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42nd Parallel

Nationwide experiential marketing agency, a TCG Collective subsidiary focused on the Asian American

05/25/2026

This Memorial Day, we honor the brave Asian American and Pacific Islander service members who made sacrifices for our country. From Filipino Americans fighting in the Battle of New Orleans to generations of AAPI veterans serving across every branch of the military, their courage and contributions continue to shape our nation’s history.

Today we remember their service, reflect on their sacrifice, and honor the legacies they left behind.

05/10/2026

The things our moms say might sound funny, strict, or repetitive—but it all comes from love.
Every reminder, every question, every “did you eat?” is her way of caring.

Happy Mother’s Day to all the amazing moms out there.

05/02/2026

Dishes like kare-kare, onigiri, kimchi jjigae, and larb each come from different cultures, but they all carry deep meaning, tradition, and history.

From comforting broths to bold flavors, these meals are more than just food—they’re part of identity, family, and everyday life.

04/21/2026

A cup of tea can tell a story. 🍵

For National Tea Day (April 21), we’re celebrating the many ways tea is enjoyed across Asia. From China’s long-standing tea traditions and Japan’s matcha ceremonies to India’s spiced chai and Malaysia’s iconic teh tarik, tea is part of everyday life as well as cultural celebration.

Each region has its own flavors, brewing styles, and traditions that have been passed down for generations. Whether it’s shared with family, served to guests, or enjoyed during a quiet moment, tea continues to bring people together. Today we’re highlighting tea cultures from across Asia—including Chinese, Japanese, Korean, Taiwanese, Thai, Cambodian, Indian, Indonesian, and Malaysian traditions.

02/17/2026

Lunar New Year is here.

Celebrated across many Asian cultures, Lunar New Year marks the beginning of the lunar calendar and is observed through family reunions, honoring ancestors, symbolic meals, red envelopes for prosperity, lantern displays, and dragon and lion dances.

On February 17, 2026, we enter the Year of the Fire Horse — a rare zodiac pairing that occurs only once every 60 years. In Chinese tradition, the zodiac follows a 12-animal cycle layered with five elements. The Fire Horse combines movement, independence, and courage with intensity, ambition, and transformative energy, making 2026 a year associated with momentum and bold action.

Observed by more than 2 billion people worldwide, Lunar New Year is one of the most significant cultural celebrations globally — rooted in heritage, renewal, and forward motion.

As we step into the Year of the Fire Horse, may this season bring clarity, strength, and the courage to move boldly into what’s next.

Happy Lunar New Year!

— 42nd Parallel

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01/01/2026

As we step into the new year, we do so with gratitude for what’s been built and intention for what’s ahead. Wishing you and your loved ones a year filled with growth, possibility, and meaningful moments. Happy New Year.

GrowthAhead NewYearWithPurpose

12/25/2025

Across Asia, Christmas is celebrated in ways shaped by culture, community, and place. In South Korea, the season is marked by festive lights and shared meals. The Philippines celebrates one of the world’s longest Christmas seasons, filling streets with parol lanterns and bringing families together for Simbang Gabi and Noche Buena feasts.

In Japan, a decades-old “Kentucky for Christmas” campaign turned fried chicken and strawberry cake into a seasonal staple. The holiday is also largely secular and romantic—especially Christmas Eve, often treated like a second Valentine’s Day with date nights, gift exchanges, and citywide illuminations. In China, Christmas takes on a social tone, with illuminated cityscapes and the gifting of apples as symbols of peace. In Thailand, festive décor, markets, and nightlife bring global holiday energy into local spaces.

Together, these traditions show how AAPI communities interpret the season in their own way—blending global influences with local identity.

Swipe through to explore how the holidays come to life across AAPI cultures.

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12/15/2025

This season, holiday style is getting a cultural glow-up. From pagoda snow-globe ornaments and dragon-inspired designs to bojagi gift wrapping, modern hanbok silhouettes, AAPI-inspired table styling, and festive flavors like ube cookies, miso hot chocolate, hojicha tiramisu, and pandan-based treats — the holidays feel richer, warmer, and more personal when heritage takes the lead.

Across the AAPI community, these trends aren’t just décor or aesthetics. They’re a celebration of identity, storytelling, and the ways we carry culture into the moments we gather.

Swipe through to explore how AAPI traditions and design are shaping the holiday season.

10/31/2025

Spirits, Style & Celebration: AAPI Halloween Around the World

Halloween doesn’t belong to just one place—it’s a global vibe.
Across Asia and AAPI communities, the spooky spirit shows up in every form: Tokyo’s creative parades, Singapore’s haunted theme parks, the Philippines’ Petrified festival in Quezon City, Hong Kong’s carnival nights, and Vietnam’s modern street celebrations.

It’s playful, cultural, and deeply connected—proof that wherever you go, there’s always a reason to celebrate the spirit world.

Different costumes, same spirit.

09/17/2025

What if a single bowl of noodles could carry generations of history? Minyoli does just that.

Minyoli brings the Juàncūn flavors of Taiwan to 5420 N Clark St, Chicago. Named after the chef’s childhood neighborhood in Taipei, it honors the culture of self-made fusion cuisine from the military villages created in 1949.

Here, Chef Rich Wang combines his training from Taiwan and China, making noodles by hand and offering comforting dishes like braised beef noodle soup and Taiwanese fried chicken. Everything feels homey yet vibrant.

For Chicago’s AAPI community, Minyoli is more than a restaurant—it’s a bridge to memories and traditions, a space to taste history, share culture, and celebrate our flavors.

Address

1016 W Jackson Boulevard
Chicago, IL
60607

Website

http://www.42ndpl.com/

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