April 23, 2008

Current Top Asian American Buzz

Type in "Asian American" in Google News search, here are the top four this evening…

A New Wave Of Asian Americans Makes Significant Strides In Film And Television
San Jose Mercury News
http://www.mercurynews.com/restaurants/ci_9026318?nclick_check=1

'Harold And Kumar' Push The Limits Of Multiculturalism
Los Angeles Times
http://www.latimes.com/entertainment/la-et-ethnic24apr24,0,454272.story

Asian American Women Filmmakers Are in the Spotlight at Los Angeles Asian Pacific Film Festival
Sun Herald
http://www.sunherald.com/447/story/508639.html

DisOrient festival to showcase Asian-American films
Oregon Daily Emerald
http://media.www.dailyemerald.com/media/storage/paper859/news/2008/04/23/News/Disorient.Festival.To.Showcase.AsianAmerican.Films-3342270.shtml

Notice all of them are about films. I think this is the Asian American buzz now, at least for the media.

April 03, 2008

Asian Marketing Is Different, But Not Necessarily Difficult

An American executive told me the reason he delayed marketing to Asian American was the fear of offending Asian American. I could understand his worry. Eastern culture is indeed very different from the Western, not to mention the variance among the subgroups.

While there are books about African American and Hispanic marketing, not much reliable and updated reference on Asian marketing are available. That certainly doesn't help the concerned marketers.

Actually, it doesn't matter if you are Asian or White, human being has the basic needs. We all want to be loved, to be protected, to be successful, to live happily. Yes, the audience media consumption and buying behavior are different from the general market. But difference is not necessarily difficult. As long as you respect the audience culture, willing to learn and adapt, you will succeed. Work with Asian advertising agencies and consultants if you are clueless how to begin.

Though Asian represents only 5% of American population, their purchase power will reach $528 billion by 2009. Their household income is the highest among all minorities. It is the market that marketers should not miss, especially if their products are high-end or high-tech. Go ask who buy the most LV and Prada bags in the U.S. and around the world.

The biggest risk is not taking risk. The worst fear is fear itself.

April 01, 2008

DiversityInc Lists 7 Things Never to Say to Asian-American Executives

Yoji Cole states on DiversityInc seven things one should never say to Asian-American executives. I believe the quotes listed could be offensive to Asian American in general, not just the executives.

Cole's list not only demonstrates the ignorance of American executives, it also proves that I am an Asian. How so? I had experienced all of them (except one) in my past career.

1) "You must be the IT person"
My response: No, I am in Marketing. But I am glad my technical expertise is higher than the average American.

2) "You aren't like them" or "You don't act very Asian."
My response: Because I am an American, just like you.

3) "Asian Americans are not risk takers."
My response: The biggest risk of all is not to take any. Asian Americans are conservative in that sense.

4) "Where are you from? No, where are you really from?" or "When are you going to go home?" Or "How often do you go home?"
My response: I am from New York. Seriously, I live in the city. Of course, I go home every day.

5) "Oh, you speak English good!" Or "Do you speak your language?"
My response: Thank you. I am proud that I am bilingual.

6) "You're not a minority because all Asians are rich and successful."
My response: Are you saying all non-Asian are poor and unsuccessful?

7) "You're not Asian, you're from India."
This does not apply to me. I am not Indian and I do not look like an Indian. Yet indeed there are a lot of American do not know that India is part of Asia. For more information on the three board regional groups of Asian, read my post Asian American Subgroups.

Here are more if I could add to that…
- "How come your name is not so Asian?"
- "Asian do not like to talk" or "Asian are shy"
- "Koreans are Chinese. All Asians are Chinese."