Lunar new year

Lunar New Year offered a chance to authentically connect with Asian-American audiences and invite the broader community to celebrate, learn, and welcome the new year together.

We transformed 40+ retail properties into vibrant cultural destinations, offering immersive, customizable Lunar New Year experiences that celebrated tradition, sparked curiosity, and welcomed all.

The campaign was a two-week celebration that boosted foot traffic, deepened community connections, and reinforced Irvine Company Retail Properties’ commitment to cultural authenticity.