to our readers:

By March, we are trudging through the winter season wrapped up tightly in growing projects but also daydreaming about the arrival of spring. Any peek of sun through the San Francisco fog or flowers in the office lift our spirits. We're reminded to feature the Japanese-American community as they celebrate The Cherry Blossom Festival this month. This event, and the flower it pays tribute to, symbolizes good fortune, love, affection and represents spring. The delicate beauty and short life span of the flower serves as a metaphor for the fleeting nature of life and urges all to savor every moment.

-- From all of us at Améredia

spotlight on: the japanese community

Japanese immigrants constitute less than 2% of Asian immigrants each year. Today, Japanes- American families are at their sixth and higher generation in the U.S. and one of the most assimilated of all Asian groups. Only about 40% of Japanese living in the U.S. at the 2000 Census were foreign born. In recent decades much of the post-war attitudes have disappeared and Japanese-Americans are often characterized as a “model minority.” Population statistics show a historical influence with the largest populations of Japanese settled within California in Los Angeles and San Francisco as well as in Hawaii. There are other large communities elsewhere in the country, most distinctly, in New York, Washington, Illinois, Texas, and New Jersey.

In 2005 the American Community Survey found that 63.6% of Japanese Americans spoke English at home. Another 20% spoke a second language but also spoke English ‘very well.’ Japanese organizations and associations in the U.S. actively seek to preserve their culture and sense of community though Japanese-Americans generally identify themselves with the majority population. Young Japanese Americans often marry outside of their race; almost 50% of Sansei (third generation Japanese-Americans) married outside of their ethnic group. They are also a well educated demographic with 91% having attained a high school education and almost 70% reporting at least some college, nearly half of those earning a Bachelor’s degree or more. The median annual income of Japanese-American families in 2000 stood at nearly $70,000 which was $20,000 higher than the U.S. median across all races and $10,000 higher than the median of all Asian groups.

Japantown
Japantown or Nihonmachi describe communities of Japanese businesses - shops, churches, schools, restaurants, hotels and other organizations that grew around early immigration patterns and took on characteristics like miniature Japanese cities. Only three official Japantowns exist in the U.S., in the cities of San Francisco, San Jose, and Los Angeles in California. San Francisco’s is the largest and oldest of all three and is home to a sizeable Japanese population. The San Francisco-Osaka Sister City Association was founded in 1957 and is a relationship that set to promote friendship and good will between the two cities.

Little Tokyo in downtown Los Angeles was recognized and declared a National Historic Landmark District in 1995. It spans four large city blocks functioning as the key work, cultural, religious, restaurant and shopping district for the Japanese-American community in L.A.. The Japanese American Cultural & Community Center and Japanese American National Museum are both located there. The area originally served as a hotbed for large scale Japanese immigration.

Cherry Blossom Festivals Nationwide
Mar 5-Apr 7: 2010 Cherry Blossom Festival @ Philadelphia, PA
Mar 19 -28: International Cherry Blossom Festival @ Macon, GA
Mar 27-Apr 11: National Cherry Blossom Festival @ Washington, D.C.
Apr 10-11: 2010 Cherry Blossom Festival @ Los Angeles, CA
May 1-2: Sakura Matsuri @ Brooklyn, NY

Notable Organizations
Embassy of Japan in the U.S.
Japanese American Citizens League
Japanese American Cultural and Community Center
Japanese American National Museum
Japanese American Network
Japanese American Veterans Association
Japan External Trade Organization
Japan Society
National Association of Japan-America Societies
National Japanese American Historical Society

Get more stats on the Japanese-American community on our web site.

to go: community events

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

Mar 5 -6: 4th Annual Red, White & Blue Festival @ Danbury, TX

Mar 5-Apr 7: 2010 Cherry Blossom Festival @ Philadelphia, PA

Mar 10-13: Claire Irish Festival @ Clare, MI

Mar 12-14: 16th Annual Honolulu Festival @ Honolulu, HI

March 12-14: Jewish Heritage Festival @ Daytona Beach, FL

Mar 13: World Dance Bazaar @ Lake Wales, FL

Mar 19 -28: International Cherry Blossom Festival @ Macon, GA

Mar 21: Salsa Fest @ Atlanta, GA

Mar 26-Mar 28: Capital District Garden & Flower Show @ Troy, NY

Mar 26-28: German Heritage Festival @ Tomball, TX

Mar 27-Apr 11: National Cherry Blossom Festival @ Washington, D.C.

Mar 27-28: 7th Annual Arizona Dragon Boat Festival @ Tempe, AZ

to 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.

Mar 4: Corporate Chess: Career Strategies for Professional Multicultural Women Webinar

Mar 7: 2010 Annual Sacramento Community Women of Color Day @ Sacramento, CA

Mar 10: Dialogue on Diversity - Public Policy Forum @ Washington, D.C.

Mar 10-14: NAHP 25TH Annual Convention & Business Expo @ Albuquerque, New Mexico

Mar 11: "25 Influential Black Women in Business Achievement Awards" @ NYC

Mar 12: AEF 2010 Annual Symposium "Advertising and the Asian American Community: Capture a Market Opportunity" @ Chicago, IL

Mar 16: Philadelphia NAACP Professional Executive Diversity Job Fair @ Philadelphia, PA

Mar 17-18: 22nd Annual Multicultural Forum on Workplace Diversity "Evolving Strategies, Meaningful Outcomes" @ Minneapolis, MN

Mar 18: National Society for Hispanic Professionals DIversity Career Fair @ Chicago, IL

Mar 23: Diversity NXT 2010 @ Las Vegas, NV

Mar 25: Horowitz Associates 10th Annual Multicultural Media for Multicultural America Forum @ NYC

in the know: market research
Between Two Worlds: How Young Latinos Come of Age in America

Hispanics are the largest and youngest minority group in the United States. This report looks at Hispanic youth and demonstrates exactly why the group will undoubtedly play a part in affecting the cultural landscape of America well into the 21st century.

