to our readers: greetings

May is a month of multicultural celebrations! Though Cinco de Mayo is not Mexico’s Independence Day (nor is it widely celebrated in Mexico), festivities in the U.S. and across the globe tip a hat to Mexican heritage every fifth of May. In addition to Jewish Heritage Month, May is also Asian-Pacific American Heritage Month, in line with our Chinese American community spotlight.
-- Team Améredia

spotlight on: the Chinese American Community

China may be on the other side of the globe, thousands of miles across the Pacific Ocean, but its ever-increasing role as a global superpower transcends oceans and continents. Chinese Americans have established communities all over the world, forming close-knit Chinatowns in every city they set foot on. One of the oldest and largest Chinatowns outside of Asia lies in the heart of San Francisco, home to the largest Chinese population in the U.S. At almost four million (3,987,901), they make up about 1.3 percent of the entire population but are the largest detailed Asian group in the U.S., with almost 3.3 million reporting a single race.

The top state with the largest estimated Chinese American population is California (1,253,100) with its Los Angeles County also having the highest percentage of Chinese Americans among any other municipality at 43.7 percent. California cities San Francisco and Los Angeles are among the top three cities in the U.S. with the largest Chinese American population. The top city is New York as New York (577,000) also is the second state with the largest Chinese American population. The state of Texas comes in third with 157,000 while the highest concentration of Chinese Americans can be found in Hawaii, comprising 4 percent (55,000) of the total population. Chinese American is the largest detailed Asian group in six of the 20 metro areas (New York, Los Angeles, San Francisco, San Jose, Boston and Seattle). Almost half —49 percent—live in the West.

Incidentally, these are also the cities in which they first settled. The first-generation and foreign born Chinese (2,426,939) strongly instill their culture to their children, as 40.9 percent of population five years and older speak English less than "very well." Despite the challenges in assimilation, 51.3 percent of the population 25 years and older have a bachelor’s degree or higher and are known to be very hardworking—an alternative way to pursue the "American dream." Their median household income of $67,117 is significantly higher than the national average of $51,369, and 52.4 percent of their labor force is in management, business, science and arts occupations.

A majority of Chinese practice Buddhism or Daoism, ancestral worship and tend to be superstitious. Their Feng Shui doctrines are now practiced in many parts of the world. The most celebrated holidays are the Chinese New Year held in different cities—San Francisco, New York, Houston, and the Dragon-boat Festival every 15th day of the fifth lunar month. Some of the most notable Chinese Americans are Joy Tan, author of the world famous Joy Luck Club; and the "First Lady of Physics," Chien-Shiung Wu. Actors Jet Li and Jacky Chan have also conquered the Hollywood scene and are often mistaken as Chinese Americans.

Chinese American Organizations
The Chinese American community has various organizations in the U.S., a few of which are listed below
Chinese-American Planning Council, Inc.
Chinese American Citizens Alliance
Chinese American Forum
Chinese American Librarians Association
Chinese American Medical Society
Chinese American Student Exposure, Inc.
Chinese Consolidated Benevolent Association
Chinese Culture Center
Chinese for Affirmative Action
Chinese Historical Society of America
Chinese Progressive Association
Chinese Service Center
Chinese Software Professionals Association
Museum of Chinese in America
Monte Jade Science and Technology Association
National Association of Chinese-Americans
Organization of Chinese Americans
The Chinese American Chamber of Commerce
The Chinese Fine Arts Society
US Pan Asian American Chamber of Commerce

to go: community events

May 1-5 SF Giants Asian Heritage Nights @ San Francisco, CA
May 2-25 International Arts Festival @ San Francisco, CA
May 4-5 Dutch Days Festival @ Fulton, IL
May 5 Marcel Khalife—Fall of the Moon @ Boston, MA
May 5 Aohbaan Cross Community Festival @ Atlanta, GA
May 6 Asia Pacific Islander Heritage Month @ Seattle, WA
May 6 Cinco de Mayo Mexican Parade @ New York, NY
May 6 International Children’s Festival @ Washington, DC
May 6 Malayalam Stage Show 2012 @ Atlanta, GA
May 6 Spring Festival @ Miami, FL
May 11-13 Scottish Weekend @ Carrollton, KY
May 12 Asian & Pacific Islander Heritage Fest @ Brooklyn, NY
May 12 Taiwanese American Cultural Festival @ San Francisco, CA
May 13 Fiesta Asia Planet Family @ Washington, DC
May 16 Sounds from the Land of Fire @ New York, NY
May 18 Greek Fest @ Anaheim, CA
May 18-20 Scottish Festival and Games @ Maryville, TN
May 19 14th Haitian Compas Festival @ Miami, FL
May 19 Asian Heritage Street Celebration @ San Francisco, CA
May 19 Fair Hill Scottish Games @ Fair Hill, MD
May 19 Scottish Fair and Highland Games @ Farmington, MN
May 19-20 9th Italian Market Festival @ Philadelphia, PA
May 20 The Sicilian Festival @ San Diego, CA
May 23-27 12th New York Indian Film Festival @ New York, NY
May 26 24th Atlanta Caribbean Carnival @ Atlanta, GA
May 26-28 19th Cherokee Indian Festival @ Philadelphia, PA
May 27 Haitian Parade & Spring Fest @ New York, NY
May 27 The African Experience Festival @ Dunwoody, GA

to go: professional events

Améredia’s Pawan J. Mehra will be honored as a Next Generation Leader at this year's National Association for Multi-ethnicity in Communications Annual Awards Breakfast in Boston on May 23.

