#HateIsContagious: Now is the Time to Stand Together

“HATE’S the most contagious and these days it’s going VIRAL”. Our friends, Year of the OX, shine a light on the discrimination and racism currently facing Asian Americans. Scared to leave their homes, not only because of the virus, but because of the onslaught of racially motivated violent attacks and harassment. Like YOX says, this is not a new issue but one that has long festered in our communities.

NOW IS THE TIME TO STAND TOGETHER.

Speak your truth.
Move the conversation forward. #HateIsContagious
Cure it.

ADMERASIA stands by the Asian American community. Join us.

ADMERASIA’s Yashica Dutt, Author of Coming Out Dalit, Comes Home

Yashica Dutt, ADMERASIA’s Associate Creative Director, is back from her book tour! Dutt published her groundbreaking book, Coming Out Dalit, a non-fiction memoir about caste and its systemic impact on India and Indian communities across the globe, in 2019. Since then, her contribution to civil rights continues to grow.

Dutt on the Jaipur Lit Fest panel

A TOUR THROUGH INDIA

After weeks abroad in India and various U.S. cities, Dutt returned to us with many stories to tell.

In India, Dutt attended the Jaipur Literary Festival, one of the world’s largest lit fest, and the Kolkata Literary Meet. Dutt was featured on numerous panels at both events.

Dutt at the Kolkata Lit Meet

The Harvard India Conference on a panel on Caste and Media

The tour continued to various cities including Mumbai and Delhi. Dutt had the pleasure of speaking to several students at colleges and universities.

BACK IN THE STATES

Back in the U.S., Dutt attended a panel on Caste and Media at the Harvard India Conference, and another one the same day at MIT.

“It’s been rewarding, eye opening and in many ways one of the most defining experiences of my life,” says Dutt.

We are proud to have Yashica Dutt on our team.

Are American Brands Prepared for the Coronavirus Pandemic? Lessons in China Offer Tips

The coronavirus (COVID-19) is spreading around the world and threatening the global economy. By February 26th, there have been 59 confirmed cases In the U.S. and the number is expected to increase sharply. “It’s not so much a question of if this will happen anymore but rather more a question of exactly when,” warned CDC officials, speaking to the pressing urgency of the situation.

For American corporate brands, it is critically important to react quickly and prepare solutions in coping with a potentially unprecedented scale of panic and business shutting down. During times of crisis like this, it’s the responsibility of brands to demonstrate solidarity and support towards the public while adjusting business strategy to survive.

How global and local brands in China have been adopting provide us inspiration and ideas.

As the center of the outbreak, China is the first to practice large scale city lockdown, and businesses, especially retail industries, have been severely impacted. In crisis management mode, brands are swiftly developing campaigns and cross-channel integrations to reassure their audiences and provide convenient shopping options much needed in the self-quarantine life.

Show Support and Sympathy

Since the last week of January, hundreds of millions of Chinese have been staying at home and waiting, with both patience and anxiety, for the “tipping point” to come. The outbreak has pressed a “pause and reflect” button for Chinese. While news headlines focus on the virus development, posts about keeping faith, self-reflection and eco-consciousness have skyrocketed on Weibo and WeChat, the two largest social media platforms in China.

Addressing this crowd sentiment, a breadth of brands have rolled out campaigns, with their brand DNA, product or service integrated,  to express support and sympathy and take actions to help fight the virus.

Photo credit: Louis Vuitton, Nissan, McDonald’s, Lego

Louis Vuitton put up a post on its official WeChat account “Every paused journey will eventually resume. Louis Vuitton wishes you and your loved ones safe and healthy.” It is a simple yet heart-warming, aspirational message, and true to the brand’s tonality and its roots as a fine travel luggage producer. 

There are also interesting cases on highlighting product features that fit practical purpose in this particular situation. Nissan featured its Motion-activated Liftgate with a headline “Zero Touch, Better Care” to address the public anxiety over virus transmission and contextualize the brand’s human-centered technology into a highly relevant real-life scenario. 

