Vancouver Communications Specialist Takes Helm at Premier South Asian Arts Festival
In a significant development for Canada's cultural landscape, longtime South Asian communications expert and arts advocate Neesha Hothi has been appointed as the new executive director of the 5X Festival. This appointment represents a major achievement for the annual Surrey-based arts and cultural celebration, which has become a cornerstone of British Columbia's vibrant creative community.
A Seasoned Professional with Deep Cultural Roots
Hothi brings extensive experience to her new role, having founded her boutique communications firm Neesh Communications in 2013. Her professional background includes serving as director of communications and marketing for the 2026 Vancouver Junos Host Committee and working with Victoria's highly successful Rifflandia Music Festival. Recognized in Business in Vancouver's influential Under 40 awards last year, Hothi has served as the ongoing external communications and PR consultant for 5X Fest for several years, making her transition to executive director a natural progression.
"I see events like 5X celebrating cultural fluency, which I view as a kind of superpower, as the future of this country's arts and culture," Hothi remarked, emphasizing the festival's significance within Canada's broader cultural ecosystem.
The Evolution of a Cultural Institution
The 5X Festival represents a modern transformation of cultural celebration. Originally launched as the Vancouver International Bhangra Celebration's City of Bhangra event in 2004, the festival initially focused on celebrating the vibrant folk music and dance form originating in the Panjab region of India and northeastern Pakistan. By 2018, organizers recognized the need to expand beyond bhangra to create a more comprehensive, multifaceted showcase of community and culture rooted in music and art.
"To keep the organization aligned with current youth interests and motivations, the decision to name the new iteration of the organization 5X Fest was made," Hothi explained, highlighting the festival's commitment to remaining relevant to younger generations.
Conscious Cultural Representation
The festival's name and spelling choices reflect deliberate cultural considerations. The organization consciously uses "Panjab" with an "a" rather than the anglicized "Punjab" spelling popularized by British colonial administrators. This choice represents an effort to move away from colonial-era adaptations and restore the region's indigenous identity.
The name "5X" itself derives from the Persian word "panj," meaning five, which connects to the region's identity as the "Land of Five Waters" or "Land of Five Rivers" - referencing the Jhelum, Chenab, Ravi, Sutlej, and Beas rivers that flow through Panjab. This naming honors the organization's connection to both bhangra and its geographical origins while creating a contemporary brand that resonates with diverse audiences.
Building Canada's Cultural Future
Under Hothi's leadership, the 5X Festival continues to evolve as a platform that celebrates cultural fluency as a transformative force in Canadian arts. The festival's growth from a bhangra-focused event to a comprehensive cultural showcase reflects broader shifts in how communities express identity through artistic mediums. As Hothi assumes her new role, her extensive experience in communications and cultural advocacy positions her uniquely to guide the festival's next chapter, further establishing it as a vital institution within Canada's multicultural arts landscape.
