3AF 2025, 16th Annual
ASIAN
MARKETING
SUMMIT
FOR
ADVERTISERS
16th Annual Asian Marketing Summit
Save the Date: 16th Annual Asian Marketing Summit
Mark your calendars for Thursday and Friday, September 18-19, at the Millennium Biltmore, Downtown LA, for the premier conference dedicated to Asian marketing.
Dive into cutting-edge strategies, narrative transformation, and the cultural impacts shaping the marketing industry. Gain valuable insights on how to optimize your marketing efforts, better understand the Asian American consumer, and discover strategies for inclusive advertising.
Bringing together top leaders in Asian advertising and marketing, this summit highlights the power of the Asian American community in shaping marketing today. Learn about growth opportunities, how to engage Asian American employees, and best practices to better serve this growing and influential demographic.
In an increasingly multicultural world, it’s more critical than ever for marketers to reach consumers authentically and strategically. Don’t miss this opportunity to hear from 3AF experts about the Asian American consumer market. Join us for a day and a half of discovery, knowledge sharing, and networking to redefine the future of marketing.
3AF Excellence Awards and Reception: Thursday, September 18: 6:00 PM – 8:30 PM
Stay tuned for more details! Check back for updates and make sure to add the event to your calendar.
Summit Agenda
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National Vice President, Asian Initiatives, UnitedHealthcare
Chris Law
National Vice President, Asian Initiatives, UnitedHealthcare
Chris has 30 years’ experience in leading the business to serve Asian communities and drive membership growth. He oversees UnitedHealthcare Asian Initiatives operations, including sales, marketing, customer service, community relations and business development across all product segments. Under Chris’ leadership, Asian Initiatives offered its services first in the New York Chinese community in 1994 and has since expanded into serving the Korean, South Asian and Vietnamese communities nationwide. Chris holds bachelor’s degrees in engineering and a master’s degree in management from MIT.
APA Initiatives Creative Leader & Senior Director, Procter & Gamble
Yea Yun Chow
APA Initiatives Creative Leader & Senior Director, Procter & Gamble
Ms. Yea Yun Chow is a brand strategy and advertising specialist at Procter & Gamble (P&G), with over 20 years of experience. Ms. Chow has been recognized for her work on iconic advertising campaigns that include Dawn “Saves Wildlife”, Always “Have A Happy Period”, Head & Shoulders “Shoulders of Greatness” and Pampers “Love The Change”. Ms. Chow’s work has won numerous awards including Clios, SABRE Awards, Gold Effies and Cannes Lions. In every instance, Ms. Chow has been a champion of creativity in service of brand-building effectiveness.
Founder and Creative Director, DIVE Studios
Eric Nam
Founder and Creative Director, DIVE Studios
Eric Nam, a 2023 Time100 Global Impact Award Honoree and former GQ Korea’s Man of the Year, is a dynamic force in entertainment and entrepreneurship. As a musician, actor, TV personality, and entrepreneur, Eric has redefined success. His first independent album reached #3 on the US Spotify charts, and he recently completed 75 shows on his House on a Hill World Tour. He hosts The Daebak Show, the #1 K-pop talk show, under DIVE Studios, which he co-founded in 2019. Eric will soon join the Avatar franchise as the voice of Aang.
Head of Dance & Electronic Development, Spotify
Ronny Ho
Head of Dance & Electronic Development, Spotify
Ronny Ho, Head of Dance & Electronic Development at Spotify, leads audience growth, curation, and programming across diverse electronic genres. She fosters the Asian & AAPI creator community through content initiatives. Previously, she contributed to the Artist & Label Services and Business Development teams at Spotify. Beyond work, she co-leads the Dance Committee for She is The Music and serves on the board for Femme House. Additionally, she mentors within the Asian American Collective community.
CEO, DIVE Studios
Brian Nam
CEO, DIVE Studios
Brian Nam cofounded DIVE Studios, a digital media platform that produces videos and podcasts, primarily featuring variety contents and interviews with K-pop stars. Since 2019, DIVE Studios has captivated Asian-American and global K-Pop audiences, amassing over 1 billion views and 50 million monthly viewers. DIVE has also released an app, called Mindset, that seeks to normalize mental health conversations, especially within the AAPI community.
