spotlight chineseto our readers:

Although February is the shortest month of the year, its celebrations and holidays are in exceptional abundance. People across the nation will commemorate the accomplishments of numerous African-Americans, obsess over a groundhog named Phil, display love for all to see on Valentine’s Day, and let the good times roll in New Orleans for Mardi Gras. We look to Chinese-Americans this month as they celebrate the Lunar New Year, arguably their most important holiday of the entire year. 2010 marks the year of the Tiger, one of courage and thoughtfulness, so go out and get ‘em ! Happy Lunar New Year to all.

-- From all of us at Améredia

spotlight chinesespotlight on: the chinese community

On February 14, Chinese people across the globe will be celebrating the Year of the Tiger. Deemed as the most important Chinese holiday, families gather for a grand dinner and ring in the New Year together. During the 15 days of celebration, spirits are high, food is overflowing and visits to family and friends are frequent to wish one another happiness, wealth and longevity. Red packets, decorated with lucky symbols, convey blessings of prosperity and good luck for those who they are bestowed upon. The end of the Chinese New Year festivities is marked by the first full moon of the year and the Lantern Festival, in which lanterns are lit and hung outside for everyone to appreciate.

The immigration of the Chinese began in 1820 and continued to flourish when the California Gold Rush demanded more laborers. That necessity led to Chinese-Americans being the largest ethnic group among Asian-Americans in the U.S., with 2.7 million reported, constituting nearly 24% of the Asian-American population.  California leads the population over other states with about 40% of Chinese-Americans living in the San Francisco Bay Area and Los Angeles.  The New York metropolitan area has the highest population across the nation with over 600,000 Chinese-Americans and six Chinatowns.

The oldest and largest Chinatown in North America is in the heart of San Francisco. Though over two-thirds of the Chinese population in San Francisco lives in Chinatown, it has also become a major tourist attraction. Those visiting Chinatown are usually greeted by a large red arch entrance structures with Chinese inscriptions. Streets are marked with bilingual signs, restaurants offer various ethnic cuisines and vegetable and fruit stalls fill the sidewalks. New York’s Manhattan Chinatown is also one of the largest Chinese communities outside of Asia. There are five satellite Chinatowns in the New York metropolitan area in Flushing and Elmhurst in Queens, Sunset Park and Homecrest of Brooklyn and Edison, New Jersey.

There are many Chinese dialects but Cantonese and Mandarin are the predominant dialects in the US. Those from Hong Kong speak Cantonese while those from Mainland China or Taiwan speak Mandarin. Cantonese used to be the dominant language spoken in major Chinese communities in the US, such as San Francisco, Los Angeles and New York, with so many immigrants coming from Mainland China; Mandarin is now the dominant dialect in the US. Additionally, Mandarin is one official language of the United Nations.

Notable Organizations
American Association of Chinese Professionals
Chinese American Citizens Alliance
Chinese American Semiconductor Professional Association
Chinese American Service League
Committee of 100
Organization of Chinese Americans
Monte Jade Global – Science and Technology Association
National Association of Chinese-Americans
United States of America-China Chamber of Commerce

Get more stats on the Chinese-American community on our website.

Each year, U.S. presidents proclaim February as National African-American History Month. It dates back as far as 1926; historian Carter G. Woodson worked diligently to bring the contributions and achievements of blacks in the U.S. to the mainstream. This month is as perfect a time as any to reflect upon the role African Americans have played in shaping our nation.

professional eventsto go: community events

Throughout the month of February, festivities are celebrated among the ethnic communities here in the U.S. Go out, experience, and enjoy!

Feb 6: Waitangi Day @ Santa Monica, CA

Feb 13-14: LIADO, The Italian-American Women of Today @ Safety Harbor, FL

Feb 20: Annual Brazilian Carnaval @ Los Angeles, CA

Feb 20-21: African-American Festival @ Long Beach, CA

Feb 21: The 11th Lunar New Year Parade & Festival @ NYC

Feb 27: Chinese New Year Parade @ San Francisco, CA

Feb 27: Black History Month Parade @ Atlanta, GA

Feb 27-29: Korean American Film Festival New York @NYC


professional eventsto go: professional events

Want to be more involved in the multicultural professional environment or learn about the ethnic markets? Here are some events you might be interested in.

Feb 9: Brazil in the Emerging New World Economy @ Las Vegas, NV

Feb 9: Engaging Your Brand to Reach Multi-Cultural Audiences @ Dallas, TX

Feb 10-13: 5th Anniversary Black Enterprise Women of Power Summit @ La Quinta, CA

Feb 12: International Chamber of Commerce Business Networking Event @ NYC

Feb 17: National Society of Hispanic Professionals Houston Job Fair @ Houston, TX

Feb 17-18: Diversity & Inclusion Leadership and Management Seminars @ NYC

Feb 20: Berkeley Asia Business Conference @ Berkeley, CA

Feb 24: Mosaic Career Fairs @ Chicago, IL

market researchin the know: market research
African-Americans Grow in Numbers, Buying Power.

BET recently surveyed the African-American community and produced a study that showed African-Americans are not only increasing in numbers, but also in buying power. There was a 10% greater increase in population in 2008 than there was in 2000, and in the same time period, African-American buying power increased over 55% to $913 billion. The results of the survey recognized how tech-savvy African-Americans are as 31% are engaged in multi-media, the internet and other technological applications. To better understand the complex African-American population, BET defined seven major groups by characteristics such as buying power, media consumption and influences. The groups are the Strivers, Conscious Sisters, Tech-Fluentials, Bright Horizons, Inner Circle Elites, Urban Dreamers, and Survivors. Looking forward, it is predicted that the there will be a 13.4% increase in the 2010 Census.

