In the past few years, the entertainment spotlight has turned to the AAPI community, and momentum is continuing to build for Asian-centric stories, films, music and entertainment. We have seen Everything Everywhere All at Once, Nomadland and Parasite win the Academy Award for Best Picture. We have also witnessed the growing influence and popularity of K-pop music, K-dramas and Asian films across the globe.

This is an incredibly exciting time for brand marketers. We have numerous opportunities to engage with consumers, as well as drive culture. Diversity adds to the rich cultural fabric of America; different communities interact and impact one another to shape our world. And by supporting cultural expression, we drive society toward a more equitable future.

As Toyota’s agency of record for AAPI consumer segments, we are always on the lookout for emerging cultural trends. When we started work for Toyota back in 2004, K-pop and K-drama were still niche subcultures in America. But we began to integrate them into our brand efforts and continue to do so today in other multicultural segments.

Today’s robust appreciation of AAPI culture offers brand marketers an excellent opportunity to leverage cultural phenomena to establish even deeper connections with consumers. Here are five ways to do just that.

Embrace cultural events

Brands can embrace the rich and multifaceted cultures that surround us today. Take, for instance, KCon, America’s largest K-pop event. It draws 40% Asian participants and 60% non-Asian attendees.

We saw the opportunity when Hallyu—translated to Korean Wave, it’s the rise in interest around Korean culture, television and music—began in the early 2010s and jumped onto the platform. Through an integrated approach of event activations, content, and artist and influencer collaborations, we have been engaging the fans to build brand affinity and connection.

Nowadays we are seeing more Asian influence in pop culture. Anime, drifting and esports all have their roots in Asia but have now become mainstream cultural phenomena. As brand marketers, we must recognize these as opportunities to remain relevant and resonate with our consumers.

Dig for deep cultural understanding

It may seem obvious but can be easily overlooked: Deep understanding of the consumer is key, as well as consistency.

We carry out extensive research to identify not only what drives consumers, but also why. This goes beyond traditional research to include first-hand immersion in trends and subcultures to help us really understand fans’ behaviors and motivations.

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