 By 1996, naming rights had been sold to the "San Francisco Chronicle" and the event was publicized as the "San Francisco Chronicle Chinese New Year Festival and Parade"; television coverage de-emphasized the event's connection with Chinatown altogether in favor of more typical San Francisco sights, such as its skyline and the Golden Gate Bridge.As of 2017 it was considered the largest Asian event in North America, and the largest general market even in Northern California.It was also named as one of the world's top ten parades.