After three long years of virtual meetings, we are excited to bring our Asian American marketing and advertising ecosystem and family back together, live and in person. The 3AF Asian Marketing Summit has everything you need to know and everyone you need to meet, all in one place. We are glad you’re here! 3AF President, Indrajit Majumdar, and Executive Director, Genny Hom-Franzen will provide a brief update of the summit schedule and housekeeping logistics.

It’s hard to believe that just outside the spot where we sit currently, thousands of persons of Japanese ancestry including American citizens were boarded on buses and trains in 1942 to travel to concentration camps in desolate parts of the country because of Executive Order 9066 signed by President Franklin D. Roosevelt on 2/19/42.

Enacted because of the Japanese Imperial Navy’s surprise attack on Pearl Harbor on 12/7/42, the order required that all persons of Japanese ancestry including Americans citizens be incarcerated because of perceived threats of domestic espionage. Over 125,000 lost their homes, their businesses, personal property, and due process of law. The US Constitution failed this vulnerable community of color. This was a sad time in US history, which we should never forget.

In fact, the incarceration of Japanese Americans has been called one of the most atrocious violations of American civil rights in the 20th century. Despite the incarceration, and other issues such as gentrification, rising rents, homelessness, vandalism, and the pandemic, Little Tokyo has survived and thrived.

Mike Okamura, President of the Little Tokyo Historical Society, will share an insider’s look at the importance of this colorful community and how it has succeeded as one of four remaining Japantowns in the country.

Really moving the needle on data equity requires systemic change. In this presentation, Angela Houghton (Senior Research Advisor, AARP) will discuss some of the reasons that data gaps for AANHPI communities still persist and how AARP and NORC at the University of Chicago are bringing together stakeholders to launch a new solution for conducting survey research, called “Amplify AAPI”. A first-of-its-kind, dedicated resource for surveying AANHPIs, Amplify AAPI will recruit research participants in 5 languages and allow researchers to disaggregate data for NHPIs and the largest six Asian American ethnicities (to start). Soft launching this summer, Amplify AAPI will make accurate, cost-efficient survey research accessible to all researchers and help advance the inclusion and representation of AANHPI communities in every space where data shapes our understanding, from the public sector to corporate America, in media and society.

In this informative workshop that heavily relies on business data and data tools from the Census Bureau, Data Dissemination Specialist Andrew Soto will guide attendees through key Census surveys and programs that will be helpful to the business community. Hands-on training of data tools and best practices will be provided in this workshop that will leave attendees better prepared for understanding the importance and usefulness of Census demographic profiles and business data.

In May of last year, Meta launched Meta Prosper, its API community support program, and has proven that focusing on underrepresented audiences can drive real business impact. Come hear how Meta built a program designed to unlock economic impact, amplify and uplift the API community, and drove incremental revenue in the process. As the macroeconomic environment continues to drive austerity measures for brands, Meta Prosper provides a case study in how diversity remains a business imperative.

This session will share key findings on Asian Americans from a multicultural study sponsored by the 3AF, Hispanic Market Council and a few media conglomerates. The study examines teens and adults’ views of core identity, views on diversity and inclusion, social issues they care about, state of mind, work and money, values, relationship with brands, and media consumption. With a total sample of 4600, 1000+ per segment for White, Hispanic, Black and Asian, and 1/3 of the sample being teens 13-17, the study will not only reveal key trends and differences of the country’s multicultural consumers but also the younger multicultural majority who grew up with social media, in a diverse environment.

Sports teams like the Dallas Stars, L.A. Kings, New Jersey Devils and Sacramento Kings have learned how important it is to reach out to Asian audiences. They understand the importance of this growing fan base. On the flip side, South Asians and Caribbeans have brought their passion sport – cricket – to America. Hear from our illustrious panel of speakers – Sreesha Vaman, Partner of Tulsea Sports and Bobby Sahni, Partner of Ethnicity Matters as they share key insights and learnings about the uniqueness of multicultural marketing and sports.

iTalkBB Media is a leading source for marketers to penetrate the Chinese American market effectively. It has a vast collection of licensed Chinese in-language content of trendy dramas, popular movies, TV variety shows, original content of influencers, and 30+ live channels serving the needs of 2.6 million Chinese audiences. In particular, nearly 50% of viewers have considered or purchased after seeing the ads. By breaking down the Chinese in-language viewer, market, and opportunity, the attendees will access the first-hand survey report and exquisite research while getting to know the culturally relevant tentpole events to plan ahead with diversified and advanced ad formats.

While Asian Americans account for 7% of the U.S. population, they represent 10% of its affluent population. With the growing affluence and influence of the AAPI population in the U.S., how can luxury brands better market and sell to this growing and diverse segment of consumers? Panelists will discuss the current luxury landscape, how luxury brands can target and invest in this connected community, and what companies can do to avoid missteps along the way.

Especially amplified by critical events over the past five years, ethnic media have been lauded for the position of trust they hold within their respective communities and utilized by organizations with critical messaging from COVID-19, to Anti-Asian American violence, to Census and a host of other advocacy issues. At the same time, these media resources are becoming fewer as publishers close business as advertising investments diminish. In this discussion, we invite industry leaders to discuss the value and effectiveness of ethnic media outlets; the economic opportunities for all parties; how technology can close barriers to the utilization of ethnic media; and how a continuation of ethnic media services is vital.