Ethnic Cool and Schema Magazine

Part of our mission to dispel the misconception that everything "ethnic" is cool. It's not. You can only attend so many ethnic-heritage celebrations and festivals before it becomes, I hate to admit it, but boring. That's not to say they're unimportant, just not always that interesting. And sometimes, the more "exotic" an event might be, the less exotic the people who attend. You know what we're trying to say.

Unavoidably, our traditional roots are at the core of who we are, but they don't necessarily reflect what we - as Canadians - value most: tolerance, open-mindedness and global citizenship. In fact, cultural mobility and innovation is really what best describes the New Canada. We experience a richness and variety of cultural influences that inform and enhance our place in and perspective of the world. And all around us is stuff - be it food, music, art, film or comic books - that we're seeking out, enjoying and producing as part of our diverse lifestyles. We call this innovation ethnic cool. And schema magazine is all about its pursuit in our art, media and public life.