by sparkleinsights_5n3820 | 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 sparkleinsights_5n3820 | Apr 20, 2020 | African American, Asian American, Blog, Hispanic, Multicultural Marketing
By Roben Allong, robena@lightbeamnyc.com, Patricia Lopez, plopezx2@hotmail.com, Iris Yim, iris@sparkleinsights.com COVID-19 has been a jarring wakeup call. While the idea of traditional research on ethnic consumers and their disparate COVID-19 experiences is...
by sparkleinsights_5n3820 | 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 sparkleinsights_5n3820 | Sep 7, 2018 | Multicultural Marketing
The Total Market debate has been going on for a while so much so that it spawned an organization to tackle the issue – Alliance for Inclusive and Multicultural Marketing (AIMM) under Association of National Advertisers. There are different names for...
by sparkleinsights_5n3820 | 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...
by sparkleinsights_5n3820 | 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...
