From Spider-man to Cosplay: How the Superhero Industry is Learning from Spider-Man’s Filipino-American Sidekick

(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

Batalon as Ned Leeds in Spider-Man: Homecoming Photo credit: Spider-Man: Homecoming

Just when you think you’ve mentally recovered from the epic Avengers: Endgame, it’s time to watch the anticipated Spider-Man: Far from Home. While we’re all familiar with the star of the film, Tom Holland, let’s draw our attention to his dorky, loveable sidekick, Ned Leeds, played by Jacob Batalon. Though he is known as a tech genius and “the guy in the chair”, Leeds is sparking conversation and rapidly gaining exposure for being the first Filipino-American in the Marvel Universe franchise.

Batalon, raised by Filipino parents in Hawaii, landed his first major acting role as Peter Parker’s best friend just before he graduated college. The original character, Ned Leeds, was inspired by the early comic book version who is described as a Caucasian reporter from the Daily Bugle. However, the film’s director, Jon Watts, didn’t want to replicate the character’s physical qualities and instead opted for a more diversified lineup. Replacing the white Ned Leeds with a Filipino-American, as well as casting actors and actresses like Zendaya and Tony Revolori, the new Spider-Man school setting reflects a more realistic version of a diverse high school student body found in Queens, New York.

Ned Leeds has quickly become a fan-favorite. His genuine, gleeful reaction to Peter Parker revealing his identity captures the moment perfectly because, let’s be honest, that’s how we would react if our best friend was Spider-Man. More importantly, the charming character appeals to the Asian-American audiences as Ned is a crucial asset to Spider-Man’s missions. Playing the sidekick as a Filipino-American actor paves the way to a more inclusive casting in the superhero industry.

Jacob Batalon (left) and Tom Holland (right), playing Peter Parker, in Spider-Man: Homecoming Photo credit: Spider-Man: Homecoming

In the superhero industry, Pan-Asian diversity has always been lacking. However, with recent castings of Jon Cho (Star Trek), Gemma Chan (Captain Marvel), and Benedict Wong (Doctor Strange) other Asian characters are joining the fray. In fact, Marvel is set to release a five-part comic book this summer featuring Asian and Asian-American superheroes called “Agents of Atlas”. The lineup of powerful heroes includes characters from Korean, Filipino, and Chinese backgrounds who, besides from saving the world, enjoy everyday activities like karaoke and eating dim sum.

The front cover of the first issue of “Agents of Atlas”. Photo credit: Marvel Comics

Moreover, production has been approved for the first Marvel superhero film featuring an Asian protagonist called Shang-Chi. The movie will follow a similar framework to Black Panther’s, with an emphasis on cultural cohesiveness in order to promote a proper image of Asian characters. Currently, the production process of Shang-Chi is moving slowly, with the main news that they have hired both Dave Callaham of The Expendables as the script writer and Destin Daniel Cretton of Captain Marvel as the director. Though it’s too early in the production process for casting, the internet has casted five Chinese actors that can potentially play the leading role.

Shang-Chi is a Chinese martial arts master who channels his abilities through his chi. Photo credit: Marvel Comics

It’s highly important for the superhero industry to evolve and adopt an inclusive cast. Superheroes become icons and are idolized by children growing up. How can a child relate to a character that doesn’t share the same culture as them?

But superheroes don’t just end in the comic book universe. Online gaming and cosplay is a major part of Asian-American culture yet is still lacking in a diverse representation. The new State Farm “Peaceful Resolutions” features cosplayers as Phoenix and Battlefire – two strong Asian-American warriors who face-off in a battle. Admerasia selected cosplayers to appeal to the Asian-American audience because cosplaying and cosplay conventions are major parts of the culture. It was also important to highlight strong, powerful characters that are able to put aside their differences to achieve their mission – in this case, the two cosplayers split a cab to drive to the convention center. This commercial is making a dual-debut on Spider-Man: Far from Home and Cartoon Network’s series, Adult Swim. Though there are major efforts in promoting diversity in the superhero industry, there is still a long way to go as Asian-Americans prove that they are more than “the guy in the chair”.

Written by:
Sarina Santiago
Creative Intern

E-Sports Have Taken Over!

