The Asian-U.S. Tiger

May is Asian-Pacific American Heritage Month and, as all those associated with it are keen to point out to any marketer or PR person who will listen, Asian-Americans have the
fastest population growth of any racial group in the United States (see charts). The first half of 2005, for example, witnessed several new market entrants from companies
that historically have been inactive, such as in the Consumer-Packaged Goods (CPG) food category, the Direct-to-Consumer (DTC) pharmaceutical category, and segments of the travel-
and-leisure industry. According to Saul Gitlin, executive vice president of strategic marketing services/new business at Kang & Lee Advertising, an Asian-American marketing-
communications agency, it is the key demographic characteristics of this population, combined with the accelerated growth and sophistication of the Asian-targeted media in this
country, that's causing corporate marketers to focus on this population segment.