Winning The Race by Understanding Customer Journey
Development
July 25, 2025
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Before becoming a loyal customer, a lead has to interact with your product/service at various stages. This entire process is summarized in the customer journey, divided into 5 main stages:
Awareness: The customer becomes aware of your brand and your product, usually through search engines when searching for a solution to their problem.
Consideration: The customer is aware of your brands but also your competitors’;, they start wondering which of the options they should choose from.
Purchase: The customer makes a buying decision, either from your brand or your competitors’.
Retention: After the purchase, you need to consider how to get them to repurchase many more times, since retaining is cheaper than recruiting.
Advocacy: At this stage, the customer is basically your brand ambassador., Tthey love your product;, they tell their acquaintances about your product.
Understanding the journey and what stage the audience is at can help you understand their needs and adjust accordingly. Each stage has a different touchpoint as well, so adjusting to said touchpoint makes it more effective and less costly. Understanding the journey can help you win the race.
Why Asian Hustle Solutions?
At AHS, we specialize in helping brands capture attention and inspire action — whether you’re launching a new product or scaling your business, we’ll guide you to marketing that resonates and delivers results.
“We dream of going to America, to change our lives, we believed. But my life changed so much. I felt sad about life, didn’t know the language, and didn’t know the roads. I had no friends, so I felt very sad.” – Phong, a Vietnamese American expat interviewed by the Pew Research Center.
“I sometimes, just a little, wish that I would disappear so that my parents and my sister could be better off.” – Nolan, an Asian American interviewed by the Pew Research Center.
Dreams vs. Reality
The American Dream is often celebrated as a path to success, yet its reality is far more nuanced. Tales of rags to riches from Asian peers suggest its promise, but the Pew Research Center reports that one in ten Asian Americans still live in poverty as of 2024. The issue lies not solely in the Dream itself but in how it is constructed and understood.
For many Asians, the American Dream is synonymous with upward mobility achieved through hard work and resilience—a belief that effort alone can overcome systemic barriers. But resilience, by its nature, demands enduring hardship and accepting foreignness, perpetuating a narrative that reinforces isolation and discrepancy.
The American Dream is synonymous with upward mobility achieved through hard work and resilience (Image Source: Roberto Parada)
The Illusion of Gold
The idolization of a Western nation paved in gold is an illusion that perpetuates xenophobia and the model minority myth. This ideological flaw is alluring and dangerous. We have all heard heartbreaking stories of illegal labor exports and stowaway immigrants. Yet we tend to remember the rags-to-riches stories because it is comforting to view ourselves as the ones who might make it. All while labeling these immigrants as illegal, the other, the individual Asian Americans who will live in poverty. But by doing so, we have fallen trapped in the American Dream, clawing our way to the top for the sake of others.
After the pandemic, anti-Asian and hate crimes have increased. The encounter paints a reflection of our society, there is no line between the one and the other nine, we are Asians and that is our identity. Then is the American Dream a lie? Not necessarily—but it is far from universal.
Community as the Key
Like all dreams, it is what we make of it. Whether in America, Asia, or any part of the world, opportunities coexist with difficulties. Moving to another country means tackling obstacles such as language and cultural barriers alongside the burden you once had at home. Statistics show that 61% of Asian adults seek family and friends when facing financial burdens. This can become challenging when migrating to a new country.
The key lies in recognizing that success is not achieved alone. Building networks and fostering solidarity within communities can challenge the isolating demands of resilience and redefine the Dream as a collective effort toward meaningful progress.
The American Dream is both a beacon of hope and a paradox. For many Asian Americans, the pursuit of upward mobility comes with sacrifices that are often overlooked. Yet, success doesn’t need to be a solitary journey. By embracing shared struggles and fostering a supportive community, one can find hope by redefining what the American Dream truly means.
Year of the Snake has arrived, and Chicago’s Gangnam Market slithered into the year with an exciting two-day celebration on January 25 and 26. Since its launch in December 2024, Gangnam Market has quickly established itself as one of Chicago’s go-to spots for Asian culinary delights. This event further solidified Gangnam Market’s vision of bringing Asian culture forward.
The 28,000-square-foot “American-Asian hybrid” grocery store has gathered communities of diverse backgrounds into one place, all honoring and embracing the rich traditions of the Lunar New Year. The weekend celebration offered attendees an exciting lineup of activities, from electrifying cultural performances to mouthwatering food.
