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 Lunar New Year 2021, Quantasy worked with Acura to develop a social campaign in collaboration with two up-and-coming, Chinese-American artists to create Lunar New Year animations. These artists brought their unique styles and background to create artwork that celebrates and acknowledges the Lunar New Year holiday.
Remaining within Acura’s ‘Less Talk. More Drive.’ ecosphere, each artist created an animation that incorporates the ‘Less Talk. More Luck.’ messaging.
For her piece, artist Jianan Liu incorporated the coin as the main element in her visual, to emphasize the message of prosperity and wealth usually wished during Lunar New Year. The child holding the coin is also based on an idiom that a “child will bring good luck to your home”. Link to: social post In Chinese culture, the Ox represents harvest, hard-work and good fortune with lots of food. It roots deeply in nature and the culture of the Chinese people. In her piece, Jasu Hu shows nature and its interaction with Chinese traditional paper cuts. The trees and lanterns are growing from the Chinese patterned Ox’s horns, bringing happiness and luck. Link to: social post
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
Wells Fargo has a long history of celebrating the Lunar New Year. To build authentic relationships with its customers, we evaluated Wells Fargo’s role in relation to Asian consumers’ needs and identified cultural insights that helped ensure our brand resonated with the community and stayed top of mind during Lunar New Year. Every year we release celebratory messages and joyfully themed merchandise under concepts that are culturally relevant while still connecting with the broader General Market audience.
For the Year of the Ox, we developed stories around the Ox’s strong values around family and success and connected the brand to the community through our heartwarming “Togetherness” calendar, welcomed in prosperity with our “Lucky Ox” coin bank and shared well-wishes with our customers through various Wells Fargo channels.
2021 Calendar – “Togetherness”
The auspicious Ox is the rock for its family and community, bringing us a year of great fortune and a sense of belonging. Through classical-style poetry, we celebrate the Ox and cultural values with a sophisticated touch. The Year of the Ox calendar features illustrations that are whimsical and elegant, which highlight the Ox symbolically for its zodiac influence in bringing the community together. Gold key line art is used as a theme to tie the months together, providing a prosperous tone as we look towards sharing happiness together.
2021 Coin Bank – “Lucky Ox”
In Asian culture, the Ox is known for stimulating wealth. For 2021, we celebrate the Year of the Ox and how it can attract luck and prosperity. The Ox wears and holds an iconic symbol of the three gold coins. Stringing them together on a red ribbon represents the trinity of luck – heaven, earth and mankind — creating a wealth magnet for 2021.
The Year of the Ox calendar artwork is showcased in various owned channel assets such as in-branch digital displays, print ads and social media. Here are some examples of this year’s work. Link to: social post
For more information, please reach out to Pauline Yang at firstname.lastname@example.org.
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
Article The New York Times, March 6, 2000 Ads Speak to Asian Americans, by Stuart Elliott
Asia Link Consulting –
Press release about 1.5 generation
press release – The 1.5 Generation. Asia Link Consulting Offers Insight mar 23, 1999
press release – The 1.5 Generation. Asia Link Consulting Offers Insight mar 23, 1999 page 2
press release – Wanla Cheng An Asian American Success Story Mar 5, 1999 page 3
article – Advertising Age, Nov 29, 1999 Gen 1.5 offers key to segment
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
May is Asian Pacific American Heritage Month issue of MMRNews
News and Profiles of Asian American Market Experts
Wednesday, May 01, 2019
Meet the Experts in Marketing to the Asian Consumer:
- 5678 Media Group LLC
- AAAZA, Inc.
- Admerasia, Inc.
- Asia Society
- Ethnic Technologies
- Éthnico Advertising
- Horowitz Research
- Interviewing Service of America (ISA)
- Muse Communications
- YOptima Media Solutions
Meet the Experts in Marketing to the Asian American Consumer
5678 Media Group LLC
5678 is the first and the industry’s most experienced experiential marketing agency that specializes in connecting brands to the South Asian American community through memorable and authentic experiences. We have the relationships, experience, and infrastructure necessary to help brands shine when it matters most. 5678 service offerings include branded-entertainment, influencer marketing, content strategy, production, targeted media planning-buying, and custom high impact activations… View Profile
Strategic. Creative. With over eighteen years of experience in the advertising industry, these two words have defined how we manage our client portfolio and their ad campaigns. AAAZA is a full-service agency with multi-cultural capabilities tapping into all platforms that include broadcast, print, interactive, social, mobile, and experiential marketing. More than just being their partners, we are our clients’ extension into the Asian American market. We are dedicated to transforming brands with powerful campaigns that deliver meaningful, measurable, and lasting impact... View Profile
Founded in 1993, Admerasia is an award-winning full-service multicultural agency. One of the top 25 largest minority-owned businesses in New York and founding member of 3AF, Admerasia pioneers the industry with solution-driven ideas, innovative digital and social strategy, leading media purchase volume, extensive partnership network, and the relentless spirit of improvement. Admerasia has proudly worked with multiple Fortune 500 clients across different categories such as State Farm, Nissan, Infiniti, McDonald’s, PayPal Xoom, Citibank, Dish Network, as well as global agencies such as DDB and OMD… View Profile
Preparing Asians and Americans for a Shared Future
Asia Society is the leading educational organization dedicated to promoting mutual understanding and strengthening partnerships among peoples, leaders, and institutions of Asia and the United States in a global context. Across the fields of arts, business, culture, education, and policy, the Society provides insight, generates ideas, and promotes collaboration to address present challenges and create a shared future… View Profile
