The K-Pop Demon Hunters Effect: Marketing To The New American Mainstream

In this episode, we dive into the profound and multifaceted impact Asian cultures and influencers have on American culture and consumer expectations. For decades, Asian American and Native Hawaiians/Pacific Islander individuals and communities have shaped the U.S.. Now, a new wave of influence is undeniable as this growth audience increasingly drives American consumer culture and brand commercial success by prioritizing representation, digital engagement, social responsibility, and cross-cultural influence. Join us as we discuss how this cultural shift is not just a trend, but a fundamental reshaping of American identity and a powerful signal for marketers, media professionals, technologists, and product developers who want to stay relevant in a rapidly evolving world. This podcast is hosted by Council Co-Chair Janelle James, US Head of Cultural Intelligence at Ipsos.

Guests:

• Christopher Yang, Qualitative Consultant, Ipsos

• Kerou Carol Chang, Director Commercial Finance, Publicis Groupe

• Charlie Yamamoto, VP of Partnerships, Dive Studios