One of the event’s prominent features is the lion dance and drumming performance by Yu’s Lion Dance Sports Association of Chicago, captivating audiences with an energetic and meaningful display of fortune and prosperity. Adding a playful touch, Pokémon characters also held special meet-and-greets that attracted children and fans alike. (Who doesn’t love Pokémon anyway?) Guests also received lucky red envelopes with coupons for exclusive prizes at the event.
Lion dancers, drummers, and Pikachu captivate the crowd at Gangnam Market’s Lunar New Year celebration.
Food lovers were definitely not left out, with live demonstrations of Tanghulu-making (Chinese candied fruit skewers) and more than a dozen market vendors offering a taste of classic and contemporary Asian delights, with free food and drink samplings.
One of the event’s sweet treats is Tanghulu – candied fruit on skewers with a crispy sugar coating.
Reflecting on the successful turnout, Gangnam Market owner Kenny Yang expressed his gratitude for the community’s eager participation and commitment to heritage preservation. “We were overwhelmed and humbled by the incredible response, and thank all who came out to celebrate Lunar New Year with us.”
New series and movies are constantly getting announced—GoldenTV, the premier streaming platform dedicated to Asian American Pacific Islander (AAPI) stories, also joined the fun, announcing its highly anticipated 2025 programming lineup. According to an exclusive from Variety, the upcoming slate introduces a series of original content while offering a mix of returning favorites, and special holiday programming.
Exciting New Originals
“Stir the Pot” – Premiering February 7. Hosted by “Bling Empire” star Kelly Mi Li, this one-hour talk show features a hot pot session where AAPI celebrities and notable figures gather and engage in discussions about culture, good, and entertainment.
“Crossing Over” – Premiering May 1. This docuseries focuses on an aspiring AAPI boy band from Hawaii on their recent journey of breaking into the mainstream as “H-Pop” (Hawaii Pop) artists.
“Follow Me Around” – Premiering Summer 2025. Following emerging creatives on their journey towards major career achievements, this series of both narrative and documentary offers audiences an exclusive sneak peek into their journeys.
“Golden Made” – Premiering Summer 2025. This documentary series highlights AAPI professionals across different industries, exploring their origin stories and the creative process that brings them to their current success.
Returning Fan Favorites
“The Takeaway” (Season 2) – Returning Fall 2025. Hosted by Michelle Park, this weekly entertainment news show delivers the latest in AAPI pop culture, including trending stories in film, television, and music.
Special Holiday Programming
In celebration of Lunar New Year, GoldenTV and its sister cable channel ChimeTV present the audience with exclusive holiday programming:
Unforgettable Gala – Weekly re-runs of the prestigious gala that spotlights AAPI talents in entertainment, art, and culture.
Unforgettable Gala Red Carpet Special – A behind-the-scenes look at the 22nd Annual Unforgettable Gala, featuring red carpet hosts Jennifer Paz and Jannelle So.
Martial Arts Marathon – Action-packed films airing weekly from the Shaw Brothers studio.
Exclusive Licensed Content
GoldenTV and ChimeTV will continue to feature a lineup of fan-favorite licensed programming, including “BTS Global Takeover,” “Cross My Mind,” “Iron Chef,” “Maker Nation,” “Matched,” “Nippon Professional Baseball,” “The Uncle Roger Show,” and “What’s on the Menu?”
A Bold Year for AAPI Representation
“Our Lunar New Year lineup exemplifies our commitment to delivering compelling, diverse, and fresh AAPI stories,” said Golden Media CEO Takashi Cheng. “We are excited to offer a broader variety of content, from talk shows and documentaries to major cultural events. It’s an incredible time for AAPI representation, and we are proud to be at the forefront of this movement.”
With its 2025 slate, GoldenTV continues to push boundaries and amplify AAPI voices, solidifying its place as a premier destination for authentic and impactful storytelling.
As Trump is re-elected, new reforms and policies are taking shape. Among them is his threat to impose a 25% tariff on Mexico and Canada, alongside a 10% tariff on China—claiming these countries allegedly failed to address illegal immigration and co-conspirators for illegal fentanyl distribution in the United States (US).
Yet the article is not to stir political debate but to explore the ramifications of these tariffs on consumers and Asian countries. While many news outlets have focused on the potential setbacks in the affected countries, few have explored how others might either suffer or benefit from the situation. Hence, this piece shall highlight how Trump’s ascension to power might become the best opportunity for some Asian economies.
