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Asian Lunar New Year Unites Families and Retailers
Compiled by the DiversityInc staff
February 07, 2008
An estimated quarter-million Chinese, Vietnamese and Koreans in the United States will celebrate the Asian Lunar New Year, the Year of the Rat, today.
The Lunar New Year, which is an ancient cultural tradition, is a time when families and friends gather to wish each other happiness, cast away the previous year's bad luck and pay respects to ancestors.
"It's really a holiday about family. It's a time to celebrate and show reverence for one's family," says Ginny Gong, president of the OCA, a national organization for Asian/Pacific Americans. "It also represents a time to prepare for what is coming ahead."
The Lunar New Year is represented by a 12-year cycle, each of which is denoted by a different animal and is celebrated with special holiday food and traditional music including drums and gongs. The rat is the first animal in the system of 12.
Before the New Year, houses are thoroughly cleaned to sweep away any evil spirits. Afterward, family members and friends gather at each other's homes to share large meals and gifts symbolizing fortune. According to the tradition, Chinese and Vietnamese children receive "red envelopes" with good-luck money; Koreans offer newly minted money as a symbol of auspicious beginnings.
Retailers are also taking part in the Asian Lunar New Year celebration, using the holiday to reach a burgeoning market in America. Verizon (No. 6 on The 2007 DiversityInc Top 50 Companies for Diversity® list) announced it will join the festivities at the annual Chinatown Lunar New Year Parade in lower Manhattan on Feb. 10.
Jeff McFarland, director of multicultural marketing for Verizon, said, "Verizon is a long-time supporter of New York City's Lunar New Year celebration. We are proud to support, and to maintain close ties with, the Asian community."
The telecommunications company will also sponsor a booth between Mott and Bayard streets where visitors can learn about the company's most popular services or play games to win prizes. Verizon specialists who speak Chinese will be on hand to provide assistance and explain current promotions.
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