Corporate VP of Target Markets, New York Life
Shiny Qin
Corporate VP of Target Markets, New York Life
Shiny Qin, corporate VP of Target Markets at New York Life, oversees marketing strategies for diverse cultural markets, supporting recruitment, development, and sales. Previously, she spent eight years at General Motors in various corporate communications roles and led account management for boutique agencies. Shiny holds an MS from Northwestern University and a BA from Hunter College. Her interests include travel and photography.
Chief Revenue Officer, 88rising
Mike Chuthakieo
Chief Revenue Officer, 88rising
As the Chief Revenue Officer at 88rising, Mike leads global commercial partnerships across its Artists, Festival IP, Content, and Media, championing Asian creativity and culture worldwide. Before 88rising, he held leadership roles at Pinterest, Pandora, and Myspace, growing their ads businesses. A veteran with over 20 years in ad agency, sports marketing, media, and Adtech, Mike has a proven track record in strategy, monetization, and growth for innovative organizations.
Group Vice President, Toyota Division Marketing
Mike Tripp
Group Vice President, Toyota Division Marketing
Michael Tripp, Group VP of Toyota Division Marketing at TMNA, directs all divisional advertising and motorsports. His tenure includes roles in marketing, sales, and management, notably as VP of Lexus Guest Experience. With an MBA and a Bachelor’s in Industrial Psychology, Tripp’s leadership has been pivotal in Toyota’s global brand expansion. Outside work, he enjoys biking with his family in Texas.
Stephanie KyeongSeon Drenka, Co-founder and Executive Director, Dallas Asian American Historical Society
Stephanie Drenka
Stephanie KyeongSeon Drenka, Co-founder and Executive Director, Dallas Asian American Historical Society
Stephanie KyeongSeon Drenka, a Korean adoptee, is a writer and photographer with a profound dedication to amplifying Asian American voices. As the co-founder and executive director of the Dallas Asian American Historical Society, she leads efforts to research and preserve the rich legacy of Asian Americans in Dallas. Formerly the communications director for Dallas Truth, Racial Healing & Transformation, Stephanie also founded VISIBLE Magazine, championing underrepresented voices in media. With a BA in Communication from DePaul University, her work graces prestigious outlets like The Washington Post, Huffington Post, and Newsweek, showcasing her commitment to diverse storytelling.
Sr. Manager, Brand, Growth Audiences, Cross Vehicle Line Marketing, Toyota North America
Tyler McBride
Sr. Manager, Brand, Growth Audiences, Cross Vehicle Line Marketing, Toyota North America
Tyler McBride leads teams for growth and development of Toyota brand, cross vehicle, and growth audience marketing. Growth audience marketing includes creation of authentic, contextually relevant work reaching multicultural and other target groups across media, experiential, and other marketing activities. Since joining Toyota in 2012, Tyler has worn multiple hats including Scion vehicle marketing, marketing strategy, national sponsorships, and auto shows. A native of California, Tyler holds an MBA from the University of California, Irvine and a BA from Brigham Young University.
VP, Global Communications - Diversity, Equity & Inclusion and Corporate Citizenship, Nielsen
Patricia Ratulangi
VP, Global Communications - Diversity, Equity & Inclusion and Corporate Citizenship, Nielsen
Patricia Ratulangi leads Nielsen’s internal and external communications focused on Diversity, Equity & Inclusion and sustainability. She is Nielsen’s AANHPI community thought leader, using audience data and insights to advocate for underrepresented voices in media and marketing. As a board member of VOICES for AAPI, she works to increase the representation of Asian professionals in the marketing and communications industry. She has also been named PRSA Chicago’s Diversity & Inclusion Champion.
Senior Research Manager, Analytics & Audiences AARP Research
Matrika Chapagain, Ph.D.
Senior Research Manager, Analytics & Audiences AARP Research
Matrika Chapagain, Senior Research Manager at AARP, leads consumer research projects focusing on diverse audiences, such as racial/ethnic populations and LGBTQ+ individuals. He provides research support to internal stakeholders through data analysis and insights. His work bolsters AARP's social impact agenda and digital-first strategy. With extensive experience, he joined AARP in 2007 after working with organizations like Macro International and various UN agencies in Nepal, Thailand, and the U.S. Matrika holds a doctorate in Gender and Development Studies and three master's degrees.
