Multicultural Marketing News – May is Asian Pacific American Heritage Month

Multicultural Marketing News May 2025

May is Asian Pacific American Heritage Month

Multicultural Marketing News presents newsmakers and experts as featured on multicultural.com in our Experts Directory.

In this issue:

• Asian Pacific American Heritage Month: Brand Names as Intercultural Communication (Ethnic Technologies)
• Honoring AANHPI Voices: Story‑Driven Tactics to Deepen Brand Connections (C+R Research)
• 3 Diagnostic Questions for AAPI Inclusion (Ebony Marketing Systems)
• What Asian American Consumers Expect from Brands (Horowitz Research)
• Where Culture Lives: Why Small Stores Matter in a Multicultural America (NRS Digital Media)
• AAPI Community Remains a Huge Untapped Opportunity for Pharma (Emerging Networks)

Featured Event

• Showcase Your Best Work in the 2025 ANA Multicultural and Inclusive Marketing Excellence Awards, Oct 6-8, Carlsbad, CA

Asian Pacific American Heritage Month: Brand Names as Intercultural Communication

Take the most popular brands you know: Apple, Nike, McDonald’s, etc. We know them by these names here in the United States, but you’ll often hear them called differently abroad. Particularly in Asia, where the languages can feel highly dissimilar to English, you’ll find that Western brand names are often shortened to accommodate the different sound vocabularies. Or they can be changed entirely to convey a similar meaning. Transliteration and translation of brand names are methods that companies use to control how their product or service is being interpreted in a different cultural setting. Take McDonald’s for example. The fast food chain was first introduced into the Chinese market as 麦当劳(màidāngláo), a transliteration used to preserve as much of the original pronunciation as possible. Later on the name was changed to 金拱门 (jīngǒngmén), which translates to “Golden Arches”, evoking the image of that iconic golden “M”. Both naming strategies have shown a favorable reception in the target audience, while keeping true to the McDonald’s brand. Conversely, if no linguistic research is done, the names associated with a brand can have a negative influence on a company’s image in foreign markets. A well known example includes how IKEA spent several years adjusting its Thailand furniture catalogue after discovering that some of the Swedish names resembled inappropriate slang words in the Thai language. Local speakers were then consulted to ensure that such names were identified and modified. IKEA to this day is known to employ creative naming strategies to better market their products. There are many more examples of brand name successes, and those that get lost in translation. Be ahead of the curve and identify the languages of your target audience. ETech’s 2025 software offers a swift and accurate solution for connecting to your global markets. By Joanne Villavieja, Senior Product Design Analyst, Ethnic Technologies, LLC, JVillavieja@ethnictechnologies.com.

View company profile here.

Honoring AANHPI Voices: Story‑Driven Tactics to Deepen Brand Connections

Asian American, Native Hawaiian, and Pacific Islander (AANHPI) Heritage Month, celebrated in May, was first recognized in 1978 when a joint congressional resolution established Asian/Pacific American Heritage Week. It was expanded to a month-long observance in 1990, honoring the significant contributions made by Asian Americans and Pacific Islander Americans to the cultural and historical fabric of the United States. The choice of May is significant, commemorating the arrival of the first Japanese immigrants to the U.S. in May 1843 and the completion of the transcontinental railroad, primarily built by Chinese immigrants, in May 1869. This observance provides an opportunity to reflect on the diverse cultures, rich histories, and ongoing contributions of AANHPI communities nationwide. For marketers, AANHPI Heritage Month offers an excellent opportunity to engage with and celebrate these communities through authentic and respectful initiatives. Celebrating AANHPI Heritage Month with meaningful, respectful and sincere efforts can help marketers leverage storytelling to highlight the rich tapestry of AANHPI cultures. Brands can develop digital series or documentary features that explore the histories, achievements, and struggles of the AANHPI communities. These stories and the recognition of the many contributions made by Asian Americans can be shared across social media channels, brand websites, and partnered media platforms to reach a wider audience. Incorporating interactive elements like virtual reality experiences or online exhibitions can engage audiences in an immersive cultural journey. Storytelling not only educates but also fosters a sense of inclusion and appreciation among broader audiences, creating lasting impressions beyond the month of celebration. In addition to content creation, brands should focus on community engagement and support. Host both online and in-person events, such as workshops, cooking classes, or cultural festivals that celebrate AANHPI traditions and encourage participation from all community members. Partner with local AANHPI businesses and organizations in these endeavors, supporting them economically and enhancing their visibility. Offering sponsorships or scholarships to initiatives led by AANHPI groups can further demonstrate commitment to the community while fostering future leaders and innovators. Promotional activities during AANHPI Heritage Month should also incorporate cause-related marketing. Allocate a portion of sales from specific product lines to charities or nonprofit organizations dedicated to supporting AANHPI communities. This approach not only raises awareness but also contributes tangibly to the welfare of these communities, aligning brand objectives with social responsibility. Additionally, creating educational content, such as blogs or newsletters, can shed light on AANHPI history and current issues, effectively building a more informed customer base. Communication strategies should be culturally meaningful and responsible, inclusive, multilingual where applicable, and reflective of the linguistic diversity of AANHPI communities. Utilizing targeted digital advertising can help reach different segments within the AANHPI demographic effectively by showing an understanding of the preferred channels and platforms used by each group. Brands can encourage user-generated content by inviting customers to share their AANHPI heritage stories or traditions, thus creating a community-centered campaign that highlights personal narratives and fosters deeper engagement. Celebrating AANHPI Heritage Month through these detailed marketing efforts involves collaboration, storytelling, community support, and cause-related initiatives. Marketers must approach this observance with respect, authenticity, and a commitment to fostering continuous and meaningful engagement with AANHPI communities. By investing in long-term relationships and ongoing support, brands can contribute to lasting positive impacts and build a more inclusive brand community that celebrates diversity in May and throughout the year. By Jane Park, Research Analyst, CultureBeat, a division of C+R Research, janep@crresearch.com.

