大象传媒

How do you move beyond representation to true cultural relevance? This session explores how McDonald’s is evolving its approach to AAPI consumers through its audience strategy evolution—grounded in cultural fluency, community insights, and modern identity. We’ll unpack how leaning into nuance, fandom, and storytelling is helping the brand build deeper connections, drive engagement, and show up authentically across generations of AAPI consumers.

Discover how a steady, relationship-driven strategy can transform multicultural marketing from a pilot initiative into a precision growth engine. This fireside chat explores Nationwide’s rationale for investing in the Chinese American market, a financially engaged segment with a high propensity for professional planning. The discussion highlights how consistent messaging builds and an “old school” human touch approach can trump the big and splashy in building long-term brand familiarity and emotional connection.

 Hear from Mike Van, the first-ever CEO of Billboard. As a leading Vietnamese American marketing, advertising and media professional, Mike will share insights from his career, transforming ideas into businesses that endure and drive culture, commerce and innovation forward. 

This keynote address will be in the form of a fireside chat, moderated by Natasha Jung, 3AF Board Member and Founder, CEO & Executive Producer of Cold Tea Collective. 

Join us for the debut of our refreshed 2026 AANHPI Diverse Intelligence Series, where we move past the niche narrative to reveal the AAPI market’s true role as a global cultural catalyst. This 30-minute highlight reel from our 2026 report features a two-pronged approach to the crossover effect: we’ll examine new insights on AANHPI viewers as the primary architects of the streaming revolution and high-intent sports fans, while simultaneously proving how AANHPI content, athletes, and creators have become the definitive pipeline to broad, mainstream appeal. From the record-breaking 20.5 billion minutes of KPop Demon Hunters to the massive multi-ethnic audiences drawn by sports icons like Alysa Liu and Shohei Ohtani, we’ll share the data-backed stories of how AANHPI-centered intelligence is now the essential driver for reaching everyone, everywhere, all at once!

This session explores how fandoms have evolved from niche communities into the defining force behind what goes mainstream –especially among Gen Z. From WEBTOON’s creator-driven webcomic ecosystem, which has grown from its origins in Korea into a global IP powerhouse, to 88rising’s groundbreaking work amplifying AAPI artists into global music and trends, this conversation maps the new landscape of fandom-powered culture.

From ube to mah jong, 大象传媒n culture is suddenly everywhere — in what we eat, what we buy, and what we watch. But these aren’t trends that appeared overnight. This session digs into the forces behind these trends, who’s driving them, and what they mean for brands today.

As Gen Z & Millennial consumers drive a new movement toward analog experiences, the “game night” has emerged as a premier frontier for authentic brand engagement. By examining the meteoric rise of Mahjong and its roots in AAPI influence, we explore how Pernod Ricard brands are successfully participating in culture rather than just interrupting it. This session reveals how to identify and enable these high-energy social rituals to build genuine resonance. Join us to learn how to turn communal occasions into lasting brand loyalty.