Asian Consumers in the US Market C
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.
Circle and Rectangular Tables
I grew up eating at circle tables. In both restaurants and in my home.
The best part about circle tables was the fact that you can talk to anyone. Unlike rectangular tables, which limited the amount of people you could talk to to only those sitting right next to you or across from you, circle tables allowed for easy access to just about anyone around the table.
It was obviously a bit jarring when I first came to the United States, aged around seven. Sitting in some fancy Italian restaurant, the first time I ever tasted pasta was at a rectangular table. I sat uncomfortably, surrounded by strangers with foreign faces, unable to see the familiar faces of my parents. I felt stranded, and the strange noodles did not necessarily help that fact.
Although I developed quite a fervent passion for spaghetti bolognese after this, I never managed to get completely used to these rectangular tables. In my house in California, we still used a small, circular wooden table to eat dinner. During my first few years officially going to elementary school in America, this feature of my house made me feel like I was back at home, in China.
Nowadays, it’s less obvious. Sure, I still sometimes felt like I preferred the more friendly and familial structure of circular tables, but comfortably sitting at these rectangular tables came as easy to me as breathing. This is just one of the many aspects of culture and tradition that drove and continues to drive a wedge between me and my peers in America. But when I reflect back upon the sheer culture shock I experienced during my first week in America, I laugh. I laugh because I have grown since then, grown to embrace both my culture and the new experiences and opportunities offered to me in America. But, I still think it was mostly the carbonara pasta that convinced me.
Language Barriers and Asian Immigrants
When I first moved to the United States, the only words I knew in English were “hello” and “oops.” My parents, on the other hand, were rather proficient in English. It wasn’t the fact that we couldn’t understand English that made navigating this new world difficult, however.
Language barriers extend beyond simple knowledge of language. Cultural connotations in certain languages often create a rift between individuals from different cultures, who express emotions in different forms.
Growing up in China, large family gatherings were a normal, weekly occurrence. My aunts, uncles, cousins, nieces, and nephews sat in a circle around a circular table, feasting upon flavorful Chinese delicacies that could never be beaten by its Western renditions. These gatherings were often the highlights of my week as I laughed along with my cousins and chased each other across the restaurants.
It was always at the end of the dinners, however, that things took a turn. My cousins and I sensed a shift in the air, tensions rising as dinner edged to a close. It was the battle of deciding who pays the check.
In many Asian cultures, paying the check at the end of dinners is a sign of respect for the other person. In my family, it often evolved into a borderline brawl to decide who will pay the check. My uncle, fighting to pull out his wallet as my dad pulled his arms away from his pockets. Borderline screaming filled the room- if a bystander were to walk in, they would think that an violent argument ensued.
When I moved to America, I had no idea what “splitting the bill” meant. Gathering with a couple of American friends of ours, my parents often rushed to pay the entire bill, while our friends looked on in confusion. When my parents returned from paying they asked them, why not just split the bill?
Ultimately, this experience is only one of many other cultural differences between Asian individual sand American individuals. This unavoidable risk often leads to confusion, miscommunication, and sometimes conflict, if gestures that are normal in other cultures are perceived as rude and ignorant. Certain expressions in Chinese, for example, physically cannot be expressed in English, and vice versa.
I am privileged to having parents that were already quite fluent in English, as first-generation immigrants. But others in the same situation do not enjoy the same advantages. That is why it’s important to find solutions and spread awareness.
What can we do?
One of the most important factors is for individuals to understand the innate differences between cultures. Beyond just Asian communities, it’s important to spread awareness of the diversity and distinctions that define the cultures making up our world. Understanding these differences is the first step towards a more equitable and harmonizing society.
Schools implementing cultural affinity groups would be a great place for people to share about their different cultures and spread awareness.
AAPI in Technology
This week, I want to highlight some of the AAPI technology leaders that are the forefront of this rising industry. From Zoom (founded by Eric Yuan) to Nutanix and Instacart, AAPI entrepreneurs are creating innovative solutions and disrupting industries across the board.
In particular, Zoom, which blew up in popularity due to quarantine during the COVID-19 lockdown, has been such an integral part of my life in the recent years. I remember sitting down at my desk for hours at a time on a Zoom call, attending online school. Zoom was the reason I and many others were able to receive an education during these difficult times.
Speaking of the pandemic, the famously effective fabric of the N95 mask was developed by Peter Tsai , a Taiwanese American materials scientist. The N95 was the most recommended mask for preventing infection of COVID-19. These AAPI leaders’ innovation, among many others, helped so many individuals during the pandemic and challenging the way we work, live, and communicate.
However, I also think that it is vitally important to mention the challenges that AAPI entrepreneurs face despite their success. They often struggle with access to venture capital, and cultural barriers like the “model minority” stereotype can create added pressure. It’s important to consider representation in tech.
Representation Matters
Representation in tech is critical—not just for visibility, but to inspire the next generation of AAPI innovators. As more AAPI entrepreneurs rise to the top, they pave the way for young people to follow their lead, encouraging diversity and inclusion in the startup world.
