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Multicultural Marketing News – May is Asian Pacific American Heritage Month

Wednesday, May 15, 2024

Multicultural Marketing News May 2024

May is Asian Pacific American Heritage Month

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

In this issue:

  • Celebrating AANHPI Heritage: Embracing Diversity (C+R Research)
  • AAPI is a Community Not a Singular Market – Ebony Marketing Systems Guides Clients Through the Breadth and the Depth of Asian American and Pacific Islanders (Ebony Marketing Systems, Inc.)
  • A Fun Feast of Chinese Culture Through the Big Screen (Horowitz Research)
  • Unlock the Power of Asian American Generosity this AAPI Heritage Month (Sparkle Insights)
  • ADMERASIA Breaks the Boundaries Between Multicultural and General Markets (ADMERASIA)
  • The Influence of AANHPI Continues to Rise in the U.S. (AAAZA, Inc.)

Featured Books

  • Tee-Dog and The Magic Globe: China by Saul Gitlin
Celebrating AANHPI Heritage: Embracing Diversity

This year marks the 45th anniversary of Asian American, Native Hawaiian and Pacific Islanders (AANHPI) Heritage Month, a celebration that may not be familiar to everyone. To delve into its roots, let’s explore its history. In 1977, Jeanie Jew shared her grandfather’s story, highlighting his contribution to building the transcontinental railroad and the subsequent tragedy he faced amidst anti-Asian hostility. This account is often cited as the catalyst for what would become AANHPI Heritage Month. It wasn’t until 1979 that President Jimmy Carter established Asian/Pacific American Heritage Week, later expanding to the entire month of May by President George H.W. Bush in 1990. May holds significance, marking the arrival of the first Japanese immigrants in 1843 and the completion of the transcontinental railroad in 1869, largely built by Chinese laborers. Over time, the month evolved to become more inclusive. President Barack Obama expanded its title to encompass Pacific Islanders in 2009, and President Joe Biden’s administration further expanded it to include Native Hawaiians. This recognition underscores the profound impact AANHPI individuals have had on shaping the nation. In recent years, brands have increasingly acknowledged AANHPI holidays and cultural events, reflecting the growing diversity within the U.S. market. Examples include Apple’s Chinese New Year film, Burberry’s Year of the Dragon collection, and Coca-Cola’s use of the Golden Dragon symbol in Vietnam. Moreover, brands like Bath & Body Works started to expand their effort to embrace the diversity of AANHPI communities by featuring unique fragrances inspired by Asia. Thus, it’s crucial for brands to avoid stereotypes and strive for authentic engagement with AANHPI communities. Despite the rich tapestry of cultures and identities within the AANHPI community, they are often perceived as monolithic. Recognizing and celebrating these differences is essential for meaningful engagement. As we honor AANHPI Month, let’s embrace individuality, dispel stereotypes, and work towards a more inclusive future. By Emma Gepner, Online Qualitative Research Analyst and Jane Park, Quantitative Analyst, C+R Research

View full company profiles here and here.

AAPI is a Community Not a Singular Market – Ebony Marketing Systems Guides Clients Through the Breadth and the Depth of Asian American and Pacific Islanders

Ebony Marketing Systems helps marketers go beyond the headline statistics of the AAPI community with their Quick Guide:  Marketing to Asian Americans and Pacifics Islanders. EMS demonstrates that marketers need to understand both the breadth and depth of this community. AAPI still feel underrepresented in most advertising. According to a 2020 study, 62% of Asian Americans reported feeling underrepresented in ads, compared to just 41% of Hispanic Americans and 32% of Black Americans. This Quick Guide covers the breadth of the community. With over 50 ethnic groups that speak over 100 languages, the AAPI community features many varied and rich cultures, cuisines, and customs. The term ‘Asian American’ or ‘Pacific Islander’ doesn’t do justice to the AAPI population, lumping them into a monolithic identity. Generally, AAPI identify better with more specific identities like Korean American, Chinese American, or Indian American, rather than the more generic terms. The Quick Guide provides depth of understanding on topics such as income. The average Asian American household income is 41% higher than the US average. Asian Americans also spend as much as 24% more on housing, 29% more on food, 128% more on education, 67% more on apparel and 37% more on new cars than the national average. This spending power can perhaps be attributed to the fact that Asian Americans are overrepresented in high-earning STEM (science, technology, engineering, and math) related fields. In contrast, the AAPI community has some of the most glaring disparities in wealth of any racial or ethnic group in the US. AAPI adults in the 90th income percentile earn more than 10 times of what those in the 10th percentile earn. The Quick Guide: Marketing to Asian Americans and Pacific Islanders is divided into LivingScapes™, CultureScapes™ and MindScapes™ that provides depth and breadth of insight into the varied markets of the AAPI community. Click here to download your copy of the Quick Guide. Contact Kai Fuentes at Ebony Marketing Systems for a conversation to learn even more.

