With an Asian population of over 60%, the City of San Gabriel has one of the most highly concentrated Asian populations in the United States. We were approached by the City to create a Lunar New Year event that would engage the immediate and surrounding community, inclusive of all races, ethnicities, and generations.

Since 2015, we have partnered with the City of San Gabriel to produce the annual San Gabriel Lunar New Year Festival, a modern take on traditional Lunar New Year celebrations. The festival places an emphasis on local business, community organizations, non-profits, and local artisans and serves as an intersection of Asian and Asian American cultures.

In addition to full festival management and production services, we deliver key strategic and cultural insights to identify and create programs that provide cross-cultural and cross-generational appeal. The programming developed over the years has reflected the festival’s unique positioning by including a variety of features such as the Lunar New Year Chalk Art Contest, Kinjaz Dojo Dance Tournament, Talent Competition, and Kpop Dance Cover Contest. The festival stage has also hosted numerous popular talent, including AJ Rafael, Run River North, MC Jin, Joseph Tran Magic Show, Jules Aurora, and many more!
 

Alongside the programming and talent line-up, the festival’s sponsors, food vendors, merchandise and artisan vendors continue to grow, creating an exciting experience for festival attendees who can experience popular street foods and a unique shopping experience. The festival gets bigger and bigger each year in size and popularity, positioning the San Gabriel Lunar New Year Festival as one of the leading Lunar New Year festivals in Los Angeles county and attracting over 15,000 festival-goers.