Moreover, we need to prevent ignorant assumptions from influencing our judgement of other people. Understanding our own personal biases is vital to doing so.
The future is bright for AAPI entrepreneurs in tech. Innovation and diversity are the future of the tech industry, and AAPI entrepreneurs are leading the charge!
The Glass Ceiling
What is glass ceiling for Asian Americans?
The term glass ceiling refers to the barriers that face Asian American women and men in the workforce. Sometimes, instead of “glass ceiling”, it is called “bamboo ceiling.” This metaphor describes the difficulties that they face with breaking into higher levels of leadership or influence in a company.
While Asians may be well-represented across the various levels of the general workforce, there is a noticeable lack of Asian executives in American companies. The reason for why these barriers occur are not evident- but they are outstanding and prevalent problems that point to deeply ingrained systemic challenges that hinder Asian Americans in the workforce. These obstacles, in particular, affect Asian women the most.
Lack of Representation
According to a study done on AAPI representation in the American corporate workforce, only 1 in 285 Asian Women is in a high level of leadership at a company, while there 1 in 118 of the general workforce is an executive. This striking disparity indicates the severe lack of representation of Asian women, and the need to bridge both the gender and race gap in corporate leadership.
Ascend Research’s Executive Parity Index measures the percentage of executives within corporate professionals by race and gender, illuminating the disparities that are present in American companies. Their research indicates that AAPI women place second to last in terms of representation, while AAPI men place fourth to last. This research shows the heavy discrimination that Asian Americans, espiecially women, face in the work force. According to NPR,
Asian women are especially underrepresented. Out of all the Asian-American women working in tech, only 1 in 285 is an executive. That compares to a ratio of 1 executive per 118 professionals in the workforce as a whole — and, for white men in tech, a ratio of 1 in 87, reports Ascend.
The percentage of AAPI in general workforce is actually much higher than other people of color- however, their part as executives and managers are sparse. It’s important to understand why even though so many Asians are part of the American workforce, many of them are not promoted to higher levels of leadership and influence in companies.
Work and Culture
Jane Hyun’s book “Breaking the Bamboo Ceiling” directs us to one of the main reasons why Asian Americans are overlooked in the workforce: culture.
Japanese work culture
In Japan, the work culture is almost completely different. According to the Japan Times, 1 in 4 Japanese companies revealed that some employees would work 80-100 hour weeks with unpaid overtime. The corporate world of Japan is symbolized by the exhausted and tired “salaryman,” donning a black suit and bags under his eyes. There’s even a term for death by overworking, “karoshi“.
This hard working mindset is a fundamental part of Japanese culture, built up over the years and embedded within Japan itself. Employees are taught to respect the hierarchy in the company, to treat their seniors with absolute loyalty and obedience. Taking time off is frowned upon, and some individuals are even shamed for missing work due to sickness. These workforce traditions are unique to Japan and often considered outlandish and perplexing to foreigners.
This demonstrates the rift that differing work cultures can cause between Japanese employees and American employees. The contrast between these two corporate cultures are so pronounced that it’s hard to combine the two together. These innate traits of deference to elders in Japan, for example, may be perceived by Americans as “aloofness, arrogance, and inattention.” As such, when Japanese immigrants or individuals from Japanese families in America find work, they often face difficulties communicating and adjusting to this distinct environment. This extends to other cultures as well. Among numerous Asian communities, Koreans, who are also known for their strict work ethic, would likely face similar issues that plague Japanese immigrants as well.
The bamboo ceiling for Asian Americans happens when “the messages about success they learned at home conflict with the definition of success in the workplace,” according to writer Wesley Yang. Author Jane Hyun also notes that Asian families are traditionally adverse toward showing off one’s skills and accomplishments, which is necessary for leadership rules.
How can we help Asian Americans affected by the glass ceiling in the workforce?
A big resource that we can provide is guidance for AAPI individuals to self promote, such as creating LinkedIn accounts and elevator pitches.
We can also provide education for job readiness and the necessary skills for prospering in the American corporate workforce.
The Role Culture Plays in Finances for Asians
A few weekends ago, I was sitting on my living room couch, scrolling through social media while the rest of my family bustled around the house. It was a typical day of lazing around- until something caught my attention on my Tiktok feed. It was a video of a post someone made, about how “Filipino culture was optimized for staying poor”.
As I was reading the words that flashed on my screen, I was reminded of some research that I did a while back. The post mentioned that because the Philippines is such a family orientated country, where children are expected to carry their families financially, it has made even the better-earning Filipinos poor enough to live from paycheck to paycheck. It also goes on to talk about financial illiteracy, and how that has contributed to the continued impoverishment in the Philippines.
I realized how strikingly familiar this was to my research- Asian culture’s emphasis on family causes Asian individuals to feel burdened and financially responsible for their own families. This not only makes it difficult to save and accumulate wealth, but it creates an internalized struggle to live as frugally as possible to not waste money. Furthermore, this connects back to my post about model minorities– many people are unaware of these Asian populations who are suffering financially due to lack of financial literacy. Although, Filipinos in the United States are actually doing particularly well in the US, from English proficiency to educational attainment. Nevertheless, the success of Filipino immigrants do not accurately reflect the entirety of the Asian population- that is the key misconception many individuals make about Asian Americans.
