BTS, the mega K-Pop group, has remained on the top of the charts for years. But their success would not be possible without the hard work of their fans who call themselves ARMY. So, what is ARMY? How did they turn a little-known boy band into the international stars of today? And, most importantly, how […]
Download the Industry’s First Analysis on Consumer Market Opportunity in the Context of the Trade War “Despite the vast volume of news on the trade war and its catastrophic impact on various industries, global consumer confidence and spending amongst Asian Americans, Asians and Americans remains reassuringly strong; presenting new growth opportunities for brands.” This is […]
(Spoilers ahead). The answer is simple. By understanding Nezha, you can get an insight into Chinese Millennials and Gen Z, whether in China, the United States or elsewhere. Collectively, they are the single largest consumer group powering the engine that drives global consumption forward. Nezha is an animated fantasy movie based loosely on the story […]
Fellow film geeks: I had a chance to see Awkwafina in The Farewell this weekend and it was just another (tear-jerking) reminder that Asian Americans are on a roll. Starting with last year’s Crazy Rich Asians on the big screen, the roster continues to grow: NBC’s A Little Late with Lilly Singh, the much-anticipated Mulan, […]
过去一个周末在纽约陪着八岁的丫头，走遍了城里最大的会展中心，见识到“韩流”在全球的快速蔓延，别误以为这个以韩国流行音乐为主题的大型活动，只与面孔及生活形态相近的亚洲人相关，会展开幕当天在门口排队进场的年轻人当中，可充分体现了纽约多元化的特质，除了见到七彩绚烂的头发颜色外，他们的肤色也涵括了你能想像到的各种族裔。 会展第二天晚上的韩星表演，主办单位CJ是南韩最大的影视娱乐公司，同时也是全球排名第二的电商。这个在1993年自三星集团分支而出，从食品制造开始，将韩国饮食、韩国文化及生活方式逐步引进全球市场的跨国企业，通过美国国庆周在纽约麦迪逊广场的现场演唱会，向全世界昭告“韩风”正式迈进西方社会。而从一张一千元美金的粉丝席，到所有盛装而来（打扮入时且发型、化妆及饰物皆追赶韩流标准）的多族裔观众看来，这场文化运动的确成功跨越了语言障碍，连我一句韩文不懂的孩子，都随着台上的热歌劲舞起身参与，且坚持看完完整演唱会才肯离去。 这让我不禁反思，这些以商业目的包装而成的音乐团体，为何能跨越语言及文化差异，赢得全球年轻粉丝的追捧，并成为最新热潮，其实正是个人主义崛起和从众文化结合后的完美发展。 在亚洲家庭成长的孩子，多半必须面对升学压力，而在生活上，从上学穿着的制服到课后满满的各式学习班，家长们一方面鼓励孩子出类拔萃，却又不希望他们鹤立鸡群，成为与其它孩子“不一样”的异类。而这些经过精心甄选组成的音乐团体，正好满足了这矛盾心态，个别成员或有其特色专长，但仍符合团体的整体形象及市场诉求，从全球年轻族群看来，音乐只是联系沟通的方式之一，更关键的是他们在这追风过程中能够与同侪分享的经验及感受。 正如30多年前，马当娜以其独树一帜的风格席卷全球音乐市场，许多连英文都说不了二句的年轻人，却能朗朗唱出马当娜的每一首招牌歌曲一般，如今的韩流，不过是文化超越地域界限的另一实例，唯一不同的是，随通讯技术的发达及亚洲 （尤其是中国）经济的崛起，预期我们将会见到更多亚洲品牌走上世界舞台，并成为文化主流。资深广告行销人，同时也是全美最大亚裔广告公司负责人Zan Ng就大胆预测，从行销角度看来，我们未来针对的将不再是亚裔市场、拉丁裔市场、或非裔美人市场，我们所见到的肤色将不足以定义市场区隔，因为多元化才将是主流市场。 特约撰稿人 PeiWen Shih alanguagebank 联合创始人
(Admerasia prides itself on giving its youngest team members a chance to be heard. Today, we’re featuring an original article by our summer intern, Sarina Santiago, 21, Boston University, Major Business Administration, Minor Communications.) How the Superhero Industry is Learning from Spider-Man’s Filipino-American Sidekick Just when you think you’ve mentally recovered from the epic Avengers: […]
(Admerasia prides itself on giving its youngest team members a chance to be heard. Today, we’re featuring an original article by our summer intern, Phillip Wong, 20,Wesleyan University, Major Economics, Minor Quantitative Analysis & East Asian Studies.) The Advent of E-Sports and its Future Growing up, I fondly remember countless hours poured into various games […]
While the Asia Pacific region is the largest beauty and personal care market in the world, in the U.S., Asian Americans have also risen to become a leading consumer force that drives exciting growth and change in the beauty market. Asian Americans over-spend in almost all beauty categories – 70% more than the average share […]
At this year’s Asian American Advertising Federation (3AF) Marketing Summit in Los Angeles, Admerasia swept up TWO Creative Campaign of the Year awards: State Farm’s Asian TV commercial “Smart Living” was awarded Gold, while Twin Marquis’ web series “Yum Chat” took home Silver. Julia Kang, Account Director, spoke on behalf of Admerasia, “It’s a true […]
The 2019 Diversity and Marketing Leadership Summit, hosted by Asia Society, was an enlightening and educational exploration on the ascending Asian American consumer. We learned so much from trailblazing leaders in business including those women who push back on the ceiling. One of the reoccurring takeaways from the summit was diversity – learning the nuances […]