View Profiles here and here.

3 Diagnostic Questions for AAPI Inclusion

Three simple questions to ask during Asian American Pacific Islander month:

1. When working a Black and/or Latino marketing plan, do you ask – what about the AAPI communities?

2. Are you asking about Chinese, Korean, Vietnamese, Filipino and more — the breadth of communities?

3. Are you working with an in-culture, in-language research team?

From these three questions and our passionate curiosity, Ebony Marketing Systems has grown our full range of multicultural research services. EMS has teams fluent in:

·      Cambodian

·      Cantonese

·      Hmong

·      Japanese

·      Korean

·      Lao

·      Mandarin

·      Tagalog

·      Thai

·      Vietnamese

Your project will have a team with an in-language, in-culture recruiter, moderator and a third member for who does both. Your project team also does the transcription respecting the context of your study and the specific AAPI communities. Of course, no multicultural project is as simple as three questions. EMS is ready to answer your specific questions about AAPI research!

Ebony Marketing System Specialties: multicultural market research including Black, Latino and AAPI; competitive intelligence; multicultural intersexuality; qualitative/quantitative research methodologies; small business ownership work/life balance

Read Kai K. Fuentes entrepreneurial profile here

By Kai Fuentes, CEO and President, Ebony Marketing Systems, kfuentes@ebonysystems.com.

View company profile here

What Asian American Consumers Expect from Brands

American companies today are trying to figure out how to do what is best for their business and their customers in this turbulent economic and political time. As we enter Asian American, Native Hawaiian, and Pacific Islander (AANHPI) Heritage Month, we thought we would share some insights about what Asian American consumers expect from brands. Almost 1 in 3 Asian Americans say they make an effort to know the social, environmental, and political stances of companies to decide who to support with their dollars, higher than the total market; in fact, 4 in 10 have taken negative action against companies, such as by boycotting or speaking out against the brand in social media, according to the report, FOCUS Asian Volume 3: Social, Cultural, and Political Shifts. Specifically, supporting environmental initiatives, having fair-trade policies, supporting women’s rights, and having strong DEI policies are all the top issues that positively influence Asian consumers’ decisions to purchase from a company. And 45% of Asian Americans say it has a positive impact on their intent to purchase from a company if the company makes substantial investments in Asian-targeted media. What this means is that brands looking to connect with Asian Americans in AANHPI Heritage Month and beyond must remain steadfast in their commitment to these values. By Adriana Waterston, EVP and Insights & Strategy Lead, Horowitz Research, A Division of M/A/R/C Research, adrianaw@horowitzresearch.com.

View company profile here.

