American companies get into the spirit of Lunar New Year, hoping good fortune comes their way
- Robert Passikoff, a marketing consultant, says that while there has been growing awareness about China, it’s also about differentiating business and increasing revenue, and not necessarily inclusion
As Asian-Americans across the US mark the Lunar New Year, they can celebrate by eating Mickey Mouse-shaped tofu, sporting a pair of Year of the Pig-inspired Nike shoes and by snacking on pricey cupcakes.
The delicacies and traditions that once made a generation of Asian-Americans feel foreign are now fodder for merchandising. Between now and February 17, Disney California Adventure Park is offering “Asian eats” that include the Mickey-shaped tofu and purple yam macaroons. Nike is issuing a limited-edition Lunar 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 US$80.
Robert Passikoff, a marketing consultant and founder of Brand Keys, 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 a niche, 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 symbolises long life.
