South Coast Plaza · Lunar New Year
South Coast Plaza's 11th annual Lunar New Year programming ran January 19 through February 5, 2023 — nineteen days of cultural retail, press, and partnerships that established the center, in its own framing, as "at the forefront of Lunar New Year celebrations on the West Coast."
- Edition
- 11th annual
- Dates
- January 19 – February 5, 2023
- Theme
- Year of the Rabbit
- Scale
- Largest LNY retail activation on the West Coast
- Partners
- LIULI · UnionPay · Consulate General PRC
Centered in Jewel Court, the activation paired a multi-level rabbit installation with 360° LED screens running custom 3D animation, eight lucky lanterns, eight hanging orbs and hundreds of colorful lanterns. A lucky fountain — featuring rabbits, symbols of longevity, peace and prosperity — anchored Carousel Court.
Programming extended through tenant retail: limited-edition Year of the Rabbit crystal glasses from LIULI with minimum purchase, in-store events and prize drawings, specially-designed window displays from anchor luxury brands, and special menus at Knife Pleat and Water Grill. UnionPay underwrote the financial-services side; the Consulate General of the People's Republic of China contributed a photography exhibition.
“South Coast Plaza continues to be at the forefront of Lunar New Year celebrations on the West Coast by providing the best in exclusive and culturally relevant experiences.”
DSK's role: cultural programming and press strategy — pairing the retailer with the cultural institutions whose participation made the celebration credible, briefing media on the cultural context behind the installations, and ensuring the activation read as cultural stewardship rather than seasonal merchandising.