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