[Correspondent Diary] Rainbows Appearing Across New York... What Is 'Pride Month'?

[Image source=AP Yonhap News]

[Asia Economy New York=Special Correspondent Joselgina] These days, the streets of the United States are filled with 'rainbow-colored' flags and decorations everywhere. Not only at the entrances of restaurants and bars in Manhattan, New York, but also on government buildings, banks, department stores, and even inside and outside places of worship, rainbows have appeared. The 'Playbill' of Broadway theaters is decorated with special covers featuring rainbow designs throughout June.

Just as June is known as 'Month of Patriots and Veterans' in Korea, June is widely recognized by Americans as 'Pride Month' (Pride Month, the month of LGBTQ+ rights). The White House even released a statement from President Joe Biden on June 1st to mark the occasion.

This originated from the uprising in June 1969 at the Stonewall Inn in New York, where LGBTQ+ individuals resisted violent police suppression and oppression. Decades later, it has become a time not only in the U.S. but worldwide to support the LGBTQ+ (Lesbian, Gay, Bisexual, Transgender, Queer/Questioning, etc.) community and to express diverse gender identities.

Throughout June, parades are held in major U.S. cities, and rainbows appear in advertisements and products of global companies. The rainbow, with its various colors, symbolizes a world where sexual minorities live without discrimination.

There are no industry boundaries among participating companies in electronics, fashion, food, and more. Advertisements and products featuring the rainbow are read as visible signs of companies' commitment to social change aimed at eliminating discrimination, violence, and hatred against LGBTQ+. Moreover, local media analyze that this also has some marketing effectiveness for companies.

This year, famous companies such as Apple, Nike, Oreo, Taco Bell, and IKEA have launched campaigns carrying messages to erase prejudice against sexual minorities.

Apple unveiled a limited edition watch band called the 'Pride Edition Sport Loop' engraved with the word 'pride' alongside rainbow colors. Nike will introduce a new lineup called 'Be True' to support the LGBTQ+ community starting June 13. Adidas is releasing collaboration products with queer artist Chris Andrew Small.

IKEA will sell rainbow shopping bags throughout June and donate the proceeds to organizations supporting sexual minorities. Oreo released a 'Pride Month' commemorative package of cookies where supportive messages for sexual minorities can be written. Shake Shack, which first introduced the Pride Shake in 2019, will unveil a new menu item this year as well. Three percent of the proceeds will be donated to LGBTQ+ community support projects.

The New York Times (NYT) reported, "'Rainbow capitalism' is often a meme topic questioning the authenticity of advertisements and products lumped together under this label," but added, "It is good for business."

This year, parades that had been halted since 2019 due to the COVID-19 pandemic will resume. In New York City, the parade will be held on June 26 under the theme 'Unapologetically Us.' New York City's Pride Parade is considered the largest in the United States. This parade draws particular attention as it takes place amid a sharp increase in hate crimes targeting sexual minorities following the pandemic. According to New York Police Department (NYPD) statistics, hate crimes based on sexual orientation in New York City from January to April this year increased by 64% compared to the same period last year.

This content was produced with the assistance of AI translation services.