CHOICE COMMUNICATION - ENGLISH & CHINESE PUBLIC RELATIONS & EVENTS - Blog

Celebrating Culture Through Community: One Event at a Time

Tue, 17 Mar 2026 20:07:07 GMT

During this year’s Lunar New Year season, our team had the privilege of supporting two vibrant celebrations: the Lunar New Year Celebration at Lansdowne Centre in Richmond and Lunar New Year 2026 at The Dr. Sun Yat-Sen Classical Chinese Garden Spirit of the Fire Horse Celebration in Vancouver’s Chinatown. Each event brought people together and celebrated one of the most meaningful cultural traditions in the Chinese community.

Bringing Lunar New Year to Lansdowne Centre

This year marks the 5th year that Choice Communication has planned and produced the Lunar New Year celebration at Lansdowne Centre. Each year, our team spends months preparing and finding new ideas to present a vibrant and culturally rich celebration for the community.

Preparations begin long before the festival arrives, from developing event plans to executing the event; from preparing media kits to pitching to the media; from sourcing traditional/innovative decorations to carefully assembling elements by hand; we ensure that the event is celebrated in style. The “Fire Horse, Gold Rush” was the theme this year tying back to Lansdowne Centre’s root of being Lansdowne Park Racetrack until the 1970’s. Every detail reflects the care and attention that goes into creating an engaging cultural experience for the community.

Working closely with partners, dignitaries, and community stakeholders, our team helped shape a festive, family-friendly celebration that captured the energy and symbolism of the Lunar New Year.

Celebrating Lunar New Year at Dr. Sun Yat-Sen Classical Chinese Garden

In Vancouver’s historic Chinatown, the celebration at the Dr. Sun Yat-Sen Classical Chinese Garden carried a special cultural significance. As one of the city’s most significant cultural landmarks, the Garden provided a meaningful setting to honour the traditions, stories, and heritage that Lunar New Year represents.

Our team supported the event through communications coordination and community engagement, including arranging media interviews, inviting government officials and key community leaders. We also organized an influencer preview experience to introduce the celebration to wider audiences and help amplify the event across social platforms.

The garden offers a meaningful space where the traditions, stories, and spirit of the Lunar New Year can be experienced and shared with the wider community. As the Garden prepares to celebrate its 40th anniversary this April, the celebration also reflects its enduring role as a place for cultural connection, heritage preservation, and community engagement — ensuring that these traditions continue to be shared and passed on for generations.

At Choice Communication, we believe cultural celebrations are more than events — they are opportunities to connect people, share stories, and strengthen community bonds. We are proud to support initiatives that celebrate cultural heritage while bringing communities together across our city.

How Lunar New Year Became a Shared Cultural Moment - A communication perspective on why it travels so well across cultures

Mon, 26 Jan 2026 22:25:59 GMT

In recent years, Lunar New Year has become part of custom for many — showing up in festivals, schools, and corporate greetings. Once seen mainly as an Asian celebration, it now feels like a familiar part of the city’s cultural rhythm.

This is also because Lunar New Year is not observed by just one culture. Across East and Southeast Asia, including China, Vietnam, Korea, Singapore, Malaysia, and beyond, millions of people mark this same moment in the lunar calendar, each in their own way.

Each culture has their own timing and way of celebrating “New Year” — a time tied to fresh starts and good intentions. Even without a cultural background, people intuitively understand why it matters. It doesn’t require much explanation, and that familiarity lowers the barrier to engagement.

When timing and visuals work together

Lunar New Year benefits not only from when it happens, but also from how it looks.

Arriving right after the Western holiday season, it comes at a time when cities and media are looking for something new. January and February are typically quieter months, and Lunar New Year fills that gap.

The colours, energy, lion and dragon dances, food, lanterns, and parades translate effortlessly into photos, videos, and social content. The visuals make it easier to capture attention and coverage.

Cultural hooks and repetition

Cultural hooks help Lunar New Year travel easily across cultures. The zodiac system (animal signs) offers an easy entry point through the birth year. Once people can say “I’m a Dragon” or “I’m a Horse,” the celebration feels personally relevant. Phrases like “Gong Hei Fat Choy” work in the same way, much like “Merry Christmas” — a joyful greeting that invites participation without explanation.