Ultimately for Filipinos in the Philippines, this is unsustainable in the long run; how does one escape from poverty, when their very own lifestyle prevents them from doing so?
Moreover, as I looked more into this problem, I realized more and more that we can’t talk about money without talking about culture. Culture, especially to Asian populations, can affect spending. In the Philippines, as we now see, money is expected to be spent on your family, not on financial endeavors that can generate more money in the long run. When considering Asian Americans and Asians who have immigrated to the United States, the same problem applies; because of their traditions and culture, Asian individuals make poor financial decisions that lead to poverty. Even more so in foreign countries, where language barriers make it difficult to navigate the financial realm.
But this raises the question; how can we support these Asian individuals struggling in our nation and help them make beneficial financial choices? By encouraging financial literacy. Financial illiteracy is a rampant problem in the United States, especially among immigrant populations.
Because of language barriers, many Asian immigrants do not know how to save, get a loan, etc. We can support these people by offering financial services in a different language, or by writing easily-accessible articles about finance and how to manage your money.
Asian Experiences- Model Minorities
What is a model minority?
When I was in fourth grade, living in California, I vividly recall the first time I encountered the “model minority” stereotype. I was smiling from ear to ear, ecstatic about the A+ I received on my math exam. I happily told my friend sitting next to me in class the good news. My other table mate, sitting across from us, tilted his head. The distinct, nonchalant, and unbothered way he declared, “Isn’t that normal for Asian people though? That they’re good at math?” has struck a chord within me ever since.
The “model minority” stereotypes confine Asian populations into a mold, where Asian kids are perceived to all be math geniuses and piano enthusiasts. It also enforces the idea that all Asian parents are authoritarian and emotionally distant, and stop at nothing to ensure their child’s successful future. The “model minority” lens views Asian families as financially comfortable and stable. They are wholly separated from the “people of color” category, considered a successful group that experiences minimal racial discrimination. The model minority stereotype effectively disregards the prejudice faced by Asian communities.
How is this harmful?
The model minority myth categorizes all Asian individuals and puts them into a single basket; successful (but not too successful), strict, and naturally hardworking. It creates a tight boundary that alienates the many Asians who deviate from the predetermined standard. The perpetuated model minority myth essentially confines Asian Americans to one dimension, disregarding the disparities between these populations.
In fact, because the model minority myth endorses the idea Asian individuals are all successful, many believe they don’t need financial support; for example, Asians living in poverty are disregarded, other people and even the government believing that because they are Asian, they are rich and well-off.
The model minority myth obscures the genuine discrimination that affects Asian Americans, perpetuating the stereotype that Asians who aren’t successful simply lack effort. This perception disregards the diverse backgrounds that may hinder Asian individuals from achieving this “ideal” success. Ultimately, the model minority myth enforces an unrealistic standard for Asian people, while overshadowing the differences within Asian communities.
How is it not true?
There’s a reason that the model minority myth is a myth- substantial evidence demonstrate the blatant falsehood that is the “model minority” standard.
For example, according to Pew Research Center,
“8 in 10 Americans say violence against them in the United States is increasing, and nearly half have experienced an incident tied to their racial/ethnic background”.
Whilst the model minority stereotype suggests that Asian Americans thrive in Western society and are separate from other people of color who face discrimination and prejudice, fact demonstrates that the opposite is quite true.
81 percent of Asian Americans believe that violence against them in the United States is increasing. With the rise of COVID-19, hatred and discrimination against Asians has worsened, and the harmful model minority stereotype obscures the prejudice that AAPI populations encounter, contributing to the increasing racial incidents.
How can we dispel the model minority myth?
The negativity surrounding the model minority stereotype prompts all of us to think about how we can bring light to the legitimate challenges that Asian populations encounter.
My education as an Asian immigrant in the United States has provided me with a first-hand understanding of the absence of Asian representation within the public school system. Despite my background, I knew little of my own culture due to the lackluster education in my elementary school. When my parents shared stories of ancient Chinese dynasties and their rich history, I felt unfamiliar and left out of this fascinating culture. By introducing educational initiatives in schools focusing on Asian history and culture, we could dispel the stereotypes enforced upon Asian communities that confine and diminish their uniqueness. Educating students on the rich culture of Asia empowers Asian individuals, fostering a safer and more inclusive environment.
For example, high schools could host school trips to Asian countries. Not only is this a fun way of understanding and experiencing Asian cultures, but it is a great opportunity for creating bonds between students. Schools could also create electives that focus on Asian history and culture, providing an opportunity for those who want to learn.
Secondly, we must also realize how we have all perpetuated and enforced model minority stereotypes. Even unintentional comments and ignorant perceptions have all contributed to the model minority myth and discrimination against Asians. Ultimately, it is up to us as a community to acknowledge our own mislead ignorance and work towards dispelling the model minority myth.