The Asian American Market
Lunar New Year 2022 Advertising and Announcements
Year of the Tiger Roars In on New Stamp
As the Lunar New Year approaches, the U.S. Postal Service issued a new Forever stamp honoring the Year of the Tiger during a dedication ceremony at the Peter Norton Symphony Space in New York City. The stamps are now on sale at Post Office locations nationwide and online at usps.com/stamps. News of the stamps is being shared with the hashtag #LunarNewYearStamp. The Year of the Tiger begins Feb. 1, 2022 and ends Jan. 21, 2023. The tiger is the third of the 12 zodiac animal signs associated with the Chinese lunar calendar. Many ancient fables and legends explain the origin of the zodiac signs. The most common story tells of the animals racing across a river to determine their order in the cycle. The rat crossed by riding on the back of the ox, jumping ahead at the last minute to win the race. Next came the ox, then the tiger, rabbit, dragon, snake, horse, ram, monkey, rooster and dog, followed by the boar in last place. As with other zodiac signs, personality traits and other attributes are often associated with people born in the year of a particular animal. Those born during the Year of the Tiger may be seen as brave, confident and well-liked by others. Blue, orange and gray are lucky colors for tigers, and yellow lilies and cineraria may also bring good luck. Other predictions about important milestones in life are often made based on a person’s zodiac animal sign, including romantic compatibility, career trajectory and health prospects. Lunar New Year is one of the most important holidays of the year for many Asian communities around the world, including in the United States, China, Vietnam, South Korea and Singapore. Across these varied cultures, many traditions exist for ringing in a new year of good luck and prosperity. Known as Tet in Vietnam and the Spring Festival in China and elsewhere, Lunar New Year begins on the second new moon after the winter solstice and historically marks the arrival of spring. Filled with symbolic meaning, the colors red and gold appear everywhere during this auspicious time of year. Red is considered very lucky, while gold is supposed to bring wealth. In the first few days of the new year, parades and pageants are common with dancers, acrobats and musicians. The festivities also mark a major occasion for folk artists making paper-cut crafts for celebration. Lunar New Year celebrations culminate on the night of the first full moon after New Year’s Eve, known as the Lantern Festival in Chinese culture. In the United States and elsewhere, the festival is marked with grand parades and brilliant lanterns decorating public spaces. In observance of this holiday, the U.S. Postal Service introduced its third series of Lunar New Year stamps in 2020. This new series will continue through 2031 with stamps for the Year of the Rabbit, Dragon, Snake, Horse, Ram, Monkey, Rooster, Dog and Boar still to come. Art director Antonio Alcalá worked on the series of stamps with artist Camille Chew to create Lunar New Year imagery that is fresh, fun and celebratory. Calling to mind the elaborately decorated masks used in the dragon or lion dances often performed during Lunar New Year parades, Chew’s three-dimensional masks are a contemporary take on the long tradition of paper-cut folk art crafts created during this auspicious time of year.
Happy “Knorr” Year 2022 Sweepstakes Campaign: Digital | Social | TV | In-Store Display
As a global brand that has been growing with the world since 1838, Knorr’s mission of offering delicious, easy-cooking meals that comfort everyone’s belly and soul remains unchanged. As we are entering the third year of pandemic, we have learned to be resilient, be strong, and always have hope to look forward for a better future. In this Lunar New Year, Knorr is celebrating with Asian communities by sharing hope and luck in the Year of Tiger by launching a sweepstakes promotion.
All participants in USA and Canada can get a chance to win a $1000-value cast iron cookware by uploading their favorite Lunar New Year dishes made with the Knorr bouillon and liquid seasoning products. To max out the excitement of the promotion, the top-tier Hong Kong TV celebrity, Moses Chan, is also sharing the way of celebrating this major festival with his family through two Knorr cooking episodes. Each sweepstakes winner gets his autographed recipe card along with the high-value prize pack.
A trilingual landing page in English, Chinese and Vietnamese is also launched to serve both English- and in-language speaking target audience. This campaign is launched through digital on social media, major Asian websites, mobile apps and TV. Shoppers are also connected with the brand with promotional message at the retail stores through in-store POS displays.
For more information: Jeannie Yip, firstname.lastname@example.org
Lunar New Year 2021 Advertising
For more information, please reach out to Shelley Yamane at email@example.com.
Citi Lunar New Year Campaign
On the Road to Tomorrow
2021 is the Year of the Ox, which symbolizes strength, resistance and perseverance. And it could not have come at a better time than when we needed it the most. The past year was tough on all of us, and at Citi we wanted to salute that spirit of Asian Americans which is all about tenacity and going the distance, whatever it takes. Additionally, we wanted to recognize the decades of relationships we have built with this exceptional audience. In 2021, as we celebrate 20 years of partnership, we wanted to remind our customers that no matter what, they can count on Citi for support for many more decades to come. Our bilingual campaign, On the Road to Tomorrow, offers premium rewards designed around the dependability, strength and resilience of the Ox. We created exclusive designs for Citi that were introduced virtually to a select client base. Keeping in mind that the effects of the pandemic are likely to last through the year, we wanted to focus on a tone of optimism and support while emphasizing our virtual connections. Our bilingual website, showcasing premium designs and providing information on the different tiers of investment was introduced to a select Citi members through a star-studded virtual event. Hosted by Hong Kong’s comedian Bob Lam with a special feature presentation by Feng-Shui Master Clement Chan. This virtual event brought people together and conveyed the message that the future is filled with good fortune, prosperity and opportunity and Citi is your partner in every step of that journey.
For more information: Maxwell Davidson, firstname.lastname@example.org
State Farm Lunar New Year Campaign Digital and Print Ad
State Farm is one of the leading and most recognized auto insurance brands in the Asian American market. Using the motif of a car traveling on the road, we created a print ad that highlighted the road curved into the shape of the Chinese character “福” which translates to the iconic and well known Lunar New Year greeting of ‘Good Fortune’.
The illustration of the Chinese character is a metaphor that translates to State Farm wishes you a new journey paved with good fortune. The calligraphy style used in the illustration is deeply resonant of the traditional Chinese art form and is considered auspicious during the celebration time of the Lunar New Year festival. Combining the traditional and modern elements of the Asian American culture, this campaign was created to celebrate the festival while communicating State Farm’s brand message as the leading insurance provider in the country.
For more information: Maxwell Davidson, email@example.com
MMR Work in the Asian American Market
Here are some examples of projects completed and how MMR can help you find information and experts to reach the Asian American consumer market…..or showcase your expertise.
Lisa Skriloff has been a pioneer in helping corporations understand the Asian American market opportunity for brand marketers, and helping Asian American market ad agencies, research firms and Asian American language media gain visibility, making a match to each other!
Kang & Lee – helped bring visibility to this pioneering ad agency specializing in the Asian American market
– article in The New York Times about Kang & Lee and the Asian American market opportunity
Asia Link Consulting –
Press release about 1.5 generation
Asian American Advertising Federation – helped launch the organization by providing marketing, public relations and association management services.
– wrote press release about launch and distributed to press and brand marketers
– organized launch event and invited Ad Age
– conference press release
Meet the Asian American Market Experts