Understanding AANHPI Consumers: Trends, Influence, and Marketing Opportunities
From K-beauty to cricket: Why understanding AANHPI audiences is vital for brand growth
The cultural influence of Asian American, Native Hawaiian, and Pacific Islander (AANHPI) communities in the U.S. is rising rapidly, creating major opportunities for brands.
Riding the wave of influence
Recent years have seen K-pop dominating American music charts and streaming platforms making Asian content—like anime—widely accessible. As the fastest-growing demographic in the U.S., Asian Americans, many with close family ties overseas, are often at the forefront of these cultural shifts. For brands, building genuine trust with the AANHPI community is no longer optional—it’s essential.
The cultural influence of Asian American, Native Hawaiian, and Pacific Islander (AANHPI) communities in the U.S. is rising rapidly, creating major opportunities for brands.
Riding the wave of influence
Recent years have seen K-pop dominating American music charts and streaming platforms making Asian content—like anime—widely accessible. As the fastest-growing demographic in the U.S., Asian Americans, many with close family ties overseas, are often at the forefront of these cultural shifts. For brands, building genuine trust with the AANHPI community is no longer optional—it’s essential.
- 29%
Nearly one in three Asian Americans live in multigenerational households, strengthening cultural bonds.
Source: American Community Survey, 2022 - $1.4T
Between 2009 and 2022, the middle-income segment of the AANHPI population grew by 16%, with total buying power now reaching $1.4 trillion.
Source: Pew Research, 2024; Selig Center for Economic Growth - 53%
Over half of Asian Americans are more likely to support brands that feature advertising reflecting their culture and heritage.
Trendsetters shaping the U.S. market
This year’s findings highlight how Asian American audiences influence cross-cultural trends that resonate far beyond their own community.
This year’s findings highlight how Asian American audiences influence cross-cultural trends that resonate far beyond their own community.
- Tech innovators
AANHPI consumers are highly engaged with technology—from streaming entertainment to using apps and social platforms for shopping, discovery, and communication. - Retail leaders
Digital-first shopping habits and leadership in beauty trends—particularly in skincare and haircare—position Asian Americans as influential retail consumers. - Expanding sports enthusiasm
Support for Asian athletes has boosted AANHPI interest in sports, inspiring fans both domestically and internationally.
Connecting with tomorrow’s consumers
Understanding the cultural touchpoints that matter to AANHPI audiences can help brands design marketing strategies that not only resonate with this community but also appeal to the evolving tastes of the wider U.S. market. The way Asian Americans engage with media and brands today offers a glimpse into the future of American consumer behavior.
Understanding the cultural touchpoints that matter to AANHPI audiences can help brands design marketing strategies that not only resonate with this community but also appeal to the evolving tastes of the wider U.S. market. The way Asian Americans engage with media and brands today offers a glimpse into the future of American consumer behavior.
Companies