In this fireside chat, P&G’s Lela Coffey shares the playbook behind the company’s success in Asian American marketing. From the importance of brand purpose to the power of cultural nuances, she’ll discuss how P&G leverages a consumer-driven approach to connect with one of the fastest-growing consumer segments. Don’t miss this opportunity to learn how P&G is setting a new standard for authentic engagement and driving business results.

From pantry staples to trendy beverages, Asian food brands are making their mark on mainstream American palates. This dynamic panel brings together founders and executives from both legacy and next-generation Asian food companies to explore how they’ve built, expanded, and evolved their brands over time.

Panelists from long-established companies like Ramar Foods and House of Spices will share how their brands have navigated shifting demographics, generational change, and new media to stay relevant. Meanwhile, rising innovators from YOJU and The Boba Guys will discuss how they’re using bold storytelling, design-forward products, and digital-first strategies to connect with multicultural and non-Asian consumers alike.
Whether rooted in tradition or born from modern fusion, these brands are redefining what it means to be Asian in the American foodscape—and how to grow with authenticity while reaching broader audiences.

Toyota has long been recognized as a pioneer in multicultural marketing — not just checking boxes, but truly embedding cultural understanding into the DNA of its brand strategy. In this fireside chat, Toyota will share its vision for engaging Asian American consumers, highlighting how long-term investment, authentic storytelling, and culturally rooted insights drive both relevance and results.
From buzzy K-drama integrations and anime fandom, we’ll explore how Toyota identifies meaningful cultural touchpoints and translates them into powerful creative work. The session will also cover generational shifts, including how Gen Z is shaping a new era of multicultural engagement, and what it takes to evolve alongside today’s dynamic Asian American audiences.

This fireside chat will explore the significant and growing influence of Asian American, Native Hawaiian, and Pacific Islander (AANHPI) audiences on the live sports landscape. A recent Nielsen report highlights their heightened engagement, revealing that AANHPI individuals spend 15% more time viewing live sports than the general public and are 33% more likely to subscribe to sports-specific streaming platforms.

We’ll discuss what this increased viewing time and preference for streaming means for major sports leagues like the NFL and LIV Golf, as well as other professional organizations. The conversation will delve into how this shift in consumption patterns is reshaping viewership trends and, crucially, influencing how brands need to adapt their engagement strategies to effectively connect with this highly involved and digitally savvy demographic. We’ll explore the opportunities and challenges presented by this evolving audience and what it means for the future of sports media and marketing.

CBB Bank’s journey from serving a niche Korean American business community to engaging a broader, multicultural audience offers a compelling blueprint for modern B2B growth. This case study “CBB&ME” explores how the bank expanded its reach by tapping into shared values across cultural segments without relying on language-specific infrastructure. Through a Gen Z lens, this case study will unpack how personalized service, digital fluency, and community-rooted storytelling can drive authentic connections. Learn how reframing the customer experience, not just the product, can unlock new markets and build lasting trust.

Asian creators are masters of nuanced storytelling, cultural connection, and building highly engaged communities. This panel will go beyond surface-level metrics to explore how brands can strategically partner with Asian influencers to not only create captivating content but also drive measurable conversions, foster genuine brand advocacy, and build long-term community value. We’ll unpack the creative strategies that truly resonate with diverse AAPI audiences and the analytical approaches to prove the tangible return on investment from these authentic collaborations.

Tired about just talking about the problems? let’s build the solutions together. In this highly interactive session, you won’t just listen-you will collaborate. Each table we’ll tackle a real world challenge facing the Api marketing community. Leave with actionable ideas ,new connections and a playbook for change.

Join us for a pioneering conversation on one of the fastest-growing marketing disciplines in the USA: experiential marketing. In this first-of-its-kind 3AF panel, we will explore how brands are moving beyond traditional advertising to create meaningful, memorable, and measurable experiences. Our experts will reveal how these immersive activations drive brand loyalty, generate powerful word-of-mouth, and deliver a clear return on investment (ROI).

Step into the fast-paced world of Asia’s top social media giants—Rednote and KakaoTalk—and discover why global brands are racing to establish a presence on these dynamic platforms. In this can’t-miss session, you’ll gain insider insights into how these cultural powerhouses are reshaping digital engagement, influencing consumer behavior, and creating brand loyalty at scale.

Pernod Ricard is a global spirits industry leader and they thrive because of their diverse premium portfolio and global reach.They truly understand the importance of culturally relevant marketing that can resonate worldwide. Their strong commitment to the Asian American community is our focused on authentic storytelling and partnerships that honor and celebrate our unique heritage.

Let’s celebrate a day of inspiration and connection at our official After Party sponsored by Culture Hive Media Group! Enjoy music, a no-host bar, special performances, and great company. Shuttles to and from the Biltmore will be provided—meet at the hotel’s 5th Street entrance immediately after the gala dinner to catch a ride.

Location: Intercrew, 3330 Wilshire Blvd., Los Angeles
Time: 9 pm – 1 am
RSVP here (After Party registration is separate from the summit)