Lunar New Year 許すs US companies to find 繁栄 too
As Asian-Americans across the U.S. 示す the Lunar New Year on Tuesday, they can celebrate by eating Mickey Mouse-形態／調整d tofu, 冒険的な a pair of Year of the Pig-奮起させるd Nike shoes and by 軽食ing on pricey cupcakes.
The delicacies and traditions that once made a 世代 of Asian-Americans feel foreign are now fodder for merchandizing. Between now and Feb. 17, Disney California Adventure Park is 申し込む／申し出ing "Asian eats" that 含む the Mickey-形態／調整d tofu and purple yam macarons. Nike is 問題／発行するing a 限られた／立憲的な-版 Chinese New Year collection of shoes with 伝統的な Chinese patchwork. And housewares 巨大（な） Williams Sonoma has a slew of Lunar New Year dishware and its website 申し込む／申し出s a 始める，決める of nine "Year of the Pig" cupcakes for $80.
Robert Passikoff, a marketing 顧問 and 創立者 of Brand 重要なs Inc., said there's been a "reawakening" in the last few years of the 部隊d 明言する／公表するs' world 見解（をとる） of 中国. But it's also about differentiating your 商売／仕事 and growing 歳入, not やむを得ず 傾向.
"They're not there as social 労働者s to create harmony の中で the disenfranchised people," Passikoff said. "The other 味方する is brands are all looking for a niche, they're all looking for some way to engage 顧客s. And if the Lunar New Year will do it, why not?"
Chinese 急速な／放蕩な-food chain Panda 表明する 基金d a New Year's-主題d interactive 展示（する） inside a Los Angeles 商店街. "The House of Good Fortune: A Lunar New Year," 含むs different rooms showcasing customs, like a room of "飛行機で行くing" red envelopes and a "hall of long noodles," a customary dish that symbolizes long life.
"Crazy Rich Asians" cast member Harry Shum Jr. 促進するd the 展示（する） and 小衝突d off those who may scoff at the company's 成果／努力s.
Decorations, part of a Lunar New Year 取り付け・設備, are placed in the main atrium of a 商店街 Thursday, Jan. 31, 2019 in Santa Monica, Calif. In 最近の years, the Lunar or Chinese New Year, which people around the globe are （犯罪の）一味ing in Tuesday, seems to have 達成するd all-American status. Major companies are celebrating and 出資するing on a holiday that at its heart is about 存在 with loved ones and wishing for 繁栄 and good luck. (AP Photo/Marcio Jose Sanchez)
"I think it's good to be reminded of these traditions. It's been so important for many 世代s 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 長，指導者 marketing officer and the daughter of Chinese-American 創立者s Andrew and Peggy Cherng, said she knows some Asian-Americans will roll their 注目する，もくろむs.
"Now the reality about Panda is that we were many people's first Chinese experience in the U.S.," Cherng said. "But then what a fantastic 適切な時期 for us to be able to 橋（渡しをする） cultures and bring to them our 解釈／通訳 of what's so special about this holiday."
Christopher Tai, 37, of San Francisco, recently bought a Golden 明言する／公表する 軍人s jersey 特に made for the Lunar New Year as a gift for his girlfriend's father. The design 含むs the Chinese character for "軍人." He said the jersey shows an 成果／努力 at 傾向.
"They're 認めるing an underrepresented part of their fan base," Tai said.
But he wonders if shoppers who snap up Williams Sonoma dishware will come away learning anything.
"I feel like a lot of people are attracted to these aesthetic elements like say red, dragons, dogs or shiny gold, without really knowing the significance of the colors and symbols and what the animals mean," Tai said.
"There's a part of me that's still that kid who felt my culture was very 'other.' From that standpoin t, I'm happy to see it more mainstream," said Lisa Hsia, 37, of Oakland, California. "But at the same time when I see Chinese New Year shoes or whatever, I have to ask, who's putting this together and who's it for?"
Most Chinese 伝統的に （犯罪の）一味 in the Lunar New Year, which is 割り当てるd one of 12 animals each year off the Chinese zodiac, with a family dinner the evening before. The meals typically 含む a whole chicken, a whole fish, pork, noodles, spring rolls and dumplings, whose 形態／調整 似ているs 古代の Chinese gold 鋳塊 通貨.
Other customs 含む giving money-filled red envelopes to children or 選び出す／独身 young adults and 株ing 蜜柑 oranges, which 代表する good fortune. The 祝賀s, which are also 祝う／追悼するd in Vietnam and other countries with 民族の Chinese communities, can last up to two weeks.
As Asian 全住民s in the U.S. and social マスコミ use grow, it's easier for people to be aware of the holiday and its customs.
Xi Chen, who is from 中国 but teaches 蜜柑 to middle-schoolers in Hamilton, Massachusetts, 会社にする／組み込むd dumpling-making as part of her Lunar New Year lesson.
"We don't have many Asian restaurants in town. Some students told me it was the first time in their life they've tried dumplings," Chen said.
Stella Loh, 39, of Los Altos, California, said as a kid, she often got questions like, "Didn't we already celebrate the new year?"
But now, even 非，不，無-Asian co-労働者s have been wishing her a happy new year.
"I'd never really brought it up before," Loh said. "It's always nice to know people who aren't Chinese 認める a piece of your own culture."
