Target launches Lunar New Year collection designed by a Philadelphia artist

From an ornately decorated dumpling-making kit to an extra-large plushie snake throw pillow, Target’s latest Lunar New Year collection features a range of brightly hued and fanciful designs — and it’s thanks to this Philadelphia-based artist.

Katie Mai, 25, a Vietnamese American illustrator living in Fishtown, is the artist behind the big-box retailer’s capsule collection and responsible for the bulk of the store’s original designs for this year’s collection. Her contributions include 26 items, ranging in price from $5 to $30.

Mai was with her extended family on Christmas when a friend texted a photo of the Lunar New Year display at a Target in South Plainfield, N.J. That’s when some stores began slow-rolling their displays for the collection, with more formal promotions starting this month.

“I wasn’t aware that it had hit stores yet,” Mai recalled. “At that moment, I felt a mix of excitement, pride, and anxiety. This is a huge milestone for my illustration career, and it’s real and it’s out there for everyone to see.”

The artist headed over to Target with her parents and grandparents weeks later to see the collection, which is available in-store and online, in real life. “It all felt very surreal,” Mai said.

Inspired by the art Mai saw on her own trip to Vietnam, especially intricate mosaic work, she aimed to bring those elements into the collection for Target.

“One motif you may see repeated in the collection is the Mai flower, which is a celebrated plant in Vietnam and where my middle name comes from,” she said. “To me, their bright yellow blossoms are synonymous with Tết, or Lunar New Year.”

Best-selling items so far, according to the store’s website, include a glazed ceramic rice bowl that’s decorated with Mai’s illustrations of the 12 zodiac animals retailing for $6 and a 40-inch dragon-shaped wall garland selling for $5.

Mai said the collection took about a year to complete. Target initiated the collection, reaching out to Mai because of her illustration style, which she shares across social media channels. Mai has about 80,000 followers on Instagram.

“Target’s team did an amazing job of bringing my illustrations to life,” Mai said. “I’m honored to share parts of my Vietnamese heritage and traditions of Lunar New Year with a broader audience.”

The Lunar New Year is one of the most important holidays across many Asian countries, including Vietnam, China, and Korea and the Asian diaspora. It marks the start of the new year — in this case, the year of the snake — according to the lunisolar calendar. This year’s celebrations start on Jan. 29.

Target did not respond to a request for comment. It’s unclear how long the collection will be available in stores and online.