LUCKYRICE shines a spotlight on Asian culinary culture through festivals in five key U.S. markets:







After all, if we are what we eat,
we're all part-Asian.

Experiential Culinary Marketing

LUCKYRICE is hungry for Asian cuisine and culture. From our home base in downtown Manhattan, we work with hundreds of chefs and mixologists as well as corporate and culinary partners to bring the diverse worlds of Asian culinary culture – from home as well as abroad – to global-minded, culture-seeking consumers throughout the US.

A Nationwide Culinary Festival

Entering our fifth year in New York, the LUCKYRICE Festival shines a spotlight on Asian culinary culture through a week of large-scale tastings, festive dinners and gastronomic gatherings. In 2014, LUCKYRICE travels coast-to-coast with festivals in New York City, Las Vegas, Los Angeles, San Francisco and Miami that will reach 10,000 guests and generate over a billion media impressions. LUCKYRICE works year-round to create fully-integrated media, marketing and promotional campaigns that extend and build upon the Festival’s live platform.


Danielle Chang / Founder

Danielle is an award-winning media entrepreneur. Prior to launching LUCKYRICE in 2010, she was CEO of Vivienne Tam, a fashion company. She was previously the founder and publisher of Simplycity Magazine and as well as the US head for Assouline, a French creative advertising agency. A graduate of Columbia University with a BA in Art History and a MA in Critical Theory, Danielle has also worked for Goldman Sachs, The New York Times and as a Professor of Contemporary Art History. Born in Taiwan, Danielle created LUCKYRICE to share her life-long affinity for Asian cuisine and lifestyle.

Barbara Roan / Festival Director

Barbara is an event producer with experience in corporate, entertainment, non-profit and experiential events. She has held positions at Vivienne Tam, GenArt and Cooper Hewitt, National Design Museum working on a range of events, including fashion shows, movie premieres, fundraising galas and public programs. She graduated from the University of California, Irvine with a degree in Art History.

Friends and Collaborators

Vivian Chen / Legal Counsel

Vivian is a lawyer with American Express. She has also worked at Clifford Chance in New York and was a consultant for Kung Fu Bing (LQQM). She graduated from Johns Hopkins University with a degree in Political Science and was selected as a Jack Kent Cooke Foundation Scholar which provided for a full scholarship to Georgetown Law Center. Vivian attended international school in Seoul, Korea where her love and appreciation for Asian cuisine derive.

Evan Greenberg / Advisor

Evan is a successful agency entrepreneur having founded a number of companies in media, promotion and content development; including Allscope Media, Radiowave Communications, MKTG and RedEgg Partners. He has worked with a broad range of clients including Nike, Panasonic, Michelin, the National Hockey League, the Timberland Company, Nabisco, the National Geographic Channel, Boots of Britain and Elizabeth Arden Red Door Spas. Evan brings a unique blend of experience in media, events, sponsorships and integrated marketing to the LUCKYRICE brand.

Caryl Chinn / Advisor

Caryl is the Vice President of Culinary Events at Octagon. After 3 years working on PR and special events for celebrity chef Jeremiah Tower at Stars in San Francisco, Caryl moved to New York to manage special events at Bon Appétit magazine. A decade later, she joined Karlitz & Company to establish a Culinary Division for the agency where she worked with clients to create events such as the Foxwoods Food & Wine Festival, Wine.Dine.Donate with, and the establishment of the Food Network New York City Wine & Food Festival. In 2010, she returned to the West coast and was named the Executive Director of the Los Angeles Food & Wine Festival which she ran for 2 years before joining Octagon.  She is on the Board of Careers through Culinary Arts Program (C-CAP) LA and is on the Culinary Council for the Food Bank for New York City. Caryl graduated from UC Berkeley with a BA in History.

Cristina Vasquez / Creative Director

Is a designer and art director based in New York. She has worked with companies such as The Brand Union NY, Mother NY, Addison, Spain and Publicis, Spain. After initially freelancing on personal jobs while keeping her day job, she decided to pursue her dreams and open her own design studio in early 2012. She has a BA in Digital Design from the Istituto Europeo di Design in Madrid, Spain and has an MFA in Design from the School of Visual Arts, NY.

William Li / Advisor

William is a Senior Vice President at Ralph Lauren, overseeing sales, merchandising, marketing and communications for Ralph Lauren Home. Prior to joining Ralph Lauren in 2010, he served as the Associate Publisher of Conde Nast Traveler and as the Publisher of Conde Nast Portfolio, one of the most noteworthy magazine launches in recent publishing history, from January 2008 to April 2009. William joined Conde Nast Portfolio after working as the Publisher of Men’s Vogue which launched in 2005. Prior to Men’s Vogue, William had been Associate Publisher of The New Yorker. Previously, William oversaw the launch of HomeStyle and spent fie years at House & Garden, where he held positions as Associate Publisher and Advertising Director. In addition, William has held various positions at Hearst Magazines and Grey Advertising. He holds a BA in Art History from the University of Massachusetts at Amherst.

Non-Profit Partner

The Center for Asian American Media (CAAM) is a non-profit organization dedicated to presenting stories that convey the richness and diversity of Asian American experiences to the broadest audience possible. We do this by funding, producing, distributing and exhibiting works in film, television and digital media.