to our readers

Summer is upon us and the heat is starting to rise. Everyone is ready to breakthrough the rainy season and frolick in the warm sun. Also as a reminder: always wear sunscreen. July 4th weekend just passed, and we shared this time watching fireworks and celebrated our nation’s freedom with friends and family. This time of year is the best time for having fun outside, so try not to work too long and spend time basquing in the summer glow.

-- From all of us at Ameredia

spotlight the hmongspotlight on: the hmong community

For this month, we’ve decided to concentrate on an ethnic group located in the southern region of China and also can be found on hilltops of northern Laos, they are known as Hmong people (pronounced as "mung" or “mong”). After fighting valiantly for the US in the Vietnam War, many Hmong were forced to flee their homeland. The Hmong who fought are known as the “Forgotten Soldiers” because they fought a tragic war, which resulted in them being shipped to a foreign country. Several have dispersed into Thailand as refugees, and the majority of those who went to the U.S. settled either in Minnesota, Wisconsin, or California.

Hmong culture places a great deal of emphasis on relationships between relatives and members of clans, with respect for elders and strong family ties. Remembering ancestors and traditional ways is important, and places strong efforts in preserving culture. A Shaman, is a well respected medicinal figure in the community and assists in celebrating life, heals the sick, and closes the door of the dead. Hmong believe that every individual has a soul, and the soul is the gateway to healthy living. Sometimes the soul tends to wander off from the host body, leaving the individual susceptible to illness. It is the Shaman’s duty to reunite the body and soul as one.

It has been estimated there are over 200,000 Hmongs residing in the US with the average household size of seven people. Those who have settled in the States fight a constant battle with clashing cultures; the traditional way and the American lifestyle.Elders are trying to hold onto cultural practices, and at the same time, not understanding why their children are losing touch of tradition. Americanization for growing families become difficult as they struggle to live the life as typical Americans.

Hmong Community Centers
Large Hmong demographic cities all have a cultural center to embrace, serve, and inform the community of ongoing events, cultural heritage, education, and training. These centers are not only for new immigrants, but also helps the entire community to stay connected with each other and also to educate the public who are interested in the Hmong culture. To name several: in Manitowoc, Wisconsin they have a center catering to Hmong A cultural center in Saint Paul, Minnesota Several organizations in Fresno, California: United Hmong Foundation, Hmong International Cultural Reunion, and many other associations.

Community Links
Hmong National Development
Hmong American Mutual Assistance Association, Inc
Hmong American Friendship Associations, Inc.
Hmong American Partnership
Hmong WWW Homepage
Hmong Cultural Center of Wisconsin

Hmong Events
July 3 – 4 Hmong Freedom Celebration @ St. Paul, MN
July 10 – 11 SEA Games – Hmong Event @ Sacramento, CA
July 24 – 25 Hmong Summer Festival @ Sheboygan, WI
August 15 – 16 Hmong Festival @ Manitowoc, WI

Community Eventsto go: community events

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

July 10 Annual Arab – American Street Festival @ NYC
July 10 German Festival @ Manitowoc, WI
July 10 – 11 Chinatown – Intl District Summer Festival @ Seattle, WA
July 17 African Festival of Boston @ Boston, MA
July 22 – August 9 San Francisco Jewish Film Festival @ SF, CA
July 23 – 25 Cleveland Irish Cultural Festival @ Berea, OH
July 24 Colorado Dragon Boat Festival @ Denver, CO
July 24 – 25 Ho’ike Hawaii Hula & Concert @ Orlando, FL

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.

July 20 Personal Brand Mktg in a Multicultural World @ Columbus, OH
July 22 Latina Style Business Series @ NYC
July 27 DiversityInc Webinar series: Generations at Work @ DiversityInc
July 27 – 28 Multicultural Women’s National Conference @ NYC
July 28 – 31 National Urban League Annual Conf @ Washington DC
July 28 – 31 NABJ Annual Convention & Career Fair @ San Diego, CA
July 30 Leadership, Education and Diversity (L.E.A.D) Conf @ Austin, TX
July 31 – Aug 4 Association of Latino Professionals in Finance and Accounting Annual Convention @ Lake Buena Vista, FL

Market Researchin the know: market research

Reaching Hispanics: First Segment by Acculturation, Then Speak Their Language

Acculturation by definition means to adopt the behavior patterns of the surrounding culture. The acculturation process takes an estimated 10-15 years and varies from person to person. Hispanics have longer acculturation periods because they keep their values, celebrate their heritage, and pass those values from generation to generation. Marketers cannot treat the entire Hispanic population as a whole. However targeting language, family, food, and faith are four unifying factors to better communicate and increase reach within the Hispanic segment. Read more.