C+C is all about the good. On so many different levels. Our main mission is to do what’s right for the planet, but do it in ways we’re reflecting all the different cultures living on said planet. So, C+C’s multicultural team digs deep to understand cultural nuance, and builds messaging that makes real connections with audiences (whether Latino, Chinese, Vietnamese, Russian, Somali, the list goes on). How do we do it? Think behavioral social marketing, creative strategy, design and branding, multicultural, cross cultural marketing, content development, video production, event, community grassroots outreach, whatever is needed to get messages across… View Profile
Ethnic Technologies® is the global leader in multicultural marketing, digital applications, research, data enhancements and analysis. The Ethnicenter from Ethnic Technologies is the result of over 40 years of continuous multicultural, religious and language preference research. E-Tech’s multicultural and language preference selects repeatedly outperform the competition in accuracy and response rates. Whether in digital applications, mailing, telemarketing or email campaigns, the E-Tech® data achieves excellent results… View Profile
Éthnico Advertising is a full-service ad agency, specializing in the American multicultural space. Our Core Services include: -Brand Strategy & Planning -Insights and Research -Creative Development and Execution -Cultural Adaptations -Media Planning and Buying -Digital and Social Media -Experiential/Grassroots Activations. Our Approach to Ethnic Marketing: -Insights, Strategy and ROI driven -Connect brands directly with ethnic consumers -Develop, plan and manage all ethnic media, including activating grassroots campaigns… View Profile
fluent360™ is one of the foremost agency leaders shaping the multicultural marketing industry. Equal parts integrated marketing agency and cultural hub, we specialize in giving brands a resonating voice to effectively speak to various cultural segments- both ethnic and consumer niche followings. As a multi-talented, multicultural agency, we offer a full spectrum of communication services from our Chicago, Nashville and New York City offices. fluent360 works across Hispanic, African American, Asian American, and LGBTQ with seasoned specialist teams for each audience sector. We call this “True Multicultural” – an agency approach designed for the realities of today’s consumer… View Profile
With over 25 years of being a leader in multicultural market research and consumer insights, Horowitz has the methodological expertise and the cultural finesse to deliver actionable, strategic consumer insights for the Asian market in the U.S. Horowitz offers a full range of quantitative and qualitative solutions, including surveys, online communities, ideation sessions, creative testing, and more, in English and Asian languages. If you are looking to elevate your brand’s Asian strategy to the next level, you can count on Horowitz to deliver the grounded research you need to build brands that shine, products that delight, content that resonates, and messaging that engages… View Profile
Since 1982, ISA has been a premier data collection, data management, and processing provider specializing in Online, CATI, in-person, focus groups, insight communities, analytics, IVR, programming and hosting. A leader and early adopter in Asian multicultural market research, ISA has conducted interviews in 67 languages, to date, for research , advertising, public and government agencies and end-user clients including Korean, Japanese, Mandarin, Cantonese, Hindi, Armenian, Farsi as well as Spanish. ISA is a three-time recipient of the Asian American Advertising Federation’s “Researcher of the Year” award. Q-insights, ISA’s qualitative division, specializes in luxury automotive clinics, Hispanic and Asian American intercepts, on-site interviews and focus groups. ISA’s online division, SoapBoxSample, conducts research for new product development, branding/advertising testing, creative optimization and concept/product testing. Offerings include mobile and app-based research, passive metering, path-to-purchase, specialty panels, and full-service design and analytics. Recently ISA acquired DIY Insight Community Platform icanmakeitbetter, an integrated suite of qualitative and quantitative tools that provides ongoing, on-demand insights from current customers, past customers, prospects, employees or anyone. ISA’s lengthy experience and extensive portfolio of research capabilities make it uniquely qualified to provide answers for any type of business question… View Profile
Muse Communications is an award-winning, full-service advertising agency specializing in culturally intelligent marketing programs. We have a diverse staff with expertise in branding, consumer insights and research, channel planning, creative development and production. Our process identifies the shared values of a brand and it’s consumers to arrive at the most relevant message platform. By understanding the culture(s) of an audience, we are able to create the most powerful brand experiences for any given segment as well as the total market… View Profile
YOptima is the programmatic marketing platform of choice for the world’s leading brands including PayPal, Dell, Accenture, Lufthansa, BMW, Etisalat, Verizon, Heinz and TOEFL. Our award winning, proven Multicultural Marketing expertise has enabled Marketers in North America reach targeted multicultural audiences in a brand-safe environment across the marketing funnel. Examples of audiences include: Hispanics, Brazilians, LGBTQ, African Americans as well as Asians including Filipino, Chinese, Koreans and South Asians. Being programmatically plugged into major Ad exchanges, YOptima offers Marketers transparent access to 100 billion+ global ad opportunities daily across video, display, mobile, audio and native ads… View Profile
Marketers: Do you need help making a match with one of the companies listed? Call Lisa Skriloff at 212-242-3351 or email email@example.com
to take advantage of our free referral service.
June – June is LGBTQ Pride Month issue of MMRNews: News and Profiles of LGBTQ Market Experts
July – August
Issue 1: Save the Dates for Key Fall Multicultural & Diversity Conferences + events
Issue 2: Meet the Multicultural Marketing Experts
September – October
Theme: Hispanic Heritage Month: Meet the Experts in Hispanic Marketing
November – December
Issue 1: Outlook for Multicultural Marketing in 2020
Issue 2: Save the Dates for Key 2020 Multicultural & Diversity Conferences + events
(Deadline for reservations for each month is the 25th of the month preceding)
About This Newsletter
Multicultural Marketing News (MMRNews), is published by Multicultural Marketing Resources, Inc. (MMR). For a free subscription, sign up here.