by Sparkle Insights | Mar 15, 2021 | Asian American, Multicultural Marketing, Popular Culture
Asian dramas are not only popular in their home countries but also have worldwide appeal and influence. It started with the widespread of Korean pop culture (Korean Wave) and Korean dramas about two decades ago. Over the past decade, Chinese dramas have also enjoyed...
by Sparkle Insights | Apr 20, 2020 | African American, Asian American, Blog, Hispanic, Multicultural Marketing
By Roben Allong, Patricia Lopez, Iris Yim COVID-19 has been a jarring wakeup call. While the idea of traditional research on ethnic consumers and their disparate COVID-19 experiences is certainly not a groundbreaking proposition, what clearly will be evident...
by Sparkle Insights | Sep 11, 2018 | Asian American, Multicultural Marketing
Launched in 2011 by Tencent, WeChat has evolved from a social media app to an ecosystem, an indispensable part of most Chinese consumers’ daily life. WeChat hit 1 billion monthly active user in the first quarter of 2018. According to according to Kimberly Lee,...
by Sparkle Insights | Sep 7, 2018 | Multicultural Marketing
The Total Market debate has been going on for a while so much so that it spawned an organization to tackle the issue – Alliance for Inclusive and Multicultural Marketing (AIMM) under Association of National Advertisers. There are different names for...
by Sparkle Insights | Dec 5, 2017 | Blog, Multicultural Marketing, Popular Culture
The marketing industry has been dominated by the idea of Total Market in the past few years. While the definition of Total Market is still being debated, the gist of the argument goes like this: With the changing demographics (minority consumers becoming the majority...
