In 1999, a group of visionaries came together with a common goal: to tap into the growing business potential of marketing to Asian American consumers. These pioneers were Elliot Kang, Zan Ng and Joe Lam. They founded the Association of Asian American Advertising Agencies (5As), which later became the Asian American Advertising Federation (3AF). Their mission was to start an association that would promote the Asian American advertising industry and convince corporate marketers of the value of the Asian American market. Over the years, other advertising pioneers continued to help 3AF grow and prosper including Shelley Yamane, Julia Huang, and Bill Imada.
Today, the 3AF continues to provide networking opportunities for Asian agencies, media, and research professionals, showcasing the power and influence of the Asian American consumer. We are grateful to the founders of 3AF for their vision, hard work, and dedication in paving the path for the Asian American advertising industry. Their contributions have been invaluable in promoting the value of the Asian American market, and they will always be remembered as champions of the industry.