HCH and NorCal Toyota mark the Year of the Fire Horse with a month-long cultural initiative designed to extend far beyond parade sponsorship. While Toyota remains a long-standing supporter of the San Francisco Chinese New Year Parade and Festival – one of the largest Lunar New Year celebrations in the United States – the campaign centres on celebrating the community itself, joining a heartfelt cultural moment through sustained, locally rooted engagement that culminates during parade weekend.
Grounded in the theme of Getting Ready for the New Year, the campaign encourages Toyota owners and fans to prepare both their lives and their vehicles for the festivities ahead. To bring the celebration directly to the driveway, HCH delivered curated Lunar New Year Car Prep Kit ‘Prosperity Boxes’ to owners and fans across Northern California. Inspired by the tradition of cleaning and renewing one’s belongings to welcome good fortune, each box is designed to help owners ‘prep their car’ and unlock blessings for the year ahead. Filled with locally sourced items and guided prompts, the boxes support seasonal rituals of renewal while ensuring vehicles are ready for the road. A companion Lunar New Year landing page extends the experience digitally, offering shareable gifts and detailed parade information so the celebration can continue beyond the driveway and into the community.
In addition to creating the boxes, HCH is responsible for designing Toyota’s on-the-ground presence during the festival’s parade and community fair from March 7-8th. Throughout San Francisco’s Chinese New Year Parade and Festival, Toyota will be distributing custom-designed red envelopes (hongbao) and conducting an exclusive giveaway on their NorCal social channels, offering participants a chance to win bleacher seats for the parade on March 7th or a limited-edition gift box. To ensure the spirit of the holiday extends beyond the parade route, Toyota launched a dedicated Lunar New Year landing page created by HCH. As of February 10th, this live site will act as a hub for downloadable custom stickers, festive GIFs, digital red envelopes, and detailed information on the upcoming parade, helping users celebrate the year of the Fire Horse with loved ones near and far.
Through these creative tools, live-activations, and strategic influencer engagement, HCH and Toyota have made it easier for everyone celebrating in the digital age to express the sentiment at the heart of this holiday: staying connected and spreading prosperity.
HCH’s VP director of multicultural marketing, Yunilda Esquivel, says of this campaign, “Culture plays such a critical role in the daily lives of our audiences, and our Lunar New Year Prosperity Boxes were designed to honour that. Seeing our loyal Toyota fans share their rituals and personal stories has turned a car prep into a meaningful brand experience. We’re proud to help spark a conversation rooted in cultural expression and build a brand moment that feels authentic and personal for our communities.”