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.
- 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.
- 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.