(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 like Zelda: Ocarina of Time and Super Smash Bro’s: Melee. Video games instilled a new way for me to view the world and taught me various life-long lessons ranging from practical, logic thinking skills to cultivating a competitive spirit. However, in today’s society, video games are being shed in a new light. Nowadays, video games are not only just a place for little kids to explore virtual dimensions; rather, video games now contribute a massive market and following that should be noticed and watched carefully.

League of Legends GamePlay 2019

League of Legends is Legendary

Back in 2013, during the initial boom of free to play MMO’s (massively multiplayer online games), League of Legends was gaining traction as the game of the future. Featuring up to date graphics, a large player base, as well as fair, balanced game mechanics, League of Legends was a game where skill was the only thing that mattered. And that specifically drew people into the game! It was free, fun, and also extremely competitive. The most skilled players climbed the leaderboards and joined professional teams to prove their worth on the national and international stage. As a young kid, it was thrilling to see the best of the best from all over the world duke it out at the Season 3 League of Legends World Championships. In fact, it was this tournament that held the first ever prize of a million USD!1 I remember the Finals as if it was yesterday: it was between Korea’s heavyweight favorite SKTT1 and China’s underdog hopeful Royal Club. SKTT1, led by the world’s unanimous best player Faker (Lee Sang Hyeok), squared up against the young Royal Club squad led by the 16-year-old Uzi (Jian Zi Hao). Though Royal Club would get swept 3-0, it was the beginning of stardom for both teams as they returned to their home countries with prizes and honor in tow.

South Korean Gamer – Faker – Lee Sang-hyeok endorsing Telecom’s new iPhone.

Gamers are Celebrities

Following their victory during the World Championships, SKTT1 returned to Korea as stars rather than just professional video game players. By winning Worlds, the Korean team was welcomed back with open arms from hordes of fans and paparazzi. The transition from nerdy video game players to superstars was seamless; sponsors jumped at every opportunity to get the young fresh faces onto large screens throughout Seoul. In fact, Faker was immediately used in an advertisement for SK Telecom’s new iPhone during the time.2 This is a huge deal; normally in Korea, advertisements are reserved for famous idols and actors, but with Faker at the head of an ad, it proved that he was finally now a national icon.

China’s LPL and Nike Partnership

E-Sports Arrives in the West

Now, fast forward 6 years, and the same sort of culture has reached the Western hemisphere. Pro gamers are finally getting some recognition, with big names like Stephen Curry and Andre Iguodala (current NBA players) throwing heavy investments their way.3 North American players nowadays are filled with sponsors that are household names: Honda, Monster Energy, AT&T, as well as Red Bull. Riot Games, the developer of League of Legends, have recently franchised both their NALCS and EULCS (professional leagues in both North America and Europe) leagues, requiring teams to pay an entry fee of 10 million dollars.4 Meanwhile in China, Nike just reached out to sponsor the newly franchised LPL (League Pro League) because of the wide range of consumers that watch E-Sports. In fact, Uzi, the young gun during the 2013 World Championships, has seen his influence grow to the point that he was even invited to participate in Lebron James’ “Dribble &” campaign.5

Gamer Uzi (Jian Zi Hao) and Lebron James featured in Nike’s “Dribble &” Campaign

New superstar-like influencers are popping up all over the map, except this time, they aren’t who you expect. E-Sports is the new wave of the future: the market is explosively growing and if you’re not on board yet, you should be.

By Phillip Wong
Admerasia Intern Summer 2019

Article Sources:
1“Season 3 World Championship.” Leaguepedia | League of Legends Esports Wiki, Gamepedia, 30 May 2019, lol.gamepedia.com/Season_3_World_Championship.
2“’Faker’ 이상혁 선수, SK텔레콤 아이폰5s 이벤트에 등장!” ‘Faker’ 이상혁 선수, SK텔레콤 아이폰5s 이벤트에 등장! – 인벤, Inven, 24 Oct. 2013, www.inven.co.kr/webzine/news/?news=65419&iskin=esports.
3SportsTechie July 26, 2018
4ESPN June 1st, 2017
5Fox Sports Asia Oct, 2018

Exclusive Preview: The Cross-Cultural and Influential Asian American Beauty Shopper

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 of the U.S. population on skincare, just for example. At the same time, K-beauty and J-beauty brands have brought numerous novel beauty concepts and products from Asia to the U.S. that are shaping the way America treats its skin.

