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Spotlight on Lunar New Year 2024 Expert Commentary, Essays and Interviews (Multicultural Marketing News)

Wednesday, Feb 14, 2024
Multicultural Marketing News February 2024

Lunar New Year 2024

February 10, 2024 marks the beginning of The Year of the Dragon, 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 2024 Commentary from Ethnic Technologies, Sparkle Insights, C+R Research, Horowitz Research and My Code Media.

  • Ethnic Technologies Celebrates Year of the Dragon (Ethnic Technologies)
  • Embracing Identity: Celebrating Lunar New Year and the Rise of Gen Z’s Asian American Pride (Sparkle Insights)
  • Lunar New Year Extravaganza: Embracing Tradition and Prosperity in Retail and Digital World (C+R Research)
  • Celebrating the Chinese New Year Around the World (Horowitz Research)
  • My Code Interviews JoySauce Founder Jonathan Ng Sposato (My Code Media)
Featured Book
  • Tee-Dog and The Magic Globe: China
Ethnic Technologies Celebrates Year of the Dragon
February 10th, 2024 marks the beginning of the Year of the Dragon, the Asian Lunar New Year, one of the largest and most festive celebrations for the Asian American Community. The Year of the Dragon lasts until January 30th, 2025. 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 Dragon, is the first animal in the Chinese horoscope. According to Chinese astrology, people born in the Year of the Dragon (1916, 1928, 1940, 1952, 1964, 1976, 1988, 2000, 2012, 2024) are known to be charismatic, intelligent, confident, powerful and naturally lucky and gifted. 
Here are some fun Year of the Dragon Facts:
Year of the Dragon: February 10, 2024 – January 30, 2025
Dragon Years: 1916, 1928, 1940, 1952, 1964, 1976, 1988, 2000, 2012, 2024
Famous People Born in Year of the Dragon: John Lennon, Bruce Lee, Jeb Bush, Martin Luther King Jr., Rihanna, Shakira, Vladimir Putin, Che Guevara, Christian Dior, Shirley Temple, Ringo Starr, Adele, Barry Bonds, John Gotti, Pele, Stanley Kubrick, Sandra Bullock, Al Pacino, Robert Oppenheimer, Hank Azaria, Patrick Stewart, and Dr. Seuss
The Dragon is: charismatic, intelligent, confident, powerful
Best Careers for Those Born In the Year of the Dragon: military officer, politician, musician, poet, artist, stockbroker, company executive, explorer, and attorney
Next Lunar New Year: Year of the Snake, beginning January 31, 2025
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 across Asian cultures, each Asian culture, even sub ethnic group within the same culture has 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,
Embracing Identity: Celebrating Lunar New Year and the Rise of Gen Z’s Asian American Pride
As Lunar New Year approached, my daughter’s dance troupe, the North Carolina Children Performance Team, geared up for their annual participation in local festivities. Recently, we immersed ourselves in two distinct celebrations: the Triangle Area Chinese American Society’s (TACAS) Lunar New Year festival and the Chinese American Friendship Association’s (CAFA) Spring Festival gala. The former is organized by Taiwanese Americans and had a more casual format. It was held at a stadium with a stage in the center, tables in front of the stage, and food and craft vendors on the side. Attendees could participate in craft activities, enjoy food, and watch performances at the same time. The performances were a lively ensemble of Chinese folk dance, lion dance, yoyo performance, and youth singing. There were also a local country music band performing and lively Caribbean dance. In contrast, the CAFA Spring Festival gala was more elegant and sophisticated. Set in a formal venue with professional lighting and sound, the gala presented a polished showcase of talent and artistry. Performances were well-choreographed, highlighting the dedication and skill of the participants. However, the formal atmosphere of the gala somewhat limited opportunities for audience interaction compared to the more relaxed setting of the TACAS festival. Nonetheless, attendees were treated to an evening of exquisite entertainment that celebrated the richness of Asian heritage. In light of a recent CNN documentary titled “Nothing to be embarrassed about’: How Asian Americans take pride in their identities,” I find myself reflecting on both personal experiences and research studies concerning Asian Americans. These reflections consistently reveal a noticeable shift among Gen Z Asian Americans in their attitudes towards their cultural identity. Across the nation, more individuals are embracing their heritage with a newfound sense of pride and enthusiasm. They’re delving into their roots and actively reshaping the narrative, whether they reside in bustling urban centers like New York City or in smaller communities dotted throughout the country. This movement is propelled by a shared desire to reclaim identity and challenge outdated stereotypes. Here in Chapel Hill, North Carolina, where I reside, this trend is particularly striking. Asian Americans are taking a proactive role in championing diversity and fostering unity. Through various avenues such as community engagement, mentorship programs, and initiatives aimed at preserving their cultural heritage, they’re making a tangible and positive impact on society. Their efforts contribute to the rich and diverse fabric of American society, enriching the nation’s tapestry with their unique perspectives and traditions. As we honor and celebrate their cultural heritages, let’s draw inspiration from their example and continue working towards a future where every individual is valued and respected. Happy Lunar New Year, everyone! By Iris Yim, Principal and Chief Strategist at Sparkle Insights,
