I’m in the act of hardcore procrastination, but I had to share this find.
SnapDragon consultants, a market research firm, published this last year, but it’s new to me so here goes: Ten Things Every Brand Should Know About Asian-American Youth (pdf). Very interesting stuff, I wonder if this would change the way Asian American churches would present their programs to youth today. It is, after all, a study for marketing purposes. And I have to wonder if this is already dated since it’s been almost two years this has been published.
- Many Asian-American youth feel excluded and misunderstood by most brands. It’s made worse by the fact that they see advertisers actively wooing the African-American and Hispanic markets.
- Mixed race kids are proudly identifying as Hapa, a once derogatory word in Hawaiian to mean “half.” Hapa is also slang for marijuana in Japanese (spelled Happa). Hapa is supplanting terms like Amerasian, biracial, and blasian.
- Asian-American youth are secret fans of “easy listening” adult contemporary music. Lite FM is a hidden passion.
- There’s a “hero gap” among Asian-American kids, which is being filled for many by activists from other cultures. Martin Luther King is a role model and hero to many young Asian-Americans.
- Most Asian-American kids refer to white people as “white people” the same way African-Americans do
- Underage gambling is huge. The “new” American poker obsession is nothing new to Asian-American kids and gambling has a long history in Asian culture. Many students Rigg spoke with are avid online gamblers and cardplayers. Many organize private online poker tournaments.
- Asian-American kids want an end to the hyper-nerdy images of themselves on TV and want to see more punked-out skater and graffiti DJ images which reflect a different energy. The feeling is: Enough with the math geeks, future doctors and violinists. Asian-American kids crave street credibility—not just academic accolades.
- Asian-American kids universally hate the question: Where are you from—especially since the answers are usually something like “Westchester” or “Boston.”
- All things Korean are hot and getting hotter. Fashion. Foods. DJs. Online communities. Korea is the new Japan.
- The 15 minutes of seemingly benign American Idol fame for William Hung had a surprisingly negative effect on Asian-American students. There’s a feeling that Hung perpetuated the worst stereotypes about Asian people and gave non-Asians permission to indulge in two years of racial stereotyping and mocking.
What do you think? Do these ten things ring true for you or the youth that you know? What would you add or subtract from this list?
I’ve been asked to be the speaker for a youth retreat for Atlanta Chinese Church. And as I’m drawing up material and prepping, I’d like to solicit the blogosphere for advice in how to approach young Chinese American Christians. The age range seems to be middle to high school and they tend to be generally affluent and well educated. As a Korean American, I guess I want to make sure I don’t make too many assumptions and am aware of any nuances in the subculture.
On Derek Webb’s “House Show” album (Kudos to Sue Hong Saddington for sharing it with me years ago), I first heard Derek Webb talking about how we would all be better off if our deepest and darkest sin would show up on the 5 o’clock news. His rationale was that then we wouldn’t need to hide, we could walk around with a clear picture of who we are instead of refusing to acknowledge that most of what we do is cover up and package ourselves so nicely, as though nothing were wrong with us, that our outer beauty could make up for what is going on inside and behind closed doors.
Much to my annoyance, some of the Christmas zealots in my neighborhood put up their lights as early as Halloween this year. And I distinctly remember hearing the first hints of Christmas music over the speakers in a pharmacy two weeks before Thanksgiving, as if to remind everyone to think of their local drugstore first when desperately seeking those oh-so-one-of-a-kind Santa hats.
DJ Chuang
A couple of weeks ago, Dr. Paul Huh came to the AsianAmergence gathering and led us in a discussion of traditional Korean musical forms and how they might be help both Koreans and Korean Americans gain insight into our worship.


