It used to take effort to be globally aware. In the pre-digital era, understanding what was happening abroad required curiosity and intent. Today, it happens passively. Our feeds, playlists and shopping carts are global by default, constantly shaped by what’s trending thousands of miles away.
亚裔美国消费者：趋势加速器
The next wave of mainstream trends is already visible if you know where to look. Nielsen’s 2025 “Breakthrough ROI” report shows that Asian American Native Hawaiian and Pacific Islander (AANHPI) audiences serve as cultural accelerators, offering a preview of broader U.S. consumer behavior.
For media and advertising leaders, this represents a fundamental shift: global cultural awareness isn’t an asset anymore—it’s table stakes.
例如，近年来，韩国流行音乐在美国音乐排行榜上名列前茅，流媒体平台使动漫等亚洲流行媒体更易获得。作为美国人口增长最快的群体，亚裔美国人--其中许多人在国外有家人和朋友--在美国引领着这些趋势。
The Singles’ Day case study: when niche becomes mainstream
Consider Singles’ Day. Born in the 1990s as a playful anti-Valentine’s Day among Chinese college students, it’s now a $150 billion commerce phenomenon that dwarfs Black Friday and Cyber Monday combined.
我们曾经看到过这种文化迁移的速度：K-beauty 重新定义了全球的护肤程序。泡沫红茶变得无处不在。动漫美学影响着从时装到电影的一切。拉布布收藏品从上海的商店渗透到好莱坞。
每一个都始于本地化的文化时刻。每一个都成为全球商机。每一个都遵循着相同的路径：数字原生社区通过社交平台和创作者网络发现、放大和输出这些趋势。
数字流畅性是一项领先指标：
AANHPI consumers spend 53% of their TV time streaming versus 44% for the total U.S. population, with nearly 20% on YouTube, double the national average. They’re 9% more likely to engage with retail media ads and +8% more likely to rely on social content for purchase decisions.
创造者驱动的发现
They’re 15% more likely to discover brands through social media advertising, and one-in-five say retail media is a helpful source for new product discovery. Among podcast listeners, AANHPI audiences deliver 80% unaided brand recall for CPG advertising, significantly above the 59% U.S. benchmark.
通过了解与亚裔美国人消费者产生共鸣的文化细微差别，品牌可以定位自己，创造出吸引更广泛美国市场的前沿营销。亚裔美国人与品牌和媒体联系的内容、地点和方式不仅与亚裔美国人社区有关，还与了解美国消费市场的未来有关。
全球流畅性等于文化货币
具有全球视野的品牌标志着创造力、自信和相关性。他们感觉更酷，联系更紧密，因为他们参与了共同的文化对话，而不是重复传统的惯例。这就是要认识到，文化创新越来越多地源于连接本地和全球的多元文化社区。
曾经看似单一的目标受众已不再如此。他们将纽约街头服饰、K-beauty 护肤品、日本游戏和印度美食融为一体--往往是在同一张画卷中。对他们来说，文化不是按地域划分的，而是通过数字生活综合起来的。
光棍节表明，如果品牌能及早识别全球线索，就能创造预期、建立情感联系，并不是通过大声喊叫，而是通过更广泛的共鸣来实现增长。
对媒体领导者的战略影响
如果品牌仍将多元文化参与视为一种季节性战略，而不是一种长期能力，那么它们错过的将不仅仅是文化时刻，还有市场动力。
将多元文化受众视为趋势预测者：
In the U.S., 亚裔美国人, Hispanic and Black consumers aren’t peripheral segments; they’re predictive models for mainstream cultural and commerce evolution.
为全球共享而设计
Create campaigns with cross-cultural touchpoints. Whether it’s an 11.11 activation, Lunar New Year moment, or Asian creator collaboration, these signals demonstrate cultural intelligence.
与文化桥梁合作：
与兼具本地真实性和全球相关性的创作者合作。他们提供早期进入新兴文化空间的机会，同时确保真正的参与。
竞争现实
In an attention economy where cultural relevance determines brand consideration, being globally fluent isn’t optional but it’s foundational. The next Singles’ Day is already emerging from communities that connect America to the world.
The question isn’t whether global trends will influence your audience, it’s whether you’ll recognize and respond to them early enough to matter. What separates market leaders from followers is the ability to see cultural signals and act with data, not instinct.
在一个可以无限接触文化的世界里，没有任何借口可以为文化上的迟到辩解。
To learn more about how AANHPI audiences are driving larger cultural trends, download our “Breakthrough ROI” report.
