Multicultural Asian-American Marketing is a very sensitive topic. Words are lost in translation—you don’t want to offend anyone by saying the wrong thing. In the Asian Market, it is NOT possible to clump the different cultures together. Each subgroup in the Asian American Population have to be spoken to individually in their native language. This is a very big undertaking without cultural context and being fluent in the language spoken. However, marketing to these individuals can be very lucrative. To capitalize in the Asian American market of $1 Trillion Dollars of buying power, you will need to understand their identity.
The Asian-American Identity:
Percent of Asian-Americans (25+) with bachelor’s degree or higher
Households headed by adults (18+)