About 62% percent of Asian Americans now live in the ‘burbs

With more Asian Americans leaving urban cities for the suburbs, are the Chinatowns and Koreatowns going to be merely functional tourist spaces or will it just be replaced by a new influx of immigrants?

The Washington Post article titled “As Asian-Americans move to suburbs in record numbers, signs of decline in historic Chinatowns” probes the important questions, as more middle-class Asian Americans move to the suburbs.

Nationwide, about 62 percent of Asian-Americans in the nation’s large metropolitan areas reportedly live in the suburbs, up from 54 percent in 1990 and the highest ever.

To quote the study, it says, “Urban Chinatowns continue to serve a role for newly arrived immigrants with less education or lower skills who seek entry-level work, as well as for elderly residents with poor English skills who can’t drive. But middle-class families are almost nowhere to be found, and in many cities, rising downtown property costs and urban gentrification threaten their traditional existence.”

The 2010 Census points us to this new reality: New York’s Chinatown, one of the nation’s oldest, has lost its status as home to the city’s largest Chinese population. Click here to read more: http://www.washingtonpost.com/politics/as-asian-americans-move-to-suburbs-in-record-number…

‘2 Broke Girls’ searching for ‘hot’ Asian guy

2 broke girlsIf there is a show that makes Asian guys look even more of a stereotype, watch CBS’ “2 Broke Girls.”

We heard that they’re looking to cast against type, for a change. They’re seeking a hot Asian guy to play a web designer in the show, ultimately catching the eye of one of the two female leads.

If we go by stereotypes, “hot” and “Asian” and “guy” are words that don’t exactly belong together, but we heard they’re doing this to counter the negative feedback, notably one piece from the erudite New Yorker, about its depiction of ethnic stereotypes.

You want to audition to prove Asians are not all dorky and geeky? Click below for more information. http://blog.angryasianman.com/2012/01/2-broke-girls-casting-call-seeks-hot.html

What commercial art in China can do for Asian advertising in the States

The New York Times last Sunday published an interesting feature, “In China, Art is Making a Commercial Statement.” It is about China’s so-called youth whisperers from Harbin in the north to Guangzhou in the south. These youth whisperers are young artists, musicians and designers tapped to make companies’ brands cool. Leading it is NeochaEdge, touted as the first and only creative agency of its type in China.

http://www.nytimes.com/2011/05/01/business/global/01neocha.html?scp=1&sq=china%20commercial%20art&st=cse

For information on the agency, visit http://edge.neocha.com/

And if anyone out there can share us the video (not the making of) of its Absolut project, please let us know.

Nissan launches Quest family minivan with all-Asian TVC

From a time when hardly any Asians took the spotlight in American TV commercials, it is refreshing to see diversity on TV these days.

In Kay Jeweler’s recent “Proposal” TVC, one couple after another shows different ethnic groups, with the men asking the women, “Will You Marry Me?” in English and even in Chinese.

More recently, Target and Nissan took the road less traveled but won people’s hearts.

Target features a mom and her daughter with the latter’s boyfriend. They’re all Asians. It forms part of a series of ads featuring the giant retail chain store’s ubiquitous slogan, “Expect more. Pay less.”


Nissan, on the other hand, raised the ante when it relied on an all-Asian cast to introduce its re-entry into the family minivan market in the United States via the new Nissan Quest.

Asians are family-oriented more than anything else, so it just made perfect sense for Nissan to honor the Asian family dynamic.

After all, Asian Americans are one of its biggest customers. This is not surprising, considering Asians’ purchasing power has reached more than $600 billion, according to the Selig Center for Economic Growth.

Asians also have the highest household income with a sizable number of family members at home, making the all-Asian casting in the Nissan TV ad a smart move indeed.

The Quest’s features show how “innovation…makes the toughest job on the planet a little easier.” With even tough Asian supermoms loving it, who else wouldn’t?

In the TV commercial, the supermom is shown managing her hectic lifestyle with the Quest’s one-touch entry (a foot to open the door, as she juggles her heap of groceries), permanent rear storage, and an advanced climate control system with an air scrubber designed to remove unwanted smells.

