Chicago’s Gangnam Market Rings in Lunar New Year With Food and Tradition
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February 11, 2025
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Year of the Snake has arrived, and Chicago’s Gangnam Market slithered into the year with an exciting two-day celebration on January 25 and 26. Since its launch in December 2024, Gangnam Market has quickly established itself as one of Chicago’s go-to spots for Asian culinary delights. This event further solidified Gangnam Market’s vision of bringing Asian culture forward.
The 28,000-square-foot “American-Asian hybrid” grocery store has gathered communities of diverse backgrounds into one place, all honoring and embracing the rich traditions of the Lunar New Year. The weekend celebration offered attendees an exciting lineup of activities, from electrifying cultural performances to mouthwatering food.
One of the event’s prominent features is the lion dance and drumming performance by Yu’s Lion Dance Sports Association of Chicago, captivating audiences with an energetic and meaningful display of fortune and prosperity. Adding a playful touch, Pokémon characters also held special meet-and-greets that attracted children and fans alike. (Who doesn’t love Pokémon anyway?) Guests also received lucky red envelopes with coupons for exclusive prizes at the event.
Lion dancers, drummers, and Pikachu captivate the crowd at Gangnam Market’s Lunar New Year celebration.
Food lovers were definitely not left out, with live demonstrations of Tanghulu-making (Chinese candied fruit skewers) and more than a dozen market vendors offering a taste of classic and contemporary Asian delights, with free food and drink samplings.
One of the event’s sweet treats is Tanghulu – candied fruit on skewers with a crispy sugar coating.
Reflecting on the successful turnout, Gangnam Market owner Kenny Yang expressed his gratitude for the community’s eager participation and commitment to heritage preservation. “We were overwhelmed and humbled by the incredible response, and thank all who came out to celebrate Lunar New Year with us.”
Kỳ Lân is the first activewear brand deeply rooted in Asian aesthetics, created with a powerful mission: to empower second-generation Asians worldwide to embrace their heritage with pride. Born from Hải’s personal journey growing up Vietnamese in Hungary and struggling to find a sense of belonging, Kỳ Lân reflects what it truly means to live between cultures, and finally feel proud of that identity.
For Hải, Kỳ Lân isn’t just about clothing. It’s about rewriting the narrative for second-generation Asians and bringing Asian representation to the forefront of mainstream sports- and streetwear.
Kỳ Lân’s mission is to help second-gens embrace their Asian heritage through clothing
The Meaning Behind Kỳ Lân: A Symbol of Heritage and Unity
Kỳ Lân is a mythical creature from Asian folklore, often described as having the head of a dragon, the body of a horse, and the tail of a lion. It symbolizes peace, prosperity, and good fortune. Versions of the Kỳ Lân appear in Vietnamese, Chinese (Qilin), Japanese (Kirin), Korean (Girin), and Thai (Kilen) cultures, highlighting the deep cultural connections shared across Asia.
Hải chose this name to honor that shared heritage. As part of his efforts to reconnect with his roots, he began volunteering in the Vietnamese community and eventually became the organizer of a 6,000-member Asian Meetup and Discord group. This community centered around 1.5-generation and second-generation Asians, those who either immigrated as kids or were born abroad to immigrant parents. Together, they explored questions of identity, belonging, and the desire to reconnect. These conversations sparked the idea for Kỳ Lân: a brand that celebrates Asian aesthetics but, more importantly, gives voice to the in-between experience many second-generation live daily.
Kỳ Lân is more than just a clothing brand, it’s a tribute to these stories and a movement towards proudly reclaiming culture.
Hải volunteering in his local Vietnamese community
The Origin Story: From Hungary to the U.S. and Back to His Roots
Growing up in Hungary in the 1990s, often as the only Asian kid in school, Hải vividly remembers the bullying, the stares, and the relentless pressure to fit in. Like many second generation Asians, he spent much of his youth trying to blend in, often distancing himself from his Vietnamese roots just to feel accepted.
It wasn’t until years later, after moving to the U.S., that everything shifted. For the first time, Hải saw second-generation Asians unapologetically taking up space, celebrating their identities through art, food, fashion, and film. Vietnamese cafés were opening everywhere, Asian artists topped the charts, and streetwear inspired by Asian heritage became more mainstream. Gradually, pride replaced shame.
He became proud to be Asian, and curiosity toward his culture blossomed.
Hải, his little brother and his mom in Budapest
His parents’ story deeply influenced him, too. They immigrated to Soviet-era Hungary on scholarships and chose entrepreneurship over low-paying engineering jobs after graduation. Their hard work and resourcefulness deeply shaped Hải’s values, even though they initially encouraged him to take a safer path.
That growing sense of cultural pride deepened during a visit to Vietnam, where Hải saw relatives and locals running small storefronts straight from their homes. Every corner was buzzing with hustle. “That’s when it clicked,” he says. “Entrepreneurship is ingrained in our DNA. No wonder I felt this constant pull to build something of my own.”
