Brands are cashing in on Lunar New Year — and working with Asian-Canadian creatives is key

For Asian communities around the world, Lunar New Year — which marks the first full moon in the lunar calendar — is a holiday not to be missed.

And for Chinese communities in particular, “it is the biggest time of year for us,” said Trevor Lui, the co-founder of Quell Now, an advocacy organization that elevates BIPOC voices in the food, drink and lifestyle industry.

“It’s a time of celebration, reflection, looking about the future, talking about prosperity and health, gathering, eating and cooking together. So it’s not a one-day thing; it’s generally two weeks and in some instances, as long as