The Imperative Relevance of Ethnic Hair Care

The ethnic-specific beauty market has experienced a growth surge. Annual retail sales have increased to nearly $3 billion in the U.S., according to a study by Packaged Facts. By the end of 2010, ethnic consumers will account for more than 30% of the U.S. population. The beauty industry is now seeing more ethnic hair care products heading away from niche and into mainstream via increased multicultural branding and inclusive product strategies. Read more.

In The Newsin the news: our clients

Comcast Delivers 2010 FIFA World Cup™ In Next-Generation 3D
Extensive 2010 FIFA World Cup South Africa™ Experience Also Available In HD, English, Spanish -- Live, On Demand and Online

Comcast, the nation’s leading provider of entertainment, information and communication products and services, announced it will deliver a multiplatform experience of the 2010 FIFA World Cup™ that includes: every 2010 FIFA World Cup South Africa™ match live in its entirety, live games in 3D from ESPN 3D, games On Demand the next day and online coverage with live games and the latest news. Read more.

Thunder Valley Casino Resort Opens New Hotel, Spa, Pool, Bars and Expanded Casino.

After two years of round the clock construction, Thunder Valley Casino Resort’s hotel, spa, pool, bars and expanded casino is open, with a ribbon cutting ceremony and guided tours of new facility. Over 500 people attended the ceremony under the porte-cochère of the new hotel with the ornate lobby forming the backdrop of the event. Read more.

Agency Reportabout us: agency report

Thanks to an improving economy we've been keeping busy launching new campaigns, creating new creative and marketing ideas, managing new partnerships and doing what we do best - thinking culturally. During this time we got recognized as a Fast 50 Asian American Company and won some industry recognitions including the Hermes Awards and Telly Awards. We continue to lead and innovate in a fast growing and evolving industry.

Améredia’s latest
industry recognitions

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.

“What sets worlds in motion is the interplay of differences, their attractions and repulsions.”
- Octavio Paz

multicultural snapshot
The clan system provides the basic form of social and political organization for Hmong society. At birth, a Hmong person takes his or her father's clan name and remains a member for life with the exception of Hmong women who marry and take on new identities in their husbands' clans. There are bout 18 Hmong clans, each of which traces its lineage to a male ancestor.

media sheet
Hmong TV Network, headquartered in Fresno, California. Live IPTV stream as well as provide local and national contents via subscription based boxes. The Hmong TV network is a broadcasting power to reach, to educate, to inspire but most importantly to showcase, network and gather resources to better drive commerce and preserve the Hmong culture.

bite-sized language
The Hmong language is a unique dialect that is monosyllabic and contains nasal phonetic sounds when enunciating double vowels. It has been estimated that 3 million people speak Hmong and a formal written language was never formalized until the 1950’s. "Hello" in Hmong is Nyob Zoo, pronounced as Nyah Zong.

good eats

Good Eats

Hmong Stuffed Bitter Melon
Many Western people are unfamiliar with bitter melon; it is low in fat and is considered a good vegetable for diabetics to eat.


6 medium sized ripe bitter melons (seeds will be red)
1 lb lean pork or chicken (ground)
½ bunch cilantro
4 green onions
½ teaspoon salt
½ teaspoon MSG (optional)
Dash black pepper
2 quarts water (enough to cover the bitter melon as it cooks)
1 bulb/stock lemon grass, cleaned, chopped into 3-inch pieces

Prepare the bitter melon. Clean and cut each bitter melon into two pieces, widthwise. With a small spoon, scoop out the seeds and surrounding pith, leaving the melon's thick shell in-tact.

Prepare the filling. Chop the meat very fine with a cleaver, or buy ground pork or chicken. Chop cilantro leaves and green onions fine. Mix the meat, cilantro, green onion and seasonings together with your hands.

Cook. Put a quart of water in a pot on the stove to boil. Add chopped lemon grass to the water. Fill the hollowed-out bitter melons with the meat mixture, then place in boiling water and reduce the heat. Cook for 20 minutes in gentle simmering water, until the filling is cooked and biter melon is soft. If there is extra pork mixture, form small meat balls and cook in the water with the stuffed melon. When finished, snip each melon half into 2 inch slices with kitchen shears or knife. Serve with the broth in a large, shallow bowl. Enjoy!

New Thunder Valley Resort advertisement graces over California media, please take a look.

global calendar
July 1: Canada Day (Canada)
July 4: Independence Day (US)
July 4: Fil-American Friendship Day (Philippines, US)
July 9: Martyrdom of the Bab (Baha’i)
July 10: Bon Festival/Feast of Lanterns (Japan)
July 20: Tish B’av* (Jewish)
July 24: Pioneer Day (Mormon)
July 31: Fest of St. Ignatius Loyola (Spain, Roman Catholic)

June 2010 Updates
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Happy New Year
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