The Price of Tariffs
The Guardian defines a tariff as a tax imposed on foreign goods entering a country. As the world’s largest importer, the US brought in $3.2 trillion worth of goods in 2022, with imports from Canada, Mexico, and China totaling $1.2 trillion in 2023. Trump takes pride in this idea, believing the US government would receive more revenue through these tariffs, coining tariffs as the “most beautiful word in the dictionary” in an interview with Bloomberg.
Brown University Professor of Economics Şebnem Kalemli-Özcan disagrees by arguing, “For many economists, tariff is actually the worst word in the dictionary.” She explains that ultimately American consumers and businesses will pay the price. As a trade-deficit nation, the US imports more than its exports. According to the Tax Policy Center, a 60% levy on Chinese goods accompanied by a 20% worldwide tariff could raise the costs for the average US household to up to $3,000 in 2025.
As companies face higher costs for goods, they often transfer those expenses to consumers through price increases. This can reduce consumer spending, which in turn lowers business investment and may lead to job losses.
Jason Miller, a professor of supply chain management at Michigan State University reaffirms such claims stating, “Because of the combination of these three countries, it’s going to be difficult to go down an aisle of a grocery store and not see some sort of inflationary effect.” Capital Economics projected that the newly announced tariffs could drive annual inflation up from 2.9% to as much as 4%.
Products affected by Trump’s Tariffs (Image source: BBC)
Nevertheless, Trump’s tariff threats carry weight, as they could impose significant economic pressure on targeted countries, prompting businesses to relocate. According to the BBC, Chinese factories with 500 workers have shrunk to just 200 employees, while American buyers are already exploring alternative manufacturing hubs in neighboring regions outside of China.
Business owner Huang Zhaodong, who recently relocated his factory, told the BBC that customers had pressured him to move production overseas. He agrees with their concerns, estimating that a 10% tariff increase could cost him an additional $800,000 in earnings. “Manufacturing clothes in China under these tariff conditions is simply unsustainable,” he said.
A Victor Emerges
Cases like Mr. Huang’s have proved the challenges that Trump’s tariff has imposed on countries like China. The beginning of the Trump trade war has led businesses to flee to Southeast Asian nations, most notably Vietnam.
While other Southeast Asian nations also benefit from shifting supply chains, Vietnam has emerged as a top destination due to its growing industrial capacity and strategic location. The country recently rose to become the Association of Southeast Asian Nations (ASEAN) champion with an estimated 40% of all ASEAN exports to North America being from the country alone. Though it is difficult to quantify how many businesses have relocated from China, BBC reports that major brands like Puma, Nike, and Adidas have already moved production to Vietnam. Sources from Vietnam Briefing indicate Intel and Samsung have rapidly ramped up their investment in Vietnam and are projected to reach $100 billion in revenue by 2050. Propelled by robust exports and foreign investments, Vietnam’s economy has recently grown by 7.09%, reaching $476.3 billion—outpacing the 5.05% expansion seen in 2023.
It is debatable whether Trump’s glare will graze upon this nation. Experts debate whether he will target Vietnam with tariffs, as his trade policies often focus on countries with a trade surplus. In 2024, Vietnam held the third-largest trade surplus with the United States at $104.6 billion, accounting for nearly 30% of its total exports. This substantial trade imbalance makes Vietnam a potential target for Trump’s tariff threats. In this scheme, the nation might experience radical changes due to trade balances, exchange rates, supply chains, and foreign direct investment (FDI). However, Vietnam is more likely to benefit from US-imposed tariffs. This prediction is supported by trends from Trump’s first term when the country experienced significant economic growth due to an influx of manufacturers and factories relocating to Vietnam.
Despite lingering skepticism, Trump has maintained a favorable view of Vietnam. As early as 1980, Trump publicly opposed the Vietnam War and visited the country twice during his first term. His business ventures have also extended to Vietnam, with his organization partnering with Kinh Bac City Development Holding Corporation (KBC) to develop a $1.5 billion complex in Hung Yen Province. Meanwhile, his new confidante, Elon Musk, has positioned Vietnam a key production hub for SpaceX’s Starlink satellite internet project, shifting suppliers and manufacturing from Taiwan to Vietnam to reduce geopolitical risks.
Reversing these investments may be impractical or simply too late. The confidence that both Trump and Musk have placed in Vietnam highlights the country’s growing role in global supply chains. Amid rising geopolitical tensions, Vietnam’s diplomatic strategy—often referred to as the “bamboo policy” for its balance of resilience and adaptability—has strengthened its international position. As long as the country continues to wisely navigate political and diplomatic negotiations and steer clear of populist pitfalls, Vietnam is well-positioned to sustain its economic growth and global influence.