Source: Pew Hispanic Center

United States Cenus 2010
The US Census is a survey of all the residents in the United States and Puerto Rico.The information collected 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. Historically, ethnic minorities have been undercounted 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. http://2010.census.gov/2010census/

in the news: our clients

Cable Industry Launches “Make A Difference - Be Counted!” Campaign to Raise Awareness and Encourage Participation in 2010 U.S. Census

$3.5 Million Census PSA Initiative Features Eva Longoria-Parker As Campaign Spokesperson

U.S. Census Bureau Tutorial Guide Available in Multiple Languages On Demand And Online

"Comcast Corporation announced the launch of “Make A Difference – Be Counted!,” a multicultural education and outreach campaign featuring Public Service Announcements (PSAs) and video-on-demand content presented by Comcast and other leading cable companies designed to increase awareness and encourage participation in the nation's once-a-decade population count – the 2010 U.S. Census.” More ...

Your Help Matters
If you would like to make a donation toward Chile or Haiti earthquake relief, please consider donating to these organizations:
Americares
Hope for Haiti Now
American Red Cross

about us: agency report
We cherish our agency’s diversity and rejoice opportunities to have a good time together as a team. After celebrating Black History Month and the Lunar New Year in February, it's time for us to commemorate the contributions of women during the Women’s History Month and the Irish community during Irish-American Heritage Month, both in March. These moments inspire us to create outstanding multicultural creative. This month, we continue to march forward in creativity, service, results, and more.

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

Honors: AMÉREDIA CONTINUES WINNING STREAK AT 2009 EXCELLENCE IN MULTICULTURAL MARKETING AWARDS
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 agency updates and news.

We would love to hear from you! Submit tips and contributions to newsletter@ameredia.com.

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

“At bottom every man knows well enough that he is a unique being, only once on this earth' and by no extraordinary chance will such a marvelously picturesque piece of diversity in unity as he is, ever be put together a second time."
- Friedrich Nietzsche

multicultural snapshot
Obon, a spiritual Buddhist holiday involves prayer and recognition to the ancestors. It is a time for families to re-connect and bond together. Obon is usually celebrated in August but also in July in some parts of Japan according to observance of the lunar or solar calendar. People make visits to the graves of their deceased loved ones. They also clean their houses and offer a variety of food to the spirits of ancestors in front the family’s altar. Bon odori, Japanese folk dancing in traditional dress is performed to the rhythm of taiko drums. There are a number of Obon festivals throughout the U.S. particularly in California and Hawaii.

media sheet
TV Japan is a premium pay broadcasting service available in the U.S. and Canada and is the only Japanese-language network available 24 hours, 7 days a week by Dish Network satellite systems and other affiliated cable companies. The network boasts over 70,000 subscribers and features popular entertainment series, news, culture and sports programming.

bite-sized language Japanese is spoken by over 130 million people worldwide. It is written with a combination of three scripts: Chinese characters called kanji and kana and two syllabic scripts called hiragana and katakana. Western style is written in horizontal rows from the top to the bottom of the page though traditional Japanese style is in vertical columns from the right to the left side of the page. Both writing styles are accepted today. 'What's up?' = 'Nanika atta'

good eats

Simplicity is pretty much integral to Japanese cuisine and this month’s treat, fried wontons, is the epitome of it. Quick and easy, they serve as fantastic appetizers or snacks and a winning choice for a casual party or small gathering.

ingredients:
1/4 lb minced chicken or pork
1/2 lb square wonton skins
1 teaspoon brown sugar
1 tablespoon chopped parsley
1 tablespoon chopped garlic
1 tablespoon soy sauce
1 teaspoon cooking wine
vegetable oil
salt and pepper (optional)

1. Mix ingredients for the filling in a bowl, chicken, sugar, parsley, garlic, etc., and mix well.

2. Place a tablespoon of the mixture in the center of one wonton skin. Wet the edges with a brush of water and pinch edges up and press gently to seal.

3.Deep fry each dumpling for two minutes or until golden brown.

4. Drain on kitchen towels. Let cool and enjoy!

creative

Here's a recent print creative (Valentine's Day theme) from our Japanese market campaign for Comcast and TV Japan.

Mar 1: International Women of Color Day

Mar 1: Martisor (Romania)

Mar 1: Holi (Hindu Spring Festival)

Mar 3: Hina Matsuri Doll Festival (Japan)

Mar 5: World Day of Prayer

Mar 7: Peace Corps Day (U.S.)

Mar 8: International Women's Day

Mar 10: Purim (Jewish)

Mar 14: White Day (Japan, Korea, Taiwan)

Mar 17: St. Patrick's Day (Ireland, U.S.)

Mar 21: Naw Ruz New Year (Baha'i, Persia, Iran, Albania, Afghanistan)

Mar 23: Pakistan National Day

Mar 26: Bangladesh National Day

Mar 28: Palm Sunday (Protestant, Roman Catholic)

Mar 19: Youth Day (Taiwan)

archives

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