Besides financial donations, lots of brands are tailoring their business offerings to help the community. McDonald’s, for example, has deployed a special task force team that “Sends a little warmth to everyone” and delivered over 50,000 free meals to doctors and nurses on the front lines.

There is a strong sense of helping each other among the public too. LEGO recently posted a children education illustration series that uses LEGO pieces and characters to tell the story about the virus prevention. It was created by a LEGO employee during her quarantine time at home and has gone viral online.

Offer Convenient Shopping Experience through Cross-channel Integration

Retail businesses in China, including shopping malls, theaters, restaurants, car dealers, parks, museums, etc., either have to significantly shorten their operating hours or completely close down during the quarantine. Meanwhile, even though people are mostly stuck at home, there is still desire for shopping, and the desire actually grows stronger after weeks of remaining indoors. 

So many have turned their attention to online. Online shopping has become a way to fight boredom and keep up the spirit, and demand for some particular categories like health and wellness, entertainment, video gaming and beauty products are increasing. 

The situation has urged brands to integrate retail business with virtual online experience to enable consumer connection and generate sales. Thanks to the well-developed social commerce ecosystem in China, people can now enjoy VR shopping and make purchases easily with WeChat Pay or Alipay, the two dominant mobile payment systems in the country. 

Photo credit: Mixc Shanghai

Mixc, a high-end shopping mall in Shanghai, developed a VR mini program on WeChat that allows people to browse products from individual shops and counters inside the mall; from skincare and jewelry to grocery and baby care, and make instant purchases. This outbreak has, in a way, accelerated the development process of the concept “New Retail” in China as an increasing number of brands integrate offline and online businesses to create omni-channel experiences for consumers.

Interestingly, even big-ticket items like auto and real estate are jumping onto the bandwagon. 

Photo credit: BMW, Evergrande Real Estate Group

BMW’s official WeChat account has recently launched a mini program that allows people to take video tours of the cars they like and chat with sales representatives in their preferred dealer locations while browsing the dealer’s inventory in real time. This well-received novel experience has the potential to revolutionize the car selling model as over 50% of Chinese car buyers think online car shopping helps them save time and cost, according to a recent survey pulled by Dataway, a Chinese research firm. 

Evergrande Real Estate Group, China’s second-largest property developer by sales, launched an unprecedented online sales campaign on February 13th. Through VR experience, people can have a view on practically everything in the property – outdoor garden, building façade, model unit, amenities and sales office. Within only three days, the company had sold over 47,000 units nationwide with a total of $8.2 billion sales.  

Cross-channel integration and enrichment of online shopping experiences clearly help revitalize businesses in China during this tough time, and many business executives have recognized that this shift is not simply a response to the virus outbreak, but a long-term strategic implementation. 

Now, the tables turn to business in America. Brands can learn from the experiences of their Chinese counterparts and adjust to the new realities. We are a global community, and in the midst of this pandemic, we as members of that community should be building bridges and learning from one another to see us out safely on the other side – together.

Written by Selina Guo
Planning Director
selinag@admerasia.com

 

The Trade War’s Silver Lining for Brands: A Research Report from Admerasia

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 one of several key takeaways from Admerasia’s latest analysis and research report “The Trade War’s Silver Lining for Brands”, which is available for download by clicking here.

The U.S.-China trade war continues to be the eye of the global political storm. For businesses, this means that they will continue to face challenges on rising supply chain costs and uncertainties on government regulations that could impact company business strategy and talent policy.

However, when it comes to how global consumers react to the trade war, this story has a silver lining.

According to IPSOS’s latest index in August 2019, global consumer confidence hit its highest level since 2018. Countries with the highest confidence scores are China, India, Saudi Arabia and the U.S. Asia and the U.S. are the leading forces in boosting the global economy, and consumer demand in these two regions are bringing new opportunities to brands. 

