The FIFA World Cup is more than just a massive sporting event; it is a global phenomenon that unites diverse cultures under a shared passion. However, capturing that specific international energy and translating it into a local, family-friendly experience can be challenging. Communities often lack a centralized platform where youth can actively participate in and celebrate this global diversity through their own artistic expressions. Without accessible venues to showcase their skills, young artists miss out on crucial opportunities to connect with a wider audience and experience the unifying power of cultural exchange.
Impact Culture NYC is addressing this need by bringing the spirit of the World Cup directly to the community. On June 6th, they presented the debut of the Soccer Culture Fest at American Dream, a vibrant celebration of music, dance, fashion, and international artistry. A major highlight of the event was the Young Talent Awards, which provided a prestigious stage for the next generation of performers. We sat down with Sandy Li, Executive Director of Impact Culture NYC, to discuss the inspiration behind the festival, the importance of empowering young artists, and how the event successfully captured the global energy of the World Cup.
Q: The Soccer Culture Fest was inspired by the global energy of the World Cup. How did you go about translating the excitement of an international sports tournament into a community-focused cultural festival at American Dream?
Sandy Li: From the moment the World Cup Finals was announced, you could feel the excitement building. There was a shared, very much tangible energy that extended far beyond sports—it was something families, communities, and people from every background could participate in together. The proximity to this energy was both a gift and inspiration, and I wanted to capture that spirit and channel it into a cultural celebration at American Dream.
The World Cup reminds us that people don't need to speak the same language to celebrate together. Through music, dance, fashion, and performance, we wanted to create that same feeling of connection and transform the excitement surrounding the tournament into an experience the local community could share and remember and feel good about.
Q: A central part of the festival was the Young Talent Awards. Why is it so important for Impact Culture NYC to provide this specific platform for youth to showcase their artistic abilities?
Sandy Li: Supporting young artists has always been at the heart of Impact Culture NYC's mission. Every event we produce is an opportunity to discover emerging talent and give them a meaningful stage.
What makes this festival unique is that we aren't inviting audiences into a traditional theater—we're bringing young artists directly into the community. When performances happen in an open, public space, art reaches people who may never have planned to attend a cultural event. Those unexpected encounters are incredibly powerful. Regardless of the venue, the emotional impact of art remains the same, and we believe those moments of connection are what help build stronger, more vibrant communities.
Q: The festival featured a diverse mix of music, dance, and fashion. How did these different artistic mediums work together to represent the "international artistry" you aimed to highlight?
Sandy Li: International artistry is part of New York's DNA. As a New York-based organization, we don't have to manufacture diversity—we simply offer a space where it can naturally come together.
Families from many different cultures participated in the festival, and you could see the influence of the World Cup in everything from costume choices to musical programming. These choices are often made inter-generational, by parents sharing their pastimes and preferences with their children, so they both get to discover something that perhaps they wouldn’t have known of each other. We incorporated former FIFA World Cup anthems into the performances, allowing audiences to immediately connect with the atmosphere surrounding the tournament.
When music, fashion, dance, and cultural traditions come together, they create a phenomenon where the rewards are greater than the sum of their parts. I like to say, in these scenarios, 1+1 becomes greater than 2. The result wasn't simply a performance—it became a celebration of our shared global community.
Q: Hosting the event at the Avenue at American Dream, just steps from MetLife Stadium, is a significant choice. How did the venue contribute to the overall atmosphere and success of the festival?
Sandy Li: The location made an enormous difference. We've produced events at American Dream since 2022, but this experience felt completely unique because the excitement surrounding the World Cup was already very present.
A generation or two ago, experiencing the World Cup meant watching it from afar—through television broadcasts or the media. This time, with matches taking place just next door at MetLife Stadium, you could actually hear the cheers, feel the anticipation, and sense the excitement all around you. The World Cup wasn't something you watched from a distance; it became something you could physically experience.
As the tournament approached, you could see that energy throughout American Dream—from sports retailers displaying jerseys from around the world to large screens and World Cup programming that invited and immersed visitors in the celebration. That atmosphere naturally became part of our event.
While the matches were taking place at nearby MetLife Stadium, American Dream became a gathering place where families could experience that same excitement through culture and the arts. In many ways, it reminded me of Times Square on New Year's Eve—you may not be standing exactly where the main event happens, but you're still part of something much larger than yourself.
Q: Impact Culture NYC has a strong history of organizing cross-cultural events. What made the Soccer Culture Fest unique compared to your previous showcases, like the Lunar New Year Spectacular?
Sandy Li: The World Cup is one of the few events that truly belongs to everyone. Sports have a remarkable ability to bring people together instantly, often crossing cultural and language barriers before a single word is spoken. One could say that the speed of emotional impact is much more immediate with sports than the arts, and the energy of this really feels like it’s everything, everywhere all at once.
While events like Lunar New Year primarily celebrate Asian heritage and cultural traditions, the World Cup begins with an audience that is already incredibly global. People cheer together regardless of nationality, age, or background. We wanted to build on that shared excitement and create a celebration where culture and sport could amplify one another.
That sense of collective joy made this event unlike anything we've produced before.
Q: Looking ahead, how do you hope the Young Talent Awards and the Soccer Culture Fest will influence the participating youth and the broader community's appreciation for global cultures?
Sandy Li: I hope every young participant leaves feeling seen and celebrated, knowing that their talent is a gift that can bring people together. Performing as part of a larger cultural celebration gives children the opportunity to experience genuine connections with audiences from many different backgrounds, and those moments stay with them.
What's especially exciting today is that the experience doesn't end when the performance does. Families continue sharing videos and photos online, allowing the celebration to reach people a second time around the world. When someone sees a friend, a classmate, or their own child participating, culture suddenly feels personal and accessible. That kind of connection has the power to inspire the next generation of artists and help communities better appreciate one another.
As we like to say, culture is how we celebrate life. One of our goals at Impact Culture NYC is to create experiences where culture is tangible – it’s something people could take part in. The World Cup Culture Fest was one example of how the arts can build community around a global moment, and we look forward to continuing that journey throughout the season.
This September at The Avenue at American Dream, we'll celebrate the creativity of young artists through Art in Motion: Masterpieces Reimagined, where classic paintings are transformed into wearable fashion during New York Fashion Week; gather families for Moonlight & Muse, our signature Mid-Autumn Festival celebration of music, dance, fashion, and cultural traditions; and conclude the month with Shanghai Reveries, an immersive exploration of Shanghai's history and contemporary spirit through performance, fashion, and storytelling.
Although each event has its own theme, they all share the same purpose: creating opportunities for people of different backgrounds to come together through the arts. When culture becomes something we experience together, it becomes a bridge that connects communities across generations and traditions.
This conversation highlights the profound impact of providing youth with a platform to engage with global cultures. Sandy Li’s leadership at Impact Culture NYC demonstrates that celebrating international diversity is most effective when it actively involves the next generation. By combining the universal appeal of the World Cup with the raw talent of young artists, the Soccer Culture Fest created a unique and empowering experience.
As our communities become increasingly interconnected, events that foster cultural appreciation through the arts will remain vital. Giving young performers the opportunity to shine on a prominent stage not only boosts their confidence but also strengthens community bonds. Impact Culture NYC proves that the excitement of a global event can be successfully harnessed to inspire and elevate local talent.
To learn more visit https://www.americandream.com/events/world-cup-culture-fest