Data Dissemination Specialist, U.S. Census Bureau
Susana Guerra Privett
Data Dissemination Specialist, U.S. Census Bureau
I am a Data Dissemination Specialist (DDS) covering Texas, Oklahoma, Kansas and assisting in New Mexico. My duties are to conduct workshops, give presentations or speak on Census Bureau data, various surveys, and census.gov. I work closely with organizations, local governments, businesses, Federal and state agencies to provide a clear understanding of the Census Bureau and the data we collect. Please allow me to assist you find the Census data you need or answer any questions you may have.
Senior Director of Content Programming, Cinemark
Eric Bond
Senior Director of Content Programming, Cinemark
Eric Bond has spent nearly 30 years working in the film industry in a variety of positions in film distribution, sales, exhibition, and film buying for such companies like Paramount Pictures, New Line Cinema, and Rave Cinemas. Currently works at Cinemark Theaters overseeing content programming for Dallas Ft Worth area theaters as well as coordinating the programming of South Asian films for Cinemark.
Vice President, Albertsons Media Collective
Harvey Ma
Vice President, Albertsons Media Collective
Harvey Ma is a 20-year business executive with a background in leading international teams across businesses in retail, manufacturing, engineering and telecommunications. He currently serves as Vice President, Albertsons Media Collective. Prior to that, he was Senior Vice President for Omni, Consumer and Retail performance at NielsenIQ, leading overall portfolio strategy, as well as Head of Sales and Marketing at Roundel, the in-house marketing/advertising agency for Target Corporation.
Founder, SAAVETX South Asian American Voter Empowerment
Chanda Parbhoo
Founder, SAAVETX South Asian American Voter Empowerment
Chanda Parbhoo, born during apartheid in Johannesburg, was deeply influenced by systemic injustice, driving her commitment to empower the South Asian community. She founded the SAAVETX Education Fund to ensure South Asians in Texas are represented. Chanda's dedication to civic engagement has significantly increased voter participation and awareness. Her work with SAAVETX EF tackles voter suppression, access to polling places, and political representation, fostering a more inclusive democratic process and inspiring countless individuals.
Director, Amplify AAPI, NORC at the University of Chicago
Alex Chew
Director, Amplify AAPI, NORC at the University of Chicago
Alex Chew directs Amplify AAPI at NORC, a top nonpartisan research organization. With 20+ years of global research experience, he drives brand and reputation programs for major organizations. Alex is dedicated to empowering Asian American and Pacific Islander communities, volunteering and authoring thought leadership on issues like Asian Hate. Previously at the Harris Poll, he led multinational research projects. Alex holds a bachelor’s in political science and history from the University of Michigan, Ann Arbor.
3AF Chair of Research Committee and Principal of Sparkle Insights
Iris Yim
3AF Chair of Research Committee and Principal of Sparkle Insights
Iris is the Research Chair of 3AF and Principal of Sparkle Insights. She is a seasoned researcher well versed in both qualitative and quantitative methodologies. Her experience in research across different industries and cultural segments makes her a versatile researcher to solve clients’ business problems and uncover insights. She is an alumna of the RIVA Training Institute and holds an MBA from the University of Michigan and a master’s degree in public relations from the University of Southern California.
Co-founder and Chief Operations Officer (COO), Alerion Services
Michael Spaeth
Co-founder and Chief Operations Officer (COO), Alerion Services
Michael Spaeth, co-founder and COO of Alerion Services, is a seasoned film buyer with expertise in Hollywood and a focus on Tamil, Telugu, and Hindi films. Starting at Cinemark USA Inc., he rose to become one of the youngest General Managers, managing a location in Atlanta with over 700,000 annual patrons. Transitioning to Spotlight Theatres, he played a key role in their acquisition by Reliance MediaWorks BIG Cinemas. As Director of Film, he programmed content for 200 screens. Michael's career highlights include consulting on the release of "3 Idiots" and serving as COO of Cinegrand Pvt. Ltd. Today, he continues as COO of Alerion Services/Spotlight Theatres, handling high-profile releases and providing film buying consulting services.
Professor and Department Chair, Political Science,University of North Texas
John Ishiyama
Professor and Department Chair, Political Science,University of North Texas
John Ishiyama is University Distinguished Professor and Chair of Political Science at the University of North Texas. He has published extensively on democratization and ethnic politics in the world. He was the President of the American Political Science Association from 2021-22 and Editor in Chief of the leading political science journal, the American Political Science Review 2012-2016.
