Westfield prepares for Chinese New Year

Westfield's activity will feature traditional lion dances (Creative Commons: IQRemix)
Westfield's activity will feature traditional lion dances (Creative Commons: IQRemix)

Shopping centre group Westfield is planning a number of events to celebrate Chinese New Year (19 February), due to an unprecedented increase in Chinese spend since 2009.

Activities will be taking place in Westfield London and Westfield Stratford City, both in-store and through centre management. Traditional lion dances will be performed throughout the weekend of 20-22 February, while the London branch has teamed up with the London Confucius Institute for tea ceremony workshops from 19-22 February.

At the brand's Stratford centre, the Great Eastern Kitchen will be hosting a Chinese cooking masterclass on New Year’s Day.

Westfield said the activity has been organised to maximise on a higher than average Chinese spend in its centres throughout February. Purchases from shoppers from China have increased by 291% since 2009.

Myf Ryan, marketing director of Westfield UK and Europe, said: "China is the number-one international market to visit Westfield London, particularly The Village. Each year during Chinese New Year, local and international Chinese shoppers visit both centres to shop at our luxury brands and experience Westfield’s unrivalled, personalised Chinese service."

More: Four hot brands - part two

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