Multicultural Marketing Archives

The unintended result of China’s censorship – making gay themed drama mainstream

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...

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...

WeChat is more than a messaging app, it’s a life style app, an ecosystem and … virtual Chinatown?

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,...

Total market research – how to conduct multicultural research without losing the cultural insights

by Sparkle Insights | 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...

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...