A new generation of Asian Americans is forming where Lunar New Year celebration is more about displaying ethnic pride than anything else. And due to its growing presence, LNY festivals and parades provide great advertising and sponsoring opportunities for major companies.
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San Francisco, which hosts the largest Lunar New Year Festival and Parade in the U.S. brings out roughly 750,000 people to celebrate. Major sponsors for those events included Coca-Cola, Hyundai, McDonalds Southwest Airlines, and TsingTao.
Other cities including Los Angeles, New York, and Monterey Park are also drawing crowds in the 100,000s for their respective festivals. PCA’s client Ultra Mobile was a proud sponsor for celebrations taking place in Alhambra, New York, and San Francisco. Also in the Big Apple, Budweiser had a bigger-than-life presence at Times Square in celebration of the Year of the Monkey.
Beer companies are on the right track, as this Asian holiday is drawing a more mainstream attention in recent years. The festivals’ shifting trend from traditional to modern presents serious business potential for American food and beverage companies. Some festivals include a craft beer garden and others offer diverse food booths or gourmet cuisine. San Gabriel Mayor Jason Pu told the L.A. Times “This festival can serve as a symbol of how the city is trying to integrate its different histories and culture.”
