In Kuaishou, Experience the Northeast New Year Flavor.

I want to go home, which is always the simplest and most profound call from the bottom of my heart.

As the New Year atmosphere gets stronger, many people have embarked on the journey home. During the Spring Festival, the joy brought by the Spring Festival Gala is indispensable. "2025 Liaoning TV Spring Festival Gala" will meet the audience tonight (January 27). It is reported that Kuaishou is the exclusive title sponsor of "Liaoning TV Spring Festival Gala" this year. Search for "Watch Liaoning TV Spring Festival Gala on Kuaishou" on the Kuaishou APP and follow the official account of Liaoning TV to make an appointment for the live broadcast of the gala. In addition, to warm up for the gala, Kuaishou has also designed a variety of operational activities, such as "Watch Liaoning TV Spring Festival Gala on Kuaishou, Shake and Get Red Envelopes", etc.

This year, the participation of Kuaishou not only makes this gala more colorful, but also shortens the distance between the gala and young audiences. Many netizens describe this cooperation as the joint effort between Kuaishou and "Liaoning TV Spring Festival Gala", a "two-way pursuit" between close partners.

It is worth mentioning that there is a song "I Want to Go Home" in this gala that is somewhat special. The singers of this song are not celebrities, but seven Kuaishou influencers who are closer to the public life. The familiar melody can always provide spiritual comfort. It is expected that this song will allow the audience to forget the hard work of the whole year and enjoy the precious moment of reunion with their families. This emotional resonance is in harmony with the theme of "Liaoning TV Spring Festival Gala", "Laugh and Win the New Spring, Blessing Fills the Universe".

01. Kuaishou Influencers Ignite the New Year Atmosphere

Since its launch in the 1980s, "Liaoning TV Spring Festival Gala" has become an important symbol of Spring Festival culture. This year, the participation of Kuaishou as the exclusive title sponsor has brought a more youthful expression to this classic gala.

The programs of "Liaoning TV Spring Festival Gala" have always been known for their innovation, and this year, the participation of Kuaishou has added to the charm of the gala. From the hilarious sketches to the dynamic basketball shake, and to the dazzling magic show, every program reflects the importance that "Liaoning TV Spring Festival Gala" attaches to the audience experience.

As a national-level content platform, Kuaishou has also fully exerted its own advantages to build momentum for "Liaoning TV Spring Festival Gala". On the one hand, influencers with influence in different fields such as Anwan and Chuxin Diao on the Kuaishou platform have shown their unique skills to support "Liaoning TV Spring Festival Gala" in various ways. Through creative short videos, live broadcasts and other forms, they cover users of all ages in multiple vertical categories within the platform, convey the strongly competitive program content in "Liaoning TV Spring Festival Gala", such as sketches and Errenzhuan, and warm up the content of the gala in advance.

On the other hand, Kuaishou led the production of the heartwarming short films "2025, A Good Start" and "Going Home is the New Year", showing the life of ordinary people in a year and their expectations for returning home during the Spring Festival from the perspective of always insisting on truly recording life, evoking a lot of resonance on social media platforms, and further amplifying the exposure of "Liaoning TV Spring Festival Gala" to warm up the gala.

These real and creative contents not only make the audience look forward to "Liaoning TV Spring Festival Gala", but also make Kuaishou an important medium for spreading Spring Festival culture. Data shows that as of the time of publication, the content playback volume under the related event topics such as #I Want to Go Home for Liaoning TV Spring Festival Gala and #Watch Liaoning TV Spring Festival Gala on Kuaishou on Kuaishou has exceeded 1 billion, and more than 30,000 people have shared their New Year memories related to "Liaoning TV Spring Festival Gala" and their own homecoming stories on Kuaishou.

