• Hakkasan Waltzing Collins Cocktail
  • Hakkasan Limited Edition menu for Chinese New Year
  • Hakkasan Fortune Tale Salad


The Year of the Rooster marked Hakkasan New York’s fifth Chinese New Year celebration in the market since the restaurant’s opening. Magrino’s challenge was to continue to position the restaurant and brand as a leader in the Chinese and Asian cuisine culinary landscape in NYC, as competition continues to increase with new, trendy restaurants opening. To generate and sustain buzz for Hakkasan New York as a leader in modern Chinese cuisine in New York and effectively communicate global campaign messaging, Magrino pitched the offerings and activations to local NYC outlets,  national outlets, broadcast, and Chinese publications. Pitches utilized the unique and seasonal ingredients of the dishes associated with Chinese New Year as well as included recipes from Executive Chef Chen and Head Bartender Wes. In addition, Magrino hosted intimate media dinners with target media outlets where guests were able to taste every course on the menu as well as the specialty cocktail and engage in the Chinese New Year festivities. Magrino secured over 10 dinners between two dates and also hosted one-off media dinners throughout the campaign.

Magrino secured more than 250 million media impressions with over $3 billion dollars in publicity value featuring the Chinese New year offerings in top tier local NYC outlets,  national outlets, broadcast, and Chinese publications including: Wall street Journal Live, Bloomberg Pursuits, bon appetite online, Food & Wine online, delish, New York Daily News, New York Post, Epoch Taste, Jing Daily, Gotham, and InsideHook among others.