Turning Culture into Growth: How Leading Brands Activate Asian American Consumers (Virtual Only)

OPENING REMARKS

Karim Amadeo

Director, Multicultural & Inclusive Marketing ANA

FROM PRESENCE TO PARTICIPATION: HOW MCDONALD’S ENGAGES AAPI AUDIENCES THROUGH CULTURE AND COMMUNITY

What does it take for a global brand to authentically connect with Asian American audiences? This session examines McDonald’s multicultural marketing strategy developed with IW Group, highlighting campaigns designed to celebrate heritage, bridge generational divides, and engage digitally savvy consumers. Through real campaign examples, discover how cultural storytelling and technology-driven experiences helped bring Asian American moments and communities to the forefront.

Heather Woodard

Director, Brand Partnerships & Experiences, U.S. Marketing McDonald’s

P&G: ENGAGING ASIAN AMERICAN AUDIENCES

Learn from P&G as they share a case study on their recent Diwali campaign, demonstrating how culturally informed marketing drives engagement and measurable business results with Asian American audiences. This session highlights strategies that translate cultural relevance into performance and offers actionable insights to strengthen your own campaigns.

Lela Coffey

VP of Multicultural Business Acceleration P&G North America

CONNECTING CULTURES THROUGH EXPERIENCE: ALASKA AIRLINES’ ASIAN CONSUMER ENGAGEMENT

Explore how Alaska Airlines is strengthening connections with Asian consumers through culturally relevant experiences and global expansion. From sponsoring one of the largest Lunar New Year celebrations outside Asia, the San Francisco Chinese New Year Festival and Parade, to launching and celebrating nonstop flights to Tokyo and Seoul, Alaska Airlines brings cultural insight to life.

The session will also showcase an activation featuring the musical voice of Jinu from KPop Demon Hunters, the most widely streamed film in Netflix history all time and a global pop culture phenomenon in 2025.

Madeleine Manzano

Director of Brand Partnership & Activation Alaska Airlines

TOYOTA: BEYOND THE VEHICLE, DRIVING GROWTH THROUGH CULTURAL RELEVANCE

Asian Americans are among the fastest adopters of electric vehicles, yet trust and cultural relevance remain key drivers of decision-making. In this session, explore how Toyota elevated awareness and consideration for the bZ4X by tapping into the emotional power of Asian storytelling and cultural pride. By positioning the vehicle as a dependable hero within cinematic narratives, the campaign cut through a crowded EV market, driving significant gains in favorability, consideration, and a significant increase in sales. Learn how culturally grounded insights can transform brand perception and deliver measurable impact.

Tyler Litchenberger

Brand & Social Media Manager Toyota

CLOSING REMARKS