Gold House and other API brands kick off Year of the Tiger with campaign for St. Jude Children’s Research Hospital

Photo credit: TDW

MEMPHIS, Tenn.– Gold House partners with several Asian and Pacific Islander-owned brands for its second annual Lunar New Year campaign for St. Jude Children’s Research Hospital® to bring good fortune to the families of St. Jude’s patients and to raise awareness and support of its vital mission: to find cures. Save children.®

From February 1 through April 30, when shoppers purchase from participating brands, they will have the option to donate to St. Jude during the checkout process. Additionally, a portion of the proceeds from each sale will go towards St. Jude’s research and treatment of childhood cancer and other life-threatening illnesses.

Childhood cancer is a trillion-dollar, multi-year problem that requires millions of supporters to solve. The public and partnerships like this allow St. Jude to save children together.


“Gold House is proud to once again partner with St. Jude Children’s Research Hospital to lead the collective power of API-founded companies in the Gold House community towards supporting and advancing its crucial research. and the treatment of cancer and other catastrophic childhood illnesses,” said Mikkoh Chen, head of futures at Gold House.

Last year, St. Jude launched its six-year, $11.5 billion strategic plan — the largest in St. Jude’s history — to create a brighter future for children with cancer and other catastrophic diseases by delivering on its promise to triple global investments and help more than 400,000 children with cancer worldwide each year.

Thanks to generous donors, St. Jude has continued a vital collaboration with the World Health Organization to increase global access to pediatric cancer medicines, which will allow St. Jude to impact as many as 120 000 young cancer patients in 50 countries by 2027.

Participating brands in the Lunar New Year campaign include Covry, Dagne Dover, Duck Duck Books, Fly By Jing, Glow Recipe, Health-Ade, Neuro Gum, Nona Lim, The Qi, Sanzo and Tochi Snacks. These companies offer a wide range of products, including foods, condiments, beverages, books, eyewear, beauty products, and handbags. Several of them are members of the Gold House Founder Network, a cross-industry community of promising entrepreneurs and business leaders from Asia and the Pacific Islands.

The families of St. Jude’s patients embody the strength and courage of the Tiger. Among the children thriving after receiving treatment at St. Jude are Calvin who had an aggressive, non-cancerous brain tumor called a craniopharyngioma, Max who had retinoblastoma, eye cancer, and Maelin-Kate who was diagnosed with rare blood. disease called Fanconi anemia. A limited-edition Tiger plush toy named after St. Jude patient Maelin-Kate is available through the St. Jude Gift Shop.

For more information about the campaign, visit

About Lunar New Year

The Lunar New Year is celebrated by billions of people around the world. The party begins with the first new moon in the lunar calendar. Loved ones gather to usher in the old year and welcome the new with celebratory feasts and the traditional exchange of monetary gifts in red envelopes to children. The Year of the Tiger begins on February 1.

About St. Jude Children’s Research Hospital ®

St. Jude Children’s Research Hospital is at the forefront of how the world understands, treats, and defeats childhood cancer and other life-threatening illnesses. Its objective is clear: to find cures. Save children.® It is the only comprehensive cancer center designated by the National Cancer Institute devoted solely to children. Treatments invented at St. Jude have helped raise the overall childhood cancer survival rate from 20% to more than 80% since the hospital opened more than 50 years ago. St. Jude won’t stop until no child dies of cancer. St. Jude shares the breakthroughs it makes, and every child saved at St. Jude means doctors and scientists around the world can use that knowledge to save thousands more children. Thanks to generous donors, families never receive a bill from St. Jude for treatment, travel, housing, or food, so they can focus on their child’s life. Visit St. Jude Inspire to discover powerful St. Jude stories of hope, strength, love and kindness. Join the St. Jude Mission by visiting, liking St. Jude on Facebook, following St. Jude on TwitterInstagram and TikTok, and subscribing to his YouTube channel.

About the Golden House

Gold House is the leading community of API changemakers, fighting together for socio-economic equity. We transform the public narrative through innovative programs that champion authentic API representation and accelerate API success. To learn more, visit or follow @GoldHouseCo on Instagram, TwitterFacebook and LinkedIn.

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