| For at least a couple of decades, analysts have | | | | cultural assimilation which fuses these two groups |
| predicted vast cultural, population and demographic | | | | together as one. |
| changes that will soon begin to sweep across the | | | | The Asian Latino Marketing Niche |
| Americas. Within the United States alone, much | | | | Although the actual number of ethnically mixed Asian |
| emphasis has been placed upon the rise of the Latino | | | | Latinos in the United States is unknown, they are |
| population and how by the year 2050, half of the US | | | | considered to be very few in number, hence the use |
| population will be non-white. | | | | of the term Asian Latino which actually has a greater |
| However, what hasn?t been discussed with as much | | | | value for marketing purposes. |
| clarity is the growing niche of Asian Latinos, a new | | | | When marketing strategists pair both ethnic groups |
| cultural and marketing hybrid. Typically considered as | | | | together what emerges is a potential marketing |
| separate and distinct population silos, the Latino and | | | | bonanza. The similarities between the two population |
| Asian communities collectively could potentially steer | | | | groups are indeed striking. In addition to migrating to the |
| the course of the nation far more dramatically than | | | | US and retaining their native language and in many |
| ever possibly conceived. | | | | instances becoming bilingual, Asians and Latinos also |
| What is an Asian Latino? | | | | share other commonalities as well. |
| The term Asian Latino is actually a concept that is | | | | Both ethnic groups reside heavily in western American |
| defined in two distinct yet similar ways. First, there is a | | | | states, creating a potential voting block should they |
| cultural definition of Asian Latinos, which comes as a | | | | decide to organize on key political issues. According to |
| direct result of cross-cultural marriage between the | | | | the US Census Bureau figures released in 2004, both |
| two groups over several centuries in South and | | | | groups are expected to triple in size by the year 2050 |
| Central America. Eventually through immigration, the | | | | in comparison to the Black and White population |
| descendents of these cross-cultural unions can also be | | | | groups which are expected to grow at 71% and 7% |
| found throughout the United States. | | | | rates respectively. |
| Second, the term Asian Latino is also used to define a | | | | Today in cities across the country, Asian and Latino |
| combined marketing niche of America's two fastest | | | | businesses are often located next to each other or in |
| growing immigrant populations, Latinos and Asians. The | | | | close proximity, such as Atlanta?s Buford Highway |
| two groups share similarities in the fact that both are | | | | corridor and in both urban and suburban pockets of |
| non-English speaking groups which have migrated to | | | | the city of Milwaukee. Hence, small ethnocentric |
| the US and now have given birth to multiple | | | | businesses play a key role in serving the Latino and |
| generations, some of whom are bilingual, but all born | | | | Asian communities respectively. |
| and raised in America. | | | | With so many similarities and an expected triple digit |
| From a cross-cultural marriage perspective, Asian | | | | jump in growth, the combined Asian and Latino |
| Latinos developed primarily from the migration of | | | | populations in America could one day wield enormous |
| Filipinos, Chinese, Japanese, Koreans and Syrians. In | | | | financial power and wealth across America. |
| fact, Filipinos are recorded to have visited the | | | | The Political Landscape of the Asian Latino |
| Americas well over 500 years ago, before the | | | | Community |
| Columbian-era. | | | | According to the 2004 Urban Institute Studies Program |
| Filipinos assisted Spanish colonists by becoming sailors | | | | report by Dr. Jeffrey S. Passel, neither Latinos nor |
| on the Manila galleons which were huge multi-decked | | | | Asians vote according to their current population |
| wooden cargo ships that sailed across the Pacific | | | | proportions. According to the study, back in 2000, |
| Ocean from the Philippines to New Spain (Mexico). | | | | Latinos represented 12.6 % of the total U.S. population, |
| The galleons carried everything from spices, porcelain, | | | | but only 5.3% of the votes cast. Asians were 4.2% of |
| and ivory, to silk cloth and lacquerware to be sold to | | | | the population but only cast 1.9% of votes. In contrast, |
| European countries. The Manila-Acapulco galleon was | | | | whites accounted for 70% of the population, but over |
| a lucrative one, but when Mexico broke free of | | | | 81% percent of all votes. |
| Spain?s control in 1821, many Filipino sailors never | | | | In addition, the Urban Institute Studies report also |
| returned home and remained in Acapulco. | | | | revealed that about 62% of Latinos could not register |
| However, many other Asians migrated to Central and | | | | to vote in 2000 because they were either too young |
| South America as political refugees from WWII and | | | | or not U.S. citizens; 59% of Asians also could not |
| the Korean and Vietnamese Wars. Yet many other | | | | register. In contrast, only 35% of Blacks and 25% of |
| Asians migrated to the region to seek better economic | | | | Whites could not register to vote for demographic |
| opportunity. In fact the term, "coolie" was often used in | | | | reasons. |
| a derogatory manner to refer to unskilled labor from | | | | However, all of this could drastically change as the |
| Asian countries, many of whom were young men who | | | | individual Latino and Asian populations age and |
| traveled to other parts of the world for work. | | | | become eligible to vote plus legalized immigrants in |
| The result has been mixed Latino-Asian offspring | | | | both communities begin to exercise their right to vote in |
| spanning across South and Central America. Take | | | | greater numbers. Once this happens, not only will both |
| Brazil for example: there is estimated to be over one | | | | population groups significantly influence western state |
| million ethnic Japanese living in the country, not to | | | | voting, they will also become a major swing vote in |
| mention Japanese communities located in Columbia, | | | | key political states such as Ohio. |
| Argentina, Peru and other parts of Latin America. | | | | The Future of Asian Latinos |
| Approximately 15% of Peru's population is considered | | | | With tremendous population, financial, and political |
| to be Chinese, not to mention other inhabitants of | | | | power to come for the Asian and Latino communities, |
| Western Asian countries (Syria, Turkey) who have | | | | America will no longer resemble cookie cutter board |
| also settled throughout Latin America as well. | | | | images in vast sections of the country. Instead, Middle |
| In an interview with Kipp Cheng of Diversity Magazine, | | | | America will soon become every image, sight, and |
| Saul Gitlin of the marketing firm, Kan ... Lee explains | | | | sound of the evolving and dynamic groups of today. |
| that "When they come to the United States, their | | | | Asian Latinos will one day become the norm in every |
| primary language is Spanish or Portuguese, not Korean | | | | aspect of society and not the exception. |
| or Japanese." So there is indeed some degree of | | | | |