Mix cultures.

While assimilation into American culture does occur, Asian millennials prefer to stick with their roots when it comes to some cultural aspects such as food or music, much like the Hispanic millennial. For example, when Toyota marketed their Corolla, they increased the brand relevancy for Asian Americans by featuring the popular Asian-American pop music group Aziatix in their Corolla ad. Drawing aspects from the Asian culture (whether it be music, food or trends) will form a strong connection and promote loyalty to your brand.

 Understand the variety of subcultures within the Asian community.

The Asian American demographic is a broad demographic in comparison to the different subcultures underneath it. Asian-American college students all come from different countries that have different values, attitudes and cultures. While some may be proud to display their ethnicity, others may be more likely to gravitate towards American culture. In order to reach all of these subcultures, market using common ties that bring these different cultures together – such as common symbols or holidays.

Advertise on campus.

Asian-American millennials are very involved on campus in academic and cultural clubs. Reach out to clubs on campus to advertise your product or brand to engage specific Asian-American subcultures. Implement email segmentation to send marketing emails to specific students who identify themselves as Asian American. Other ways to advertise in general to Asian college students would be in print newspapers and online, through brand ambassadors, and through events on campus.

For more information about how to market to multicultural college students, contact us at OnCampus Advertising.