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A surprising number of brands write off the Asian American and Pacific Islander (AAPI) consumer as a 5.6% niche and not a worthy investment.

Over the past year, I’ve witnessed several lessons that our supposedly niche Asian brands have employed to catapult themselves into the mainstream.

In tech, we call this the “first 1,000 customer” phenomenon where you’d rather have 1,000 customers pay $1,000 each than 1 million who each pay $1.

The next generation of Asian Americans simultaneously conforms to American consumer norms, while still seeking connections to their cultural roots.

As the American consumer grows more diverse, brands may choose to keep pace or not.

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