Chinatown in Vancouver, British Columbia, is Canada's largest Chinatown. Centred on Pender Street, it is surrounded by Gastown and the Downtown financial and central business districts to the west, the Downtown Eastside to the north, the remnant of old Japantown to the northeast, and the residential neighbourhood of Strathcona to the east. The approximate borders of Chinatown as designated by the City of Vancouver are the alley between Pender and Hastings Streets, Georgia Street, Gore Avenue, and Taylor Street, although unofficially the area extends well into the rest of the Downtown Eastside. Main, Pender, and Keefer Streets are the principal areas of commercial activity. Chinatown remains a popular tourist attraction and is one of the largest historic Chinatowns in North America. However, it experienced decline as newer members of Vancouver's Cantonese Chinese community dispersed to other parts of the metropolitan area. It has been more recently overshadowed by the newer Chinese immigrant business district along No. 3 Road in the City of Richmond, south of Vancouver. Many affluent Hong Kong and Taiwanese immigrants have moved there since the late 1980s, coinciding with the increase of Chinese ethnic retail and restaurants in that area. This new area is designated the "Golden Village" by the City of Richmond. The proposed renaming of the area to "Chinatown" met resistance both from merchants in Vancouver's Chinatown and from non-Chinese residents and merchants in Richmond itself. Chinatown was once known for its neon signs, but like the rest of the city, lost many signs to changing times and a sign bylaw passed in 1974. The last of these was the Ho Ho sign (which showed a rice bowl and chop sticks), which was removed in 1997. Ongoing efforts at revitalization include efforts by the business community to improve safety by hiring private security, considering new marketing promotions, and introducing residential units into the neighbourhood by restoring and renovating heritage buildings. The current focus is on the restoration and adaptive reuse of the distinctive association buildings. Due to the large ethnic Chinese presence in Vancouver—especially represented by multi-generation Chinese Canadians and first-generation immigrants from Hong Kong—the city has been referred to as "Hongcouver". However, in recent years, most immigration has been from Mainland China.