Executive Director, Media and Analytics, Intertrend | 3AF President
Cheryl Lee
Executive Director, Media and Analytics, Intertrend | 3AF President
A strategic marketing leader with over 20 years of global agency experience, Cheryl drives ground-breaking campaigns for world-class brands, delivering sustained ROI. She excels in omni-channel marketing, brand strategy, and data-driven media. Cheryl's achievements include award-winning campaigns for Toyota, J.P. Morgan Chase, and Johnson & Johnson/Neutrogena. Currently, she serves on the board of directors at 3AF. Known for team building and long-term relationships, Cheryl holds a Master's in Communication Management from USC, and speaks Mandarin fluently. Based in Pasadena, she enjoys movies, fitness, and exploring diverse cultures.
Founder and CEO, Moyandhalter
Steven Moy
Founder and CEO, Moyandhalter
Steven Moy is a hands-on marketing agency CEO who lives by the philosophy “Speed is the New Black.” He has a strong track record (30+ years) of creating high-performing businesses and teams with new service offerings, strategic M&A, and high-growth partnerships. For decades, Steven has worked on large-scale digital transformation and world-recognized initiatives for global brands, including American Express, McDonald’s, Marvel, Shiseido, Johnson & Johnson, CVS Health, Kendo Brands, Post Consumer Brands, Samsung, and AT&T.
Vice President, Client Management, Intertrend
Joe Min
Vice President, Client Management, Intertrend
Joe Min serves as Vice President, Client Management at Intertrend, leading the account team to foster robust client partnerships and guide the development of impactful strategies, creative platforms, and consumer messaging. With expertise in the multicultural, Asian American consumer segment and extensive industry experience, he ensures continuous advocacy for the consumer voice and achievement of business objectives. Joe joined Intertrend in 2005 after gaining valuable experience at RPA and Kia Motors, working with brands like Toyota, California Lottery, and AT&T.
Executive Director, Intertrend
Matthew Choy
Executive Director, Intertrend
Matthew Choy, Executive Director at Intertrend, leads the Plano office, managing major clients like Toyota and California Lottery. He crafts strategies and creative solutions, fostering enduring client relationships. Formerly, he was an ad creative for global brands and steered a tech startup to IPO. He enjoys family time with his wife, daughters, and dog, Milky Way.
Head of Multicultural, Datawrkz
Ajay Bansiwal
Head of Multicultural, Datawrkz
Ajay is a seasoned media professional., having spent more than two decades in the industry, across the globe. He has varied experience which ranges from start-ups to Fortune 100, and both demand and supply side of media.
Executive Director, 3AF
Genny Hom-Franzen
Executive Director, 3AF
Genny Hom-Franzen is Executive Director of the Asian American Advertising Federation (3AF), a position she has held since 2009. She works with the Board to steer and manage the organization and ensure the success of projects, events, and initiatives. Prior to joining 3AF, she held senior positions at several PR agencies and in corporate communications. A dedicated champion for the AAPI community, she has been recognized by several non-profits and received an Ilima Award of Excellence in media relations.
Vin Media & Digital solutions LLC, President
Indrajit Majumdar
Vin Media & Digital solutions LLC, President
Indrajit ( Indy) Majumdar is an award winning media revenue veteran who specializes in big volume ad partnerships , branded content and sponsorship deals for the Asian Tv networks & radio networks that he represents as well as CTV platforms . His firm Vin Media & Digital Solutions LLC is involved actively in digital programmatic advertising as well offering premium digital Asian inventory to brands in USA & Canada and executing effective campaigns in a brand safe environment . Indy is also the President of Asian American Advertising Federation ( 3AF ) and serves on the marketing and communications committee of ANA AIMM . He has been a judge on multiple occasions of ANA AIMM multicultural awards as well as Canadian Marketing Awards . He is a speaker in industry events advocating on parity & fair representation in marketing and advertising for the Asian American & Pacific Islander segments . He loves to play soccer and swim during his free time .