In cities like Vancouver, where Lunar New Year has been publicly celebrated for decades, these familiar touchpoints are reinforced year after year through media coverage and community participation. Over time, repetition turns what began as a community tradition into a shared cultural moment.

Final thoughts

Lunar New Year’s place in Western societies is the result of years of cultural translation, visual storytelling, public participation, and repetition. It shows how a tradition can move beyond its original community by becoming more accessible, reflecting what we describe in Chinese as 天時地利人和 — the right timing, context, and people.

For Choice Communication, Lunar New Year is more than a campaign moment. It’s where culture, community, and public engagement come together — where culture travels and takes root.

Small Acts Create Big Impact:A Holiday Reflection from the Heart of Our Community

Wed, 17 Dec 2025 00:34:23 GMT

The holiday season is always filled with lights, laughter, and festive campaigns, events filling every corner of the calendar. But every year, there are a few moments that quietly remind us why we do what we do, not for deliverables or metrics, but for the people and the connections behind every project.

Christmas Wreath Making Workshop for St. Paul’s Foundation

The wreath workshop started as a simple idea of making your very own wreath, but it grew into something much warmer. All proceeds go to the St. Paul’s Foundation, yet what stayed with us was the moment we sat down with our families - tying ribbons, choosing ornaments, and realizing this craft time was helping a cause that mattered.

This time, we weren’t just promoting the event, we became part of it. We donated, crafted wreaths by hand with our loved ones, and joined the community in a shared spirit of giving. It didn’t feel like work, it felt like being part of something meaningful.

Lansdowne X RCMP Toy Drive

This past month, we also helped share the news of the Lansdowne X RCMP Toy Drive, which invites the community to donate new toys to families in need so that more children can experience the magic of Christmas.

A toy may seem small on its own, but for a child, it can mean joy, celebration, and the feeling of being remembered. Watching this initiative grow reminded us that generosity doesn’t always have to be big, it can be one toy, one moment, one smile.

在 Instagram 查看这篇帖子
Richmond Cares, Richmond Gives (@rcaresrgives) 分享的帖子

Outstanding Young Ambassador Award

Another seasonal highlight was the Outstanding Young Ambassadors Awards, presented by the VGH & UBC Hospital Foundation. This year, we weren’t only promoting the event, we were invited to join as the shortlisting panel and community supporter.

Learning what these students have achieved over the years and meeting them in person were incredibly inspiring. Since 2017, the awards have recognized youth across BC for their achievements in academics, arts, community service, sportsmanship, leadership, and innovation. Many past winners have grown into impressive young adults who continue to uplift their communities.

For us, it was a reminder that sometimes the biggest impact comes from giving someone a moment, a stage, recognition, encouragement, or simply the chance to be seen.

City of Richmond: Winter Wonderland

Across the cities, there were other moments that filled the same spirit. Organized by Sunset Rotary Club, Winter Wonderland became a tradition at Richmond City Hall, where high-school students and volunteers decorated Christmas trees and families donated food items for the local food bank. For 24 years, local businesses decorate their own tree in hopes for the coveted title. It added to the overall feeling of what this season is truly about: people giving what they can, however small, to make the community brighter.

Looking Ahead

As we step into the new year, we’re grateful not only for the campaigns we supported, but for the people behind them - the children receiving toys, the families contributing to community healthcare, and the young ambassadors shaping tomorrow.

This season reminded us that PR isn’t just about telling stories, it’s about taking part in the communities where those stories come from.

This has been our holiday calendar: busy, non-stop, but meaningful.

Small acts, supported by many, often create the biggest impact.

How to Declutter Noises - Navigating Truth and Responsibility

Mon, 17 Nov 2025 23:27:13 GMT

Bad news sell, even faster on social media. Recently, a blogger published a misleading story on social media, key details distorted. The post quickly gained attention, and many people who are unaware of the full picture, sided with the blogger. Our client suddenly found themselves caught in an unexpected wave of criticism, a “crisis out of nowhere.” As their PR team, we worked tirelessly to clarify the facts and help them respond responsibly. Evidence and clear explanations prevail in the end, but damage has already been done and it takes time to mend.

This experience reminded us just how different social media and traditional journalism operate, especially when it comes to truth, speed, and accountability.

Over the past two decades, social media has grown from a supporting channel into one of the main ways we get our news, connections, perspectives, and daily updates.