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CORRECTS CITY TO LOS ANGELES - Actor Harry Shum Jr. 提起する／ポーズをとるs for photographs during the 開始 of a Lunar New Year 取り付け・設備 Thursday, Jan. 31, 2019 in Los Angeles. Chinese 急速な／放蕩な-food chain Panda 表明する 基金d the New Year's-主題d interactive 展示（する） inside the Westfield Century City 商店街. (AP Photo/Marcio Jose Sanchez)
CORRECTS CITY TO LOS ANGELES - Actor Harry Shum Jr. 投げ上げる／ボディチェックするs beach balls that 代表する 蜜柑 oranges inside of a Lunar New Year 取り付け・設備 Thursday, Jan. 31, 2019 in Los Angeles. Chinese 急速な／放蕩な-food chain Panda 表明する 基金d the New Year's-主題d interactive 展示（する） inside the Westfield Century City 商店街. (AP Photo/Marcio Jose Sanchez)
CORRECTS CITY TO LOS ANGELES - Actor Harry Shum Jr. gets inside of a a Chinese dragon during the 開始 of a Lunar New Year 取り付け・設備 Thursday, Jan. 31, 2019 in Los Angeles. Chinese 急速な／放蕩な-food chain Panda 表明する 基金d the New Year's-主題d interactive 展示（する） inside the Westfield Century City 商店街. (AP Photo/Marcio Jose Sanchez)
CORRECTS CITY TO LOS ANGELES - Actor Harry Shum Jr. 提起する／ポーズをとるs for photos during the 開始 of a Lunar New Year 取り付け・設備 Thursday, Jan. 31, 2019 in Los Angeles. In 最近の years, the Lunar or Chinese New Year, which people around the globe are （犯罪の）一味ing in Tuesday, seems to have 達成するd all-Ame rican status. (AP Photo/Marcio Jose Sanchez)
CORRECTS CITY TO LOS ANGELES - Actor Harry Shum Jr., left, 提起する／ポーズをとるs for photos with a young fan during the 開始 of a Lunar New Year 取り付け・設備 Thursday, Jan. 31, 2019 in Los Angeles. Chinese 急速な／放蕩な-food chain Panda 表明する 基金d the New Year's-主題d interactive 展示（する） inside the Westfield Century City 商店街. (AP Photo/Marcio Jose Sanchez)
Decorations are placed over patrons during the 開始 of a Lunar New Year 取り付け・設備 Thursday, Jan. 31, 2019 in Santa Monica, Calif. In 最近の years, the Lunar or Chinese New Year, which people around the globe are （犯罪の）一味ing in Tuesday, seems to have 達成するd all-American status. Major companies are celebrating, and 出資するing, on a holiday that at its heart is about 存在 with loved ones and wishing for 繁栄 and good luck. (AP Photo/Marcio Jose Sanchez)
This undated photo 供給するd by NIKE, Inc. shows the s 売春婦 company's 2019 Nike Chinese New Year collection to 祝う／追悼する the Year of the Pig. In 最近の years, the Lunar or Chinese New Year seems to have 達成するd all-American status. Major companies are celebrating _ and 出資するing, on a holiday that at its heart is about 存在 with loved ones and wishing for 繁栄 and good luck. (NIKE 経由で AP)
This undated photo 供給するd by Disneyland 訴える手段／行楽地 shows a Mickey Mouse-形態／調整d Chinese hot dog bun from the 繁栄 Bao & Buns marketplace at Disney California Adventure Park in Anaheim, Calif. As many Asian-Americans and 移民，移住（する）s across the U.S. 示す the Lunar New Year by 集会 with family or friends over food, major companies are celebrating, and 出資するing, on the holiday. (Disneyland 訴える手段／行楽地 経由で AP)
This undated photo 供給するd by Disneyland 訴える手段／行楽地 shows Mickey Mouse-形態／調整d 蜜柑 orange-green tea tarts from the Lucky 8 Lantern marketplace at Disney California Adventure Park in Anaheim, Calif. In 最近の years, the Lunar or Chinese New Year seems to have 達成するd all-American status as major companies are celebrating, and 出資するing on the holiday. (Disneyland 訴える手段／行楽地 経由で AP)
ダンサーs 成し遂げる 伝統的な lion and dragon dances at the MGM Grand Hotel and Casino to celebrate the Lunar New Year, Tuesday, Feb. 5, 2019, in Las Vegas. In 最近の years, the holiday, which people are （犯罪の）一味ing in Tuesday, has 達成するd all-American status. Big companies are celebrating - and 出資するing - on a holiday that is about 存在 with loved ones and wishing for 繁栄 and good luck. (AP Photo/John Locher)
In this photo taken with a slow shutter 速度(を上げる）, ダンサーs 成し遂げる 伝統的な lion and dragon dances at the MGM Grand Hotel and Casino to celebrate the Lunar New Year, Tuesday, Feb. 5, 2019, in Las Vegas. In 最近の years, the holiday, which people are （犯罪の）一味ing in Tuesday, has 達成するd all-American status. Big companies are celebrating - and 出資するing - on a holiday that is about 存在 with loved ones and wishing for 繁栄 and good luck. (AP Photo/John Locher)