View company profile here.

A Fun Feast of Chinese Culture Through the Big Screen

I am never a big movie fan but got particularly excited when I heard Kung Fu Panda 4 was coming to theaters earlier this year. I found this AANHPI Heritage Month to be a fantastic opportunity to introduce my Chinese culture to my 9-year-old daughter, Jazmin. It all worked out perfectly! First, we watched all three previous installments of the Kung Fu movie franchise at home. We laughed, cried, and were both in awe of the great depiction of traditional Kung Fu philosophy, routine, and techniques. Jazmin was delighted to see her favorite Chinese foods (noodles, bao, tofu, etc.) depicted in the movie, and couldn’t wait to climb the ‘thousand-step’ mountains and visit a temple like ‘Jade Palace’ next time we visit China. I was particularly moved by the details in the film which reminded me of my favorite Kung Fu shows growing up in China – how the master teaches and trains their disciples in a completely charismatic way, and how a remote tavern would appear in the middle of nowhere when the character is going on an adventure, and how a good fight will surely happen there. Even the back basket Po uses for his trip looks exactly like those in traditional Chinese TV shows. After a few days of talking about our favorite scenes and reminiscing about my real-life experiences in China, we finally walked into the theater (first time ever for Jazmin!) for the new film. We had a blast! As a cultural researcher, I always hear multicultural viewers telling me how impactful stories centered around their own culture and community are in their choices of content to watch. This sentiment is shared by nearly 6 in 10 (58%) Asian American consumers surveyed in the FOCUS Asian Volume 3: Consumer Engagement 2023 report. It couldn’t be truer for not only myself, but my whole family and the young audiences of the future! By Joyce Williamson, Director of Research, Horowitz Research,   

View company profile here.

Unlock the Power of Asian American Generosity this AAPI Heritage Month

Asian Americans are some of the most charitable. If you’re aiming to connect with the vibrant Asian American community, Sparkle Insights is your go-to partner. Recently, Pew Research came out with a new survey report, “Asian Americans, Charitable Giving and Remittances”, regarding Asian Americans ‘ and their habits of charitable giving and remittances. In the spirit of AAPI Heritage Month, let’s dive into the fascinating world of Asian American giving.

·  Most Asian adults (67%)have given to a charitable organization in the U.S., their Asian country of origin, or both. More than 60% of Asian adults, whether foreign-born or US-born, have contributed to a U.S. charity.

·  Charitable giving in the U.S. is influenced by factors such as education, income, and religious affiliation, with higher education and income levels associated with increased giving.

·  Asian adults who say religion (Christianity more likely than other religious affiliations) is very important in their life are more likely than those who say it is not too or not at all important to have given to a charity in either of the places asked about.

What are the implications?

1.        Understanding Cultural and Ethnic Dynamics: The findings shed light on the diverse philanthropic tendencies within the Asian American community. Recognizing differences among subgroups such as Japanese, Filipino, Asian Indians, Chinese, Koreans, etc. can help charitable organizations tailor their outreach and fundraising efforts more effectively.

2.       Targeted Outreach: Charitable organizations can use this data to develop targeted outreach strategies for engaging Asian American donors. Understanding that immigrants are more likely to donate to charities in their countries of origin suggests the importance of maintaining connections with their homeland, celebrating their culture, and offering opportunities for supporting causes there.