We scroll through Facebook, Instagram, Tiktok, WeChat, or Red, and see everyone sharing everything, from product reviews and event recaps to public policies and political debates. Traditional outlets like newspapers and TV, once the main gatekeepers of information, now share the space with millions of individual voices.

This open mic era has made communication faster and more democratic. But it also made truths harder to define, and responsibility easier to overlook.

The speed and openness of social media make it easy to speak up, but just as easy for rumours or emotion to take over.

On the other hand, traditional journalism still offers what’s often missing online: time to verify, context to understand, and accountability when things go wrong. However, traditional media spreads information less quickly.

A Double-Edged Sword in Public Conversation

Social media has given everyone a voice, but sometimes it also blurs the line between fact and perspective.

Many viral debates now start with partial information or personal bias. As posts multiply, so do interpretations, making public understanding more fragmented, and often more emotional.

During the COVID-19 Pandemic, this difference became even more apparent. Social platforms were filled with reposted messages, screenshots, and “breaking updates” that had never been verified. They spread so quickly that many people accepted them as facts, and public anxiety often rose before accurate information was available.

Traditional media, however, had to follow a slower but necessary process: confirming details, speaking with medical experts, gathering supporting data, and going through editorial review. By the time these reports reached the public, online narratives had often already shaped people’s opinions. Even well-researched journalism was sometimes questioned simply because the quicker, unverified version had circulated first.

For those of us working in public relations (PR), this shift brings both opportunities and challenges:

Challenges:

A single post or review can trigger backlash before facts are verified.
Once public sentiment builds momentum, issues spread fast, often beyond control.
Slow or inconsistent responses can make the situation worse.

Opportunities:

Social platforms allow direct, two-way conversations with audiences, influencers and media.
Early monitoring and keyword tracking help spot issues before they get out of hand.
When handled well, social media can strengthen credibility through authentic storytelling and transparent communication.

Our Approach: Balancing Facts and Reach

At its core, PR isn’t about choosing between platforms — it’s about connecting truth with timeliness.

Facts First, Response Second

Verify before posting, even when under time pressure.
If information is still unfolding, say “We’re reviewing and will share updates soon” instead of offering uncertain answers.
Keep internal consultation channels open for quick reference.

Adapt and Move with Platforms, Neither is Better, They Serve Differently

Use traditional outlets for deep features that build authority.
Use social media for quick updates and community engagement.
Adjust tone accordingly, conversational on social, structured and analytical in traditional media.

Today, everyone can be a commentator. Information travels faster than ever — and fragments faster too. But one thing hasn’t changed: authenticity builds trust, and trust sustains reputation.

PR Perspective: More Than a Fundraising Gala

Thu, 02 Oct 2025 17:34:40 GMT

What does a fundraising gala truly mean to a community?

At first glance, it may seem to be about raising money. But as the Gala hosted by Dr. Sun Yat-Sen Classical Chinese Garden on September 25 reminded us, its meaning reaches far deeper.

The true measure of philanthropy is not the donated amount. It is in the bonds formed, the trust built, and the sense of belonging that lingers long after the evening ends.

Coming Together With Purpose

The Garden is no ordinary venue. Since its opening in 1986 as the first full-scale classical Chinese garden outside of China, it has been a cultural sanctuary in Vancouver’s historic Chinatown. It embodies tradition, artistry, and the resilience of a community that fought to create and preserve its place in the city.

To raise a glass at the gala was more than a toast; it was a collective affirmation—this legacy matters.

在 Instagram 查看这篇帖子

Simon Kim (@clockwise_yvr) 分享的帖子

在 Instagram 查看这篇帖子

Stephen Tam (@little_stephy0925) 分享的帖子

View this post on Instagram

A post shared by Areta Wong (@foodgressing)

在 Instagram 查看这篇帖子

Annie Z • Vancouver Food & Lifestyle ✨ (@annietime.yvr) 分享的帖子

Building Bridges Across Communities

The evening was framed as an extraordinary night of “Renewal, Reconnection, and Reengagement.” And indeed, it lived up to that promise. The gala was not only a celebration of 39 years of success but also paved the way for its 40th anniversary in April 2026. Guests from different backgrounds raised their glasses, exchanged stories, and discovered common ground. In these conversations, you could see bridges being built, between cultures, between generations, and between the past and the future.

