Happy Chinese New Year – It’s the Year of the Tiger!

January 30, 2010 yurinha 0 Comments

The Asian Lunar New Year, the Year of the Tiger, will begin on February 14, and is celebrated by many Asian ethnic groups including Chinese, Vietnamese and Koreans. “This holiday is an ancient cultural
tradition that is filled with ritual, excitement, and joy,” said
Cynthia Park, President, Kang & Lee Advertising, the leading
multicultural marketing consulting and communications agency
specializing in reaching Asian consumers across North America.
“It launches a season of renewal, with a celebration of family,
friends, community, and good fortune.”

The Lunar New Year is celebrated with loved ones, lots of
special holiday food, and traditional music including drums and
gongs. Family members and friends gather at each other’s homes
for visits during which they share large meals and gifts
symbolizing fortune. According to tradition, Chinese and
Vietnamese give each other “red-envelopes” with good-luck money
for the New Year, and Koreans offer newly minted money as a
symbol of auspicious and fortuitous beginnings. Before the New
Year, houses get a thorough cleaning to sweep away evil spirits
that may be hiding and everyone buys bright new clothing to wear
on New Year’s Day.

Known as “Chuen Jie” (Spring Festival) in Chinese, “Tet Nguyen
Dan” in Vietnamese, and “Sol” in Korean, the Lunar New Year is
represented by a cycle of 12 years, each denoted by a different
animal zodiac. This year, the Year of the Tiger, is the third
animal in the cycle. Traditionally, the holiday festivities start
22 days prior to the New Year and continue for 15 days
afterwards. Lunar New Year parades in Asian communities are
annual traditions across the United States and Canada.

With few exceptions, the Asian Lunar New Year is also the one
period in each year that advertisers who target Asian
multicultural consumers – regardless of product category –
develop Lunar New Year greetings ads and/or special promotional
offers tied to the holiday. This advertising conveys respect for
Asian culture, and is therefore an annual mechanism for companies
active in these markets to strengthen their relationships with
Asian consumers. As almost all of this advertising is placed in
the North American Asian-language media, it is largely “hidden”
from mainstream, general market view. Some major categories
that, in past years, have acknowledged Asian consumers with
specific promotions and/or holiday greetings during this
important Asian celebration include those in the financial
services, automotive, telecom, and retail industries, among
others.

“As one of the most important holidays for many Asians, this is
a great time for marketers to demonstrate their commitment by
joining consumers in the festive holiday celebrations,” said Saul
Gitlin, EVP, Strategic Services at K&L Advertising. “It sends an
unmistakable signal to consumers that they are recognized and
valued.”

Below are some fun facts about the Year of the Tiger:

Tiger Years: 1902, 1914, 1926, 1938, 1950, 1962, 1974, 1986,
1998, 2010 (February 14, 2010 – February 2, 2011)
Chinese Calendar Year: 4708

Corresponds to Western Sign: Aquarius

Famous People Born in Year of the Tiger: Dwight D. Eisenhower,
Agatha Christie, Jon Stewart, Demi Moore, Jay Leno, Marilyn
Monroe, Leonardo DiCaprio, Sheryl Crow, Lionel Ritchie, Marco
Polo, and Hugh Hefner

Tiger Characteristics:

independent, courageous, outgoing,
friendly, moody, hard-working, and resilient. Tigers are
considered one of the most dynamic signs in the zodiac.

Best Careers for Those Born in the Year of the Tiger: Actors,
Advertising Agents, Travel Agents, Comedians, Pilots, Office
Managers, Writers, Flight Attendants, and Musicians

‘Lunar New Year’ In-Language:

– in Chinese: “Chun Jie” (Mandarin for ‘Spring Festival’)
– in Vietnamese: “Tet Nguyen Dan”
– in Korean: “Sol”

‘Happy New Year’ Greetings:

– in Chinese (Cantonese): Gung Hay Fat Choy (Wishing you get
rich)
– in Vietnamese: Chuc Mung Nam Moi (Happy New Year)
– in Korean: Sae Hae Bok Man Ie Ba Due Se Yo (Get lots of luck)