Formerly known as the Chinese American Expo, it started with only 60 exhibitors in 1987 at the Pasadena Convention Center. It was started with the intention to bring together businesses and consumers. The main goal was to expand and broaden the Asian markets. The show is held annually in conjunction with the Lunar New Year Festival. The targeted markets are the Asian consumers living here in Southern California. Having gone through a long history filled with enormous challenge and hard work, the Expo has now made a name for itself as the leading figure in the Asian trade show market across America.