In our report, we capture the latest trends, shifting mentalities and policy changes, along with the resulting marketing opportunities, in three key consumer groups:

  • Asian Americans – the fastest-growing ethnic group in the country, are flexing their buying power with a propensity for shopping premium brands.
  • Asians – Asia’s middle-class boom and consumption are unwavering, growing stronger by the day. 
  • Americans – American consumers, especially Millennials and Gen Z, welcome innovative brands and entertainment trends, including those from Asia.

To secure sustainable business growth in these consumer groups, it is critical for brands to monitor and project the impact of evolving political dynamics on its consumer base; proactively gauging potential opportunity shifts and strategizing agile business plans.

The world is changing at an unprecedented speed, mixed with uncertainties and excitement. Regardless of the result of the trade war, it remains crucial for brands to keep enhancing product experience and brand storytelling to meet increasing expectations from today’s consumers, no matter which continent they live in or which country they identify with.

Admerasia is here to help you and your brand.

For more information, please contact Jeff Lin, Co-founder of Admerasia, at jeffl@admerasia.com.

Click here to Download the Full Report

Nezha: Why American brands need to pay attention to the animated movie that beat Avengers in China

(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 of the eponymous hero – a well-known young rebel from Chinese mythology. Though the story is ancient, the movie is nothing but modern and imaginative – with elaborate visual effects, electrifying music, humorous dialogue and numerous references from pop culture.

Released in China this past July, Nezha has earned over $669 million in less than 40 days, becoming the 2nd highest-grossing film of all time in China – beating the Chinese box office record for The Lion King, Toy Story 4 and Marvel’s Avengers: Endgame. Critically, it has won the hearts of millions, receiving rave reviews and scoring a high 8.6 on Douban, the largest movie review website in China.

With an IMAX premier in a small number of theaters, Nezha finally hit the U.S. on August 29th. Movie tickets, as expected, were quickly sold out. Theaters were filled with the laughter, tears and applause of young Chinese Americans, both working professionals and students.

How did Nezha become such a phenomenal success, resonating with Chinese worldwide? There are the two likely reasons.

As a new interpretation of an old story, it captures the zeitgeist of China.

“I am the master of my own fate”, a line delivered by Nezha in the final battle of the movie, says it all.
In the past, the story of the holy child-god Nezha, has repeatedly appeared in Chinese movies, dramas and animation, but the 2019 version largely reinvents the narrative and adds more complexity and twists to the storyline and characters. Instead of a god, Nezha is born predestined to be a demon and constantly fights against prejudice and social exclusion. In addition, instead of killing his rival, the Dragon Prince, Nezha becomes friends with him and together the two young characters fight against their set destinies.

Yes, there’s a lot of fighting and overcoming obstacles in Nezha, and these plot-points precisely manifest the indomitable and optimistic spirit of young Chinese born in the 80s’ and 90s’; a generation raised during China’s economic rise, technological innovation and entrepreneurship boom – a generation granted unprecedented chances for upward mobility. Like Nezha, they have a sharp desire for personal actualization that reflects in their quest for success.

“In reality, many young people are breaking down outside limits and prejudices.” said director Jiaozi, in an interview explaining why Nezha is clicking with young Chinese.

Critics at The Los Angeles Times’s also added, “Residing just beneath all the visual razzle dazzle is a stirring message of empowerment.”

It is a coming-of-age story of a Chinese hero.

Not Spiderman, Simba nor Chihiro. Nezha’s story is a Chinese one, derived from The Investiture of the Gods, a 16th century Chinese novel that combines elements of history, folklore, mythology and fantasy.
Don’t get me wrong, animations from Hollywood and Japan are well-loved in China, but the young generation craves for more. Emboldened by their rising cultural confidence, they seek vivid revivals of Chinese cultural icons on the silver screen.

