Creating conversations and building thought leadership about the Asian American voice, experience and influence in the global context.
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2024 ASIAN MARKETING SUMMIT
05-29-2024Insights
The 15th annual Asian American Advertising Federation (3AF) Summit, and the first-ever hosted in Texas, has officially concluded! Held at Toyota Headquarters, the event brought together attendees, sponsors, and speakers who overcame travel cancellations and weather delays to participate in a conference centered on the power of the Asian American consumer. It was an inspiring gathering of some of the brightest minds in the industry.
Leading Without a Playbook – An Interview with Julia Y.C. Huang
05-30-2023Voices
As a leader, how do you forge forward in a post-pandemic world when there is no longer a play book on how work is “supposed” to go? That’s the question we explore with Julia Y.C. Huang in this episode.
What Chinese Herbal Medicine Taught Me About My Identity
07-26-2022Reflections
Growing up Asian-American, Millie Lao found herself leaning more into her American side of her identity while feeling shame towards her Asian side. Until she had an epiphany.
This is what our Asian-American colleagues thought of “Everything, Everywhere All at Once”
06-30-2022Voices
“Everything, Everywhere All at Once” was not only a hallmark of Asian representation, but how do those living the Asian-American experience, feel about the film?
My Do created an all Asian cast film this past year based on his own story with his family, trauma and healing. The month of May is not only the Asian American Pacific Islander Heritage month, but also Mental Health Awareness Month. And we are learning how connected these two can actually be within the AAPI community.
While most consumers were filling their stomachs, arguing about the penalty calls, or creating memes about 50 cent hanging upside down like Spiderman in last Sunday’s Super Bowl LVI, most of us advertisers had our eyes glued to the screen watching the commercials between breaks and at halftime.
After I came out, my Chinese mother still loved me
12-13-2021Reflections
For those of us not fortunate enough to have parents who grew up in cultures that know and understand queer people, the process will not be simple. But that doesn’t mean that it’s not worth it or that it’s full of pain; in fact, Ian and his Mom had found themselves having more honest conversations than ever, which has made them closer. Ian's coming out story actually ends in love.
Asian-Americans in Hollywood: Late 2010’s and Beyond, A Golden Age of Representation
11-19-2021Insights
This is the final article of the 3 part series on "Asian-Americans in Hollywood" by our guest writer Charissa Yuen. We as Asian American has finally get to the Golden Age of Representation.
The best way to celebrate this National Hispanic Heritage Month is to acknowledge just how diverse the Hispanic diaspora really is. In the process of reducing Hispanic culture to something palatable, our existence has been obscured. This erasure robs the rest of the world from understanding just how rich and diverse Hispanic culture actually is.
The past ten years have seen a steady growth in the Asian Indian segment.
Today, this 4.2 million strong segment leads the Asian group in median household income and
education parameters. That by itself should make some marketers sit up and take notice. But is that all there is to Asian Indians?
The Chameleon: What Being Asian American Means to Me
07-23-2020Voices
Growing up I always felt like a chameleon: blending into the race of the majority of my friends. I didn’t realize the gravity of what that meant and what that said about my identity until I was hired at Intertrend, an advertising agency that specializes in speaking to an Asian American audience.
Achieving Narrative Plenitude With Wakako Ichinose & Sakona Kong
Voices
“Narrative Plenitude” is a term coined by award-winning novelist, Viet Thanh Nguyen. He explains how Asian Americans live in an economy of narrative scarcity where mainstream culture distorts or erases us in stories. Feeling deprived of representation, we must fight to tell our own stories.
How a single Facebook Group helped millions of diasporic Asian youth find their voice
Voices
With over 1.7 million followers, Subtle Asian Traits is a social media phenomenon that continues to bring diasporic Asian youth together from across the globe. Why did this occur and what is next for this viral group?
Asian American Outlook. A Matter of Survival: Navigating Media During the COVID-19 Pandemic
04-05-2020Insights
COVID-19 is a viral disease and a viral subject. It has dominated traditional news reporting, infiltrated all sectors of topical publishing, and is the main theme on social media.
Growing up as a 1.5 generation Asian American, Mary’s life was significantly different than others. She was the bridge-builder for her parents to the new environment and an outcast that was often being yelled “go back to where you came from”. The feeling of alienation and marginalization was always framed around her immigrant Asian identity until one day, she finally woke up...
Last month, we hosted a series of events during the California Democratic Presidential Forum including a live podcast of “They Call Us Bruce” at our newly renovated Edison Theatre and Psychic Temple.
The young poet glides onto the stage with a crown upon her head and silk gown flowing in the wind she creates when she walks, her heels announcing her presence before she is visible.
Why 88Rising is the Next Big Wave in Pop Culture from Asia
09-30-2019Insights
Growing up a hip-hop fan in the ‘90s, Sean Miyashiro was waiting for artists that looked like him and break into the scene. Fast forward to 2015, Miyashiro founded 88rising and created a platform for Asian talent to be recognized and celebrated globally in the hip-hop genre. From signing Keith Ape whose breakout single “It G Ma” made history in the Asian rap scene to Indonesian rapper, Rich Brian’s viral single with “Dat $tick” in early 2016, 88rising has gained fans all over the world. The company further secured its audience with its roster of breakthrough artists from Indonesia, South Korea, China, Vietnam and Canada.
Share of wallet is a marketing term that denotes the amount of spend a business can expect from a specific customer. We break down below the shares of wallet attributed to each major ethnic segment in the US.
4 Ways To Build Workplace Culture Through Kindness
06-01-2023Voices
Kindness is emerging as a powerful force in today’s world - a crucial aspect of creating a better society, rather than just a way to candy-coat human connections.
