Debunking harmful tropes: How a new wave of Asian representation is challenging the West

Caranissa Djatmiko, Ariel Malik, and Catherine Rozario

Crowd DNA’s Caranissa Djatmiko, Ariel Malik and Catherine Rozario explore the longstanding problems within brand representation of Asians and how to strive towards better multicultural marketing in the region.

This article is part of a Spotlight series on multicultural marketing in Southeast Asia. Read more

For the longest time, we have witnessed the various ways in which Asians have been mis- and under-represented. From exoticisation and stereotyping of Asian experience, to the lack of control over authorship, Asians ultimately rarely see themselves and their experiences reflected on-screen and in brands with much authenticity, accuracy and sensitivity.

Yet more recently, a new wave of Asian representation – which for the most part is being led by youth – has emerged to combat these issues and debunk...

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