It used to take effort to be globally aware. In the pre-digital era, understanding what was happening abroad required curiosity and intent. Today, it happens passively. Our feeds, playlists and shopping carts are global by default, constantly shaped by what’s trending thousands of miles away.
Asian American consumers: the trend accelerators
The next wave of mainstream trends is already visible if you know where to look. Nielsen’s 2025 “Breakthrough ROI” report shows that Asian American Native Hawaiian and Pacific Islander (AANHPI) audiences serve as cultural accelerators, offering a preview of broader U.S. consumer behavior.
For media and advertising leaders, this represents a fundamental shift: global cultural awareness isn’t an asset anymore—it’s table stakes.
For example, in recent years, K-pop hits have topped U.S. music charts and streaming platforms have made popular Asian media like anime more accessible. As the fastest-growing population in the U.S., Asian Americans—many of whom have family and friends abroad—are leading these trends in the U.S.
The Singles’ Day case study: when niche becomes mainstream
Consider Singles’ Day. Born in the 1990s as a playful anti-Valentine’s Day among Chinese college students, it’s now a $150 billion commerce phenomenon that dwarfs Black Friday and Cyber Monday combined.
We’ve seen this velocity in cultural migration happen before: K-beauty redefined skincare routines globally. Bubble tea became ubiquitous. Anime aesthetics influence everything from fashion to film. Labubu collectibles went from Shanghai stores to infiltrating Hollywood.
Each began as a localized cultural moment. Each became a global business opportunity. And each followed the same pathway: digital-native communities discovered, amplified and exported these trends through social platforms and creator networks.
Digital fluency as a leading indicator:
AANHPI consumers spend 53% of their TV time streaming versus 44% for the total U.S. population, with nearly 20% on YouTube, double the national average. They’re 9% more likely to engage with retail media ads and +8% more likely to rely on social content for purchase decisions.
Creator-driven discovery:
They’re 15% more likely to discover brands through social media advertising, and one-in-five say retail media is a helpful source for new product discovery. Among podcast listeners, AANHPI audiences deliver 80% unaided brand recall for CPG advertising, significantly above the 59% U.S. benchmark.
By understanding the cultural nuances that resonate with AANHPI consumers, brands can position themselves to create leading-edge marketing that appeals to the broader U.S. market. The what, where and how Asian Americans connect with brands and media isn’t just about the AANHPI community; it’s about understanding the future of the U.S. consumer market.
Global fluency equals cultural currency
Brands that project a global perspective signal creativity, confidence, and relevance. They feel cooler and more connected because they participate in a shared cultural conversation rather than recycling traditional conventions. It’s about recognizing that cultural innovation increasingly originates from multicultural communities that bridge local and global contexts.
The target audiences that once seemed homogeneous are no longer so. They blend New York streetwear, K-beauty skincare, Japanese gaming and Indian cuisine—often in the same scroll. For them, culture is not segmented by geography but synthesized through digital life.
Singles’ Day shows what happens when brands recognize global cues early: they create anticipation, connect emotionally, and grow not by shouting louder, but by resonating wider.
Strategic implications for media leaders
Brands that still treat multicultural engagement as a seasonal strategy rather than a standing capability will miss not just cultural moments, but market momentum.
Treat multicultural audiences as trend forecasters:
In the U.S., Asian American, Hispanic and Black consumers aren’t peripheral segments; they’re predictive models for mainstream cultural and commerce evolution.
Design for global shareability:
Create campaigns with cross-cultural touchpoints. Whether it’s an 11.11 activation, Lunar New Year moment, or Asian creator collaboration, these signals demonstrate cultural intelligence.
Partner with cultural bridges:
Collaborate with creators who navigate both local authenticity and global relevance. They provide early access to emerging cultural spaces while ensuring genuine engagement.
The competitive reality
In an attention economy where cultural relevance determines brand consideration, being globally fluent isn’t optional but it’s foundational. The next Singles’ Day is already emerging from communities that connect America to the world.
The question isn’t whether global trends will influence your audience, it’s whether you’ll recognize and respond to them early enough to matter. What separates market leaders from followers is the ability to see cultural signals and act with data, not instinct.
In a world of infinite cultural access, there is no excuse for being culturally late.
To learn more about how AANHPI audiences are driving larger cultural trends, download our “Breakthrough ROI” report.
