Celebrating AAPI Month: What “Beef” can teach brands about representation

Welcome back to Culture Hack, our newsletter authored by our very own Heroes: students of culture, creators, and boundary-pushing, shape-shifters hell-bent on changing the world. Our work is rooted in deep cultural understanding, based on our lived experiences, expertise, and relentless learning that we use to help brands find and leverage their “Cultural Superpower”. As we celebrate Asian American Pacific Islander (AAPI) Month, we take a look at what Netflix’s “Beef” can teach brands about representation. We also reflect on a few campaigns that stood out to us in recognition of cultural celebration and reaching diverse audiences in nuanced and purposeful ways.

On the joy of “Beef”, and what brands could learn about representation

Anger isn’t exactly an emotion I’ve had positive associations with growing up. Part of the double-edged sword of model minority mythology is the overriding belief system of tolerance, acceptance, and stoicism in response to discrimination and aggression. Lay low, study hard, work smart. Get angry about getting angry. “Zen” has been hardwired into the modern stereotype of East Asian representation.

Which is why “Beef”, one of Netflix ’s breakout hits of 2023, feels so refreshing. Ostensibly, it’s a dark comedy about anger, emptiness and the meaning of fulfilled living. But it’s also an (almost entirely) Asian American cast doing the getting angry, and in doing so, defying all kinds of myths and assumptions without preaching or edutaining.?

Getting angry matters. A bamboo ceiling persists for Asian Americans who may be represented in companies, but find perceptions of ‘leadership’ and ‘assertiveness’ holding them back from senior roles in which they are disproportionately underrepresented in North America. In one study of Asian American women who had experienced discrimination, 34% reported that others had assumed they were submissive or passive. And what’s more, when AAPI communities (especially women of East Asian origin) do adopt dominant or assertive stances in the workplace, they are more likely to be harassed or discriminated against by colleagues for violating the prescriptive stereotypes still held by the mainstream.

As storytelling and elevating become the marketing bywords of our decade, maybe brands can take a leaf out of the “Beef” playbook and be unafraid to truly humanize. A healthy dose of messy, candid and raw as a tonic to inspirational storytelling and role-model perfection that can end up perpetuating the model minority myths we seek to break apart.

-Ed Hunt

Celebrating AAPI Month: Campaign Highlights

Asian American and Pacific Islander (AAPI) Month should be a call to action in understanding the cultural nuisances and experiences of the AAPI community. It’s also a time to unpack the systemic challenges including the ‘Model Minority Myth’ and other harmful stereotypes. Brands have a unique opportunity to tailor their messaging and representation beyond stereotypes and lead conversations that foster social cohesion, lead collaboration, cooperation, and the building of strong communities.?

This year, Nike released its ‘You Can’t Stop Us’ campaign, which highlights and shares “stories and experiences from athletes of AAPI descent who’ve broken down barriers through sport”. Beyond donations and conversations, we are also beginning to see brands take actionable steps by identifying pivotal moments/experiences in individuals' lives that profoundly influence how the world engages with the AAPI community.

One of these areas is Asian cuisine, which is renowned for its diversity, encompassing a wide range of flavors, ingredients, and cooking styles. From the delicate flavors of Japanese sushi to the bold spices of certain Indian cuisines, the popularity of Asian cuisine has certainly risen in recent years. However, many AAPI individuals can “recall childhood experiences of being mocked for bringing their cultural cuisines to school”.?

Brands such as Postmates by Uber are “flipping this narrative with a celebration of dishes that were once the subject of disdain." The “School Lunch” program is a collaboration with some of Los Angeles’ best AAPI chefs to make lunches inspired by those meals. Another example is the food and biotech company, Ajinomoto Co., Inc. which has a longstanding history of challenging the xenophobic attitudes surrounding MSG. In 2022, the brand “teamed up with former labor organizer turned standup comedian, writer, and actor Jenny Yang for the "#DinnerWithGoop" campaign which taps into Yang's talent for informing audiences about issues of injustice through laughter”.?

The cultural diversity within the AAPI community is a testament to how individuals can broaden their perspectives, expand their knowledge, and gain a deeper appreciation for the richness and beauty of human diversity. While brands have indeed stepped up in addressing the social and cultural challenges of these communities, representation beyond donations and into cultural nuances remains to be seen.?

-Naomi Augustin

Instagram is introducing a new feature called “Broadcast Channel Guests.”?

• This feature allows users to invite guests to join their live broadcasts through DMs, enhancing the interactive and collaborative nature of Instagram Live.
• The introduction of ‘Broadcast Channel Guests’ is a notable development for content creators, influencers, and brands on Instagram. It provides them with an opportunity to engage in real-time conversations and collaborations with their followers and other users. By inviting guests to join their live broadcasts, creators can expand their reach, bring fresh perspectives, and offer unique insights to their audience.
• It will be interesting to see how creators and brands leverage this feature to create compelling and immersive live experiences.

According to a recent study, 25% of Twitter users do not anticipate still being active on the platform in the coming years.

• This finding raises important questions about the long-term sustainability and growth potential of Twitter. While Twitter remains a popular social media platform, this data suggests that a substantial portion of its user base may be looking for alternative platforms or gradually losing interest in the platform’s value proposition.
• The study’s findings serve as a reminder that social media platforms need to remain vigilant and adaptable in order to retain their user base and sustain growth in the face of evolving user preferences and competition from emerging platforms.

Montana has become the first U.S. state to issue a complete ban on TikTok.?

• While the intentions behind this ban may be rooted in the protection of citizens, it raises questions about the effectiveness and feasibility of such a measure. TikTok has a massive user base and is widely popular, especially among younger demographics. A blanket ban not only restricts access to the platform but also limits opportunities for content creators, influencers, and businesses that utilize TikTok as a marketing tool.
• The case of Montana’s ban on TikTok serves as a reminder that as social media platforms continue to evolve and gain prominence, policymakers must carefully navigate the complex landscape of digital regulation. Collaborative efforts that involve the platform, users, and authorities are more likely to yield effective and sustainable solutions that protect users’ interests while allowing for the benefits and opportunities offered by social media platforms to thrive.

Interested in learning more about our cultural expertise? Reach out to [email protected]