Yet, there’s barely any research information on Asian American beauty shoppers, which handicaps beauty brands from understanding the needs and wants of this dynamic consumer group. Admerasia is the nation’s first to conduct a set of comprehensive research studies that laser focuses on the mentalities and behaviors of today’s Asian American beauty shopper. The study includes a nationwide online survey that covers the largest Asian American ethnic groups such as Chinese, Korean, Vietnamese, Asian Indian and Filipino, as well as 2 consumer focus groups and 4 interviews with Asian American beauty influencers and industry experts. Results of our study vividly illustrate how Asian Americans’ bilingual cross-cultural identity and rising cultural confidence define their aesthetics and beauty shopping preferences.

Here is a preview of some interesting findings:

– Close to 90% of Asian American beauty shoppers rate beauty retailers (e.g. Sephora) as their top beauty shopping channel because of product variety, generous refund policy and widespread retail locations.

– Product endorsement from Asian influencers and product placement in Asian entertainment are highly important sources that trigger Asian Americans’ buying interests.

– The 5 most trending beauty ingredients among Asian American beauty shoppers are vitamin C, collagen, enzyme, green tea and argan oil; demonstrating their strong demand for anti-aging effects and affinity to Asian cultural traditions and skincare routines.

– When it comes to skin tone, 64% of recent Asian immigrants prefer a radiant ivory complexion while 71% American-born Asians prefer a healthy tan, reflecting the cultural nuances between East and West beauty aesthetics.

– 61% have their hair dyed, with ombre brunette being the favorite color scheme. However, blond is particularly prevalent among American-born Asians, typically as a visual statement for breaking stereotypes and standing out from the crowd.

These statistics are only a tip the iceberg of our research findings. If you are interested in accessing the full report or discovering opportunities for how your brand can capture this audience group (a truly lucrative business opportunity!), please drop an email at selinag@admerasia.com. We would love to chat!

Written by Selina Guo
Planning Director

Admerasia Takes Home Gold and Silver at 3AF

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 honor to be recognized from the 3AF organization as we continue to tell impactful stories that can empower and positively influence the Asian American community and beyond. We constantly strive and hustle to think outside of the box and explore bold ideas for our market to become part of a greater conversation.”

Congratulations to our team and partners at State Farm and Twin Marquis. We could not be more proud!

Admerasia Speaks at Asia Society Summit

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 that every culture and people express which will create more authentic connections. Try something, take bold steps, use failure as a learning tool, and lead in trends, not follow.

As the grand finale of the two days festivities, our co-founder, Jeff Lin, moderated panel, Women Executive Leadership: The Power and Rise of the Asian Consumer: Transforming the Way We Do Business with Jennifer Hsieh, Marriot International, Chloe Lim, Facebook Singapore, and Tina Mahal, PepsiCo.Our. The panel discussed such topics as breaking through both Asian and American barriers, the staggering buying power of Asian American consumers, and where we’re headed in the future. They enjoyed their discussion over a bottle of Art Bus Red from woman-owned, La Sirena Wines, who’s owner, Heidi Barrett, is one of California’s leading local winemakers.

We are incredibly grateful to Asia Society for having us and look forward to more collaboration in the years to come.

Asia Society is the leading educational organization dedicated to promoting mutual understanding and strengthening partnerships among peoples, leaders and institutions of Asia and the United States in a global context. Across the fields of arts, business, culture, education, and policy, the Society provides insight, generates ideas, and promotes collaboration to address present challenges and create a shared future.

Admerasia Goes to Washington

From Left to Right: Eric Chuang (Digital), Yashica Dutt (Creative), XiaoHwa Ng (Strategy) Max Davidson (Integrations)

We had a fantastic time at the Asian Pacific American Institute for Congressional Studies (APAICS) Gala in Washington DC. We witnessed inspiring messages from our country’s leaders matched with ambitious and intelligent young Asian Americans who, one day, will lead this country as well. Speakers included, US Senator Tammy Duckworth of IL, Rep. Ted Lieu of CA, and Speaker of the House Nancy Pelosi, not to mention a long roster of fantastic individuals paving the way for Asian representation. We had a chance to shake hands with some amazing folks pushing forward representation and diversity in industries across America.

