The 3AF’s mission is to advance the Asian American marketing and advertising industry for Asian American consumers through education, advocacy, promotion, and increased collaboration of all industry stakeholders including but not limited to marketers, agencies, research partners and media.  Additionally, 3AF seeks to promote and encourage high standards of conduct and ethics among our members and our industry.


Who We Are

The 3AF’s history began in February 1999, when executives from 15 advertising agencies, including L3, Kang & Lee, DAE, Imada Wong, Muse Cordero Chen, Admerasia, interTrend Communications and Minority Media Services held the first session of the Association of Asian American Advertising Agencies or 5As during a Lunar New Year celebration in San Francisco.  Multicultural marketing, in general was taking off but there was a lot of resistance among marketers at the time to target Asian Americans. One of the primary goals of the 5As was to organize an association who could not only promote the Asian American advertising industry as a whole but, more importantly, to help convince corporate marketers and validate the market.  The organization’s name was later changed to the Asian American Advertising Federation (3AF), but many of the organization’s original founding principles, to broaden members’ knowledge and share expertise on the Asian American market through conferences, seminars, events and programs; to provide networking opportunities for Asian agencies, media and research professionals; and to showcase the power and influence of the Asian American consumer still holds true today.


LOS ANGELES, CALIF., December 14, 2021—The Asian American Advertising Federation (3AF) announced today the winners of the 3AF 2021 Excellence Awards competition.  The awards are bestowed annually […]

(NEW YORK, NEW YORK) – To further the effort of spreading fact-based and critical information about the COVID-19 vaccines, the Ad Council, Asian American Advertising Federation […]

LOS ANGELES, CA – February 9, 2021 – The Asian American Advertising Federation (3AF), the country’s primary resource when it comes to Asian marketing, advertising and […]

Event Highlights

The 3AF celebrated its 20th anniversary at this year’s summit.  Kicking off the conference and setting the stage was a panel of 3AF founders who talked […]

In response to attendee suggestions, the 3AF updated the agenda for our annual summit in 2018. First, we moved to a new venue, the Intercontinental downtown […]

The Asian American Advertising Federation hosted its 3AF 2017 Asian Marketing Summit again in Los Angeles’ Koreatown on June 1-2.   The Summit agenda featured experts who […]