3AF Asian Marketing Summit

3AF 2019 Asian Marketing Summit


May 22nd - May 23rd
All Day


InterContinental Hotel, downtown Los Angeles, California

Event Details:


Wed, May 22, 2019, 4:00 PM -Thu, May 23, 2019, 10:00 PM PST

Asian Americans are the fastest growing consumer group, and there’s no better time than now to learn about how to reach this critical and important segment.

The 3AF 2019 Asian Marketing Summit on May 23, with a media fair and opening night reception on May 22, is the only multicultural conference focusing solely on the Asian American marketing and advertising industry. Join top brands, industry experts, researchers, content creators, advertising executives, media and other vendors and partners as we converge in insightful discussion on business implications of the Asian American consumer.

This year the 3AF is celebrating our 20th anniversary, and our theme is “Honor our Past; Celebrate the Present; Empower the Future.

Asian media are a critical conduit to our community, and we are excited to include our first 3AF Media Fair as part of the summit. The media fair will be held prior to the opening night reception on May 22. Asian media representatives will showcase their organizations and highlight their capabilities, and it’s a wonderful opportunity to connect one-on-one with them. Media will include television, radio, print and digital and also various languages, including Chinese, Korean, South Asian, Filipino, and Vietnamese.

The 3AF Summit will be held on May 23.

Summit topics include:

Around the World in Location Based Entertainment

In the search for new audiences and driving innovation, studios, production companies and start-ups have experimented with gamification, interactivity and immersion for well-known franchises and original content in the emerging Virtual Reality market. VR technology is being used for both marketing extensions and standalone businesses. Joanna Popper is the Global Head of Virtual Reality for Location Based Entertainment at HP Inc, and was previously EVP of Media and Marketing at Singularity University and VP of Marketing at NBCUniversal. She highlights global case studies of what’s working and what’s not in Location Based Entertainment & Virtual Reality, and the technology that drives these compelling new media experiences.

Joanna Popper, Global Head of Virtual Reality for Location Based Entertainment at HP Inc

The Power of the Multicultural Digital Consumer

The Power of the Multicultural Digital Consumer provides brands, agencies and research companies never-before-seen data in three areas: (1) 2017-2018 digital media spend for Asians, Hispanics, African Americans, and Non-Hispanic Whites; (2) Key digital behavior and attitudes by ethnicity/race, and age (18-34, 35-49); and (3) Key findings of several empirical studies that drive in-cultural marketing effectiveness (Hispanic v. Non-Hispanic White). In short, this presentation will help companies navigate a 21st-century, digitally-centric media landscape with actionable insights and strategies for the New Mainstream.

Jake Beniflah, Executive Director, Center for Multicultural Science

Optimizing Your Media Mix for Asian American Marketing— Results from the 3AF’s Second Media Consumption Study

Iris Yim, 3AF Vice President and President, Sparkle Insights, will share results from the 3AF’s second media consumption study. What media mix should you have when targeting Asian Americans? Which social media platform is the most effective for your specific Asian target? What language should you use in your Asian American campaigns? What are some cultural and language nuances for major Asian nationalities as well as Asian American media consumption habits for both traditional and digital media?

Iris Yim, 3AF Vice President and President, Sparkle Insights

From All-American Girl to Fresh Off the Boat to Crazy Rich Asians and Beyond: How the Changing American Landscape has Demanded Better Asian American Representation in the Last 25 Years

In 1994, ABC aired the first episode of All-American Girl, a show featuring a Korean American family starring Margaret Cho. The show was cancelled after one season, failing to capture praise from critics and audiences. Fast forward, and, 25 years later, we have seen more Asians on television and movies thanks to Fresh Off the Boat, Master of None, Selfie, and Crazy Rich Asians. While we have some great strides in Asian media representation, Asian Americans still have a long way to go. Join Frances Rubio, Multicultural Marketing Analytics, GroupM, as she shares insights and the latest research on the social and cultural impact of Asian representation in the big screen and in television and social media and how the rise of Asian representation affects the rest of mainstream America.