We thank APAICS for having us and look forward to spreading their message all year round.

The Asian Pacific American Institute for Congressional Studies (APAICS) is a national non-partisan, nonprofit 501(c)(3) organization dedicated to promoting Asian Pacific American participation and representation at all levels of the political process, from community service to elected office.

 

 

Our New State Farm Campaign Speaks Cricket to its South Asian Audience

State Farm’s latest campaign is about cricket, but not like you’ve seen it before.

South Asians loving cricket is hardly a secret. Introduced to the subcontinent by the British, it’s now one of the most popular sports in the region and most South Asians, whether in United States or back home, grow up watching or playing cricket. So, it’s no surprise that the sport is on top of most marketers’ playbook when trying to reach out to South Asians, and in particular, an Indian audience. Especially, in time for the Cricket World Cup – it’s few weeks away and happens once every four years – a marketing game plan to channel the excitement and energy that comes with the tournament is a win-win.

That’s why when it came to crafting a theme for this year’s State Farm campaign, we decided to turn to this sport that echoes with so many Indians and their emotions. But instead of engaging with tired or overdone tropes we’ve seen many times before, we hit upon an insight that most Indians in the U.S. can relate with: rooting for your favorite cricket team while living in a country where, for most people, cricket is an insect that refuses to be quiet at night. For its fans, each cricket season comes with a reminder that being a fan of the sport in the U.S. can sometimes be a challenge. Our newly launched State Farm spots, Cricket Crashes and Commercial Breaks, engage with that distinct longing for your fandom — something rarely expressed in either mainstream or multicultural advertising – with humor and empathy. Both ads feature Jinisha Patel, a real-life State Farm agent who understands Asian Indians’ love for cricket and that you can’t miss a single second of a match, especially when India is batting.

Cricket Crashes, the 30s spot, brings to life a distinctive yet familiar story of Ankur, a cricket fan who misses watching cricket with his friends in India. With humor, the ad plays up his predicament of being a cricket fan in the U.S. Everyone in his new home seems to watch either baseball or basketball, in stark comparison to India where cricket is practically a religion. Served with a healthy side of nostalgia, this spot takes the viewer on Ankur’s journey to search out fans who love cricket as much he does.

Commercial Breaks focuses on an intense, yet completely relatable, aspect of being a cricket fan — taking calls only when the commercials are on. The unique 15s ad tells another amusing story when Ankur has ‘literally seven seconds before the commercials end’ to speak to his State Farm agent – a rather meta take on commercial breaks told through… a commercial. However, Jinisha Patel, the real-life State Farm agent, is here to help in whatever way is needed, even if that means getting straight to the point.

In Commercial Breaks, Jinisha understands why cricket fan, Ankur, can’t talk on the phone when the game is on and in Cricket Crashes, she recognizes how the first cricket season away from home can be tough. She does more than help you through your insurance needs – she gets you.

Cricket has always been a direct and rather effortless way to connect to Indians. But despite its ubiquity in multicultural marketing, there are still ways to keep it fresh and interesting. Our latest State Farm campaign is a case in point.

Yashica Dutt
Associate Creative Director

Decoding the legacy of Penn Masala—The World’s First South Asian A Cappella Group

From performing for President Obama to making a cameo appearance in Pitch Perfect 2, Penn Masala has pretty much done it all. The first ever group to bring the sounds of the Indian subcontinent to a cappella, Penn Masala creates music that traverses traditional cultural boundaries.

Founded in 1996 by four University of Pennsylvania students, Penn Masala has ever since been at the forefront of South Asian-Western fusion. A fusion that captures the essence of growing up with Indian and Western cultural influences and seamlessly integrates Western pop and Eastern melodies. Members join the group when they enroll into UPenn and become proud Penn Masala alumni when they graduate; making way for newer members to join.

Here’s taking you on a melodious journey of through some of their most iconic moments, lauded works, and celebrated performances.