Mark your calendars for the U.S. Pan Asian American Chamber of Commerce CelebrAsian 2012 Business Opportunity Conference in Bethesda, Md. from June 4-6.

in the know: market research

The Black Consumer and Mobile Advertising
A new research from Nielsen shows that by the end of 2011, half of black mobile users owned a smartphone, a 44 percent increase from 2010. It also tells us that among any other race/ethnic group, blacks have accessed mobile Internet the most, with 58 percent.
Read more >>

Hispanics are America’s Mega Buying Force
Hispanics living in the U.S. have now wielded $1 trillion buying power, according to Nielsen’s "The State of the Hispanic Consumer." The total buying power of Hispanics has increased from $1 trillion in 2010 to $1.1 trillion in 2011 and is predicted to increase to $1.5 trillion by 2015.
Read more >>

Second Screen TV Viewers’ Advertising Potential
A Scarborough research shows that television content is now accessed through multiple platforms, and a young, diverse set of viewers are found to be the country’s top spender online. The second screen TV viewers are 20 percent more likely than the average Internet user to be Hispanic, and 8 percent are more likely to be Black.
Read more >>

Young Consumers Switch Media 27 Times An Hour
A recent study by Time Warner Cable and Boston’s Innerscope Research reveals that consumers in their 20s switch media venues 27 times per nonworking hour. The study focused on “digital natives” and “digital immigrants,” concluding that natives switch about 35 percent more than immigrants.
Read more >>

on the web: insights

From blogs to national publications, Améredia combs the finest multicultural resources online for the latest and most relevant industry news. Here are a few that had us talking last month, including some of our very own agency bloggers:

Agencies Risk Becoming Irrelevant in Multicultural America
Forbes
Best Practices of the 2012 DiversityInc Top 50
DiversityInc
BET Is Winning Back Advertisers, but Competition Will Abound
Advertising Age
Black, Latino, Asian and White: Diversity at NPR
National Public Radio
Does it Make Sense to Approach Social Media Thru an Ethnic Lens?
Think Multicultural
Diversity Among Affluent Americans
Advertising Age
Gender Shouldn’t Matter, but Apparently It Still Does
Harvard Business Review
Is The Ad Industry As Racist As It Was In 'Mad Men' Era?
AOL
Is There Such a Thing as Hispanic Identity?
Advertising Age
Latinos are More LGBT Tolerant Than We Think
Multi-American
Managing Confrontation in Multicultural Teams
Harvard Business Review
Mandarin Masters: Starr King's 1st Class Grows Up
San Francisco Chronicle
NYC Comptroller Pressures Ad Holding Firms to Release Diversity Stats
Advertising Age
The Majority of Online Freelancers are Actually Women
VentureBeat
When Labels Don't Fit: Hispanics and Their Views of Identity
Pew Research Center
When You're Expected To Speak a Language You Don't – Or Vice Versa
Hispanic Trending
Why Asian American Spending Power Catches Advertisers
BBC
Young, Mobile and Growing: The State of U.S. Hispanic Consumers
Nielsen Wire
Zero Net Mexican Migration – A Paradigm Shift for Politics and the Economy
Geoscape

in the news: our clients ⁄ partners

Comcast and NBCUniversal Care
Comcast Cares Day gathered more than 67,000 volunteers as it marked its 11th year last April 21, 2012. Together with NBCUniversal, Comcast was able to spend 2.5 million volunteer hours and $11 million contributions to organizations. Comcast Cares Day is now one of the nation’s largest days of corporate volunteerism.
Read more >>

PG&E is Nation’s Top Utility for Solar Installations
Pacific Gas and Electric Company (PG&E) has been ranked as the nation’s top electric utility for solar installations in 2011 by a recent survey by the Solar Electric Power Association (SEPA). PG&E in 2011 alone has helped more than 12,000 homes and businesses to solar power and remains committed in providing "clean, reliable, and affordable energy" to its customers.
Read more >>

SFO’s Staff is the Best in North America
San Francisco International Airport (SFO)’s staff service has been named by Skytrax, the world’s largest airline review site, as the best in North America. SFO also has the second best airport in the U.S., and is the third best airport in North America following after Cincinnati and Vancouver, respectively. Its Terminal 2 has been named fourth best terminal in the world.
Read more >>

about us: agency report

Améredia continues to make strides in the diversity communications industry; our latest recognition coming this month from the National Association for Multi-ethnicity in Communications (NAMIC). Agency founder and principal Pawan J. Mehra was selected by NAMIC as a 2012 Next Generation Leader and will be honored at Annual Awards Breakfast in Boston this month. We realize that partnerships are key to our and industry’s growth. We’ll join our strategic partner American Advertising Federation (AAF) in Austin, TX this June for the ADMERICA! conference where our visionary lead Mehra will join key diversity leaders on a keynote panel on "Golden Age of Cross-culturalism." Améredia will also be supporting our long-term partner, the US Pan Asian American Chamber of Commerce (USPAACC), at its CelebrAsian 2012 Business Opportunity Conference in Bethesda, MD. At the agency, our team is rolling out new multicultural campaigns for Comcast, San Jose Water Company and San Francisco International Airport among other branding, acquisition and cultural focused campaigns. Follow and join our social conversations on Twitter, Facebook and LinkedIn.