Choice Communication Perspective

At Choice Communication, we see our role in moments like this not simply publicizing the event, but helping to ensure its deeper meaning is heard.

Our work with Dr. Sun Yat-Sen Classical Chinese Garden is about amplifying why it matters, surfacing the stories that connect people to it, and inviting every guest, donor, and supporter to see themselves as part of its living legacy.

"The Garden is so much more than a tourist attraction, it brings culture, education, and participation through the many cultural festivities, performances and workshops, exhibitions, and wellness activities we host throughout the year".

Henry Heng Lu, Executive Director of the Dr. Sun Yat-Sen Garden Society of Vancouver

His words capture why the gala mattered, it wasn’t only about one night, but about a living cultural legacy. In doing that, fundraising becomes more than an evening’s tally, it becomes a continuing act of community building.

The gala may have lasted just a few hours, but what endures is the sense of trust, gratitude, and shared purpose it inspired.

This is the power of storytelling, it transforms generosity into engagement, and the moments into memories that last.

PR Perspective: Winning Strategies to Thrive in the AI-Driven Era

Wed, 18 Jun 2025 23:15:26 GMT

AI can write better and faster than many of us these days, but can AI replace us?

There is one thing we know for sure:
Humans lead with intention, AI only responds.

While AI can generate words, only humans can create stories that carry purpose, build trust, and deepen connections. That is what we are diving into today: Why human-centric storytelling will always set brands apart in this fast-moving AI era and how you can tell your story in ways that truly connect.

Step 1: Lead with intention

AI generates based on prompts, patterns, and data. But in PR, storytelling is not just about sharing information, it is about carrying meaning.

Love listening to stories in childhood? Good storytelling always has a purpose. There is a theme, a lesson, or a message meant to move people, share values, build bridges, and bring communities closer together.

How to lead with intention:

Why this story matters to you
Why this story matters to your audience
Why this story matters now

When you know your “why”, your story will carry weight. AI can follow your prompt, but only you can shape the purpose.

Step 2: Go Both Wide and Deep

In today’s decentralized, hyper-connected world, influence is shared, co-created, and constantly reshaped by individuals, communities, and algorithms that decide what rises and what fades.

So, what rises to the top?
Stories that feel human.

Audiences crave depth, authenticity, and soul. They want to hear from the voice that reveals something real.

When you go wide and deep, magic happens.

You spark conversations that build trust, foster understanding, and bridge diverse communities where everyone feels seen and valued.

How to go wide and deep:

Tell the "Story Behind the Story": Show the journey, the struggles, and the human voice.
Show up in the comments. Respond meaningfully and invite conversation.

Real Life Application: Connecting Through Chinatown’s Stories

At Choice, we are committed to building spaces for meaningful conversation and community, bridges that transcend cultures and time.

In our work with the legacy merchants of Chinatown, we invite businesses to share living stories that continue to shape the future while honouring the past.

We create spaces where people can connect with Chinatown on a personal, human level.

When people hear these untold stories, they don’t simply learn about the businesses. They come to understand tradition, perseverance, culture and why the community matters. And most importantly, we invite them to envision how they can contribute to Chinatown’s vibrant heartbeat.

These stories are here to connect and inspire.

Stories that linger, resonate and stand the test of time.

This is the power of human storytelling, why it will always set us apart from AI.

What does Asian Heritage Month mean to you?

Fri, 23 May 2025 18:40:01 GMT

Photo Credit: Chinatown Storytelling Centre
Left to right: Dr. Anson Cheung, Dr. Peter Kim, Dr. Christopher Nguan, Dr. John Yee

The answer is probably different depending on the person’s heritage, culture, personal experience, number of years in Canada and so on…

As an immigrant from Hong Kong, I certainly think that Canada is an inclusive country accepting everyone from around the world until I learned about the history of early immigrants at Chinatown Storytelling Centre.

With the early Chinese immigrants arriving in Canada in 1880’s to build the Canadian Pacific Railway, there was much tension as to where Chinese people can reside or have the right to vote. During World War II, a group of people of Chinese descent decided to go to war despite they are not officially Canadians.

Eventually in 1947, Chinese, Japanese, and South Asian Canadians were finally granted the right to vote in BC, thus also allowing them to practise as doctors, lawyers, and other regulated professionals.

