Forever Ronghua Foundation Presents
EAST
An Asian Arts & Lifestyle Festival
October 2026 — Lunar New Year 2027
Arcadia & San Gabriel Valley
Our Mission
Art Can Reconnect Communities
We are not only builders of businesses. We are builders of culture.
EAST is a six-month cultural initiative built on one belief: art can reconnect communities, revive local economies, and reshape how people experience a city.
Our goal is to create a cultural bridge — one that brings together music, art, design, heritage, food, and community experiences to celebrate the richness of Eastern and Asian cultural identity in a modern and inclusive way.
We believe the San Gabriel Valley has the potential to become a model for culturally driven community revitalization. Through this initiative, we hope to build something lasting — a movement that supports local businesses, inspires young creatives, and reimagines the future of our communities through culture.
Every year, we travel throughout Asia with our families. During those trips, we witnessed cities where art, culture, music, food, and everyday beauty were woven into community life. We saw neighborhoods filled with energy, identity, and pride — places where culture was not separate from daily living, but part of the heartbeat of the city itself.
And every time we returned home, we carried a quiet sadness within us. We realized that many people still see Asian communities through a narrow lens: hardworking, business-driven, economically successful — yet culturally invisible.
As Asian Americans, especially those of us who grew up here, we want to redefine that narrative.
Shalom Lim & Genevieve Thai
Founders, Rooted
Six Months of Culture
Festival Schedule
EAST Opening Ceremony
Join us as we officially launch the EAST festival with an evening of performances, art unveilings, and community celebration. Experience the beauty of Eastern aesthetics brought to life in the heart of the San Gabriel Valley.
EAST Immersive Arts Bazaar
A two-day celebration featuring artists, makers, cultural organizations, local small businesses, musicians, and community creatives. Explore handmade crafts, taste authentic Asian cuisine, enjoy live performances, and immerse yourself in the richness of Eastern culture. Rooted will also perform a live charity set in support of the festival's mission.
Venue Map
Cultural Workshops & Community Gatherings
Over the following five months, we will continue hosting cultural workshops, artistic collaborations, music gatherings, youth programs, and community conversations throughout the San Gabriel Valley in partnership with nonprofit organizations and local venues.
Lunar New Year Celebration & Eastern Aesthetic Market
The festival concludes with a second large-scale Eastern Aesthetic Market and cultural celebration during Lunar New Year. Ring in the new year with traditional performances, artisan markets, cultural demonstrations, and community festivities.
Why It Matters
More Than Events
Restore Community Energy
Restoring energy to local communities by bringing people together through art and cultural experiences.
Inspire Young Creatives
Helping young people reconnect with culture and civic life through hands-on creative experiences.
Bridge Generations
Creating spaces where different generations and backgrounds can gather, learn, and celebrate together.
Support Local Economy
Reviving local businesses by driving foot traffic and showcasing the creativity of our community.
Proceeds from bazaar ticket sales will be donated to local police and fire departments in support of community programs and public service initiatives.
Get Involved
Welcome to Join Us
EAST is more than a festival — it is a platform for connection, creativity, and cultural exchange. Whether you are an individual, a business, an artist, or a cultural organization, there is a place for you in the EAST community.
Join Our Team
We are looking for passionate volunteers to help bring EAST to life. From event coordination to creative support, your time and talents can make a real difference. Join us and be part of a movement that celebrates culture and community.
Apply to Volunteer →Corporate Sponsorship & Partnership
We welcome businesses and organizations that share our vision of building bridges through culture. Partner with EAST to reach a diverse, engaged audience while supporting community revitalization. Let us create something meaningful together.
Become a Partner →Brand Going Global
Are you an Asian brand looking to enter the U.S. market? EAST offers a unique launchpad to introduce your products to American consumers. From market testing to brand storytelling, we help you navigate the journey of going global.
Learn More →Platform for Artists & ICH Artisans
We provide a stage for traditional artisans and intangible cultural heritage practitioners to showcase their craft to the world. Whether you practice ronghua, embroidery, pottery, or any traditional art, EAST is your platform to share, sell, and preserve your legacy.
Apply as an Artist →In Collaboration With
Our Partners
Be Part of the Movement
Art and culture are not luxuries — they are essential to the emotional and economic vitality of a city. Join us in reimagining the future of our communities.