Frances Rubio, Multicultural Marketing Analytics, GroupM

Wéi the North: Multicultural Marketing Lessons from Canada
While multicultural marketing in the U.S. is primarily focused on the Hispanic and African-American consumers, Asian populations continue to boom and marketers need to understand the opportunities and challenges. As such, we can look to Canada for inspiration. Why Canada? Canada will be welcoming over 1 million new immigrants in the next 3 years alone with the majority coming from Asia. By the year 2036, Canada’s multicultural consumers will represent 34% of the population and according to Statistics Canada, other urban centers across the country can reach over 80% with South Asians and Chinese quickly becoming the “visible majority”. Canada is increasingly becoming an Asian-influenced country and brands have taken notice.

Join Canadian Multicultural Marketing veteran Bobby Sahni who will share key insights and opportunities relevant for the U.S. market, along with examples and learnings gained by marketing to Asian consumers in Canada.

Bobby Sahni, Co-Founder and Partner, Ethnicity Matters

How Asian American Programming Led the Digital Over the Air Broadcasting Revolution

Ten years ago, the media landscape was dramatically different. Local TV, cable and satellite ruled the day. Streaming platforms and social media apps had not come into their own. But with the change in the broadcast television standard from analog to digital, local television stations began to multicast and Asian-American programmers in particular led the movement now known as ‘cord-cutting.’ Kapur will speak about this sea-change in community coverage on the local level that did not exist a decade ago.
Speaker: Ravi Kapur, CEO, Diya TV

3AF Founders: Honoring Our Past; Celebrating the Present; Empowering the Future

The 3AF was founded by a group of multicultural marketing pioneers in 1999 who felt there were significant business opportunities by marketing to Asian American consumers. Fast forward 20 years, much about what we know about multicultural marketing and the media landscape have changed. In this 20th anniversary summit, we have invited the founders back to share with us their observations, experiences and lessons of multicultural marketing and Asian American marketing over the past 20 year and their visions for the future.
Eliot Kang (Kang & Lee), Shelley Yamane (Muse), Zan Ng (Admerasia), Julia Huang (InterTrend) and Joe Lam (L3) are the panelists with Bill Imada (IW) as moderator.

The Power of Asian Media


Dish TV/Sling

Nielsen – lunch keynote


The 2020 Census: Start Here to Shape Our Future for the Next 10 Years.

The 2020 Census is less than a year away, with the important task of counting everyone living in the U.S. beginning early next year. The responses collected from the census serve statistical purposes that will impact the visibility and representation of all Asian American communities for the next 10 years.

For the Asian American advertising industry, consider how census data is used every day to inform critical business decisions and identify needs and opportunities. If multicultural communities do not respond accurately, these gaps of information will serve as an undercount of the diversity, the size, and the unique characteristics of our audiences for the next 10 years.

The panel will feature representatives from the U.S. Census Bureau, corporate marketers, and big data, where together, they will discuss why a complete and accurate count is essential to our industry, and ways in which we can participate. The panel will be moderated by 3AF Board Member Tim Wang, Founder & Principal, TDW+Co.

Following the all-day summit on May 23, we will host the 3AF Excellence Awards reception and dinner, honoring the best and brightest in our industry. The program will include entertainment and a delicious three-course dinner.

Stay tuned for updates on the agenda, sponsors and speakers!

Sponsorship opportunities are still available. Contact for details.


Our venue is the InterContinental hotel in downtown Los Angeles.  As the tallest building west of Chicago and a 2018 Travel + Leisure World’s Best Hotel, the  InterContinental Los Angeles Downtown has spectacular views from the 70th floor sky lobby.

The 3AF has negotiated a special rate for summit attendees. The rate is $289 per night for a King or Queen Superior room. The rate is available on a first-come, first-served basis and must be booked by April 22. After April 22, the hotel’s prevailing rate will apply.

To reserve, visit: 3AF Summit hotel room block link.

Or call the hotel directly at 1-213-688-7777 and use option 1 and ask for the 3AF rate.

2019 Asian Marketing Summit – Sponsorship Opportunity

2019 Asian Marketing Summit – Media Fair Sponsorship