We are standing on the shoulders of those who came before us. Their act of persistence and resilience allows us to enjoy the privilege we have today. For that, we should be thankful!

We don’t ask what Canada can do for us. More importantly, we should ask ourselves what we have done or can do for Canada.

It’s been a privilege to be able to work with like-minded individuals in giving back to the community throughout the years. This is only a snapshot of how immigrants use their own way to be part of the country they call home by donating their time and money to various charities and worthy causes.

Asian Heritage Month has been celebrated since the 1990s. In May 2002, the Government of Canada signed an official declaration to announce May as Asian Heritage Month.

It is time to reflect – not just in May but everyday!

Reference:
https://www.canada.ca/en/canadian-heritage/campaigns/asian-heritage-month/important-events.html
https://www.cbc.ca/player/play/video/1.3594323

AI Cannot Tell a Human Story But We Can

Sat, 26 Apr 2025 00:21:00 GMT

We live in an age of endless content. Scroll your feed and you will see flawless AI-generated faces, perfectly lit dreamscapes, and surreal compositions that blur the line between real and artificial. Even conversations are evolving, as chatbots deliver answers faster and more fluently than ever before.

But for all its capability, AI still cannot replicate one essential element: soul.

It cannot capture the quiet resilience in a person’s smile, the shared laugh between generations, or the layered histories embedded in a neighbourhood’s streets, the human stories rooted in memory, culture, and connection.

Why Are People Turning to AI for Connection?

In today’s hyperconnected world, many are ironically feeling more disconnected than ever. People start using AI chatbots to simulate friendships, ease loneliness, and even fulfill the role of a digital partner.

Why?

Because AI is always available. It listens without judgment. It reflects back what we say in familiar tones, offering a sense of comfort, without the messiness of real human interaction.

But here is the truth: simulation is not connection.

AI can echo your words, but it cannot hold your story, because it has never lived one.
It does not know what it means to belong to a place, a culture, or a community.

PR in the Age of AI: A Human-Centric Approach

While it is easy to get swept up in the speed of technology, every memorable PR campaign that makes someone pause, feel, and remember still depends on something far more timeless: human connection.

In our work, we build bridges between cultures, navigating nuance, cultural references, and the emotional layers that translation alone cannot capture. True connection is not seamless, it takes effort, and it grows through curiosity, compassion, and a willingness to embrace differences with heart.

A Living Example: Chinatown’s Hidden Stories

Vitality: Iconic Images, Hidden Stories

This brings us to a must-see exhibit in Vancouver: Vitality: Iconic Images, Hidden Stories, now showing at the Chinatown Storytelling Centre.

The exhibit features Fred Herzog’s vivid photographs of daily life in Chinatown, Strathcona, and along historic Hastings Street from the 1950s to 1970s. But it goes beyond the image. It invites you to step into the lives behind the lens, connecting you with the unseen and untold. You see more than faces and streets but hidden stories rich with history, culture, resilience, and hope.

A preview tour for influencers to experience Vitality before the public opening.

Each photograph becomes a bridge:

- Between generations.
- Between cultures.
- Between past and future.

This is the kind of storytelling that mirrors what we strive for in our work, communications that connect and create understanding.

In our next post, we will dive into the stories from Chinatown’s legacy businesses, the people who continue to shape the future while honouring the past.

Stay tuned.

Bridging Cultues: Finding Balance in Celebrating Fusion

Fri, 25 Oct 2024 22:22:30 GMT

In the world of global commerce, innovation often thrives at the intersection of cultures. Bubble tea, a Taiwanese staple that has become a global sensation, is now at the centre of cultural conversation, sparked by the Quebec-based company Bobba and actor Simu Liu’s remarks during their appearance on Dragon’s Den.

What is interesting is that Bobba is not the first non-Taiwanese company to enter the bubble tea market. In recent years, competitors from Mainland China, South Korea, and even global brands like Starbucks have introduced their own versions of boba drinks. In fact, Starbucks launched its popping boba beverages this past summer with little backlash. So why did Bobba’s pitch on Dragon's Den ignite a conversation around cultural appropriation?

What Happened?

