42nd Parallel is paving the future for National brands to speak to “Crazy Rich Asians”
Article Edited by ASA
Did you know that Asian Americans have the highest household income and have seen the highest growth in buying power (which continues to grow year over year)?
42nd Parallel, a nation-wide marketing agency focused on Asian and Asian American consumers is well aware of this fact. As their clients continue to realize and recognize this rich demographic group and untapped market, 42nd Parallel has been at the forefront, leading the way.
The agency operates as a subsidiary of their parent company, TCG Collective, a collaborative group that has over 20 years of experience in event marketing. The company’s name is the latitude that starts in their hometown, Chicago, goes through the Pacific Ocean and comes back around. The connecting points between the US and Asian Markets. The team is all about connecting brands and people from the two sides of the world. 42nd Parallel creates campaigns that are relevant, touching, cool, and those that understand Asian American culture and lifestyle.
Beyond events, 42nd Parallel helps their clients with media, advertising, creative design, production, execution, strategy, and talent management.
We had the opportunity to sit down with Director of Marketing and Strategic Partnerships, Nancy Shen, to learn more about the company and their noble goals.
Kate Liu and Cindy Le
Sales & Advertising Intern and Content Marketing Intern
All photos courtesy of Aisle Ai Weddings
Have you ever wondered what it takes to be a successful wedding planner behind the scenes? Finding the perfect wedding planner means finding someone who can understand the desired vision and interact with not just the happy couple, but the families as well.
Nancy Shen, CEO, and co-founder of Aisle Ai Weddings sat down with us to talk about her journey in the wedding planning industry and how her Asian American background has helped her connect with her clients.
Cindy Le, Content Marketing Intern
Uptown, Chicago is home to a population of Asian American immigrants, and many of their children go to Goudy Elementary. In fact, Uptown was Ruiz’s first home as well -- the place where she lived and learned what it means to be an Asian-American student when she first came to the United States in 1991 at 7-years-old. Ruiz was gracious enough to give some insight on how being a first generation Asian-American nurtured her future career as a community educator.
If you are interested in becoming a teacher or advancing as an Asian American in the workplace and finding your calling, here is what Ruiz had to say about her path as a teacher.
Being an educator is a really important job. Why did you decide to become a teacher?
[Being a teacher] was something I wanted to be since I was 5-years-old. I like being in a classroom, I like learning new things, I like helping other people learn new things. [This] made sense to me. I want to be there so that I can have that connection with the kids that I do teach....
Ei is the current Operations Intern for Asian Student Achievement. She is pursuing an Associate degree in Business Administration