July 16, 2024

North America is a path to growth for Chinese brands

Chinese brands targeting markets in the US and Canada should adopt a two-pronged approach that first focuses on consumers of Chinese and Asian heritage and then goes to the wider mainstream market, write Ethnicity Matters’ Howard Lichtman and Sparkle Insights’ Iris Yim, both also board members of the Asian American Advertising Federation. They point to Nielsen research on trust in media content in languages spoken at home by Asian Americans and the role of influencers in purchasing decisions. Full Story: Asian American Advertising Federation (3AF)/WARC (6/27), Warc (London) (6/12)

Reports show Asian Americans streaming market potential

Asian Americans spend 45% of their viewing time on streaming platforms, compared to 36% for the general US population, a Nielsen study reveals. Other reports confirm the value of telling stories about Asian American characters, with positive responses from both within and outside the community. Full Story: Axios (6/4)

Read the July 2024 Brief: Asian American Advertising News | July 2024