3AF Summit Archive - 2025

Speaker: Cheryl Lee, Executive Director, Intertrend. 3AF President

Asian American consumers are no longer just an emerging market—they are a powerful force shaping mainstream culture and business outcomes. This session will explore how advertisers can move beyond traditional representation to develop meaningful, culturally fluent engagement strategies that drive measurable impact. Using data, market insights, and case studies, we will discuss approaches to media planning, creative messaging, and community partnerships that go beyond surface-level inclusion to create authentic connections and brand loyalty. Attendees will leave with actionable strategies to elevate their approach and tap into the full potential of the Asian American consumer segment in 2025 and beyond.

Speaker: Day Nahm, Director, Strategic Partnerships, Asian Media Group Inc.

Discover how Kollective Hustle’s collaboration with APA Next, McDonald’s Education Program for Asian American, Native Hawaiian, and Pacific Islander students, brought the brand’s reach to the next generation through an impactful virtual summit.

By curating diverse topics and featuring a dynamic lineup of industry experts, innovators, and trailblazers, we delivered actionable, relevant, and inspiring content that resonated with attendees, amplifying the brand’s reach and impact. This session showcases how our partnership empowered the next wave of innovators and demonstrated the power of intentional collaborations in achieving measurable success while engaging and inspiring the next generation.

PRESENTATION DECK

Speakers: Romeo Marquez Jr., Head of Kollective Hustle, ABS-CBN International

Join us for a discussion on how Generative AI and synthetic data are revolutionizing—and sometimes complicating—AAPI consumer research. We’ll cut through the hype to explore where these technologies shine, where they fall short, and where they could potentially lead us astray. Learn the role of synthetic data, how it’s changing traditional research methods, and when to use it and when to lose it. You’ll walk away with actionable insights on leveraging these emerging tools while avoiding common pitfalls.

Key topics:
Real-world applications of Gen AI in market research
The promise and limitations of synthetic data
Special considerations for AAPI consumer insights
Ethical implications and best practices

PRESENTATION DECK

Speakers: Amy Siadak, CEO and Owner, House of Marketing Research

AARP partnered with Showbiz India to create Cords of Connection, a docuseries highlighting the unique experiences of South Asian Americans as they face aging, caregiving, financial fraud, and social isolation. The series features candid personal conversations with individuals from India, Pakistan, Sri Lanka, Bangladesh, and Nepal, sharing personal stories that resonate across and beyond these communities. These stories offer insights into cultural challenges faced by caregivers, older adults, and families. By amplifying these voices, the docuseries has unleashed a yearning for information, conversation and discussion around issues buried under cultural norms. The series unveils the power of community and shared experiences.

PRESENTATION DECK

Speakers:

Daphne Kwok, Vice President Audience Strategy, AARP
Reshma Dordi , CEO, Pearl Entertainment Inc.

As DEI adapts to shifting political, social, and business dynamics, brands are rethinking how they connect with multicultural audiences. Inclusive marketing is no longer optional—it’s a business imperative that drives authentic storytelling, fosters consumer trust, and builds lasting brand loyalty. In this session, we’ll examine DEI’s growing influence on inclusive marketing, the latest shifts in audience expectations, and actionable strategies for moving beyond surface-level connections to meaningful engagement.

Speakers:

Sharmila Fowler, Co-Founder and Managing Director, The OpalSphere
Mariko Carpenter, Co-Founder and Managing Director, The OpalSphere

This presentation will explore the dynamic shift in Asian American consumer behavior, moving beyond simplistic categorizations to understand the complex interplay of cultural values, generational differences, language needs, and individual identities. It will provide actionable insights and practical strategies for brands seeking to connect authentically with diverse AAPI audiences, emphasizing the importance of culturally relevant messaging, community engagement, and nuanced understanding of language and cultural preferences.

Speakers: Darren Wong, President, PLAN C Agency

rednote (Xiaohongshu), the app that saw a surge of ‘TikTok refugees’ ‘earlier this year, provides a compelling alternative for brands wanting to engage with young and affluent customers. Come along as we deep dive into this social media platform and all it can do to optimize your brand – from ads to influencer campaigns.

Speaker: Rose Blackmore, Global Vice President, Dealmoon

This panel discussion will explore the diverse Chinese-speaking consumer landscape, focusing on differences in country of origin, language, and generational perspectives. Panelists will share practical strategies for content creation, media channel selection, and creative development. Case studies highlighting successful brand engagements with Chinese consumers will be discussed, along with emerging trends and the impact of AI, new media formats, and the metaverse on the future of Chinese-speaking consumer marketing.

PRESENTATION DECK

Speaker: 

Weiqi (Momo) Huang, Senior Manager; Business Development & Partnership, iTalkBB
Chris Max, Founder, Laoma Chris
Alyssa Hu, Executive Director, Account Management, Intertrend