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Spotlight on Lunar New Year 2022 News, Activities and Campaigns (Multicultural Marketing News)

Thursday, Feb 03, 2022

Multicultural Marketing News Lunar New Year 2022


February 1, 2022 marks the beginning of The Year of the Tiger, the Asian Lunar New Year, one of the largest and most festive celebrations for the Asian American Community. In this issue MMRNews presents a Spotlight on Lunar New Year 2022 Advertising from agencies MIKADO International for clients Knorr, Announcements and News from the U.S. Postal Service and Las Vegas and Commentary from Ethnic Technologies.

Announcements and Commentary
  • Ethnic Technologies Celebrates Year of the Tiger
  • Year of the Tiger Roars In on New Stamp
  • Happy “Knorr” Year 2022 Sweepstakes Campaign: Digital | Social | TV | In-Store Display
Destination News
  • The Year of the Tiger Roars Through Las Vegas
Announcements and Commentary
Ethnic Technologies Celebrates Year of the Tiger
February 1st, 2022 marked the beginning of The Year of the Tiger, the Asian Lunar New Year, one of the largest and most festive celebrations for the Asian American Community. The Year of the Tiger lasts until January 21, 2023.
Celebrated by Asian American groups including Chinese, Vietnamese and Korean Americans, the Lunar New Year is an event where family and friends come together to wish each other happiness and pay respect to ancestors. The Lunar New Year is represented by a cycle of 12 years, each denoted by a different animal.
This year, the Year of the Tiger, is the first animal in the Chinese horoscope. According to Chinese astrology, people born in the Year of the Tiger (1914, 1926, 1938, 1950, 1962, 1974, 1986, 1998, 2010, 2022) are brave and thrill-seeking, and often likes the attention of people.
Here are some fun Year of the Tiger Facts:
Year of the Tiger: February 1, 2022 – January 21, 2023
Tiger Years: 1914, 1926, 1938, 1950, 1962, 1974, 1986, 1998, 2010, 2022
Famous People Born in Year of the Tiger: Marilyn Monroe, Leonardo DiCaprio, Robert Pattison, Tom Cruise, Queen Elizabeth II, Steve Irwin, Usain Bolt, Lady Gaga, Kylian Mbappe, Stevie Wonder, Christian Bale, Drake, Victoria Beckham, Bill Murray, Joaquin Phoenix, Evander Holyfield
The Tiger is: brave, competitive, unpredictable, confident
Best Careers for Those Born In the Year of the Tiger: politics, consultant, pharmacist, insurance agent, lawyer, managerial position, entertainment and broadcasting
Next Lunar New Year: Year of the Rabbit, beginning Jan 22, 2023
Some Fun Facts About Lunar New Year: 
  1. The most fireworks are set off in the world that night. 
  2. Many single people will hire fake boy/girlfriends to take home to calm the pesky relatives who breathe down their neck about marriage.
  3. Dumplings are eaten during this time because they look like money pouches and are said to represent fortune and prosperity in the coming year. Koreans also believe that if you make pretty dumplings, your children will be blessed with good looks as well.
While Lunar Year as a whole is a festive time for many people in Asian culture, every Asian culture, even sub ethnic groups within the same culture have different ways of celebrating this festival. Thus marketers need to avoid a monolithic approach when it comes to reaching Asian consumers. Ethnic Technologies can provide more than 190 different ethnic breakdowns and provide even further breakdown for certain ethnicities. To learn more about our product offerings, please contact: Bryan Lee, Senior Sales Manager,
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 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.

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,
Destination News
The Year of the Tiger Roars Through Las Vegas
The Destination Celebrates Chinese New Year with Special Experiences, Décor, and Culinary Offerings
Chinese New Year and the Year of the Tiger will be celebrated in spectacular fashion this February in Las Vegas. Resorts throughout the destination commemorate the occasion with an array of festive décor, vibrant and authentic experiences, and decadent culinary offerings and will present vibrant lion dances, inviting visitors to be a part of the festive experience. ARIA Resort & Casino celebrates the Lunar New Year with a main lobby that has been embellished with festive décor to honor the Year of the Tiger, including a hand-sculpted solid chocolate tiger and a 196-foot dragon that weaves its way around a money tree made of 88 golden coins symbolizing wealth and good fortune. Bellagio Resort & Casino presents a festive Lunar New Year display at the Bellagio Conservatory & Botanical Gardens. On display through Saturday, March 5, the “Eye of the Tiger” installation was designed to bring prosperity and luck to all who visit, using the ancient practice of Feng Shui to create a serene environment. Made of more than 5,700 plants, the display is complete with lotus flowers, gold coins, silk-lantern chandeliers, and an 8,000-pound golden representation of the Tiger. Wynn Las Vegas commemorates the Year of the Tiger with festive décor throughout the resort, including gold-leafed tiger sculptures and hanging grand silk dragons in the Wynn Atrium. Beijing Noodle No. 9 at Caesars Palace, offering Northern Chinese in an elegant atmosphere, will offer Lunar New Year specials in addition to its extensive and authentic menu of noodles, soups, and handmade dumplings. Several MGM Resorts International restaurants are celebrating the Year of the Tiger with festive menus and specials, including a prix-fixe menu at Hakkasan Restaurant at MGM Grand Hotel & Casino. Other dining highlights include a traditional Dim Sum brunch at Jasmine inside Bellagio Resort & Casino, Hainanese Style Half Chicken at Lemongrass inside ARIA Resort & Casino, Fresh Abalone with Sea Cucumber at Blossom inside ARIA Resort & Casino, and Japanese Uni Sashimi at Morimoto inside MGM Grand Hotel & CasinoWing Lei at Wynn Las Vegas, the only Chinese restaurant in North America to hold a Forbes Five-Star rating, brings back its Chinese New Year Brunch from Friday, Feb. 4 through Sunday, Feb. 6 and Friday, Feb. 11 to Saturday, Feb. 12.

Multicultural Marketing News

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February 2022 Newsletter

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March 2022 Newsletters

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