AWARDS AND RECOGNITIONS:

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Social Connect
Twitter:
Our very own @PawanJMehra is a @NAMICNational Next Generation Leader! http://bit.ly/HIsJkM via @cedmagazine #diversity
  #multicultural

If you can't make it to the
 @TribecaFilmFest try... via @jtramsay xfin.tv/JiaOkA cc: @comcast @comcastvoices #TFF

Facebook:
Améredia's Kevin Brown was a judge in this year's Inspire Oakland competition.

Améredia co-hosts a TiE Networking Mixer in San Francisco.

media sheet
World Journal, founded in 1976, is a Chinese-language newspaper distributed across the U.S. It is published in New York, Los Angeles, San Francisco, Chicago, Dallas, Vancouver and Toronto.  With a circulation of 65,000 in Northern California alone, it has become the "most influential Chinese-language newspaper in North America."

bite-sized language
About one-fifth of the world’s population speak Chinese—Mandarin (850 million), Wu (90 million) and Cantonese (70 million). Chinese, mostly of Cantonese variety, is the third most-spoken language in the United States with over 2.8 million speakers. The other prominent dialects brought to the U.S. are Putonghua, Minnan, Chaozhou, Shanghai, and Keija—which despite the mutual unintelligibility share the same writing system.

Ni hao : Hello
Da jia hao!: : Hi everybody!
Ni hao ma? : How are you?
Hen hao : I'm fine
Xie Xie : Thanks
*Mandarin when spoken

good eats

Shu Mai (Chinese Dim Sum)
This shu mai will make any Chinese food cravings disappear! Easy to make and easy to prepare – shu mai can be served alone or with rice.

• 1 kg ground beef
• 1/2 kg peeled prawns
• 1 egg
• 1 tablespoon chopped ginger
• 2 green onions
• 1 tablespoon soy sauce
• 1 teaspoon rice wine
• 1 teaspoon sesame oil
• 2 tablespoons potato starch
• Salt to taste
• Wanton wrappers

Directions
Mix all ingredients for the filling. Place a tablespoon of filling on each wrapper then fold and seal leaving the center open.  When all the shu mai are filled, steam them in a bamboo steamer for about five minutes, and let it stand for about ten minutes. Serve your sauce of choice.

Case Study
View an event marketing case study for China Lion

meet améredian, Linda
"I crunch numbers at Améredia"


My own multicultural roots:
Born and raised in Santa Rosa, I learned the importance of family and culture early in life. The youngest of six and the first to graduate college, I’m appreciative of the struggles and adversity that my parents overcame. At Améredia, my love and understanding of the importance of diversity resonates not only with my colleagues but with our vendors—each with unique stories.

Partner Profile

The National Association for Multi-ethnicity in Communications (NAMIC) is the premier organization that educates, advocates, and empowers for multi-ethnic diversity in the communications industry since 1980. A non-profit trade association, NAMIC ensures that the industry reflects the multi-ethnic richness of the populations it serves. Headquartered in New York, NAMIC is comprised of over 2,600 professionals from both the business and creative sides of the industry, forming 16 chapters nationwide.

global calendar
May 1  
Flores de Mayo (Philippines)
International Labor Day
Jewish American Heritage Month
Lei Day (U.S.)
May Day (Japan, U.S.)
Vappu (Finland)
May 2   
Golden Week (Japan)
Dos de Mayo (Spain)
May 3   
Swieto Trzeciego Maja (Poland)
Kempo Kinen-Bi (Japan)
World Press Freedom Day (UN)
May 4   
Hana-to-Midori-no (Japan)
May 5   
Cinco de Mayo
May 7   
May Bank Holiday (Republic of Ireland, U.K.)
May 8   
National Teacher Day (U.S.)
V-E Day (U.S.)
Parents' Day (South Korea)
May 9   
Victory Day (Russia)
May 10
Golden Spike Day (U.S.)
Dia de la Madre (Mexico)
May 13
Mother’s Day
May 15
Independence Day (Paraguay)
May 16
Ascension Day (Christian)
Syttende Mai (Norway)
May 21
Victoria Day (Canada)
World Day for Cultural Diversity (UN)
May 22
Declaration of the Bab (Baha'i)
Labor Day (Jamaica)
May 24
Independence Day (Eritrea)
May 25
African Freedom Day
Independence Day (Jordan)
Revolution Day (Argentina)
May 28
Ascension of Baha'u'llah (Baha'i)
Day of the Republic (Azerbaijan)
Memorial Day (U.S.)
Spring Bank Holiday (U.K.)

©2012 Améredia, Inc.

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