Asian American Films

In the past 3-5 years, we have seen increasing number of Asian stars being featured in Hollywood movies. Meanwhile, Asian production companies are also starting to take an interest in Asian American filmmakers and Asian American projects. It perhaps began with Korea and its Pusan Promotion Plan (PPP), a financing forum where filmmakers can pitch their projects to Korean financers. Grace Lee's American Zombie, Gina Kim's Never Forever, and Michael Kang's West 32nd that are all co-produced by Korean production companies.

Ted Kim, executive VP of CJ Entertainment, Korea's largest media conglomerate which co-produced Michael Kang's West 32nd talked about the trend at the SFIAAF (San Francisco's International Asian American Film Festival).

He believed this natural flow came from PPP and the Asian American filmmakers who could speak the language, identify with the production companies, and have that ease of dialogue.

In fact, Korean has a very clear mindset about Korean films. For films that are mostly in English, they would be considered as a foreign film in the local market even if they are Korean American films. Such productions are not great commercial endeavors and Kim believed filmmakers noticed it. He stated, "I don't think you go into English-speaking, Asian-dominant films because you think you're going to make a lot of money. It's really to see the market, grow the market, and then hopefully be right there when it lifts off, and then you can ride along with the wave."

Tracing back the history and growth of the African American film industry, there were very similar stories and situations. These Korean companies are trying to accomplish a proven path by giving Korean American filmmakers opportunities to work on their craft.

"Young filmmakers need guidance," said Kim, "You have to go through the process once or twice to really know what you're doing from an efficiency standpoint. So that's what I am worried about. I just worry that these organizations will not be able to hit their benchmark and won't be able to find their success. And if they don't see the quality of film that they're looking for, will they become discouraged? I hope not."

Neither do I. Please support the Asian and Asian American film industries.

National Association of Asian Publishers

A group of Asian American publishers had recently established the National Association of Asian Publishers (NAAP). Congratulations!

Extract from their press release:

NAAP's mission is to develop the Asian American market and to increase advertising share for Asian Pacific American publishers, including both English language and Asian language media. NAAP’s first priority is to reach out to over 400 identified Asian print, electronic and online publishers throughout the United States. NAAP will focus on three areas: (1) market research, (2) matching circulation verification and analysis with the needs of advertisers and (3) developing new leaders in the field of Asian Pacific American publishing.

Recent statistics show that Asian Pacific American buying power is growing proportionally faster than any other group: at $427 billion in 2006 and expected to top $622 billion by 2011. Buying power of Asian Pacific Americans is growing three times faster than APA population growth.*

Linguistically and culturally, Asian Americans are primarily an immigrant population but with the highest English literacy rate of any minority group, and among the highest birthrates in America. This means that Asians and Pacific Islanders are retaining their cultural heritage and cultural sensitivities while at the same time functioning and contributing to American society. Studies have shown that most Asians socialize with other Asians, and use English as their preferred language.*

"Asian and Pacific Islander publishers are experiencing major growth all over the country, and we know no limits – from newspapers to magazines to electronic publishing, we are helping to drive the new economy. NAAP welcomes all API publishers and seeks to represent our common goals," said Ted Fang, publisher of AsianWeek.

"It was exciting to witness history in the making as I watched the formation of the National Association of Asian Publishers. I expect this market segment to experience significant growth and look forward to the future success of this worthy organization," said Alan Levy, vice president of marketing and sales for Verified Audit.

* Sources: Kaiser Family Foundation/San Jose Mercury News 2004, Selig Center for Economic Growth, InterTrend Communications, 2006

While most traditional print publications in general market struggle with decreasing circulation, Asian American publications indeed have been growing remarkably. Both marketers and general market publishers should make a note of it.

Presidential Election in Taiwan

I had dinner with my family in a Chinese restaurant tonight. I couldn't help but keep watching the TV. It was all about the presidential election in Taiwan and how people were celebrating on Ma Ying-Jeou's victory. I wasn't alone. Many of the patrons were more interested in the TV than the food.

As usual, I paid more attention on the commercial than the program itself. It was a satellite TV station I was watching. The program was 100% fed directly from Taiwan. The commercials were mixed – some local and some global. How could I tell?

HP's commercial featured their Compaq slim desktop, which is not available in the U.S. McDonld's offered their coffee at 50% off; I don't think we have the same discount here. In couple other commercials, celebrities were holding boxes of CIBA Vision's Focus Dailies written in Chinese.

I suspect these spots were not placed by the US office of the brands, but the office in Taiwan. They most likely were added value. Taiwanese marketers of course would not pay for such placement, but they might think more spots – regardless anywhere – was good for global brands like theirs; and so accepted the added value offer. They forgot the brands had different products, promotional offers and packages around the world. Though the audience does not mind – in fact, they are used to it, it could cause legal issues.

I am not saying overseas marketers should not accept such added value. They just need to be mindful about the creative placed around the world.