Where Culture Lives: Why Small Stores Matter in a Multicultural America

In honor of Asian American and Pacific Islander (AAPI) Heritage Month, it’s essential to not only recognize the contributions of individuals but also to honor the spaces that sustain cultural identity, resilience, and connection. Independent retailers, including corner stores, bodegas, and neighborhood markets, serve as vital cultural and economic hubs within immigrant and ethnic communities across the United States. These venues often carry products tailored to the unique cultural tastes and traditions of their clientele. These spaces also serve as a “third place” for those seeking a sense of village and belonging that big-box retailers often can’t provide. (WUNC) The economic impact of these stores and their audience is substantial. Asian American consumers’ buying power reached an estimated $1.3 trillion in 2020 and is projected to continue rising. These consumers are also twice as likely to prefer products that reflect their culture and heritage. (NIQ) Beyond commerce, these stores foster community cohesion and cultural preservation. They often serve as gathering places, support local events, and provide services tailored to the needs of their communities. However, these retailers face challenges, including rising rents, looming tariffs contributing to higher inventory costs, and redevelopment pressures, which threaten not only their operations but the cultural lifelines they provide. Recognizing and supporting the role of independent retailers is crucial for those looking to engage authentically with diverse communities. By understanding the cultural nuances and economic contributions of these establishments, stakeholders can develop strategies that not only drive business success but also promote inclusivity and community resilience. When we invest in the longevity of culturally rooted small businesses, we’re not just preserving commerce, we’re preserving culture. By Christina Grommon, Senior Manager of Strategy, NRS Digital Media, christina.grommon@nrsplus.com.

View company profile here.

AAPI Community Remains a Huge Untapped Opportunity for Pharma

Asian American and Pacific Islander (AAPI) communities face a critical and often overlooked healthcare crisis. Despite the “model minority” myth suggesting otherwise, AAPI Americans over-index in a range of life-threatening illnesses—including hepatitis B, liver cancer, stomach cancer, diabetes, and certain heart conditions. South Asians, in particular, face disproportionately high rates of cardiovascular disease, while other AAPI subgroups experience elevated risks for conditions like tuberculosis and gestational diabetes. Yet, despite these alarming statistics, AAPI individuals remain woefully underrepresented in clinical drug trials for the very medications intended to treat these diseases. This exclusion is not just an oversight—it’s a systemic failure that endangers lives and perpetuates health disparities. Without adequate representation in trials, treatments may not be optimized for AAPI genetic profiles or cultural considerations, putting millions at risk. There are over 250,000 South Asian and Pacific Islander physicians in the United States, writing millions of prescriptions for these lifesaving medicines. Adding insult to injury, the pharmaceutical industry consistently fails to advertise to this community. AAPI Americans, who are often highly educated, economically upwardly mobile, and deeply engaged in health-conscious behavior, represent ideal consumers for preventive care, specialty treatments, and long-term therapies. Yet they remain largely invisible in pharma’s multicultural outreach strategies. It’s time for that to change. AAPI Americans must stand up and demand equal treatment—both in the laboratory and in the marketplace. Drug trials must include representative samples from all communities, and healthcare messaging must reflect the true diversity of the American population. Emerging Networks TV offers a proven, culturally resonant platform to connect with AAPI audiences across languages, generations, and regions. If the pharmaceutical industry is serious about inclusion, it can no longer afford to ignore this vital, vibrant consumer base. And with the current tariff situation causing pharma production costs to rise, expanding the consumer base is not merely the right thing to do, it’s the financially prudent thing to do. The time to act is now. By Tom Marsillo, CEO, Emerging Networks, tom@emergingnets.com.

View company profile here.

Featured Event

Showcase Your Best Work in the 2025 ANA Multicultural and Inclusive Marketing Excellence Awards, Oct 6-8, 2025, Carlsbad, CA

Don’t miss the opportunity to highlight your most impactful campaigns in the 2025 ANA Multicultural and Inclusive Marketing Excellence Awards. Have your efforts authentically connected with multicultural and inclusive audiences while driving measurable business results? Submit your top work across 20 categories—including our dedicated Asian category—by the standard deadline of May 23 for a chance to be recognized among industry leaders.

Winners will be honored at the 2025 ANA Multicultural and Inclusive Marketing Conference, taking place October 6–8 in Carlsbad, California.

Special Offer: MMR subscribers receive $50 off their entry using the code MMRVIP at checkout.

Note: Only one code may be used per submission and cannot be combined with other discount codes.

Next Issues:

June 2025 Newsletter

Upcoming Key Multicultural & Diversity Events in 2025

Deadline for reservations: June 2nd

Deadline for copy: June 5th

Order your Featured Event Listing here

June is LGBTQ Pride Month issue of MMRNews

Deadline for reservations: June 4th

Deadline for copy June 9th

Create your Listing and Order here

For more info about participating in this newsletter email Lisa@multicultural.com. To see upcoming newsletters view our 2025 Editorial Calendar. Weekly and monthly banner sponsorships of the newsletter and stand-alone eblasts to our subscriber list are available. To learn more about newsletter advertising visit here and for all advertising opportunities visit here. Need more info? Visit here or email Lisa@multicultural.com or call 212-242-3351.

Multicultural Marketing News (MMRNews), is a free e-mail newsletter published by Multicultural Marketing Resources, Inc. (MMR) and sent to approx 7,400 subscribers. For a free subscription, sign up here.