In episode 10 of the Asian Detox Podcast, TJ Wey and guest Julia Huang explore the invitation of polyculturalism, the richness of culture that results from embracing diversity rather than homogeneity and encountering the conversation around race as Asian Americans
At $863.3 billion, Asian-owned businesses have the largest estimated gross income among minority race groups across all sectors. Through Asian Founded, we hope to make it easier to #shopAPI.
Korean culture is getting mainstream. As a Korean-American, it’s complicated
04-21-2022Reflections
Korean Culture has boomed on the scene, but for this Korean American the experience is more complex. Esther discusses the Korean culture boom and how it has impacted her personally.
Everything you wanted to know about NFTs but didn’t know who to ask
02-28-2022Insights
The world of millennials goes beyond IRL. “Metaverse” is not just a website or app — it’s also a world they inhabit. Crypto is not pixels on a screen — it’s also a way to pay. Now, NFTs are assets to be acquired. We’re attempting to make NFTs easier to understand — in Q&A format.
Meritocracy v. Diversity — The Controversy Affecting Asian-Americans in College Admissions
12-01-2021Insights
Asian-Americans, often labeled the simultaneously enviable and harmful “model minority,” are increasingly caught in-between rigorous college admission practices and debates on affirmative action.
Happy Diwali! Here’s the lore behind 3 of the most popular South Asian Dishes
11-04-2021Reflections
Held in some of the darkest months of the year, Diwali is held as both a way to lift the people’s spirit and celebrate the triumph of light over dark. Jigesh's family is scattered right now, and travel is dicey due to Covid, but he thought he could get closer to the light of his culture by learning & sharing the history behind some of its greatest cultural exports.
Shang-Chi and the Legend of the Ten Rings - Syllabus & Discussion Guide
09-15-2021Insights
The movie launch of Shang-Chi and the Legend of the Ten Rings has been celebrated by Asian Americans with the first ever Asian superhero in the Marvel Cinematic Universe. As we talk about promoting the idea of narrative plenitude and bringing more Asian stories to the forefront, this is an exciting and proud moment.
Asian-Americans in Hollywood: 1970s-2010s Moving Towards More Representation
08-21-2021Insights
In 1968, the term “Asian American” was coined, intended to unite those who shared any Asian ancestry while living in America. While there are over fifty countries in Asia and hundreds of unique cultures, the term “Asian American” helped mobilize change by bringing everyone together to work towards shared goals. During the 70s, perceptions of Asians and Asian-Americans began to shift as they became more visible in society.
Maintaining Vigor for Sustained Change in Asian American Issues
06-04-2021Reflections
Reflecting back on her activism to fight for ethnic studies at her university more than 50 years ago, Laureen Chew talks about what we can learn and where we still need to go.
Intertrend prides itself in creating a culture of opportunity. We strive to think outside the box, learn constantly, and pioneer changes around us. ITO is Intertrend’s annual summer internship program, which was founded in 2014, and has grown in reputation and ambition since then.
20/20 Vision: Trends to Help Make Sense of the New Normal
05-19-2020Insights
In order for businesses and agencies to confidently navigate and adapt to our new reality, we need to stay up to date with the latest trends by keeping a close pulse on how consumer needs are being altered. Here are our thoughts.
Patience School - Lessons From the Tiger Parenting Resistant
Reflections
Amidst the merits and criticisms of “Tiger parenting” philosophies in a hyper competitive world, as a third and fourth generation Chinese American, Tanya reflects about the agony of raising kids with the gravitational pull of Asian DNA versus Wholehearted parenting.
Music for Being Seen, Heard, and Felt An interview with Rod Labrador of Pau Hana Sessions
Voices
Last February, Intertrend hosted a Pau Hana Sessions event at the Edison Theatre in Long Beach, featuring the Emmy-nominated artist Hollis. Although this was the first time they showcased in Long Beach, Pau Hana Sessions is a staple around Hawai’i. They showcase a side of Hawai’i music that isn’t seen by many non-natives.
This batch of Intrigue selections celebrate specificity and understanding parts of the world in tighter focus. Included below are recommendations that dive deeply into the realms of mental health, Singaporean graveyards, American influence in Korea, writing self-critically, and the Toronto music scene.
Lessons from the “Fringes”: Trump, Yang, and the Asian American Young Voter
Insights
Problematic use of stereotypes aside, Andrew Yang’s trusty line — “The opposite of Donald Trump is an Asian man who likes math” — couldn’t be more right or wrong depending on how you look at it.
Urging People to Take a Leap of Faith First (Trust part comes later)
12-17-2019Voices
Democrats: You can’t bet on our vote
Insights
Millennials and Gen-Zs, or what we like to call “MilleniGenZs,” are politically aware and notoriously socially progressive. Given that the youth generally lean left, many Democrats view MilleniGenZ as part of their core voter base and, especially in a blue state like California, often treat them as a foregone conclusion. However, recent survey results show that they may not vote in the way Democratic hopefuls want them to in 2020.
Today, technology in Asia is innovating at an exponential rate and this not only applies to digital, but physical products as well. In this article, we highlight five product innovations from Asia in 2019.
Asian Americans in Pop Culture: Past, Present, & Future
06-29-2019Engagements
Back in April, we had a fun, provocative, and interactive discussion at the agency as we kicked off our Thought Leadership initiative. Our discussion centered around Asian Americans in media and was moderated by Guests: Anthony C. Ocampo, Ph.D. and Nancy Wang Yuen, Ph.D.--two major scholars in the field of Asian American Studies.
