Rolling Representation — Daikoku NYC at the AAPI Heritage Parade
Summary
For three consecutive years, I’ve led Daikoku NYC’s participation in the annual AAPI Heritage Parade in New York City. Our rolling showcase of custom-tuned cars represents not only style and street presence but also the deep connection between Asian American identity and car culture. As the lead organizer, I manage the visual campaign, coordinate car lineups, and bring together a cross-section of New Yorkers to celebrate heritage through horsepower.
The Challenge
While the parade traditionally features performance groups and cultural organizations, Daikoku NYC brings a new layer of representation: tuner culture as a form of Asian American expression.
Each year requires:
Recruiting a diverse group of cars and drivers who represent the spectrum of AAPI experiences
Designing a visual identity for the event (flyers, videos, social)
Coordinating roll-in times, staging, and parade flow
Educating the public on the link between automotive culture and Asian American heritage
Ensuring that the event feels welcoming to allies and supporters, not just AAPI participants
My Role
Designed and executed all visual promotion, including Instagram assets, flyers, and reels
Handled logistics and staging of over 20+ cars in Midtown Manhattan
Created a FOAT registration system for smooth onboarding and approval of participants
Liaised with the parade organizers and cultural partners to integrate Daikoku NYC’s presence within the broader event
Encouraged public transportation use to maximize attendance and reduce congestion
Process Overview
1. Visual Campaign
Built a shareable asset kit to help Daikoku members spread the word
Created recap videos that emphasized unity, identity, and creativity
Highlighted the stories behind the cars and their owners
2. Logistics & Staging
Designed a queue system for day-of vehicle check-in and roll-in
Balanced aesthetics, brand, and performance when selecting cars
Ensured all participants followed safety and presentation guidelines
3. Community Messaging
Positioned the parade as open to everyone, reinforcing:
“You don’t have to be AAPI to support AAPI.”
Shared the roots of tuner culture in Asian American neighborhoods from NYC to SoCal to Japan
Focused on intergenerational pride — from young modders to older JDM collectors
Impact
Became a pillar presence in the AAPI Heritage Parade, year after year
Created a visual identity for car culture in NYC that is tied to representation, not rebellion
Engaged a wider community of spectators, families, creatives, and allies
Reinforced Daikoku NYC’s mission of cultural uplift through car-centered storytelling
Reflection
Sometimes the most meaningful cultural moments happen in the least expected places. The Myrtle Wash wasn’t just a venue — it became a lens into what Daikoku NYC stands for: culture, community, and care, under the hood and beyond it.