring Festival Gala.
"What's the most impressive is the family-oriented values promoted in the promotional video, and the atmosphere of celebrating the festival together as a family," said Milan Uljarevic, a Serbian construction worker.
The Novi Sad-Ruma Expressway is a key infrastructure project in Serbia developed under the China-led Belt and Road Initiative (BRI).
As a major component of northern Serbia's transportation network, the road will significantly improve regional connectivity, reduce travel times and boost economic growth.
"To get rich, build roads first. Roads open, wealth rushes in. Happy New Year, Happy New Year!" said Milica Grahovac, another Serbian construct worker.
In Erfurt, Germany, the Spring Festival Gala promo was showcased during a basketball league game.
The encounter between traditional Chinese festival culture and a German basketball match added a cross-border festive atmosphere to the sports arena and brought a uniquely Eastern festive experience to the audience.
""I wish you all good health and continuous good luck. May everything go smoothly, and all your wishes come true. Wish you a joyful Spring Festival!" said Samuel Nellessen, a German basketball player.
CMG 2026 Spring Festival Gala promo video showcased in European cities
