The Americana at Brand ushers in Year of the Fire Rooster

The Americana at Brand ushers in Year of the Fire Rooster

The Year of the Fire Rooster began on January 28, but the celebrations across Southern California haven’t waned down.

Last weekend on Saturday, February 4, The Americana at Brand in Glendale, CA hosted an afternoon of elaborate festivities, complete with cultural performances and an array of Asian food vendors.

The high-end mall has been hosting a Lunar New Year event for the past eight years to recognize the Asian community and clientele. Each year, it seems that the event keeps getting grander and more prominent.

“We have a large Asian community in Glendale and the surrounding Foothill cities,” Julie Jauregui, senior general manager of The Americana at Brand, told the Asian Journal. “With this celebration, we want to show our thanks for their support. It really is a great place to bring out families of all cultures.”

This year, the decor — conceptualized by Venue Arts’ Stephen Stefanou — included an oversized God of Prosperity statue in the property’s lobby, red lanterns and bright horticulture.

The afternoon kicked-off with a parade around the property, which was witnessed by the hundreds of visitors. The lions and other dancers then made their way to the stage, where other entertainers, which ranged from Chinese and Korean dances to a Taekwondo display, wowed the audience.

In addition to the free giveaways, a portion of the property’s green space was dedicated to various Asian food vendors, including Mainland Poke, Tsujita, Duke Bakery, The Ensaymada Project, Belly Bombz, Nitro-pop, Cloud Food Creations and Coco Fresh Tea & Juice.

“They were chosen based on popularity. We tried to get the most authentic within the Asian community,” Jauregui said of how the participants were chosen.

Kids also participated in face painting, arts and crafts and balloon making activities. During the program, lucky red envelopes with surprise gifts were given to select guests.

Throughout the year, the property embraces tourism programs and offers savings passes, gifts with purchases, hotel package delivery, personal shopper appointments and concierge services in different languages and has a Mandarin-speaking Concierge to assist guests.

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