Source: B.E.T., Multichannel News

United States Cenus 2010
The US Census is a count of all the residents in the United States and Puerto Rico. In March, every resident will be mailed a form with 10 questions and the information is used to determine the number of seats a state occupies in the US House of Representatives and how billions of federal funding is spent. Accurate information and 100% participation is vital so that policy makers and social leaders can make sound decisions regarding our political, economic and social lives—from the number of schools to the size of hospitals. Ethnic minorities have been undercounted in the past and participation is extremely important and encouraged. Every member in the nation should be accounted for.  To accommodate America’s ethnic melting pot, bilingual (English/Spanish) forms will be sent out for the first time and Chinese, Korean, Vietnamese and Russian forms are available upon request.

Make yourself count for your future.

spotlight russiain the news: our clients

"Comcast Corporation announced that it is providing over $1 million in cash and in-kind support for disaster relief for earthquake victims in Haiti, including cash contributions to the American Red Cross and Télécoms Sans Frontières (Telecom without Borders).” More ...

Help Haiti!
If you would like to make a donation toward the Haiti earthquake relief, please consider donating to these organizations:
Hope for Haiti Now
American Red Cross


about usabout us: agency report
February has been a great start for the agency. Our key contracts were finalized which got us all charged up. Our outreach initiatives continue to bring the agency additional exposure and recognition. The agency is getting ready to launch a major branding initiative nationally and cross culturally. Reaching out further into general market, our commercials have now been playing on leading networks like CNN and Fox News Channel... an exciting start to a positive year.

Recent Work: See what we've been up to lately; take a peek at our current creative campaigns.

Améredia received two first-place and one second-place title for marketing tactics devised in various campaigns with Comcast Corporation. Read more.

Updates: We enjoy producing exciting multicultural campaigns. See our clients and partners.

We would love to hear from you! Submit tips and contributions to

We love multiculturalism and it shows. Call, email us or fill in this form for new business inquiries.

Sources: United States Census Bureau (2000) , Chinese Food Recipes

“Here among the constant ruins and rebuilding of civilizations lies the coexistence of diversity and intolerance.”
– David K. Shipler

multicultural snapshot
The Dragon Boat festival is in memory of the great poet, Qu Yuan, who drowned himself in protest of the emperor. Locals raced out in their boats and threw food into the river in hopes of warding off the fish and evil spirits from his body. Today, the traditional food of Zong Zi, sticky rice wrapped in leaves, is still eaten and dragon boat racing continues to be celebrated around the world. This year’s Dragon Boat festival will be on June 16, 2010.

media sheet
The World Journal is the largest Chinese daily newspaper in the US. Founded in 1976 with 6 independent operations in the US and Canada, the World Journal is dedicated to providing readers reliable news coverage overseas and across the nation. Most readers are from Mainland China, Taiwan and Hong Kong and it is the premier newspaper choice for Mandarin-speakers.

bite-sized language Reflecting the large Chinese population, there are approximately 1.3 billion Chinese speakers around the world. In the US, it is the second most widely spoken non-English language in the US. Cantonese and Mandarin are the most spoken variety of Chinese-Americans with an increasing interest in learning Standard Mandarin.

good eats

The wonderful blend of the Western dessert tradition and Asian ingredients brings the infamous dim sum dessert, mango pudding. This flavorful and tasty dessert is silky, rich and creamy, always leaving you wanting one more bite. Thankfully, mangoes are available year-round in the US and it is very easy to make!

1 envelope unflavored gelatin
3/4 cup sugar
1/2 cup hot water
1/2 cup 2% evaporated milk
1 1/2 cups pureed fresh mangoes
4 ice cubes

1. Dissolve gelatin and sugar in hot water and stir until the liquid is smooth

2. Mix it with the rest of the ingredients and stir until ice cubes are melted.

3. Pour mixture into moulds and chill for 4 hours.

4. To serve, dip jelly mould briefly in hot water then turn pudding out onto platter. Enjoy!


Here's a recent print creative from our Chinese campaign for Comcast in California.

global calendar

Black History Month (US)

Feb 2: Groundhog Day (US)

Feb 3: Setsubun (Japan)

Feb 4: Independence Day (Sri Lanka)

Feb 6: Waitangi Day (New Zealand)

Feb 12: Mahashivrati (Hindu/India)

Feb 13-16: Carnival (Brazil)

Feb 14: Valentine’s Day (US)

Feb 14: Chinese New Year (China)

Feb 15: President’s Day (US)

Feb 16: Independence Day (Lithuania)

Feb 16: Mardi Gras (US/Haiti)

Feb 17: Ash Wednesday (Christian)

Feb 18: Independence Day (Gambia)

Feb 24: Independence Day (Estonia)

Feb 24: Flag Day (Mexico)

Feb 25: National Day (Kuwait)

Feb 26: Eid Milad Un Nabi (Islam)

Feb 27: Independence Day (Dominican Republic)



January 2010 Updates
Happy New Year
December 2009 Updates
November 2009 Updates
October 2009 Updates
September 2009 Updates