Riding the wave of cultural influence

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. For brands, earning and maintaining the AANHPI community’s trust isn’t a nice-to-have—it’s a must-have.

Setting trends across the U.S.

In this year’s report, we explore how Asian American audiences are creating cross-cultural connections and driving trends among broader consumers in the U.S. 

Tech trendsetters

AANHPI audiences are enthusiastic about technology—including streaming—and turn to apps and social media for everything from shopping to entertainment.

Retail influencers

Asian Americans are digital-first shoppers who are adopting retail media and leading beauty trends around skincare and haircare.

Growing sports fans

AANHPI sports fans are embracing Asian athletes, helping to drive interest in sports at home and around the world.