Contact
  • HOME
  • / MEDIA /
  • Gleaming Presence of Tremendous Communications Shining an Iridescent Light on AAPI

News, Stories

August 22, 2022

SHARE:

Jeremiah Abraham, the founder and CEO of Tremendous Communications, had bumps in the road in getting to where he is today. Starting his business right before the pandemic, he doubted the path that he created and considered quitting everything that he was doing. But with mentors along his side and his determination to uplift the AAPI community, his company has contributed to protecting and celebrating the Asian American and Pacific Islander communities when they needed it the most.

Working at renowned companies like Disney and Warner Bros., Jeremiah has spent years hustling at the intersection of technology and entertainment. Using his talent in marketing, he has constantly shed light on the AAPI community by promoting films such as Everything Everywhere All At Once and co-producing the Filipino American musical drama film Yellow Rose. He still finds ways to balance work and life by tearing down the systematically ingrained notion of working from 9 to 5.

In this one hour interview, Jeremiah lays out his story of how he entered this industry, experiencing ignorant approaches to different cultures in a white dominant workplace, and his immense passion for AAPI representation.

Blend of Tech and Entertainment

I got my degree in computer engineering from UC Irvine and that was when I needed to decide what I wanted to do in life. I wanted to make a difference in technology back then, so I got that degree. One of my first jobs was in the aerospace industry. I was working there and I realized that I was just really bad at math. I didn’t think I could realistically pursue this as a long-term career. It was one of those moments where you had to have this introspective, realization, or catharsis about what you thought you were going to be and what you want in life.

Then I found this blend of tech and entertainment, which I was always interested in. I ended up being a front-end developer for Disney, which was a nice blend of the programming skills that I learned from school and the entertainment brands that I’ve always admired. Social media was still fairly new at these companies. This was back in 2007, and I would say that the biggest leap from this tech world to this communications world was when I discovered a Master’s program for Digital Social Media and Online Communities at USC. So I worked at Disney full-time, and at night I tried to get my master’s degree. I knew in my head what I wanted to build for myself and that was this intersection.

An intersection of my interest in engineering and social dynamics is interesting because a lot of people didn’t know why I even majored in computer engineering and minored in sociology. Engineers build societies, but you can’t build it without understanding it first. I ended up pursuing this even more and realized that I had a knack for marketing which I ended up pursuing after receiving my degree at USC.

Uplifting the Filipino Community

After I got my master’s degree, I decided to pursue my thesis project as a full-on business venture, which was an online community and editorial group for Filipino Americans called BakitWhy.com. Uplifting the Filipino community has always been a constant in my life. Since high school, I was part of a Filipino club where we celebrated our culture and volunteered for Filipino community organizations. I knew that whatever I did, whether it was engineering or marketing, was in the service of our people.

So I started this website and it was one of the first, if not the first, Filipino American digital destinations for editorial and news content. We were covering events and a new emerging digital identity among the Filipino American community. I called this the golden age of Filipino YouTubers back in 2007. These were the days of HappySlip, NinjaDrops, ndtitanlady, and more. We were able to rally this community both on the digital side and also offline to develop not just a thriving company and brand, but a lifestyle destination that people could relate to. I wanted to create something wonderful for us.

One of the things that I pride Tremendous on is that we’re not just there to engage the AAPI community as a business, but we primarily want to instill genuine progress and impact. We are immersed in our Asian American community. We don’t clock out after a certain time and say “Sorry we’re done today Asians, it’s five o’clock and we’re not going to do anything anymore.” No, this is our life. This is what fulfills us and I think it helps set our campaigns apart. The way we communicate and interact with our clients also influences the strategy we give to them because we’re not just looking at numbers, we’re looking at people. We are all about uplifting authentic Asian American experiences, diasporas, stories and narratives. For us not to be authentic with that presence in our daily lives would be hypocritical.

One of the things that I pride Tremendous on is that we’re not just there to engage the AAPI community as a business, but we primarily want to instill genuine progress and impact

– Jeremiah Abraham

Marketing in a White Dominant Setting

There was one instance where I was the only person of color in the room at a large entertainment company, still very green and inexperienced. I didn’t feel like I had the authority and the voice to chime in and redirect these senior leaders of this space. And they’re sitting around going like, “Hey, it’s February next month. It’s almost Black History Month. What can we do?” And then someone just started listing off all the movies in their catalog that had some resemblance of Black narrative. And I’m just like, “All right, well, that’s very top-level. But what more can we do? Can we bring in more people who actually represent this community in the room and have a conversation about it?” That situation really helped me realize that we needed to be part of that room of decision-makers. Being there that day sparked a drive in me that I’ll never forget.

