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Celebrating Unity through Korean Culture – Inspiration from the 2022 KoreaFest in Raleigh, NC

Celebrating Unity through Korean Culture – Inspiration from the 2022 KoreaFest in Raleigh, NC

by Sparkle Insights | Nov 22, 2022 | Asian American, Blog, Culture, DEI, Popular Culture

By Iris Yim According to the Census 2020, the Asian population in the US has grown 38.6% from 2010 to 2020. North Carolina is one of the states with the fastest growth rate in the Asian population (68.4%). One sign of the vibrant and growing Asian population in the...
One size doesn’t fit all – Post Covid-19 Implications for Marketing Research and Marketing

One size doesn’t fit all – Post Covid-19 Implications for Marketing Research and Marketing

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...
How to effectively implement total market strategy – taking a chapter from the Pixar new film “Coco”

How to effectively implement total market strategy – taking a chapter from the Pixar new film “Coco”

by Sparkle Insights | Dec 5, 2017 | Blog, Multicultural Marketing, Popular Culture

The marketing industry has been dominated by the idea of Total Market in the past few years. While the definition of Total Market is still being debated, the gist of the argument goes like this: With the changing demographics (minority consumers becoming the majority...

Asian American growth in the South – A reflection on the election of Hongbin Guo as Chapel Hill city council member

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...

Challenges and opportunities in Asian American media – a reflection of the 3AF media roundtable discussion

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...

Decoding Culture from the 3AF 2017 Asian Marketing Summit

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...
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