3.       Resource Allocation: Nonprofits can allocate resources more efficiently by focusing efforts on demographics that are more likely to donate, such as those with higher education and income levels. This can involve tailoring marketing campaigns, events, and communication strategies to resonate with these segments of the Asian American population. 

5.       Enhancing Diversity and Inclusion: By acknowledging the philanthropic habits of Asian Americans, nonprofits can work towards creating more inclusive spaces that cater to the diverse backgrounds and preferences within this community. This may involve diversifying leadership, incorporating culturally relevant programming, and fostering a sense of belonging for all donors, volunteers, and community members.

6.       Policy Implications: Policymakers may use this data to inform decisions related to charitable giving incentives, immigration policies, and support for diaspora communities. Understanding the motivations and patterns of giving among Asian Americans can contribute to more targeted policies aimed at promoting philanthropy and supporting global development efforts. By Iris Yim, Chief Strategist and Principal, Sparkle Insights

View full company profile here.

ADMERASIA Breaks the Boundaries Between Multicultural and General Markets

ADMERASIA is a full-service agency & a lot more. Our dynamic solutions, which include marketing, strategy, creative, and media, are founded on Three Pillars of Connection: Asian Americans & Asians & Americans. This Asian Pacific American Heritage Month, we are proud to announce four distinct collaborations. We proudly partnered with Nissan USA to produce a Heritage Month campaign highlighting the unique stories of AAPI innovators and creators, inspiring future generations. We partnered with Hennessy X.O to produce the Phillip Lim Lunar New Year Celebration. This third annual Lunar New Year celebration from Hennessy was an auspicious night of food, dancing, celebrities, and a 20 ft. dragon sculpture, all crafted from the imaginations of the ADMERASIA design team. ADMERASIA also worked with Make Us Visible and The National Parks Service to co-produce Make Us Visible: A Coloring Book of Asian Americans, Native Hawaiians, and Pacific Islanders Who Contributed to Our Country’s History. Fifteen thousand copies will be distributed at National Parks nationwide, advocating for Asian American history to be taught in K–12 schools. Additionally, we partnered with the American Heart Association on a 30-sec. television commercial spotlighting the lifesaving effects of Hands-Only CPR. The production featured Asian Indian, Filipina, and East Asian representation. These are just four of many impactful campaigns from ADMERASIA. We proudly work with multiple Fortune 500 and local companies alike. Clients have included Moët Hennessy, U.S. Army, FX Networks, McDonald’s, and Citi. We are an & agency. We don’t just ad. We connect.

View full company profile here.

The Influence of AANHPI Continues to Rise in the U.S.

Asian American, Native Hawaiian and Pacific Islanders Heritage Month is a time to celebrate and acknowledge the vast contributions AANHPI communities have had in strengthening the nation. With over $1.6 trillion in buying power, AANHPI audiences are seeking brands that show an understanding of their diversity and influence throughout the U.S. For the past 23 years, AAAZA has been dedicated to transforming our clients’ brands with powerful campaigns. All American A to Z Agency (AAAZA) represents our ability to dissect and understand the cultural nuances of ethnicities across North America and beyond. We are a minority-owned, full-service agency specializing in reaching AANHPI audiences along with multi-cultural capabilities tapping into all platforms that include broadcast, print, interactive, social, mobile, and experiential marketing. A proprietary tool that we developed is the AAAZA CLAB (Culture, Language And Behavior) CycleTM, which tells us how to best reach consumers who are experiencing their native culture and American culture at critical stages of life.  We believe it is important to immerse ourselves in the markets we serve to create insightful messaging and creative strategies that evolve in an ever-changing environment. To get to know a little bit more about the AANHPI population visit

View company profile here.

Featured Books

Tee-Dog and The Magic Globe: China

Would you like to see your company POV featured in our next theme newsletter? If you are interested in including your paragraph and logo in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: here or contact Lisa Skriloff at 212-242-3351 or Participation is free to organizations featured in our Experts Directory at Sign up here to feature your organization/company on

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June 2024 Newsletter

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About This Newsletter 
Multicultural Marketing News (MMRNews), is a free e-mail newsletter published by Multicultural Marketing Resources, Inc. (MMR) and sent to approx. 8,000 subscribers. For a free subscription, sign up here.