NEW YORK, Jan. 9 (Xinhua) -- The Museum of Chinese in America (MOCA) in New York has launched an 8-week Lunar New Year celebration to welcome the Year of the Pig on the Chinese calendar, aiming to foster a genuine and deep understanding of this famed festival.

Named MOCA FEST 2019, the festivities from Jan. 6 through March 2, will include the opening of MOCA's new shop in partnership with the Big Apple's iconic Chinese-goods store Pearl River Mart, a variety of Lunar New Year-themed programs and cultural activities.

"It is a time-honored tradition that evolves every year to offer new, meaningful ways for visitors to deepen their appreciation of Lunar New Year beyond the stereotypes and cliches and understand the holiday's contribution to history and culture in America," said Nancy Yao Maasbach, president of MOCA.

The grand opening of MOCA shop by Pearl River Mart, one of the celebration's highlights, is scheduled on the first day of the Lunar New Year, which falls on Feb. 5, according to the organizer.

Interwoven throughout MOCA FEST 2019 are a series of curated talks related to Lunar New Year and a special lion dance activity "Lucky Lions" which showcases the history and craftsmanship behind traditional Chinese lion heads.

Founded in 1980, the MOCA is dedicated to preserving and presenting the history, heritage, culture and diverse experiences of people of Chinese descent in the United States.