The Asian American Advertising Federation (3AF) celebrates its 15th annual 3AF Asian Marketing Summit
When we hear the words “Asian representation in media”, the default is typically to think about film and television. However, it’s important to remember that this also includes marketing, advertising and the media outlets we get our news and information from. Whether we are referring to representation that is visible or nuanced, to challenge outdated narratives and see more accurate representations of Asians across different media, it all starts with an idea.
Cold Tea Collective is proud to be a partner for the 15th annual 3AF 2024 Asian Marketing Summit. Taking place in the Greater Dallas Area on May 29th and 30th, this event brings together a variety of decision makers and creatives that help drive narrative change in marketing and advertising.
We spoke with the nation-wide organization’s executive director, Genny Hom-Franzen about the upcoming event.
Readers of Cold Tea Collective receive a special 10% savings of their Summit ticket with the code “CTCTENOFF”. See the full agenda here.
The importance of strategic advertising and marketing to Asian American audiences
What gets counted, counts. What does that mean? People of Asian descent are the fastest growing population in the United States, representing more than than 23 million people.
According to Nielsen, the collective purchasing power of Asian Americans is more than $1.6 trillion, growing 314% between 2000 and 2019, far exceeding the increase in purchasing power of all other racial and ethnic groups over the same period. For comparison, the total U.S. buying power grew 119% during the same period.
With the socioeconomic influence the Asian population has in America, businesses are becoming increasingly aware of the importance of advertising directly to Asian Americans in meaningful ways.
“I’m glad we’ve moved away from the “total market” approach,” says 3AF Executive Director, Genny Hom-Franzen, referring to the marked increase in dollars spent specifically on advertising to Asian American consumers since 2020.
“The racial injustice during the pandemic helped more people see the importance diverse segments bring to our community,” she shares. “Despite the news reports on the decline in DEI, brands still see the ROI in multicultural and inclusive marketing which is good news…A handful of brands have embraced our segment, but we would love to see more.”
From the Michelle Yeoh-led lululemon China campaign, to the Ronny Chieng-fronted Old Spice commercials, brands are recognizing that it’s not just about having an Asian face in a commercial spot, but also to understand the underlying cultural nuances and historical context to have their messages reach and connect authentically with Asian American audiences.
Across the two-day event, we look forward to hearing about the next anticipated changes, challenges and opportunities in changing narratives for Asian American audiences through advertising.
See also: Redefining the gold standard in media
Highlights of the upcoming 15th annual 3AF 2024 Asian Marketing Summit
The 15th annual 3AF 2024 Asian Marketing Summit is the largest national conference dedicated to Asian marketing. From May 29th to 30th in the Greater Dallas Area with a packed agenda, these are the sessions and events we look forward to:
Exploring the Rich Tapestry of Greater Dallas’ Asian American History
May 29, 9:05am
With more than 26 Asian nationalities represented in the greater Dallas area, Asian culture is an integral part of Dallas’ business and identity. Stephanie Drenka, co-founder of the Dallas Asian Historical Society, will provide a local’s overview of the Asian community in Greater Dallas and insights on her organization’s mission and goals.
See also: The Korean adoptee community’s response to Blue Bayou
The Power of Music from Kpop to Hip-Hop for Asian Americans and beyond
May 29, 1:45PM – 2:30PM
At the top of the charts and taking the stage are the creative and business leaders behind the representation of Korean and American music and cultural producers in this panel discussion.
Panelists:
- Eric Nam, Founder and Creative Director, DIVE Studios
- Brian Nam, CEO, DIVE Studios
- Ronny Ho, Head of Dance & Electronic Development, Spotify
- Mike Chuthakieo, Chief Revenue Officer, 88rising
- Cheryl Lee, Executive Director, Media and Analytics, Intertrend Communications, Inc.
Advancing Inclusivity in Survey Research
May 29, 2:30PM – 3:15PM
AANHPI voices are often missing or underrepresented due to limited or inaccurate data representation. Amplify AAPI is the largest, most representative public opinion panel of Asian American, Native Hawaiian, and Pacific Islander communities. The panel will discuss ways Amplify AAPI can be used and what has been done so far to illuminate the views, values, and priorities of these communities.
3AF Excellence Awards and Reception
May 29, 5:30PM – 8:30PM
Asian Cinema – Growth and opportunities
May 30, 11:25AM – 12:15PM
South Asian representation in film is having an unprecedented moment in the United States, which includes a run of mainstream attention and historic Oscar recognition for films such as RRR, the Elephant Whisperer, and To Kill a Tiger. This session will provide an overview of the success of South Asian films in the last two decades, the reasons behind this rise in viewer engagement, and how marketers can leverage this trend for broader reach and impact.
“We are gathering all the key movers and shakers in the Asian advertising and Asian marketing industry together in one venue for two days,” says Hom-Franzen. “In addition to providing education via our summit sessions, I hope summit attendees will connect and collaborate on the next big idea that is going to make the Asian advertising and marketing industry even bigger, stronger, and better.”
See also: Harold and Kumar: Using stereotypes to fight stereotypes
Driving narrative change through Asian American representation in advertising and marketing
In 2024, 3AF celebrates its 25th year in operation and 15th year of their annual summit.
“Fifteen years is a long time in the nonprofit world, especially with minimal staff and resources,” says Hom-Franzen. “I am extremely proud that 3AF has remained steadfast in its commitment and dedication to the Asian American consumer segment despite the ups and downs in the economy and in the marketing industry over the past few years.”
This year’s programming reflects the changing times and trends that contribute to long-lasting change. Hom-Franzen shares her top takeaways she hopes Summit attendees will gain:
“Don’t be afraid to connect to the Asian American consumer segment as part of your multicultural marketing efforts. Put a stake in the ground and show your support of this important segment who impacts so much of our world.”
3AF agency and media members are ready and able to help you in your brand journey. Connect with us, join as a member, engage in our programs, review our resources and ask questions. 3AF is the leading resource helping brands reach Asian American consumers successfully. We will be celebrating 25 years in 2024 and we can help you.
“Whether attendees are new to marketing to AAPI audiences or have been targeting the segment for years, 3AF aims to create a fun and educational experience for attendees to their offices feeling inspired, excited and empowered to expand their efforts with AAPI audiences…I hope summit attendees will connect and collaborate on the next big idea that is going to make the Asian advertising and marketing industry even bigger, stronger, and better.”
See more information and register for the 15th annual 3AF Asian Marketing Summit.
Readers of Cold Tea Collective receive a special 10% savings of their Summit ticket with the code “CTCTENOFF”.
Learn about how Cold Tea Collective partners with brands, agencies and organizations as a creative media partner to connect with AAPI audiences through thoughtful and authentic storytelling or request a media kit by emailing natasha[at]coldteacollective[dot]com.
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