50 top brands recognized for Asian American marketing

The Asian American Advertising Federation (3AF) has released its inaugural "Impact 50" list, recognizing Fortune 500 and Global 500 companies making exceptional marketing efforts toward Asian American consumers. The announcement, made on May 1, 2025 in Los Angeles, celebrates the start of Asian Pacific Islander American Heritage Month and honors advertisers and brands that have shown meaningful commitment to the Asian American community.

The timing of this announcement is significant, coming just three days ago, and places a spotlight on companies investing in this vital demographic through culturally relevant marketing strategies.

The recognized brands have demonstrated their commitment through developing insights-driven creative content and investing in media specifically targeting Asian American consumers. With the Asian American market's purchasing power projected to reach $1.9 trillion in 2026, this recognition highlights companies that understand the growing business potential in engaging this audience effectively.

3AF utilized multiple data sources to identify the Impact 50 advertisers, including reports from Asian American media and community event organizers, agency updates, and iSpot video research. The list recognizes brands that invested in the Asian American audience through paid media, events, and activations in 2024.

The selection process was comprehensive, analyzing both quantitative media investment data and qualitative aspects of cultural relevance. The Impact 50 is alphabetical rather than a ranking, emphasizing that each company earned its place through demonstrated commitment rather than competitive positioning.

According to the Asian American Advertising Federation, there are 24 million Asian American consumers with purchasing power projected to reach $1.9 trillion next year. Nielsen research indicates that representation in marketing is particularly influential with this demographic - Asian American audiences are 46% more likely than the general population to support brands that appear in inclusive content.

This data highlights why major corporations are increasingly recognizing the strategic importance of developing targeted, culturally relevant marketing for Asian American consumers.

Cheryl Lee, President of the 3AF, emphasized the growing importance of this market: "The Asian American market continues to grow as one of the most influential and impactful consumer segments in the U.S. At 3AF, we're proud to recognize and honor the advertisers and brands that have shown a genuine commitment to this vital community through meaningful investment and culturally relevant marketing."

Lee further explained the business value proposition: "We hope this list serves as a benchmark for industry excellence and inspires more companies to acknowledge the influence, loyalty, and purchasing power of the Asian American audience. By embracing this opportunity, brands can build stronger consumer connections, elevate brand perception, and unlock sustainable long-term growth."

Genny Hom-Franzen, 3AF's executive director, added: "According to Nielsen, representation isn't just important—it's powerful. Asian American audiences are 46% more likely than the general population to support brands that show up in inclusive content. That's not just a statistic—that's a call to action. We thank these brands who are reaching Asian Americans and urge others to step up, be intentional, and reflect the vibrant communities they serve."

Several campaigns from the recognized companies have demonstrated particularly effective approaches to connecting with Asian American consumers.

The organization pointed to McDonald's "Grandma McFlurry" campaign as an exemplary initiative. This campaign included a website enabling consumers to translate messages when they cannot speak the same language as their grandmother, addressing a common experience in multi-generational Asian American families.

Another highlighted campaign came from Procter & Gamble's Old Spice, starring actor Ronny Chieng and dancer Alex Wong, featuring talent highly recognizable within Asian American communities.

The organization also noted Toyota's original racing anime series "Grip" and Moët Hennessy's packaging partnership with Chinese landscape painter Yang Yongliang as effective examples of culturally relevant marketing initiatives.

The complete Impact 50 list

The companies recognized in the 3AF Impact 50 include:

Acura, Adidas, Amazon (Prime Video), Apple, AT&T, Bank of America, BMW, Bristol Myers Squibb, Brown Forman, Charter Communications (Spectrum), Chase, Citibank, Coca-Cola, Comcast NBCUniversal, Diageo, Fox, General Motors, Gilead Sciences, HBO, Honda, Hulu, Humana, Hyundai, Kia, Las Vegas Sands, Lexus, L'Oréal, McDonald's, Meta (Instagram, Facebook), MGM Resorts International, Moët Hennessy, Nationwide Financial, Netflix, New York Life Insurance, Nike, Nissan, Paramount Global, Pernod Ricard, Procter & Gamble, Sanofi, Sony Pictures, TikTok, Toyota, UnitedHealthcare, Volvo, Walmart, The Walt Disney Company, Warner Bros, Wells Fargo, and YouTube.

Historical context and organization mission

The Asian American Advertising Federation traces its roots to 1999, when a group of visionaries including Elliot Kang, Zan Ng, and Joe Lam founded the Association of Asian American Advertising Agencies (5As), which later became the 3AF. Their original mission was to promote the Asian American advertising industry and convince corporate marketers of the value of the Asian American market.

Over the years, other advertising pioneers including Shelley Yamane, Julia Huang, and Bill Imada helped the organization grow. Today, the 3AF continues to provide networking opportunities for Asian agencies, media, and research professionals, showcasing the power and influence of the Asian American consumer.

The 3AF serves as the leading national voice for Asian American advertising and marketing, illuminating the power of this consumer segment. It unites advertising agencies, corporate marketers, media, research firms, and industry partners, empowering brands to engage this audience through its summit, webinars, research, and expert network.

The publication of this list establishes a new benchmark for corporate engagement with Asian American consumers. Companies not included may feel increased pressure to develop more focused marketing strategies for this demographic.

For marketers, the Impact 50 recognition provides valuable competitive intelligence about which major brands are making significant investments in this space. It also signals sectors where Asian American marketing is becoming standard practice versus areas where companies might gain competitive advantage by developing focused strategies.

Media companies serving Asian American audiences may use this list to identify potential advertising partners and develop more targeted pitches based on industry patterns revealed by the Impact 50.

The 3AF has indicated plans to continue this recognition program, encouraging all marketers to increase their efforts in reaching the Asian American consumer segment. Companies interested in being considered for next year's list can visit the 3AF website for more information.

Beginning in 2025, the 3AF will be launching this list annually every May, in celebration of Asian Pacific Islander American Heritage Month. This inaugural list represents the beginning of what appears to be a long-term initiative to track and recognize corporate engagement with the Asian American market.

Timeline

• 1999: The Association of Asian American Advertising Agencies (5As) founded by Elliot Kang, Zan Ng, and Joe Lam
• Early 2000s: Organization evolves into the Asian American Advertising Federation (3AF)
• 2009-2013: Nita Song serves as 3AF President
• 2013-2017: Edward Chang serves as 3AF President
• 2017-2021: Jay Kim serves as 3AF President
• 2021-2025: Indrajit Majumdar serves as 3AF President
• 2025-Present: Cheryl Lee begins term as 3AF President
• May 1, 2025: Inaugural 3AF Impact 50 list announced at the start of Asian Pacific Islander American Heritage Month
• 2026: Asian American purchasing power projected to reach $1.9 trillion