U.S. rice teamed up with leading rice brand Tilda to celebrate the Dragon Boat Festival a traditional Chinese holiday typically falling on the fifth day of the fifth lunar month, which is in late May or June on the Gregorian calendar. In 2023, Dragon Boat Festival fell on June 22, involving 3 days public holiday from Thursday June 22 to Saturday June 24. As with all Chinese festivals, a considerable quantity of rice is consumed including ‘Zongzi’ which are made of glutinous rice filled with meats, beans, and other fillings. To celebrate and promote U.S. rice during Dragon Boat festival videos, animated emails and POS items were displayed in leading wholesalers in London including sophisticated cardboard marquees featuring 20kg bags of U.S. long grain rice.