Crossings TV Asian Television – Home to Asian Americans
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In this issue, learn more about the characteristics of Asian American consumers. Then, check out some of the latest statistics on Asian Americans’ auto and grocery store preferences. Don’t forget to test your knowledge about Asian games and grab our sweet shaved ice recipe to keep you cool this summer.
Happy reading!
Asian American Consumers
Asian Americans have tremendous spending capabilities, with $1.3 trillion in buying power. $112,800 is the median household income for Asian Americans, which is above the median household income in the U.S.
Asian Americans are the fastest growing ethnic group and are very diverse. Their purchases have the ability to influence trends and consumer preferences.
Source: 2024 Amplify AAPI
FINANCIAL APPS
- Zelle is the most popular financial app among AANHPI communities. 7 in 10 foreign-born AANHPI individuals use the app.
- Paypal is the second most popular app (59% usage) and Venmo is the third most popular (52% usage).
- AANHPI individuals use Zelle and Payal more than U.S. adults overall.
BEAUTY
- Asian American women are 83% more likely to report spending more than $500 on skincare in the last 12 months.
- Asian American shoppers are 14% more likely than the total U.S. population to have the Ulta app.
Asian consumers are highly engaged in beauty and typically adopt trends before the general population. The spending rate shows how skincare is an integral part of Asian consumers’ routines. Quality, price, and ability to support an Asian brand are reasons why Asian consumers gravitate towards Asian brands.
Source: 2025 Nielsen Investing in Asian American Audiences and Media; 2024 Amplify AAPI Habits and Buying Behaviors of Asian American, Native Hawaiian, or Pacific Islander communities
Most Popular Brands Among Asian Americans
AUTO
- According to a poll conducted by Amplify AAPI, 3 in 10 Asian American respondents said they own or lease a Toyota.
- Asian Americans are more likely to own or lease a Toyota or Honda vehicle than other U.S. adults.
- Out of the top 10 brands, 7 of the brands are Asian auto manufacturers.
- 46% of Asian car consumers are 44 years of age or younger.
- 50% of Asian American adults prefer Asian automakers.
AIRLINES
- 22% of Asian Americans indicated Delta as their favorite airline company, followed by Southwest at 20%.
- United Airlines ranks third among Asian Americans at 12%.
GROCERY
Asian Americans’ favorite grocery store to shop at is Costco. Asian Americans are more likely to buy in bulk and seek out bargains. Costco also added specialty Asian products to their stores to appeal to their Asian customers. Trader Joe’s is the second most popular grocery store among Asian Americans. Trader Joe’s emphasis on organic products attracts health conscious Asian American consumers.
Source: 2024 Amplify AAPI Habits and Buying Behaviors of Asian American, Native Hawaiian, or Pacific Islander communities, S&P Global Mobility
QUIZ: HOW MUCH DO YOU KNOW ABOUT THESE GAMES?
1. What colors are the stones in Go, a strategy board game that originated in China?
(a) Black and white
(b) Red and blue
(c) Green and yellow
2. Kho Kho is a traditional Indian sport that is a form of _?
(a) Wrestling
(b) Hopscotch
(c) Tag
3. A Kendama is made up of a handle, ball, and string. This fun and challenging skill game originated in _?
(a) Vietnam
(b) Japan
(c) Korea
*Find answers at the bottom of this newsletter
New Arrivals!
A Bite of the Countryside
Mandarin Variety
Wednesday 10PM
Saturday 10:30PM
(Airing)
The Ambassador’s Kitchen
Mandarin Variety
Friday
10PM
(Airing)
Till I Met You
Filipino Drama
Tuesday & Saturday
5PM
(Airing)
Patbingsu (Shaved Ice with Red Beans)
Beat the heat with this must-try Korean summer dessert! Patbingsu is the most common type of bingsu made with shaved ice and sweet red beans. There are many other varieties, such as green tea, Oreo, melon, and more. Customize your bingsu to your own tastes by picking your favorite flavors and toppings.
Get the recipe here.