The movie industry answered the demand. Released in 2015, Monkey King: Hero Is Back is wildly regarded as the beginning of “the return of Chinese animation”. Now with Nezha’s startling success, Chinese anime creators are rolling out an ambitious plan – in the post credits of Nezha, a teaser of an upcoming animated movie features the story of Ziya Jiang, another fictional hero from The Investiture of the Gods. This sneak preview is creating enormous buzz for Chinese moviegoers and indicates the formation of what the fans called “The Universe of Chinese Mythology”.

So, why does this matter to American brands?

For brands that want to tap into China or the growing Chinese American market, understanding the target consumer mentality and demand is critical, and Nezha’s success gives us an interesting lens to witness the confidence and aspirations of this new generation.

The rise of entertainment originating from Asia is as impactful to today’s young Chinese as representation in Hollywood, and only content that is truly culturally authentic can create effective resonance and engagement. Face-swapping or stiff adaptations from general market campaigns simply don’t work. Brands need to keep up with the changing reality and craft insightful campaigns.

After all, no one would want to miss out a consumer segment that owns staggering buying power – with only a limited run across 66 IMAX theaters, Nezha’s opening weekend in the U.S. managed to rake in $1.19 million with a stellar per-theater average of $18,061, the highest among all films playing in the U.S. on five or more screens. All credit goes to Chinese Americans.

Brands, take note.

Written by
Selina Guo
Planning Director
Selinag@admerasia.com

References:
Maoyan, China’s box office ranking
Review: Chinese animation box-office sensation ‘Ne Zha’ brings empowering message to America, LA Times, 8/29/2019
Chinese Blockbuster ‘Ne Zha’ Nets Stellar $18,000-Per-Theater In U.S. Launch, Cartoonbrew, 9/2/2019
China Focus: Animated film “Ne Zha” becomes smash hit in China, Xinhuanet, 7/31/2019

Photo credit: Well Go USA

 

A Letter from our Co-Founder

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, and Marvel’s Shang-Chi, starring the first-ever Asian lead for the franchise.

The rise of Asian cultural movements is piquing the interest of people everywhere. We are often asked by clients and colleagues, “can an ad segmented for Asian Americans also play in general market?” The answer is an emphatic, “yes”. Whether it be cosplay, cricket, e-sports, foodies, nerd-life, or lux-life, we enjoy finding the subtle, yet impactful, ways humans find common ground. It is a nuanced balancing act – supplying the authenticity of our core heritage and culture while communicating in a universal voice.

 

Speaking of action movies, we’ve also been dabbling in the realm of superheroes. Our latest TVC campaign featured Asian American cosplayers in full warrior gear. I can’t help but admit I got a thrill out of being a part of a project that has Asian Americans representing heroic and strong characters – even when it’s rubber swords and replica helmets. Asians & Asian Americans are finally getting the roles and recognition they have long deserved. It’s about time.

And we’ve been rewarded with success. We’ve run our campaigns in theaters nationwide in front of Spider-man: Far from Home, on Cartoon Network’s Adult Swim, and on live-streaming platform, Twitch. The Asian American story CAN be anyone’s story.

Admerasia proclaims itself as an “&” agency. We do more than ad. We connect.

 

I’ve come to embrace the &. I started off life as a boy, as Chinese. I grew into an immigrant, an American. Sometimes it felt like I had to choose between my identities, that they were in conflict. But as I grew, instead of cutting things out of my life, I added to the list of the things that made me who I am. I &.

This & approach to life is how we operate here at Admerasia. Barriers, lanes, human constructs – we do not adhere to. We do not believe our stories are limited. We do not believe our voices stop at the borders of Chinatown or Jersey City. We do believe in &. It’s that foundational belief that carries our ads across continents, into your home.

I hope this tale of Awkwafina & Identity & Brand Craft has inspired you to put a little & into your day. Limits aren’t for us. We can be Asian & American & Asian American.

See you at the movies.

 

Jeff Lin
Co-Founder of Admerasia&
Soccer Enthusiast&
Wine Collector.

 

韩流来袭 引爆多元文化抬头

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

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

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.

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.