Bobba, a company offering bottled versions of bubble tea, caught the spotlight during their pitch on Dragon's Den. Bobba highlighted their innovative take on the classic Taiwanese drink. However, the pitch took an unexpected turn when Simu Liu raised an important point about cultural appropriation. Liu voiced concern that the commercialization of bubble tea risks overshadowing its cultural significance, especially when the classic Taiwanese drink is inaccurately framed as unhealthy and made with unknown ingredients.

Cultural Appropriation vs. Cultural Appreciation

Appropriation happens when elements of a culture are borrowed without understanding or respecting their significance, often leading to the commodification of cultural identity. In contrast, cultural appreciation involves a deep respect for the origins of a product or tradition, acknowledging its history and the community it comes from.

Learn more:
https://vpfo.ubc.ca/2021/10/what-does-it-mean-to-appreciate-vs-appropriate-culture/

Bubble tea carries more than just tapioca pearls, it is infused with the history and emotions of Taiwanese culture. For many Taiwanese, bubble tea is a cultural icon. Originating in Taiwan in the 1980s, its creation is often credited to two competing tea shops: Chun Shui Tang in Taichung and Hanlin Tea Room in Tainan. Bubble tea quickly became a symbol of youth culture and creativity. By the 2000s, bubble tea had become a global sensation. International chains like Gong Cha and Chatime opened stores worldwide, introducing bubble tea to Western audiences.

As the global marketplace increasingly embraces cross-cultural products, it becomes crucial to navigate this space with care. We believe that cross-cultural exchanges should always be meaningful and respectful.

Celebrating Fusion, Avoiding Appropriation

So how can we navigate the fine line between cultural exchange and appropriation?

It is natural to celebrate cultural fusion, especially in the culinary space, where flavors and traditions blend to create new and exciting experiences. The key to celebrating this fusion lies in understanding and respecting the cultural roots that inspire it.

Navigating the fine line between cultural appreciation and cultural appropriation requires care and respect. Cultural fusion, when done with care and respect, enriches the market and fosters cross-cultural appreciation.

Innovation is undoubtedly essential to the success of any business. But respecting the cultural histories behind the products is key to achieving sustainable, long-term growth. Consumers today are increasingly aware of cultural issues and expect businesses to demonstrate social responsibility. When a company embraces cultural integrity, they not only foster positive brand image, but they also create more meaningful and authentic connections with diverse audiences.

Our Role in Cultural Bridging

As a public relations agency specializing in bridging language and cultural barriers, we see it as our mission to foster respectful, creative exchanges between different cultural traditions. Whether it is in food, entertainment, or any other sector, we are committed to guiding companies in crafting strategies that help businesses navigate the complexities of cultural sensitivity and ensure their messages resonate authentically across diverse audiences.

Light Up Chinatown! 2024: A Vibrant Celebration of Culture and Community

Thu, 29 Aug 2024 20:25:25 GMT

August and summer are coming to an end, and it was such a fantastic month for us at Choice Communication!

Over the past weekend, Vancouver's Chinatown was filled with vibrant celebrations, community spirit, and delicious food during the fourth annual Light Up Chinatown! Festival. Thanks to the Vancouver Chinatown Foundation for bringing us this fantastic event!

From the get-go, you could feel the pride and tradition in the air. The kick-off event on Columbia Street was bursting with excitement, featuring speeches from MP Hedy Fry, BC Premier David Eby, and Vancouver Deputy Mayor Sarah Kirby-Yung. Their words set the stage for "Light Up" Chinatown, a festival that felt like a huge, welcoming community gathering. The lion dance that followed wasn't just a performance — it was a special blessing for everyone there, a way of saying, "Let's all come together and celebrate our community!"

Walking around the festival, the streets were bursting with a mix of old and new. People were excited about the unique street food made by ten of Vancouver's best chefs. The different flavors served in the lively Hawkers Lane and food collaboration were a tasty reminder of Chinatown's history. You could see everyone was enjoying every bite, sharing smiles and stories over the food.

Light Up Chinatown! was more than just a food event. It was a celebration of culture that makes this community unique. The traditional lion dances, martial arts, cultural dances, and live music brought people together in a joyous atmosphere, making everyone feel like they were part of something special. We had a great time at the festival and feel thrilled to be a part of it!

Light Up Chinatown! 2024 wasn't just an event — it was a celebration of community, togetherness, and rich culture that makes this neighborhood shine. We're looking forward to what next year will bring, stay tuned!