Harajuku Lunar New Year Fest brings together Bay Area businesses and artists

By Staff Writers Cecilia Cheng & Fiona Yang

Lively pop music welcomed visitors into the Harajuku Lunar New Year Fest at Almaden Lake Park on February 7,  located at 15780 Almaden Expressway in San Jose. Nicknamed “The Bay’s CUTEST Lunar New Year Fest,” this holiday event features more than 60 small businesses to celebrate art, culture, and the coming new year in the Bay Area. 

For Brenda Trejo, a frequenter of anime-related events, the Harajuku Lunar New Year Fest is a community focused way to enjoy local art and jewelry. As Trejo drove into the event, a large mural of a fierce dragon with bold black lines, pink ombres, and vibrant blue blocks greeted her. “I see a lot of people already; [this festival] spreads culture and enjoyment for everybody. I see a lot of little kids having fun with all the little stuff [here],” Trejo said, recounting her first impression of the event.

These awe-struck reactions from visitors were what inspired the festival in the first place. Three years ago, Harajuku Marketplace opened with the focus to create a central hub for anime fans, especially those of Studio Ghibli, Sailor Moon, and Pokémon, and increase exposure to diverse Asian cultures and cuisines in the Bay Area. Since then, their events have grown significantly, drawing in more than 2,000 attendees this month and as many as 20,000 for larger celebrations such as Easter.

The pungent smell of sizzling barbecue welcomed visitors, fostering an atmosphere of eager anticipation.  Vendors and guests alike moved cheerily to upbeat pop tracks such as “Closer” by The Chainsmokers, “3D (feat. Jack Harlow)” by Jung Kook, and “Cupid” by FIFTY FIFTY, enjoying the bustling atmosphere. In the parking lot, two rows of small business stalls dedicated to bringing attendees local art drew in crowds of customers, all excitedly gathered around booths of handcrafted jewelry, blind boxes, and vibrant art prints while happily chatting with vendors about their respective products. At the edge of the lot, food trucks offered treats from multiple Asian cuisines, bringing attendees layered fruit sago drinks, ube flavored desserts, and Asian baked goods, a taste reminiscent of street vendors in bustling night markets halfway across the world. “I kind of wanted to bring to my community things that I felt were lacking when I was growing up in the city, so it was one of my goals to create a marketplace that embraces my Asian culture.” Event Founder Samantha Larot said.