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
\ntradition that is filled with ritual, excitement, and joy,” said
\nCynthia Park, President, Kang & Lee Advertising, the leading
\nmulticultural marketing consulting and communications agency
\nspecializing in reaching Asian consumers across North America.
\n“It launches a season of renewal, with a celebration of family,
\nfriends, community, and good fortune.”<\/p>\n
The Lunar New Year is celebrated with loved ones, lots of
\nspecial holiday food, and traditional music including drums and
\ngongs. Family members and friends gather at each other’s homes
\nfor visits during which they share large meals and gifts
\nsymbolizing fortune. According to tradition, Chinese and
\nVietnamese give each other “red-envelopes” with good-luck money
\nfor the New Year, and Koreans offer newly minted money as a
\nsymbol of auspicious and fortuitous beginnings. Before the New
\nYear, houses get a thorough cleaning to sweep away evil spirits
\nthat may be hiding and everyone buys bright new clothing to wear
\non New Year’s Day.<\/p>\n
Known as “Chuen Jie” (Spring Festival) in Chinese, “Tet Nguyen
\nDan” in Vietnamese, and “Sol” in Korean, the Lunar New Year is
\nrepresented by a cycle of 12 years, each denoted by a different
\nanimal zodiac. This year, the Year of the Tiger, is the third
\nanimal in the cycle. Traditionally, the holiday festivities start
\n22 days prior to the New Year and continue for 15 days
\nafterwards. Lunar New Year parades in Asian communities are
\nannual traditions across the United States and Canada.<\/p>\n
With few exceptions, the Asian Lunar New Year is also the one
\nperiod in each year that advertisers who target Asian
\nmulticultural consumers – regardless of product category –
\ndevelop Lunar New Year greetings ads and\/or special promotional
\noffers tied to the holiday. This advertising conveys respect for
\nAsian culture, and is therefore an annual mechanism for companies
\nactive in these markets to strengthen their relationships with
\nAsian consumers. As almost all of this advertising is placed in
\nthe North American Asian-language media, it is largely “hidden”
\nfrom mainstream, general market view. Some major categories
\nthat, in past years, have acknowledged Asian consumers with
\nspecific promotions and\/or holiday greetings during this
\nimportant Asian celebration include those in the financial
\nservices, automotive, telecom, and retail industries, among
\nothers.<\/p>\n
“As one of the most important holidays for many Asians, this is
\na great time for marketers to demonstrate their commitment by
\njoining consumers in the festive holiday celebrations,” said Saul
\nGitlin, EVP, Strategic Services at K&L Advertising. “It sends an
\nunmistakable signal to consumers that they are recognized and
\nvalued.”<\/p>\n
Below are some fun facts about the Year of the Tiger:<\/p>\n
Tiger Years: 1902, 1914, 1926, 1938, 1950, 1962, 1974, 1986,
\n1998, 2010 (February 14, 2010 – February 2, 2011)
\nChinese Calendar Year: 4708<\/p>\n
Famous People Born in Year of the Tiger: Dwight D. Eisenhower,
\nAgatha Christie, Jon Stewart, Demi Moore, Jay Leno, Marilyn
\nMonroe, Leonardo DiCaprio, Sheryl Crow, Lionel Ritchie, Marco
\nPolo, and Hugh Hefner<\/p>\n
independent, courageous, outgoing,
\nfriendly, moody, hard-working, and resilient. Tigers are
\nconsidered one of the most dynamic signs in the zodiac.<\/p>\n
Best Careers for Those Born in the Year of the Tiger: Actors,
\nAdvertising Agents, Travel Agents, Comedians, Pilots, Office
\nManagers, Writers, Flight Attendants, and Musicians<\/p>\n
– in Chinese: “Chun Jie” (Mandarin for ‘Spring Festival’)
\n– in Vietnamese: “Tet Nguyen Dan”
\n– in Korean: “Sol”<\/p>\n
– in Chinese (Cantonese): Gung Hay Fat Choy (Wishing you get
\nrich)
\n– in Vietnamese: Chuc Mung Nam Moi (Happy New Year)
\n– in Korean: Sae Hae Bok Man Ie Ba Due Se Yo (Get lots of luck)<\/p>\n
-Chinese: Dumplings, Rice Cake (called Nian Gao)
\n-Korean: Rice Cake Soup (called duk-kuk)
\n-Vietnamese: Rice Cake (called Banh Trung)<\/p>\n
Next Lunar New Year: Year of the Rabbit, February 3, 2011 –
\nJanuary 22, 2012<\/p>\n","protected":false},"excerpt":{"rendered":"
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