Evolution of Bollywood Music – Penn Masala

This viral sensation that encapsulates the evolution of Bollywood music from 1940 to 2014 skyrocketed Penn Masala’s already rising popularity in India. They went on to perform this very medley at the IIFA awards—one of Bollywood’s biggest yearly award functions.

Pitch Perfect 2 – Any Way You Want It feat. Penn Masala

The group that earned its reputation through the music of Bollywood, made it to the big screens of Hollywood with this feature in Pitch Perfect 2.

Agar Tum Saath Ho / Treat You Better

The first single in Penn Masala’s 10th studio album, Yuva, combines the brilliance of Shawn Mendes and A.R. Rahman to create this magical eargasm.

Performing at The White House for President Obama

#EnoughSaid

We hope you liked this list as much as we do. And if you do, you can head over to Penn Masala’s YouTube channel to check out their extensive body of work and give them a subscribe.

Written by Rohan Grover
Copywriter (English Division)

(Top Video)
Viva La Vida / Jashn-e-Bahara
This beautiful mash-up featuring Coldplay’s Grammy-winning Viva La Vida and AR Rahman’s IIFA winning Jashn-e-Bahara is one of Penn Masala’s most iconic mash-ups and the defining melody of their 2010 International Tour where the group performed in various cities in India, England, Canada, as well as throughout the United States.

Not Celebrating Lunar New Year? You’re Out!

Here comes the ad of GUCCI’s latest capsule collection – a group of relaxed young people wearing Three Little Pigs-heavy apparels and enjoying luxurious New York lives in the company of their pet pigs. This picture, taken in a chic apartment near Central Park, is promoting the brand’s global collection designed for the 2019 Lunar New Year starting on February 5th. Guess what is the zodiac animal for 2019?

Lunar New Year, also known as Chinese New Year or Spring Festival, is the most celebrated cultural holiday among 2 billion East Asians worldwide. The holiday is a two-week festival filled with reunions among family and friends, auspicious wishes and, very importantly, lavish shopping and traveling.

It has long been a tradition for brands in Asia to celebrate this festival. But now, Lunar New Year is evolving and going global, thanks to the significant spending power of Asia’s market and Asian Americans, as well as their growing influence in global consumer trends. Realizing the enormous business opportunity, brands are making devoted efforts for this season to delight, not just Asians, but trendsetters around the world who are hungry for cultural experiences.

This sub-context has set the tone for brands’ Lunar New Year products and campaigns – modern and trendy yet still revolving around traditional rituals to fit the festive spirit and need. Here are the six rituals that have commanded brands’ celebrations of the season.

1. Wear New Things

Lunar New Year marks a time of change and new beginnings (what a perfect excuse for shopping!). Wearing brand new things on New Year’s Day symbolizes forgetting misfortunes and welcoming good luck.

This explains why luxury fashion and accessories brands are among the most vigorous players of the season. Different tiers of luxury brands are aggressively engaging their target groups with exclusive designs.

While GUCCI plays chic vintage in its Year of Pig collection, Louis Vuitton enchants fans with cute and chubby piggy accessories.

Photo Credit: Louis Vuitton

For the rich, there is Chopard L.U.C XP Urushi Year of the Pig watch in 18-karat rose gold and in a limited edition of 88 pieces.

Photo Credit: Chopard

For the young and trendy, Longchamp has collaborated with popular Chinese fashion influencer Mr. Bags to create a line of adorable bags and accessories. (Sorry, this collection has already been sold out in the U.S. thanks to eager fashionistas!)

Photo Credit: Longchamp

2. Fresh up the Look

New Year, New Look. To be precise, a radiant and glowing look.

Beauty is another industry that is big on this season. Skincare and cosmetic brands and beauty retailers are gearing up to send out their most beautiful New Year’s wishes.

GIVENCHY’s beauty line is promoting these elegant limited editions on the home page of its official website in the U.S.

Photo Credit: GIVENCHY BEAUTY

TATCHA, a San Francisco based high-end beauty brand, has launched a new brightening serum priced at $88. No. 8 is regarded as the luckiest number in Chinese culture with its pronunciation similar to the word ‘fortune’, and is frequently used in Lunar New Year greetings and celebrations.

Photo Credit: TATCHA

Sephora in Canada has rolled out a celebratory promotion with a curated collection – brands’ Lunar New Year limited editions and products with a touch of lucky red in their packaging.

