Haier’s Global Fans Festival 2026 opens in Liverpool, blending sport, smart tech and local community work

Festival launch: a Liverpool start that aims to reach the world

Haier will kick off its Global Fans Festival in 2026 with an opening event in Liverpool. The launch is billed as a big effort to bring the company closer to everyday customers by combining live sport, hands-on technology demonstrations and neighborhood activities. Organizers describe the program as both local and international: a headline event to grab attention followed by a series of city-level happenings meant to run through the year.

The move is part showmanship and part relationship-building. For people on the ground it means free and ticketed events that mix entertainment with product displays. For Haier, the festival is a way to make the brand feel less distant and more part of community life.

What to expect at the events and who’s taking part

The festival will pair public fan zones, sports matches and community gatherings with a clear tech focus. According to the company’s announcements, the opening will include live matches, fan activities, product launch stages and partner showcases. Events are planned in Liverpool to start and then in other cities that Haier hasn’t fully listed yet.

Organizers say the program mixes paid experiences and free community work. Partners range from local sports groups and technology vendors to civic organisations that will help run outreach programs. The festival will also host panels and demonstrations where Haier executives and invited guests talk about product plans and lifestyle technology. Exact guest lists and product names will vary by city, with headline demonstrations scheduled for the Liverpool opening.

How Haier plans to show its smart-home and connected products

A main thread through the festival is the idea of the connected home. Haier plans interactive displays where visitors can see appliances and systems working together — for example, a smart kitchen demo where ovens, fridges and a home-control app communicate to simplify everyday tasks.

These demos are designed to be hands-on. Rather than just watching a video, visitors can touch interfaces, try voice or app controls, and see simple automation in action. Haier is framing these displays as everyday tech: small conveniences that save time or reduce waste, not just test-bench feats. The company will also highlight software features and services that turn appliances into connected devices, which is the part of its business that leans on data and subscriptions more than one-off hardware sales.

Sport, local outreach and why the festival leans on community

Sporting events are the glue that brings people in. Haier is using fan zones, grassroots matches and community tournaments to attract families and local supporters. These activities are paired with volunteer projects and local partnerships meant to leave a visible footprint: youth coaching clinics, equipment donations and community clean-ups.

The emphasis on grassroots sport matters because it roots the festival in everyday life. Rather than a closed corporate gala, the program is built to be visible in parks and community centers. That increases foot traffic for tech demos and gives the brand a chance to appear supportive and useful in the neighbourhoods it visits.

Why this move matters — for customers, communities and not much for markets

For consumers and communities, the festival is a plain-and-simple branding exercise with practical benefits. People gain access to free activities, and the hands-on demos lower the barrier to understanding connected products. For Haier, those face-to-face moments can translate into stronger brand recognition and a clearer showcase for services that aren’t easy to sell online.

For investors and markets, the impact is modest. Festivals can boost sentiment and awareness, but they rarely change a company’s financial picture in the short term. The event signals that Haier is investing in consumer-facing marketing and in the software side of its products — a long-term strategic push rather than a quarter-changing surprise. Haier presented the plan in its press materials as part of broader efforts to connect with fans and communities, and that theme is the clearest outcome of the festival.