When I first started studying the U.S. market, I quickly realized how much of it is shaped by consumer trends. But what struck me was how often the AAPI community—one of the fastest-growing demographic groups—was overlooked in broader market analyses. Today, however, that’s changing. AAPI consumers are becoming an economic force, with spending power that’s hard to ignore.
The AAPI population in the U.S. is incredibly diverse, spanning across countries like China, India, the Philippines, Vietnam, and more. As a result, their tastes and preferences are equally diverse, and this diversity shows in America’s market. From technology to food to fashion, AAPI consumers are setting trends and influencing industries in ways that weren’t as visible in the past.
One area where AAPI consumers have made a significant impact is in digital technology. With high rates of smartphone ownership and internet use, the AAPI community is heavily engaged with tech. According to recent studies, AAPI consumers are more likely to make purchases online, and they have a growing appetite for e-commerce, particularly in sectors like beauty, fashion, and health. Brands that cater to these interests are seeing significant returns from AAPI-targeted marketing campaigns. Moreover, live-streaming, a type of marketing that is common in China, has begun to take hold in America and even with Western consumers.
Another area of influence is in the food industry. Over the past few years, the popularity of Asian cuisines has soared in the U.S., with restaurants offering everything from ramen to bubble tea to Korean BBQ. AAPI consumers have long been advocates for authentic and high-quality food from their cultures, and now those tastes are gaining mainstream popularity. As a result, Asian food products and restaurants are becoming more visible and widely accepted in the U.S. market. I myself love going to the Asian restaurants in California- some of which are even more delicious than the resturants back in my home country.
Looking ahead, AAPI consumers have the potential to affect the U.S. economy dramatically. As the community continues to grow and gain financial power, industries from healthcare to finance to entertainment will need to adapt to the diverse traditionals and behaviors of the AAPI community. It’s important for brands to remember that they must be mindful of how they approach AAPI consumers. Authenticity is key. The AAPI community values cultural respect, and brands that embrace this while also offering genuine connections are more likely to succeed. Missteps, such as cultural appropriation or insensitive marketing, can quickly backfire.