From Software Engineer to Fashionpreneur: Finding Purpose
For Hải, the realization that entrepreneurship was in his blood didn’t make the decision to quit his job any easier. Like many children of Asian immigrants, he grew up with a very clear definition of success which included stability, a good education and a respectable job. And he achieved exactly this: a successful career in software engineering, after decades of hard work and sacrifice from his parents, who had moved to Hungary in search of a better future.
For a while, he was unsure whether to commit to building a business or return to the comfort of a tech job. However, the dread he felt preparing for software interviews made it clear that he had to make some kind of business idea work, no matter what.
Like so many second-generation Asians, Hải carried an unspoken responsibility to make his parents’ struggles worth it, to succeed and stay on the path they paved.
Eventually, the pull toward his purpose was stronger than the fear of failure.
In a twist of fate, Hải is following in his parents’ footsteps. After immigrating to a foreign country and getting a degree in Engineering, he decided to leave it all behind and pursue Entrepreneurship.
Hải’s parents threw away their Engineering degree to open their heavy metal t-shirt business back in the ‘90s.
The Birth of Kỳ Lân: A Perfect Fit
Inspired by his parents’ own clothing business selling heavy metal t-shirts at marketplaces, Hải worried initially that they might disapprove of him following a similar path. Instead, they became his biggest supporters once they saw his dedication.
While it might seem like a waste to throw away his engineering career, Hải’s background turned out to be a great asset in building Kỳ Lân. His time at Amazon Ads taught him how to run effective digital campaigns, his logistics experience at Convoy helped him navigate supply chains, and his coding skills meant he could build his own websites without outsourcing. Even his parents’ experience running a clothing business became unexpectedly useful.
Looking at it all together, it started to make sense. This wasn’t him starting from scratch, it was him finally using all of his skills in one place.
A Movement Rooted in Identity, Representation, and Pride
Kỳ Lân is more than just activewear, it’s a cultural movement. It celebrates the rich fusion of Asian cultures and modern sportsmanship while giving second-generation Asians a platform to proudly reclaim their identities.
Through Kỳ Lân, Hải is not only creating clothing but also rewriting the story for second-generation Asians around the world – one that embraces heritage, community, and pride.
Kỳ Lân’s mission is to help second generation Asians embrace their heritage through clothing
Connect With Hải Bùi & Kỳ Lân Activewear
To celebrate Kỳ Lân’s pre-sale, Kỳ Lân is offering the Asian Hustle Network community an exclusive 20% off with the code AHN20 – valid for one week only.
Every brand has a story worth telling—and how you tell it matters just as much as what you’re building.
One of the effective tools is the Brand Identity Prism—a simple but powerful framework that helps define what your brand stands for and how it connects with your audience.
Physique – What people see (logos, colors, visuals)
Personality – The voice and tone your brand speaks in
Culture – The values and beliefs driving your mission
Relationship – How your brand interacts with your community
Reflection – How your customers see themselves through your brand
Self-image – How they feel when they’re part of your world
Why Asian Hustle Solutions?
At AHS, we’ve seen firsthand how powerful a clear brand identity can be — not just in standing out, but in building real, lasting connections.
For over two decades, the New York Asian Film Festival (NYAFF) has stayed at the forefront of Asian cinema in North America. Going into its 24th year, NYAFF is a project designed to remind the world that Asian cinema is here to stay and thrive, providing platforms for both well-established and rising filmmakers. At the helm of this meaningful festival is Samuel Jamier, a Korean French curator, filmmaker, and consultant whose passion and vision for Asian cinema drive NYAFF forward.
AHN had a chance to interview the talented Jamier on the festival’s inspiration and mission, and the future of Asian American Pacific Islander (AAPI) and Pan-Asian cinema.
Samuel Jamier | President and Executive Director of the New York Asian Film Festival and Foundation
Bridging Cultures Through Film
Over the course of his well-established career, Jamier has proved himself to be an avid enthusiast for Asian cinema who shows a clear commitment to its artistry and cultural authenticity. Jamier has gone from Chargé de Mission for the Cultural Services of the French Embassy, through his experience working with The Korea Society, The Japan Society, to becoming the guiding force behind NYAFF.
As a Korean adoptee raised in the idyllic Brittany of northwestern France, it is natural that his journey was one of cultural navigation and a lingering yearning for heritage connections. All this lifelong commitment to Asian cultures made it intriguing to learn where it all began—turns out not all those who wander are lost.
I was always drawn to stories that challenge conventions, that shake you awake in the middle of the night. My inspiration came from literature, philosophy, and cinema—works that make your heart pound and your mind race like you’ve had too much caffeine.
Traveling and living in different countries in my 20s rewired my brain. Experiencing cinema across different cultures made me realize the immense power of storytelling. I was particularly struck by the underrepresentation of Asian narratives in global film industries, which fueled my drive to bridge that gap through my work at NYAFF and beyond.
