Google Social Lab asked us to create a social campaign to celebrate Lunar New Year 2021. At the time, small Asian-owned businesses were suffering from increasing anti-Asian sentiment during the COVID-19 pandemic. So in response, we created a campaign to highlight these businesses and use their stories as a conduit to explore Asian American tradition and heritage.

I spoke to Wilson Tang, owner of Nom Wah Tea Parlor, the oldest restaurant in Manhattan’s Chinatown, about his family’s Lunar New Year traditions and the symbolism behind these rituals. The final video features bespoke animations by Chinese-American illustrator, Rose Wong.

Alongside the hero video, I also developed a creative ecosystem of social content that explored the history of New York’s Chinatown through the Google Arts & Culture archive.

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