On Saturday March 9th, 2024, MAMA’s NIGHTMARKET: “YEAR OF DRAGON” Presented by Honda marked the culmination of Lunar New Year celebrations in LA. The event was a grand celebration of Lunar New Year held at Los Angeles’ iconic Central Plaza in Chinatown. Partnering with the Bruce Lee Foundation, the festival not only celebrated the rich flavors and culture of Lunar New Year but also aimed to preserve Bruce Lee’s legendary teachings through philanthropy and community engagement. The event was produced by MAMA’s NIGHTMARKET and Mirrored Media, the experiential agency. 

MAMA's NIGHTMARKET, known for its dedication to preserving immigrant culture through food, curated an immersive experience that transported attendees into the heart of diverse food culture. With over 20 diverse mostly under-represented restaurants from various SoCal neighborhoods, guests had the opportunity to savor traditional and new-generation dishes that celebrated the Lunar New Year. With a fully sold-out venue and over 2,000 attendees, MAMA’s NIGHTMARKET: “YEAR OF DRAGON” showcased the vibrancy of Los Angeles' cultural heritage and underscored the importance of unity and celebration in the community.

The festival was not just about food; it offered a plethora of entertainment and cultural experiences. With over 75 featured performers including DJs, music artists, martial arts demonstrations and a mesmerizing lion / dragon dance show. Attendees could also participate in karaoke sessions sponsored by -197 and try their hand at Mahjong with Mahjong Mistress (@mahjongmistress) sponsored by Suntory.

Honda played a significant role in enhancing the event experience with its DreamLab activation. Guests were treated to live cooking demos with Rie McClenny (@riemcclenny) and curated vendors featuring experimental Honda-inspired dishes. Honda also brought their newest vehicle the Honda Prologue with a custom interactive projection mapped display prior to retail launch. Prizes were up for grabs at the "Lucky Truck," adding an element of excitement to the festivities. Honda elements were produced in collaboration with Quantasy.

Moreover, the event had a strong philanthropic focus. Proceeds went towards supporting the Bruce Lee Foundation's programs, including Camp Bruce Lee for kids, educational initiatives, and collaborations with artists and athletes. Additionally, Respect Your Elders, a nonprofit organization focused on feeding seniors in minority communities while supporting local restaurants, was part of the fundraising efforts.

The star-studded event attracted notable celebrities and influencers, including David Choe, cast members of Warrior, Kim Lee, Brandon Soohoo, Akwafina, ToKIMONSTA, David Nguyen, Chef Chris Oh, Cuco, GUAP and many more further amplifying its cultural significance and community impact.