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How Maybelline Changed the Face of Beauty for Asian Americans
Multicultural and Inclusive Marketing Awards November 25, 2025Maybelline New York’s Face the Difference campaign, launched during Asian Pacific American (AAPI) Heritage Month, set a new benchmark for inclusive beauty marketing by authentically engaging the AANHPI community through cultural storytelling, strategic partnerships, and co-creation.
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Western Union’s Appeal to South Asian, Filipino, and Jamaican Communities
Multicultural and Inclusive Marketing Awards November 24, 2025The campaign highlighted the brand’s emotional role in facilitating remittances in culturally specific ways.
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AARP Celebrates Diwali to Connect with South Asian Americans
Multicultural and Inclusive Marketing Awards November 20, 2025The celebration worked to redefine aging as a time of creativity, connection, and continued cultural pride.
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McDonald’s Stages an Experiential Sauce-Customization Event
Multicultural and Inclusive Marketing Awards November 20, 2025The pop-up tapped into fans’ love of mixing the QSR’s sauces in personalized ways to promote a new menu item, McCrispy Strips.
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Coca-Cola Reimagines Holiday Giving Through Filipino Traditions
Multicultural and Inclusive Marketing Awards November 18, 2025Coca-Cola celebrated Filipino-Canadian holiday traditions by spotlighting Sari-Sari stores and Balikbayan boxes, creating emotional impact through community storytelling, cultural relevance, and a showstopping out-of-home activation.
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APIA/McDonald's Scholars: AI-Driven Storytelling
Multicultural and Inclusive Marketing Awards November 12, 2025McDonald’s used AI-powered storytelling to spotlight real AAPI student journeys, challenging stereotypes and driving scholarship awareness. The campaign blended innovation and authenticity to deepen its connection with underserved Asian communities.
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Heart, Humor, and Hype: How Panda Express Turned Storytelling into a 360° Brand Experience
Webinar Rewinds November 12, 2025In this webinar, Panda Express' Fabiola del Rio and Dave Daines from Opinionated shared the story of how the “Have You Eaten Yet?” campaign used heartfelt cultural storytelling, karaoke-singing aunties, and a clear, confident brand position to turn a simple idea rooted in care into an emotionally resonant, category-defining moment.
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Toyota’s EV Sales Boom with Outreach to the Asian Community
Multicultural and Inclusive Marketing Awards November 7, 2025The automotive brand leveraged the tropes of foreign cinema to appeal to Chinese, Vietnamese, and Korean audiences.
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McDonald’s Partners with AAPI Icons to Drive Cultural Conversation and Chicken Sales
Multicultural and Inclusive Marketing Awards November 5, 2025McDonald’s launched a culturally resonant campaign to authentically engage Asian American consumers through its new chicken products. By partnering with beloved AAPI celebrities and tapping into food, fandom, and family insights, the campaign drove strong business results via authentic representation.
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How Laxmi Helped Asian Americans Celebrate Diwali
Multicultural and Inclusive Marketing Awards November 4, 2025Laxmi’s Diwali campaign aimed to emotionally connect with the South Asian diaspora in the United States — especially students and young professionals living away from home — by highlighting the loneliness often felt during the festive season. Through a heartfelt video and influencer storytelling, the campaign encouraged small acts of kindness and inclusion, positioning Laxmi as a comforting symbol of home.
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This Panda Express Campaign Drove Cultural Connection and In-Store Engagement
Multicultural and Inclusive Marketing Awards October 31, 2025Panda Express launched a culturally inspired campaign called “Lunarsgiving” to make Lunar New Year more accessible and inclusive, especially for college students. The campaign reimagined traditional celebrations by introducing in-store experiences that featured symbolic foods, festive kits, and cultural décor.
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A&W Breaks the Veggie Mold with Masala Burger Tailored for South Asian Vegetarians
Multicultural and Inclusive Marketing Awards October 29, 2025To reach an underserved South Asian audience, A&W launched a four-week integrated campaign spotlighting its new Masala Veggie Burger, using a mix of Hinglish and English creative, humorous storytelling, and bold visuals to position itself as the go-to brand for genuine vegetarian options.
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Intertrend Transforms Lunar New Year with Building-Sized Snake Game Experience
Multicultural and Inclusive Marketing Awards October 27, 2025Intertrend Communications reimagined Lunar New Year celebrations by creating a modern, interactive building-sized Snake Game installation that transformed its headquarters into a nostalgic gaming experience.
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Leveraging Cultural Insights for Advertising: Metrolinx’s Campaign to Reach Canada's Newcomers
Webinar Rewinds October 21, 2025In this webinar, learn how Metrolinx leveraged insights in diverse communities to craft a powerful advertising strategy that drove awareness and engagement, positioning GO Transit not just as a service, but as a companion to newcomers navigating their new life in Canada.
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Marketing to Asian Americans
ASK Answers October 2, 2025How can my brand authentically connect with the AAPI community?
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Toyota Utilizes Original Anime Series to Connect with Asian American Gen Z Consumers
REGGIE Awards May 27, 2025Toyota created an anime series featuring its GR racing series to connect with Asian American youthToyota used AI to send personalized marketing messages to create brand loyalty and consumer retention.
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American Heart Association: How Inclusive Storytelling Saves Lives in the AAPI Community
Webinar Rewinds May 15, 2025In this webinar, learn how a campaign from the American Heart Association leveraged emotionally resonant storytelling, multilingual content, and a strategic media approach to successfully engage underserved Asian American and Pacific Islander (AAPI) communities with life-saving education.
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These Award-Winning Campaigns Engaged Asian Americans
Pulse May 8, 2025Immigrant and acculturated minority communities can often encounter challenges in a culture that isn’t altogether familiar, or at least hospitable. Although marketers may not be the first people whom you would expect to raise their hands to combat these ills, the 2024 Multicultural Excellence Awards shined a spotlight on practitioners of our trade who did just that, helping to bring those of Asian descent more fully into the fold in their North American homes.
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Multicultural Buying Power, by the Numbers
Money Slides April 10, 2025Asian Media Group shares data from NielsenIQ that reveals the buying power Asian, Hispanic, and African-American consumers in the U.S. and compares those figures to the relative share of the population that those demographics represent.
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Asian Marketing at Delta
Conference Session Videos March 31, 2025Ally Financial showcased their partnership with Q.Digital on a custom video series that elevated financial challenges and solutions for LGBTQ, while driving lifts in awareness and consideration.
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