by Sparkle Insights | Mar 15, 2021 | Asian American, Multicultural Marketing, Popular Culture
Asian dramas are not only popular in their home countries but also have worldwide appeal and influence. It started with the widespread of Korean pop culture (Korean Wave) and Korean dramas about two decades ago. Over the past decade, Chinese dramas have also enjoyed...
by Sparkle Insights | Apr 20, 2020 | African American, Asian American, Blog, Hispanic, Multicultural Marketing
By Roben Allong, Patricia Lopez, Iris Yim COVID-19 has been a jarring wakeup call. While the idea of traditional research on ethnic consumers and their disparate COVID-19 experiences is certainly not a groundbreaking proposition, what clearly will be evident...
by Sparkle Insights | Sep 11, 2018 | Asian American, Multicultural Marketing
Launched in 2011 by Tencent, WeChat has evolved from a social media app to an ecosystem, an indispensable part of most Chinese consumers’ daily life. WeChat hit 1 billion monthly active user in the first quarter of 2018. According to according to Kimberly Lee,...
by Sparkle Insights | Dec 3, 2017 | Asian American, Blog, Multicultural Marketing
News coverage of this November elections has focused on how Democrats fared in the first tests of Trump’s impact. Something else close to home also caught my attention. Hongbin Gu, a UNC associate professor and immigrant from China, was elected as a Chapel Hill...
by Sparkle Insights | Nov 17, 2017 | Asian American, Blog, Multicultural Marketing
I recently had the opportunity to attend a media roundtable discussion hosted by the Asian American Advertising Federation and sponsored by AARP at the Japanese American National Museum in Los Angeles on Nov. 2, 2017. Going into the roundtable discussion with the news...
by Sparkle Insights | Jun 16, 2017 | Asian American, Blog, Multicultural Marketing
During the past few years, there has been a lot of debate on various approaches to marketing to today’s multicultural, minority-majority consumers, namely, whether a segmented/targeted approach or a Total Market approach would be more effective. At the heart of...
