Why Asian American spending power catches advertisers
Asian Americans are the fastest-growing minority group in the US, according to census data, and brands have found a new interest in this valuable consumer group.
Despite their growth, though, Asian Americans make up only 5% of the US population and remain very fragmented, with many different cultures and languages all living in the same country.
"You can't look at it as selling only to the 5%. We are looking at how this 5% is influencing the other market as well," says Julia Huang, CEO of interTrend Communications, an advertising agency that focuses on Asian American advertising.
The BBC's Franz Strasser went to Los Angeles to see how companies are targeting the community - and if it makes a difference to the consumers.