Jamier, a Korean adoptee raised in France, has dedicated his career to championing Asian cinema and bridging cultural gaps through storytelling.
Leading a “nomadic” life throughout his 20s has reframed his understanding of storytelling, endowing him with the severely underrated power of Asian narratives in global media. That realization has become some sort of a push for him to challenge stereotypes and redefine Western perceptions of Asian cinema beyond just kung-fu flicks and arthouse genres.
Breaking Barriers for Asian Filmmakers
Hollywood has become a benchmark for world cinema. It only took a few seconds to look up “film classics” on Google, and most of the recommendations would be Hollywood/ Western. As he revealed that one of his greatest challenges lies in “shifting global perceptions of Asian cinema” and “the industry’s gatekeeping,” his answer underscores a limited spotlight on Asian narratives.
Historically, Western audiences have viewed Asian films through a narrow lens, often limited to action-packed martial arts films or slow, contemplative arthouse works. This raises concerns over “typecasting” Asians in movies and hindering the potential of the world’s largest region. Through NYAFF, Jamier has worked tirelessly to push back these outdated preconceptions and aimed towards a broader, more nuanced appreciation of Asian storytelling.
Jamier is reshaping global views on Asian cinema, breaking stereotypes and opening doors for new voices worldwide.
Jamier has also successfully secured various global distribution deals for Asian filmmakers, shedding light on emerging talents to international audiences. Back in 2020, the pandemic took over New York City, leaving many film festivals canceled and filmmakers struggling.
Recognizing the urgency and devastating impact, Jamier and his team at NYAFF quickly adapted, launching virtual screenings and digital initiatives to keep Asian cinema in the spotlight. His commitment to dismantling industry gatekeeping and evolving Asian narratives has provided new opportunities for talents from Asia and the diaspora to gain recognition at major festivals and in Hollywood.
A Bridge Between East and West
Through his work at NYAFF and his consultancy firm, SMLX Consulting, Jamier has become a key figure in ensuring cultural authenticity in Hollywood. He never stops encouraging studios, filmmakers, and screenwriters to represent Asians, collectively drawing diverse and respectful depictions of Asian identities in movies. It’s not just about quantity—to Jamier, it’s about both: quality and quantity.
Beyond curating films, Jamier is about to make his directorial debut with The Huntress, marking his first endeavor in filmmaking. The film, inspired by World War 2, was a powerful manifesto of women’s roles in resistance movements, bringing overlooked histories to the spotlight while challenging conventional war narratives of Southeast Asian stories on screen. His transition from festival curator to director is a testament to his commitment to elevating untold Asian stories on screen.
The Future of Asian Cinema with New York Asian Film Festival 2025
Recent years have witnessed an interesting spike in Asian media—from K-dramas to anime—Asian cinema is “at an exciting turning point,” he shares. NYAFF remains dedicated to showcasing the depth and innovation of Asian storytelling, and Jamier encourages audiences to explore the incredible films emerging from Asia.
My mission is to bring authentic, compelling Asian stories to the forefront of global cinema. Whether it’s through NYAFF, my consulting work, or my filmmaking, I want to challenge outdated narratives and create new spaces for Asian filmmakers to be recognized and celebrated.
Jamier is championing a new era for Asian cinema, using NYAFF and beyond to spotlight bold, authentic stories and push the industry forward.
Looking ahead, the 24th edition of the New York Asian Film Festival is set to take place from July 11-27, 2025, promising a lineup that further expands the horizons of Asian storytelling. Jamier remains committed to fostering representation and creating new spaces for Asian filmmakers to thrive.
To support NYAFF’s mission and stay updated on the 2025 festival lineup, visitwww.nyaff.org.
Third time’s a charm. Three seems to be our brain’s favorite number, often serving as a rule of thumb in storytelling, memory, and design. It strikes the perfect balance—long enough to be satisfying, yet short enough to avoid feeling overwhelming. This is known as the rule of three.
In marketing, the rule of three can be applied to everything from design to copywriting to sales. Here are three ways you can incorporate this powerful principle into your work:
1. Taglines and Slogans
With only three words, your taglines do not feel too long or too short. It’s enough for a build-up, climax, and resolution. Our brain naturally responds to the patterns of three, therefore making three-word taglines more impactful.
Example:
“Veni, Vidi, Vici” (I came, I saw, I conquered) – Julius Caesar
“Just Do It” – Nike
“I’m Lovin’ It” – McDonald’s
2. Design Colors
When creating a color palette, think of three colors that complement each other to enhance your brand: primary color (the core of your brand identity), secondary color (adds depth and supports the primary), and accent color (used sparingly to highlight key elements and draw attention).
3. Brand Story
Structure your brand story in three acts—setup, confrontation, and resolution—to make your narrative clear, concise, and compelling.
At Asian Hustle Solutions, we believe in the power of three: clarity, strategy, and execution. Our services are built to guide Asian entrepreneurs through every stage of their journey—defining your vision, building your brand, and scaling your business.