It is worth mentioning the innovation of Kuaishou in the viewing experience of "Liaoning TV Spring Festival Gala". In a way of interaction between large and small screens, Kuaishou has made the gala a carnival for all to participate. The audience only needs to search for "Watch Liaoning TV Spring Festival Gala on Kuaishou" on the Kuaishou APP to make an appointment for the live broadcast, and can also participate in activities such as "Shake and Get Red Envelopes" when watching the program. This innovative interactive form allows the audience to enjoy the wonderful programs while also feeling the fun of interaction.

It is not difficult to find that the participation of Kuaishou has made "Liaoning TV Spring Festival Gala" no longer limited to a large-scale gala, but has become a Spring Festival carnival for all to participate. From the program content to the interactive form, Kuaishou has made "Liaoning TV Spring Festival Gala" into a Spring Festival memory for the whole family to celebrate through digital means.

02. Watching the Spring Festival Gala on Kuaishou, A New Year Custom

"Liaoning TV Spring Festival Gala" is not only an artistic performance, but also an important part of the Spring Festival memories of generations. For more than 40 years since its launch, the gala has carried the emotional resonance of countless people in Northeast China. Some Northeast netizens joked that the gold content of Liaoning Spring Festival Gala in Northeast China is "liked by people of all ages", "from the elderly in their seventies and eighties to children of three years old, everyone watches Liaoning TV Spring Festival Gala".

For Northeast people living outside, "Liaoning TV Spring Festival Gala" is an irreplaceable cultural bond. And this year's in-depth cooperation with Kuaishou has made "Liaoning TV Spring Festival Gala" go beyond Northeast China and become a part of the Spring Festival culture for more people, becoming a certain new year custom for the national audience.

Many netizens describe this cooperation as a "perfect match", believing that the joint effort between Kuaishou and "Liaoning TV Spring Festival Gala" is a "two-way pursuit" between close partners. From the "Northeast flavor" of Liaoning to the Northeast flavor culture in the Kuaishou community, this natural fit makes users feel more intimate.

Beyond "Liaoning TV Spring Festival Gala", more "Northeast New Year atmosphere" spreads on Kuaishou. Previously, Kuaishou jointly launched several Northeast New Year theme activities with Shenyang Culture and Tourism. From the Kuaishou Village Winter Olympics to the Northeast Joyful Gathering, and to the brilliant lantern festival in the sleepless city, every activity allows users to feel the unique New Year atmosphere of Northeast China from the screen.

Through the short video and live broadcast functions, Kuaishou influencers recreate traditional culture in an expression form that young people like, allowing more people to feel the unique charm of Northeast New Year customs. Leading national users to "kill the New Year pig" online, visit the New Year market, and watch opera performances, the traditional New Year customs culture is spread to the whole country through digital means.

The cooperation between "Liaoning TV Spring Festival Gala" and Kuaishou has also made Northeast culture move from regional to national. "Liaoning TV Spring Festival Gala", which is known for its humor, is a business card of Northeast culture, and Kuaishou passes this business card to a wider audience through influencer performances, brand placements, and operational gameplay designs. In this process, Kuaishou is not only a disseminator of culture, but also a co-creator of culture. It has given "Liaoning TV Spring Festival Gala" new vitality and also allowed the national audience to see a different Northeast Spring Festival.

It must be pointed out that the "New Year atmosphere" is only the outer layer of the cooperation between Kuaishou and "Liaoning TV Spring Festival Gala", and its core is the continuous expansion of the overlapping area between popular culture and public recognition. The once vibrant Spring Festival memories filled with the flavor of life are undoubtedly precious, but the equally warm and touching digital life is also touching.

In recent years, more and more audiences choose to watch the gala through Kuaishou, breaking the limitation that traditional Spring Festival entertainment can only be completed through television. From the television at home to the mobile phone in hand, from the offline New Year customs activities to the cloud-based interactive live broadcasts, Kuaishou makes Spring Festival culture more ubiquitous. No matter where you are during the Spring Festival, you can feel the strong New Year atmosphere by simply opening Kuaishou. This convenience and sense of participation make "Watch the Spring Festival Gala on Kuaishou" gradually become a new Spring Festival habit, a new year custom of the new era.