Haier Unveils “Champion Your Haier Life” Pop-Up in Tokyo Midtown
Haier is set to bring its global pop-up event, “Champion Your Haier Life,” to Tokyo Midtown Canopy Square from May 1 to May 6, 2026. Following successful runs in Malaysia and Bangkok, Thailand, the Tokyo event will immerse visitors in the world of top athletes and showcase Haier’s vision for next-generation “Connected Modern Living.”
Interactive Experiences and Sports Partnerships
The six-day event will feature interactive attractions centered on Haier Group’s global sports partnerships and its collaboration with Japanese brand ambassador and professional figure skater, Yuzuru Hanyu. Visitors can explore soccer experience zones and photo opportunities as official partners of European football clubs Paris Saint-Germain (PSG) and Liverpool FC (LFC).
A special section dedicated to Haier and AQUA brand ambassador Yuzuru Hanyu will display costumes used in Haier’s commercials and showcase new collaborative magnet covers for products.
Attendees can participate in a stamp rally by experiencing the exhibited products and attractions, earning exclusive commemorative gifts. Main stage activities themed around sports will also be available.
Showcasing Next-Generation Smart Appliances
Beyond sports activities, the Tokyo venue will present Haier’s latest connected appliances. The event will feature concept models of next-generation technology, including the “Seeker” AI vision refrigerator, which automatically identifies ingredients and suggests optimal storage methods. Also on display will be a 4-tub washing machine designed for washing, care, and drying in one unit, a UVC-equipped air conditioner expected to suppress airborne viruses, and an exoskeleton robot that recognizes human movement in real-time to assist walking. These innovations offer a glimpse into the future of home technology.
Products Developed for the Japanese Market
In addition to global flagship products, the event will highlight items specifically developed for the Japanese market. These include the “JR-SX21BR/BL,” a slim refrigerator with a large freezer compartment and customizable exterior, and the “JR-LX45A,” a 450L freezer-refrigerator featuring “Freshness Keep Freezing” technology and a giant freezer. Also on display is the “JW-FXH130A,” a compact heat pump drum-type washer-dryer with a class-leading capacity of 13kg wash and 7kg dry, incorporating advanced airflow technology.
Haier’s Commitment to the Japanese Market
Haier entered the Japanese home appliance market in 2002, marking the first time a Chinese company did so. The company has established R&D centers in Kumagaya and Kyoto, developing products tailored to Japanese user needs across categories such as refrigerators, washing machines, and freezers.
Du Jingguo, CEO and President of Haier Japan Sales Co., Ltd., stated, “Japan is a crucial strategic market for the Haier Group. We decided to hold this pop-up event with the desire for more Japanese users to experience Haier and learn about our products and initiatives in Japan. By integrating global sports partnerships, brand ambassador Yuzuru Hanyu, and the latest appliance innovations, we aim to convey to the people of Japan that Haier is a brand that grows with consumers.”
For more information about Haier, please visit https://www.haier.com/jp/about-haier/haier-group/. Visitors are encouraged to attend the “Champion Your Haier Life” pop-up event in Tokyo Midtown Canopy Square from May 1 to May 6, 2026.
About Haier Group
Established in 1984, Haier Group operates under the motto “More Creation, More Possibilities,” positioning itself as a leading global enterprise providing solutions for a better life and digital transformation. The group has established 10 R&D centers, 35 industrial parks, and 173 manufacturing centers, achieving global sales of US$59.8 billion in 2025.
Haier has been ranked among the Kantar BrandZ Top 100 Most Valuable Global Brands for seven consecutive years and has held the number one position in Euromonitor’s global major home appliance brand rankings for 17 consecutive years. Haier operates eight listed companies, with its subsidiary Haier Smart Home recognized in the Fortune Global 500 and Fortune’s “World’s Most Admired Companies.”
