The Asian-American market is a diverse group, and there are cultural nuances particular to each.
CHINESE
Largest Asian-American segment
Four distinct geographic areas in Chinese category: Taiwan, Hong Kong, People's Republic of China and Southeast Asia
Two major dialects: Mandarin and Cantonese
May be cautious in personal and business dealings
Tend to be price-conscious
Embrace idea of planning for long term
Strong emphasis on family and education
FILIPINO
Second largest Asian-American segment
High rate of U.S. acculturation due to English competency
Heritage/cultural values that are similar to Hispanic culture
Strong sense of family and community preservation
Highly religious (predominantly Roman Catholic)
ASIAN INDIAN
Third largest Asian-American segment
Speak many different languages, and come from a variety of Indian cultural and religious backgrounds
National heritage, culture and values very important
Extreme emphasis on education
Highly price/value conscious
Very loyal to strong brands
Respond best to advertising in English, with Indian national cultural values woven in seamlesslyVIETNAMESE
Fourth largest Asian-American segment
Large number of immigrants were refugees
Quality-conscious and value seekers
Strong political beliefs
Extremely strong tendency for cultural and community preservation
Strong emphasis on family and education
KOREAN
Fifth largest Asian-American segment
Most homogeneous of top Asian subgroups, with the majority of Korean Americans coming from similar socioeconomic backgrounds in Korea
Most likely of all-Asian American segments to have immigrated as complete family units
May be more emotional in decision-making
Prefer name brands to lower prices
Independent and aggressive
Strong emphasis on family and education
JAPANESE
Sixth largest Asian-American segment
Highest percentage of U.S.-born individuals of any Asian-American segment (due to waves of immigration dating back to the mid 1800s)
A critical mass of Japanese temporary residents in the United States, including students, temporary workers and trainees, and expatriate business families
Tend to value group consensus over individual opinion
Value name brands over price
Strong emphasis on family and education
Largest Asian-American segment
Four distinct geographic areas in Chinese category: Taiwan, Hong Kong, People's Republic of China and Southeast Asia
Two major dialects: Mandarin and Cantonese
May be cautious in personal and business dealings
Tend to be price-conscious
Embrace idea of planning for long term
Strong emphasis on family and education
FILIPINO
Second largest Asian-American segment
High rate of U.S. acculturation due to English competency
Heritage/cultural values that are similar to Hispanic culture
Strong sense of family and community preservation
Highly religious (predominantly Roman Catholic)
ASIAN INDIAN
Third largest Asian-American segment
Speak many different languages, and come from a variety of Indian cultural and religious backgrounds
National heritage, culture and values very important
Extreme emphasis on education
Highly price/value conscious
Very loyal to strong brands
Respond best to advertising in English, with Indian national cultural values woven in seamlesslyVIETNAMESE
Fourth largest Asian-American segment
Large number of immigrants were refugees
Quality-conscious and value seekers
Strong political beliefs
Extremely strong tendency for cultural and community preservation
Strong emphasis on family and education
KOREAN
Fifth largest Asian-American segment
Most homogeneous of top Asian subgroups, with the majority of Korean Americans coming from similar socioeconomic backgrounds in Korea
Most likely of all-Asian American segments to have immigrated as complete family units
May be more emotional in decision-making
Prefer name brands to lower prices
Independent and aggressive
Strong emphasis on family and education
JAPANESE
Sixth largest Asian-American segment
Highest percentage of U.S.-born individuals of any Asian-American segment (due to waves of immigration dating back to the mid 1800s)
A critical mass of Japanese temporary residents in the United States, including students, temporary workers and trainees, and expatriate business families
Tend to value group consensus over individual opinion
Value name brands over price
Strong emphasis on family and education
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