Lunar New Year allows U.S. companies to find prosperity
As Asian-Americans across the U.S. mark the Lunar New Year on Tuesday, they celebrated by eating Mickey Mouse-shaped tofu, sported a pair of Year of the Pig-inspired Nike shoes and by snacked on pricey cupcakes.
The delicacies and traditions that once made a generation of Asian-Americans feel foreign are now fodder for merchandizing. Between now and Feb. 17, Disney California Adventure Park is offering “Asian eats” that include the Mickey-shaped tofu and purple yam macarons. Nike is issuing a limited-edition Chinese New Year collection of shoes with traditional Chinese patchwork. And housewares giant Williams Sonoma has a slew of Lunar New Year dishware and its website offers a set of nine “Year of the Pig” cupcakes for $80.
Robert Passikoff, a marketing consultant and founder of Brand Keys Inc., said there’s been a “reawakening” in the last few years of the United States’ world view of China. But it’s also about differentiating your business and growing revenue, not necessarily inclusion.
“They’re not there as social workers to create harmony among the disenfranchised people,” Passikoff said. “The other side is brands are all looking for an itch, they’re all looking for some way to engage customers. And if the Lunar New Year will do it, why not?”
Chinese fast-food chain Panda Express funded a New Year’s-themed interactive exhibit inside a Los Angeles mall. “The House of Good Fortune: A Lunar New Year,” includes different rooms showcasing customs, like a room of “flying” red envelopes and a “hall of long noodles,” a customary dish that symbolizes long life.
“Crazy Rich Asians” cast member Harry Shum Jr. promoted the exhibit and brushed off those who may scoff at the company’s efforts.
“I think it’s good to be reminded of these traditions. It’s been so important for many generations before us to try and pass that on and also experience it in a new way,” Shum said.
Andrea Cherng, the Panda Restaurant Group’s chief marketing officer and the daughter of Chinese-American founders Andrew and Peggy Cherng, said she knows some Asian-Americans will roll their eyes.
“Now the reality about Panda is that we were many people’s first Chinese experience in the U.S.,” Cherng said.