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Agenda • Understanding the Asian American Market • Prioritizing Your Market • Motivating Your Market • Promotions in the Asian Market

~ Asian-American Market Presented to Association of National Advertisers Eliot Kang Aug. 20,199 ~

Asian-Arr~ericart emography s3s9 T3zzs

Asian-Americana e Over 9 million in the U.S.- 56% live in the West.l/ * The fastest growing ethnic group with over 250,000 new immigrants annually 9 $100 billion of purchasing power * Most Affluent households $31,184 Korean $36,259, Japanese $41,626 vs. $31,231 White 9 Larger household 3.2 Asian 12.5 White

n le Jung: Love, Feelings, Friendship....

'yof Immigrants JPN KOR CHI IMMIGRANTS i'SE9 TSZZS STUDENTS BUSINESSMEN

ChInese-Arrerican * Chinese-Americans are made up of four distinct groups: Chinese from Taiwan, Hong Kong, Mainland China and Southeast Asia. They are further divided by two major dialects--Mandarin and Cantonese. a Psychographic Profile - Cautious in both personal and business dealings ~ - Price-conscious - Plan for the long-term 8S£9 T9ZZS

Highly urbanized; 93% live in. Metro areas • Highest number of investment immigrants and business owners • Higher Education 21% 4 year College vs. 13% of all Americans • Younger average age due to new immigration (25.2 Viet to 36.6 Japan)

japanesen.American * Japanese-Americans are the only Asian group with significant number of 2nd and 3rd generation members. The current Japanese population is divided into four groups: Assimilated, Shinissei (newly immigrated), Students and Intra-company Transfers/Busi nessmen. * Psychographic Profile - Value cons ILensus over individual opinion ` Name brand over price - Fast assimilation process

~ VI etnartntse-,American • A large percentage of Vietnamese consists of refugees, which peaked at 150,000 per year in the y 980's. They are well educated and have the highest inlanguage preference. • Psychographic Profile - Quality conscious, value seekers - Strong political beliefs - Strong tendency for cultural and community preservation L9fi9 TSZZS