Talk about fully loaded. The 2011 Nissan Quest is a seven-passenger vehicle that has a standard 3.5-liter V6 engine that produces 260-hp and 240 lb-ft of torque. It has a continuously variable-ratio automatic transmission and front-wheel drive. Fuel economy is rated at 19 miles per gallon in the city and 24 miles per gallon on the highway. The Quest also comes in four trims – base S, SV, SL, and LE. It’s a great value. Price starts at $27,750. Any takers?

Coke unveils touching film on overseas Filipino workers

Coca-Cola’s recently unveiled an uplifting short film called “The OFW Project.”

It’s about OFWs or Overseas Filipino Workers reunited with their families in the Philippines. It’s a homerun idea that any FORTUNE 500 company targeting the Filipino market could have done, but is just too costly to produce. So why did Coke do it? The Philippines is one of the top markets of Coca Cola worldwide. Last we checked, the Philippines is its no. 5 market worldwide.

It was even reported that the company is pouring in $1 billion in five years to strengthen its operations there. With those numbers, it’s not unusual to see the company paying tribute to a country that has been in the Philippines since the beginning of the 20th century. Coke has been in the Philippines since 1912.

The film is based on the beverage company’s long-running PR campaign, “Where Will Happiness Strike Next,” and the OFW Project is clearly meant to tug at our heart strings.

Coke did OFWs proud–nearly 3 million in the States and 10 million worldwide.

Lunar New Year is ‘Superbowl’ time for Asian American ad agencies

The Lunar New Year could very well be the Superbowl of the Asian American advertising market, because this is the time when Asian American ad agencies produce exciting work in honor of a time-honored tradition.

It certainly gives Asian American ad agencies the wonderful opportunity to produce inspired Lunar New Year greeting ads aligned with their clients’ brand or promotional messages. Agencies typically approach the creation of the Lunar New Year ads with the animal that represents the Chinese zodiac every year. For the Chinese and Koreans in 2011, it’s the Rabbit.

Thus, the images pictured here and in the ads showcase the rabbit, its peaceful and hopeful character, rendered by the agencies in so many imaginative ways, to the delight of its intended audience.

The Citibank ad, aptly titled “Celebrating Abundance” carries a promotional message that conveys the multiplying effect of the rewards of banking with Citibank. One receives special gifts, including an exquisitely designed 24K gold rabbit pendant and a 3-piece set of Swarovski crystal rabbits.

Citi_RabbitAd_c

In the MassMutual ads, the “Sign of a Good Decision” branding campaign comes strongly as a greeting—and a flattering tribute. The Chinese tangerine and striped Korean pouch ads are placed upfront. The short greeting definitely allows the striking images enough room to breathe and come alive.

MM_LNY_Rabbit

 

HK interns enjoy Asian American ad work in NY

Every year Admerasia hosts an internship program for university students from Hongkong as part of its agreement with the Cross-Cultural Internship Program (CCIP).

University students from the CCIP program get hands-on work experience from Admerasia in New York.

The program’s mission is to promote cultural exchange and understanding between the United States and other parts of the world by opening the doors to a pool of talented overseas students to U.S-based companies as well as providing students with a glimpse of American approaches to business challenges, work culture, practices and nuances.

In the summer of 2010, Admerasia’s first batch of interns (more to follow) from Hongkong—Nok Ming (Jason) Cheung, Yuen Yan Leung, Cheung Wing Kay Ricky and Sheung Wan (Sharon) Cheung showed us how they are primed to become good marketers in the future.

Our interns were all business—and good presenters besides at 17 years of age. Yes, one of them is that young.

On their last day, they gave us thoughtfully written thank-you cards, certainly a lost art for many in this fabled city but one that teaches us also how different cultures have their own way of expressing their gratitude.

We are also grateful and we wish them all the best

Nimesh Trivedi of Client Services (in orange) and Jie Liu (in blue), our IT guy pose with summer interns Jason, Sharon, Kinki and Ray.

In photo are: Nimesh Trivedi (in orange) of Client Services and Jie Liu (in blue), our IT guy with interns Jason, Sharon, Kinki and Ricky.