Leading the Way for Asian American Marketing

42nd Parallel is paving the future for National brands to speak to “Crazy Rich Asians”
Article Edited by ASA

Nancy Shen, Director of Marketing, presenting at the company’s launch party back in 2019 hosted at Bib Gourmand, Japanese Restaurant, Arami

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.

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