Volvo and EST's Lunar New Year Celebration

Volvo Car USA and Eastern Standard Times (EST) Partner to Celebrate The Year of the Dragon in Downtown LA

Volvo Car USA, the carmaker synonymous with safety, and Eastern Standard Times (EST), the world’s first global Asian media company dedicated to telling stories about Asia and the Asian diaspora through short-form video content, will host their second annual Lunar New Year celebration on February 17, 2024, at the Volvo Studio DTLA at The Bloc from 2 p.m. to 5 p.m.

The free admission event will offer attendees a multifaceted cultural experience to celebrate the Year of the Dragon and will include performances and special appearances by notable figures including:

- Singer-songwriter Juliet Ivy, whose hugely successful debut EP playpen has amassed over 40 million views/streams and counting
- DJ Jasmine Solano
- A book signing by The CrunchBros
- A lion dance by Kong's Siu Lum Pai Kung Fu Association Monterey Park
- Free family and friend portraits captured on-site by LA photographer Emmanuel Hahn
- Culinary partners including The Boba Guys and Fly by Jing will serve custom-flavored boba and their well-known chili crisp, respectively

During the event, attendees will also have the opportunity to test drive Volvo Cars’ fully electric car lineup, including the XC40 Recharge and the C40 Recharge. Those attendees who participate in a test drive will be eligible to receive an exclusive tote filled with merchandise and products from local Asian artisans while supplies last.

“Volvo Car USA is thrilled to be back to celebrate a festival that’s central to many Asian communities and sets the stage for a prosperous and joyous year ahead,” said Head of Brand Marketing for Volvo Car USA, Janique Helson. “We have worked closely with our partners at EST to ensure our celebration is thoughtful, authentic and highlights the importance of family and the incredible AAPI talent within the LA community.”

“Our second annual Lunar New Year celebration will unite communities around a theme central to many cultures – family,” said EST Co-Founder and COO Eric Tu. “The importance of family is also ingrained into the fabric of the Volvo Cars brand, and they are the perfect partner to bring this event to life.”

The celebration event will kick off at 2:00 PM, welcoming attendees to the Volvo Studio DTLA. At 2:30 PM, guests will be treated to a meet & greet with The CrunchBros, followed by Kong's Siu Lum Pai Kung Fu Lion Dance at 3:00 PM, setting the stage for cultural immersion. At 3:30 PM, attendees will witness a captivating Kung Fu demonstration. At 4:00 PM, Juliet Ivy will entertain the crowd with her hit music, and at 5:00 PM, the event will conclude, leaving guests with cherished memories of a vibrant celebration marking the Year of the Dragon.