3AF

About 3AF

What inspires us daily to do the work we do, and the people who make 3AF possible

Story

In February 1999, visionary leaders from 15 agencies – including L3, Kang & Lee, DAE, Imada Wong, Muse Cordero Chen, Admerasia, interTrend Communications, and Minority Media Services – founded the Association of Asian American Advertising Agencies (5As), now 3AF. United by the untapped potential of the Asian American market, they set out to champion its growth and relevance. Today, 3AF builds on their bold legacy, fostering expertise, forging connections, and showcasing the undeniable power of Asian American consumers in shaping culture and commerce.

Vision

The Asian American Advertising Federation drives the evolution of Asian American marketing by uniting industry leaders and community advocates. We empower our members with cutting-edge education, fearless advocacy, and a platform to highlight their transformative work, ensuring Asian American consumers are at the heart of every strategy.

Mission

3AF propels the Asian American marketing and advertising industry forward, amplifying the Asian American consumer voice through education, advocacy, and strategic collaboration. We bring together client-side marketers, media/publishers, research and data companies, and advertising agencies to innovate, uphold ethical standards, and deliver measurable impact across the ecosystem.

3AF Officers

  • Cheryl Lee

    3AF President
    Executive Director
    InterTREND Communications
    Long Beach, CA
    E-mail Cheryl

  • Giancarlo Pacheco

    3AF Vice President
    CEO & Founder
    Plan C Agency
    Los Angeles, CA
    E-mail Giancarlo

  • Sandra Lee

    3AF Treasurer
    CEO
    ES Advertising, Inc.
    Los Angeles, CA
    E-mail Sandra

  • Ajay Bansiwal

    3AF Secretary
    Head of Multicultural Business
    Datawrkz
    New York, NY
    E-mail Ajay

  • Genny Hom-Franzen

    Executive Director
    E-mail Genny

  • Bonnie Curtis

    Administrative Consultant
    E-mail Bonnie

3AF Board of Directors

  • Doris Huang

    Managing Partner
    Admerasia, Inc.
    New York, NY
    E-mail Doris

  • Daniel Sakaya

    President
    Crossings TV
    Sacramento, CA
    E-mail Daniel

  • Deepti Kapur

    Co-Founder/COO
    Diya TV & Major Market Broadcasting
    Santa Clara, CA
    E-mail Deepti

  • Erin Wang

    Sr Account Director
    TDW +Co
    Los Angeles, CA
    E-mail Erin

  • Howard Lichtman

    Co-Founder and Partner
    Ethnicity Matters
    Toronto, ON
    E-mail Howard

  • Indrajit Majumdar

    President
    Vin Media & Digital solutions LLC
    Edison, NJ
    E-mail Indrajit

  • Iris Yim

    3AF Chair of Research Committee, Principal
    Sparkle Insights
    Chapel Hill, NC
    E-mail Iris

  • Jack Schwartz

    General Manager
    KTSF
    Brisbane, CA
    E-mail Jack

  • Jay Kim

    President
    AAAZA, Inc
    Los Angeles, CA
    E-mail Jay

  • Michael Moon

    CEO
    Prime Image Media Group
    Alameda, CA
    E-mail Michael

  • Raymond Olano

    Regional Head, Advertising Sales and Partner Marketing, North and Latin America
    The Filipino Channel (TFC)
    South San Francisco, CA
    E-mail Raymond

  • Sam Yoon

    Senior Account Director, Client Partner
    IW Group, Inc.
    Los Angeles, CA
    E-mail Sam

Latest 3AF News

FAQ

The Asian American Advertising Federation (3AF) is the nation’s premier resource for Asian American advertising and marketing, spotlighting the influence of this fast-growing consumer base. We unite key players—client-side marketers, media/publishers, research and data companies, and advertising agencies—equipping brands with the insights and connections to activate impactful Asian American campaigns.

3AF delivers game-changing education on Asian American consumer influence through summits, webinars, and proprietary research. We advocate for their inclusion in industry-wide efforts, lend expertise as judges in national competitions, and conduct studies on Asian media trends. Through corporate partnerships, we host allyship webinars focused on intersectionality, while issuing bold public statements on issues affecting our community.

3AF equips marketers to connect authentically with Asian American consumers through our national Asian Marketing Summit—the leading conference on this segment—plus webinars, research studies, online resources, a video library, mentorship programs, and a vast network of Asian marketing experts.

Engage with 3AF through our premier Asian Marketing Summit, insightful webinars, and impactful programs. Join our vibrant community as a member, and stay in the loop by subscribing to our newsletter for updates on events, initiatives, and opportunities to lead.

Please visit the membership page and submit the membership inquiry form.

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