Diwali, the Hindu festival of lights, celebrated across America – CBS News
Published in November 2023 by CBS News
Brief Overview
Diwali, the Hindu festival of lights, is experiencing a surge in popularity across America, with new traditions and a new expression of South Asian culture emerging.
Highlights
- Businesses like Holy Chic and Malai Ice Cream are bringing a modern twist to traditional South Asian clothing and desserts, making them accessible and appealing to a wider audience.
- Diwali is now a city holiday in New York and is celebrated nationwide, with events ranging from pop-up shops to White House receptions.
- The celebration of Diwali has grown beyond just the South Asian community, with major retailers like Nordstrom showcasing traditional clothing and brands like Holy Chic gaining mainstream recognition.
- Brands like Malai Ice Cream are seamlessly blending Indian flavors like saffron and cardamom into classic American desserts, creating a new culinary experience.
- Younger generations are embracing Diwali with a fresh perspective, adding their own modern twists to the traditions while still honoring their heritage.
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