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Southern California malls target Asian shoppers
Southern California malls target Asian shoppers

The arrival of the Lunar New Year this month seems to have sparked an epiphany for area shopping centers: Asian and Asian American consumers have a growing pile of money and want to spend it where they're welcome. So in the Year of the Snake, malls around the Southland are hustling harder to make themselves more appealing to the demographic. Desert Hills Premium Outlets, Ontario Mills and the Outlets at Orange are partnering on a "Snaking through Southern California" initiative to lure Chinese shoppers to their malls. Simon Property Group, which owns the centers, says it's attempting to market to Asian consumers with multilingual messaging and Lunar New Year...

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