May marks Asian American and Pacific Islander (AAPI) Heritage Month in the U.S.—a time to honor this vibrant community’s rich cultures, traditions, and contributions. Though Asian Americans make up just 7% of the U.S. population, they are the nation’s fastest-growing and most diverse ethnic group. The majority—about 85%—identify as Chinese, Indian, Filipino, Vietnamese, Korean, or Japanese, representing a tapestry of over 20 countries across Asia. Primarily made up of immigrants, the Asian American community is projected to become the largest immigrant group in the U.S. by mid-century, shaping the nation’s future in powerful and lasting ways.
Why are Asian Americans underrepresented in marketing?
Asian Americans play a large part in the global economy. We LOVE to spend money. Companies value the volume of sales because each item is generally affordable to most consumers. I’m talking about things we see in TV commercials like paper towels, dish soap, and cereal. Because we only make up 7% of the U.S. population, Asian Americans are often overlooked in mainstream advertising, as some companies deem the market too small to justify targeted investment.
Where’s all the money?
As of April 2025, Asians have the highest incomes of all races. This isn’t to say that only Asians have high incomes or that there are no low-income Asians.
According to recent data from the U.S. Census Bureau and Pew Research Center, Asian Americans have the highest median household income of any racial or ethnic group in the United States. As of 2022, the median income for Asian American households was around $100,000, compared to $81,000 for non-Hispanic white households, $62,000 for Hispanic households, and $53,000 for Black households. This income gap is often attributed to high levels of educational attainment among Asian Americans, as well as a strong presence in high-paying industries such as technology, healthcare, and finance.
So… why don’t we see any Asians in mainstream media advertising? Despite growing inclusiveness, Asian representation in advertising still lags.
As Asian Americans continue to grow in population, purchasing power, and cultural influence, their visibility in mainstream media advertising remains surprisingly limited. This underrepresentation raises questions about why one of the fastest-growing and most diverse communities in the U.S. is still so often left out of the marketing spotlight.
Where do we see Asians represented in marketing?
It’s not that there is absolutely zero Asian representation. It’s just that there are very few. Where are we? Gucci is one of the names that has taken pride in featuring Asian models on their runway and in print. Louis Vuitton, Chanel, and Hermes also feature Asian models in their marketing. Why are we seeing more in luxury brands rather than mainstream media? Asians use dish soap, too! That’s where the market is.
So why are we shopping at Louis Vuitton, Chanel, Gucci and Hermes? Because we see ourselves wearing Louis Vuitton on our shoulders, Chanel around our waists Gucci on our feet, and Hermes around our necks. And so, guess where we take our shoulders, waists, feet, and necks? To Louis Vuitton, Gucci, and Hermes.
South Coast Plaza, located in Costa Mesa, Orange County, California, is renowned as one of the premier destinations for luxury brands, rivaling global shopping hubs like Paris, Beverly Hills, New York, Shanghai, and Hong Kong. With nearly 700,000 Asians calling Orange County home, the mall serves as a hub for these luxury brands, offering an unparalleled shopping experience. During Lunar New Year, South Coast Plaza goes all out, celebrating this cultural event in grand style. Why? Because they recognize and cater to a significant portion of their clientele—Asian customers who visit daily, spending thousands of dollars. When a place truly appreciates and values us, it’s only natural that we continue to show our support.
Is it changing?
Kind of. There’s more Asian representation in mainstream media and advertising, but not as much, considering how long asians have been a part of American society. Keeping this in mind—and recognizing that the Asian American population wields an estimated $452 billion in purchasing power—advertisers and the brands they represent are making a more intentional effort to feature **Asian American actors** in commercials and marketing campaigns.
Will Asian-Americans be included in mainstream advertising any time soon?
Asian Americans are seeing “growing representation in mainstream advertising,” a trend that shows no signs of slowing down. According to “McKinsey & Company,” stories featuring Asian and Pacific Islander (API) characters have become increasingly visible in both film and television, resonating with broader audiences. Similarly, research from the University of Washington highlights that Asian Americans are not only appearing more frequently in ads but are also taking on “more prominent, central roles”—a shift from the background appearances that once defined their presence in media.
So Why are Asian-Americans Underrepresented in Marketing?
I don’t know. You tell me.