ANTA Celebrates Chinese New Year at Its Beverly Hills Flagship
At its first North American flagship in Beverly Hills, ANTA turned the Chinese New Year into a community celebration — blending red-envelope crafting, dumpling tastings, and a Kyrie-themed pop-up at Santa Monica Pier.
By Grace Ng · February 20, 2026 · 2 min read
In alignment with the Chinese New Year, ANTA converted its first North American flagship store into a cultural hub, hosting a range of immersive New Year’s festivities in Los Angeles. Using a framework of “shared cultural expression,” ANTA encouraged local consumers to celebrate the Chinese New Year together, presenting traditional Chinese culture to international audiences in an inviting and engaging manner, showcasing the cultural warmth and Eastern charm.
Moving beyond traditional one-way cultural presentations, ANTA focused its overseas Chinese New Year activities on participation, experience, and co-creation. On February 15, ANTA opened a Kyrie-themed Park — ANTALAND at Santa Monica Pier, combining the excitement of sports with festive New Year elements and weaving the holiday’s joyful spirit into local life. For the first five days of Chinese New Year, the Beverly Hills flagship hosted hands-on activities such as red envelope crafting, Chinese calligraphy, and dumpling tastings, enabling North American visitors to connect with the meaning of reunion and experience the holiday’s distinctive traditions firsthand.
While celebrating traditional festivities, ANTA integrated heritage with modern technology. The store offered interactive experiences with Agibot’s quadruped robot, entertaining visitors with playful interactions. This blend enabled consumers to enjoy traditional customs alongside the excitement of Chinese technological advancements, showcasing a multidimensional view of cultural continuity and innovation.
A representative of the ANTA brand stated that ANTA’s international expansion is not solely about bringing Chinese-manufactured products to global markets, but also about sharing Chinese culture and warmth. The Chinese New Year campaign is one of the initial cultural outreach efforts following the launch of ANTA’s flagship store, using culture to connect with global consumers. Through localized strategies and a variety of cultural exchanges, ANTA seeks to strengthen its presence in overseas communities and showcase the cultural confidence of Chinese brands globally.
As a “Sports Lifestyle Hub” based in North America, ANTA’s Chinese New Year cultural initiative used sport as a unifying medium and the New Year as a chance to incorporate Chinese culture into daily life abroad. Through collaborative cultural efforts, ANTA aims to create a bridge for East-West exchange, positioning Chinese brands as carriers of cultural dialogue and exploring a globalization approach that blends authenticity, warmth, and vitality.
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