Personal opinion: This advertisement is for McDonald's to show that they know more about the culture of China and China. As the New Year approaches, there is a legend about the tradition of Spring Festival in China. Every year during the Spring Festival, Nian beast will come out for a big meal, and he is a very bad monster. Later, people found that Nian animals were afraid of being red and noisy, so they had the custom of posting Spring Festival couplets and setting off firecrackers in the New Year. Nian beast is also called Xi, so it is also called New Year's Eve. These advertisements of McDonald's are based on the legend of Nian beast. The countdown is the same, because Nian beast is afraid of noise! In other words, the Nian beast in McDonald's is quite cute, a little naive and sympathetic.