Photo Credit: Sephora Canada

3. Enjoy Opulent Feasts

Just like Thanksgiving, Lunar New Year is the time for family and friends to gather over dinners, especially the feast on the Lunar New Year’s Eve which is the ultimate embodiment of reunion. These celebratory gatherings are certain to have an abundance of delicacies and good wine.

Food and beverage brands are the early birds in celebrating this cultural festival and have been passionately launching special merchandises in both local and travel retail channels.

Whether it is for self-consumption or gifting, premium liquor has always been a darling choice for wealthy and sophisticated consumers. This year, Hennessy has continued its collaboration with acclaimed Chinese artists for its limited edition. The design is filled with auspicious Chinese cultural symbols that together present a “dream of past and present, heaven and earth — the natural and beautiful cycle of life”, according to a statement by Hennessy.

Photo Credit: Hennessy

There are treats for the sweet tooth too. Godiva has been launching zodiac-shaped chocolates for more than a decade and what’s refreshing to see is that Sugarfina, a trendy candy brand that is often labeled as the Tiffany of candies, is celebrating the Year of the Pig in the U.S. in the cutest way with strawberry flavor bite-sized gummy pigs!

Photo Credit: Sugarfina

Taking note the soaring popularity of Asian food and Asian chefs in the U.S., food and lifestyle retailers, such as Williams Sonoma, are creating special collections to help their consumers design menus and select themed décor for Lunar New Year parties.

Photo Credit: Williams-Sonoma

4. Exchange Gifts (Including Money)

Gift giving, especially to children and seniors, is an essential Lunar New Year tradition to show one’s love and respect to family and friends.

LEGO’s Year of the Pig sets, family reunion dinner and dragon dance with figures in pig suits, have quickly become one of the most desired toy gifts for the season, especially for today’s Asian American parents who endeavor to foster their children’s cultural confidence.

Photo Credit: Lego

Compared to physical gifts, another form of Lunar New Year gifting is even more rooted – money. Cash are packed inside a red envelope and given out as a wish for prosperity. Now, with the world adopting digital payment and China marching into cashless economy, what is more common (and actually more fun) to do is customizing and exchanging red envelops trough Apps at Smartphones – a staggering 688 million people worldwide have used WeChat Red Envelope during 2018 Lunar New Year! If you don’t know what is WeChat, here is a concise intro of this super app.

WeChat Red Envelopes

5. Travel

Do you know that Lunar New Year is actually the world’s largest annual human migration? With close to 400 million people traveling to home and 7 million traveling around the world for vacations, Lunar New Year is a golden week for global tourism. America is ranked one of the top vacation destinations, and Chinese tourists on average spend $7,000 per person during their stay in the U.S., according to U.S. Commerce Department.

More and more retail and hospitality brands are hosting themed celebrations to welcome both local shoppers and Asian tourists who are in joyful buying mood.

As the largest shopping mall in the west coast, South Coast Plaza in Costa Mesa, for instance, has put up store decorations, cultural performances and in-store promotions to attract the crowd.

Photo Credit: South Coast Plaza

In Universal Studios Hollywood, one will be greeted by Minions in traditional Chinese attire and a Mandarin-speaking Megatron, and can learn Kung Fu with the Dragon Warriors in an interactive show.

Photo Credit: Universal Studios

In Las Vegas, a 20-foot high jade coin is displayed at Bellagio Conservatory to wish people good luck.

Photo Credit: Bellagio Conservatory

6. Entertain and Have Fun

The joy of Lunar New Year is essentially for everyone!

For E-sports gamers, League of Legends is arming the pig-riding warriors with a set of electrifying Lunar New Year skins!

Photo Credit: League of Legends

For families with young kids, there is Peppa Celebrates Chinese New Year, a feature film co-developed by the producer of Peppa Pig, a famous British animation series, and Alibaba Pictures. For those who don’t know Peppa Pig – this pink piggy and her animal friends are like Avengers to preschoolers worldwide.

Photo Credit: Alibaba Pictures

For classic music lovers, New York Philharmonic’s annual Lunar New Year celebration comes with a fiery program!