Viveka’s dance troupe performance “Scholars with Paper Fan” at the 2024 Lunar New Year Gala by the Chinese-American Friendship Association of North Carolina
Lunar New Year Extravaganza: Embracing Tradition and Prosperity in Retail and Digital World
Lunar New Year, celebrated widely among Asian communities globally, has deep-rooted historical and cultural significance. It comprises unique traditions across China, Vietnam, Korea, and Tibet. This year, the holiday is celebrated on February 10 and typically lasts up to 15 days in some regions, including family reunions and feasts. The Lunar Calendar year 2024 signifies the ‘Year of the Dragon,’ emblematic of power and good fortune.
How Brands Are Embracing the Holiday
Companies across multiple sectors embrace Lunar New Year with creativity in their physical and online spaces, championing cultural inclusivity. 
  • The retail industry, from luxury brands to primary retailers, has continued to incorporate Lunar New Year themes into merchandise; brands like Target, Disney, and Lego feature family-oriented offerings, such as dragon-themed decorations and playsets.
  • The beauty industry has also adopted Lunar New Year celebrations. Brands like Sephora and MAC Cosmetics provide limited-edition products with traditional Lunar New Year symbols. 
  • Similarly, greeting card companies offer cards celebrating the cultural diversity of this holiday. 
  • And, technology companies, like Apple also recognize Lunar New Year through themed ads, products and emojis.
Brands Focus on Traditions
Common Lunar New Year traditions include gifting money in envelopes, signifying blessings of prosperity. Consequently, brands like Starbucks and Best Buy are offering gift cards with traditional designs. 
Many brands are enhancing portions of their online pages and apps to reflect the Lunar New Year’s spirit, promoting inclusivity and cultural diversity. As consumer markets become increasingly multicultural, more brands are expected to embrace global traditions; moving forward, it is hopeful for more companies to celebrate the diverse worldwide cultures, traditions, and holidays, such as Lunar New Year. By Shaili Bhatt, Senior Research Director, C+R Research,
Celebrating the Chinese New Year Around the World
As we approach the Year of the Dragon, Chinese people all around the world are busy preparing for the New Year. In China, the last few weeks before the New Year are dedicated to get-togethers among companies, organizations, or friends. Companies in China usually throw a big party for employees with food, drinks, live performances, or games to celebrate the achievements from the old year. Some Chinese-owned businesses in the U.S. have carried this tradition overseas. Most Chinese people have the reunion dinner (Nian Ye Fan) – the most important meal for the entire celebration – with family on New Year’s Eve. Another important ritual is to watch the CCTV New Year’s Gala (Chunwan) during the reunion dinner with family, while it is aired live on New Year’s Eve. Chinese families in the U.S. may choose to start watching it live in the morning due to the time difference or watch on demand. To start the week-long New Year’s celebration, people visit extended family and friends, send New Year’s greetings, and have more meals together. By Joyce Williamson, Director of Research, Horowitz Research,
My Code Interviews JoySauce Founder Jonathan Ng Sposato
In honor of the Lunar New Year, Thomas Pyun, My Code Account Exec, is spotlighting the pan-AAPI digital entertainment network JoySauce. My Code includes A Code, a division that supports brands to create advertising that resonates with the AANHPI community. Pyun spoke to JoySauce creator Jonathan Ng Sposato to dive deeper into the network’s content and offerings for AAPI audiences. JoySauce, which has expanded to an entire digital linear channel, offers a lineup of new, original productions, spanning reality, stand-up comedy, drama and the first-ever all AAPI late night talk show format, JoySauce Late Night. Complemented by AAPI indie cinema and broader Asian pop culture series and films, JoySauce is a unique voice for the underserved 26 million+ AAPI audience and broader genre fans. In the digital ecosystem, where there is carriage for every conceivable niche interest, it’s hard to believe the $1.3 trillion in spending power, fastest growing US demo is absent. And the JoySauce take is unique, too. The 100+ hours of JoySauce originals is irreverent, unconventional and filled with…joy. As Jonathan Sposato elaborated, “amidst the backdrop of hate crimes and racist tropes against the AAPI community that permeated the media we wanted to contrast that with a celebration of the AAPI experience.” By Thomas Pyun, Senior Account Executive, My Code,
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