Partner & Co-founder, Ethnicity Matters
Howard Lichtman, MBA, JD
Partner & Co-founder, Ethnicity Matters
Howard Lichtman is the Co-founder and Partner of Ethnicity Matters -- a full-service strategic consultancy and marketing & advertising agency focused on the Asian consumer. Ethnicity Matters provides market research, strategy, media planning & buying, creative & production, social, digital, shopper marketing, influencer and experiential programs. Prior to Ethnicity Matters, Howard had a strategic consultancy practice – The Lightning Group – where he offered fractional CMO services, and before that he was Executive Vice President of Marketing & Communications for Cineplex North Americas.
“The 3AF Summit is a unique opportunity to gain insight, in its truest sense, from those who understand the landscape inside and out.”
Day Nahm,
Account Executive Integrated Marketing
Account Executive Integrated Marketing
Maribel Orozco
“I was there to learn really, but I was also pleasantly surprised of the fantastic energy and atmosphere you all created.”
Donna Bantle
“I participate in the annual 3AF Asian Marketing Summit because it is only via collaboration between all entities that we can continue to grow the Asian market in the US. ”
Eric Orrantia
“The summit always has excellent presenters and case studies, helping to illuminate the value and importance of targeting the Asian consumer in the US”
History, luxury and opulence seamlessly intertwine at The Biltmore Los Angeles, setting the stage for an unforgettable experience.
This iconic hotel has been a beacon of elegance and sophistication for the past 100 years. Since 1923, The Biltmore Los Angeles has played host to countless dignitaries and celebrities, from President John F. Kennedy to The Beatles, making it a living legend in the world of hospitality. It was also the location for numerous films, music videos, award ceremonies and more – one can only imagine the people and events these gilt walls and painted ceilings have lived through. As a testament to this, the hotel was designated a Los Angeles Historical-Cultural Monument in 1969.
Nestled in the heart of Los Angeles with a stunning view of Pershing Square, and close to Hollywood, this is the perfect place to explore and discover Tinseltown.
Hotel Room Block
The 3AF has negotiated a special room rate at the Biltmore hotel, where the summit and the 3AF Excellence Awards dinner will be held. A limited number of rooms are available and must be booked using the special link below. The Destination Fee of $35.00 per room per night has been waived. The last day to book is Friday, August 22, 2025.
RESERVATION
By Internet: Make reservations online using this link to book the special rate. By Phone: Guests can book directly by calling 213.612.1575 mention 3AF 2025 Asian Marketing, including suites. Please call during office hours (8 AM to 6 PM, Monday to Friday). The call center after hours cannot access the exclusive group rates.
HOTEL CANCELLATION POLICY
An individual’s deposit is refundable to that individual only if the Hotel receives notice of an individual’s cancellation at least 72 hours prior to scheduled arrival. Guest accommodations will be available at 3:00 pm on arrival day and reserved until 11:00 am on departure day.
RESERVATION
By Internet: Make reservations online using this link to book the special rate. By Phone: Guests can book directly by calling 213.612.1575 mention 3AF 2025 Asian Marketing, including suites. Please call during office hours (8 AM to 6 PM, Monday to Friday). The call center after hours cannot access the exclusive group rates.
HOTEL CANCELLATION POLICY
An individual’s deposit is refundable to that individual only if the Hotel receives notice of an individual’s cancellation at least 72 hours prior to scheduled arrival. Guest accommodations will be available at 3:00 pm on arrival day and reserved until 11:00 am on departure day.
Tourist Attractions
As you partake in the conference, you’ll have the opportunity to schedule some time to discover the rich offerings of both Dallas and Plano. Here are some intriguing facts about these cities:
Dallas
- 3rd largest city in Texas, fast-growing in the U.S.
- Known for thriving arts and culture scene: Dallas Arts District, largest in the nation.
- With more than 26 Asian nationalities represented in the greater Dallas area, Asian culture is an integral part of Dallas’ business and identity.
- International Museum of Cultures
- DFW Chinatown
- Dallas Asian Trade Market
- Iconic skyline with Reunion Tower, Bank of America Plaza.
- Rich history, including JFK assassination site (Sixth Floor Museum).
Check out Visit Dallas/Asian Culture for more details.
Plano
- 24.2% of the population is Asian, the second-largest group after white residents.
- Safe and highly ranked place to live in the U.S
- Thriving business and tech hub, headquarters for major companies like Toyota, J.C. Penney, and Frito-Lay.
- Historic downtown with shops, restaurants, and cultural attractions.
- Abundance of parks and recreational opportunities.
- Welcoming and diverse community.
Check out Visit Plano for more details.
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