Photo Credit: New York Philharmonic

Savvy brands across numerous industries are capitalizing on Lunar New Year and engaging the aspiring global Asian consumers and beyond. The celebrations are indeed everywhere!

In the U.S., with Asian Americans being the fastest-growing group and shaping mainstream culture, Lunar New Year is no doubt an auspiciously promising business opportunity brands should not miss out. A smart Lunar New Year campaign creates a good impression and entrance, but what helps brands sustain a strong relationship with Asian Americans and stand out from competitions are continuous and meaningful engagement.

Curious to know how? Drop us a line. We wish you a Happy New Year, again!

Written by Selina Guo
Planning Director
selinag@admerasia.com

Top 8 Asian Beauty Vloggers Continued!

Continuing on our list of the best Asian Beauty and Fashion experts to follow, here are our Top 8 Picks beyond Chinese-North Americans.

These gals (and guys) are rocking in-language and English vlogs across Asia and North-America. Japanese, Thai, Vietnamese, Korean, you name it.

#1 PONY Syndrome

PONY’s Korean in-language channel rose to fame starting with her 2016 Taylor Swift transformation video. That single video went viral and cracked 19M views. For the most part, her videos are easy to follow tutorials and beauty tips, with a few shocking transformations. Her 4.5M followers garner her over a million views per video.

#2 Asahi Sasaki

Proclaimed self-taught Sasaki does everything from day-to-day makeup to horror-makeup on her YouTube vlog sasakiasahi. An example of her variety is her visual masterpiece “1000 years of Japanese Beauty – Evolution of Women” that takes the viewer from different eras of Japanese beauty (2.9M views). As of late, her videos keep to product reviews and tutorials but they’re still a ton of fun.

#3 Yuuri Fukuse

Another Japanese makeup transformer is Yuuri Fukuse. Watching her take herself from pretty freckled girl-next-door to Pink-haired Glam Star is always a mesmerizing experience. She is unrecognizable at the end of most of her videos. Our favorite tutorials are her Disney transformations thought it’s been a while. Her following is a respectable 500+k on YouTube and 82K on Instagram.

#4 Miki Kawanishi

Ok, one more Japanese star. In one of her most popular videos, Miki takes us through her morning routine. Even though her YouTube following hasn’t broken 1M, this video got her 6.2M views! She explains all the details including contacts that expand your irises. Her upbeat attitude is a lot of fun to follow.

#5 Patrick Starr

How can we have an Asian beauty blogger list and not include mega-star(r) Patrick Starr?! Filipino-American Patrick has been making it BIG in beauty. Celebrities flock to co-star in his videos. Patrick not only makes beauty fun and approachable, but he takes it to the next level. Supporter and member of the LGBTQ community, Patrick reaches out to EVERYONE to embrace themselves. Now that’s real beauty!

#6 Promise Tamang

Not your average beauty blogger, Nepalese-American goes beyond day-to-day makeup and does full transformations. From Disney Princesses to turning her husband into the Grinch, Promise is about having fun. Her YouTube channel dope2111 has a fantastic 5.5M followers averaging easily over 1.5M views a video.

#7 Kim Thai

Ok, not interested in looking like Elsa from Frozen? Got it. Vietnamese-American Kim Nguyen is a little more down to earth. Her body-positive tutorials are super cute and informative. She does product reviews and step-by-step videos. Of course it wouldn’t be Kim if there’s not a touch of comedy and realness. Sometimes eye shadows fall out of their case. Sometimes brows are uneven. But that’s what makes us love her. She’s also a joy to follow on Instagram with over 400K followers.

#8  Pearypie Amata Chittasenee

Thai-American Amata goes bilingual (Thai/English or no-dialogue on her videos and IG, making her easy to follow for any viewer. She has recently gone the extra mile in her videos. So even though you’re gonna see some morning makeup routines, you’re also gonna see some fantastic fashion and travel.  Shiseido recently collaborated with Pearypie on The MASTER of ALL project, highlighting Amata’s rise to fame.

We could have kept going but the list is endless. We haven’t even touched upon South Asian Beauty! These men and women are transforming the beauty industry in their own unique ways – using their voices, skills and talents to influence tomorrow’s consumers. We’ll be watching as we are sure you will too.