One of the things that I had issues with while leading the publicity and marketing for Yellow Rose before we got acquired by Sony Pictures, was that people didn’t understand what Filipinos were, that our stories were relatable to all moviegoers, and that we were equally as valuable in Hollywood. People couldn’t wrap their brains around this and asked “Why is a Filipino family living in Texas? Do they really sing country music like that? Will non-Filipinos even relate to this?” They were seeing the Filipino diaspora within one specific lens instead of embracing the spectrum of the Filipino experience. They didn’t realize that there are mechanisms that historically pushed us to these areas that we’re thriving in, to these places where they may not think that there is a large thriving Filipino community. The lead characters are Filipino American, but the story is universal. If you took the lead characters out and made them Latinx or Black, for example, you would still have the same emotion. You’d still have the same humanity. You’d still have the same story. It just so happened that these people are Filipino. This is one of the things that Jo Koy discusses during his  interviews for Easter Sunday. The movie isn’t about Filipinos, it’s a movie about his family and his mom. That’s one of the biggest things I appreciated about this film. It’s a story for everyone.

The first movie that I ever saw when I moved to the United States was Superman 2 with my dad and that’s always ingrained in my head. I was in such awe of this superhero and I’ve always wondered how impactful it would have been if Superman was Filipino. That would have made such a big difference for me growing up. I love Christopher Reeve as Superman, but imagine if it was a Christopher Santos or a Christopher Dela Cruz in that heroic cape instead! Today I’m so happy that our next generation can enjoy seeing themselves as heroes with films like Shang-Chi and people like Iman Vellani as Kamala Kahn making a difference.

I think it’s incredibly important for us to make these decisions on how we are portrayed and valued for ourselves, with representation across every part of the process –  behind the camera, in front of the camera, in business and below the line. We can bring these little nuances of authenticity to these stories that are so important and help shape the next generation of folks who want to do this work. 

They were seeing the Filipino diaspora within one specific lens instead of embracing the spectrum of the Filipino experience. They didn’t realize that there are mechanisms that historically pushed us to these areas that we’re thriving in, to these places where they may not think that there is a large thriving Filipino community.

– Jeremiah Abraham

A Chronicle of Starting a Business Right Before a Pandemic

Starting a business at the cusp of a global pandemic was a big lesson in resilience. There is a lot of strategy, planning, introspection and decisions that need to be made behind the scenes. I had been planning Tremendous for years. I spent so much time creating the structure of it, the business strategy, forecasting our trajectory and all those things that you need to help lay the foundation of a business… then the pandemic hit and I needed to shift very quickly.

Tremendous incorporated in 2019 and started to plant the seeds of studio partnerships. When we were ready to sign a couple of contracts, all the major movie studios suddenly shut down. I had to take a step back and I realized the mission of Tremendous is not rooted in movies and entertainment, but it exists to uplift the visibility of Asian Americans as a whole. We couldn’t work in entertainment at the time but that didn’t stop us from working within the community. That’s when we helped support Racism is a Virus, and co-founded Unapologetically Asian and CollaborAzian. We used our expertise to help uplift Stop AAPI Hate. We were able to leverage our network and our skills and our desire to make change in this very crucial moment of the Asian American community.

There certainly were many surprises along the way. I pitched this movie that was supposed to come out on January 2021. We were ready! We put this beautiful deck together, we brainstormed, we strategized. And then they told me, “Hey, we’re going to make an announcement today that this movie is going to be pushed to January 2022.” I was like, “What am I going to do for a year?” It’s a lot of those things that I learned as an entrepreneur that it doesn’t necessarily go how you forecast, even though you spend so much time strategizing and pulling numbers. And that’s fine because that will push you to be more dynamic as a business and help you imagine new, creative avenues for yourself. But for me, it was a lesson in resilience, being flexible, and not beating yourself up too much for things that are outside of your control.

I had to take a step back and I realized the mission of Tremendous is not rooted in movies and entertainment, but it exists to uplift the visibility of Asian Americans as a whole.

– Jeremiah Abraham

Confinements that Pull us Back

There were many moments where that lingering voice of doubt made me wonder if this was the right path for me. Should I go back to a safe, stable job with benefits and a retirement plan? What if I end up losing all my money in this venture? Is it okay that I decided not to work today?

Even now, I can make my own schedule. I can wake up at noon if I wanted to and keep working until 2:00 am or just take a random afternoon off. And that’s my choice to make. But because I’ve been so conditioned to think that the limits of my brain power need to be confined between nine to five, having this new freedom came with a sense of guilt.

I have such a hard time realizing that you don’t need to operate within those confines to be productive and successful and fulfilled. I just have to keep reminding myself that it’s okay to permit yourself to watch Netflix for an hour at 2:00 pm for you to refocus and recenter. It’s okay that you’re sleeping in until 11:00 am or 12:00 pm today because you worked until 1:00 am last night. I have to keep reminding myself that nobody is telling you what you need to do except for yourself. That’s the life of an entrepreneur and I’m still learning how to adjust to this new level of control, even today.

Shining Leadership Skills for Better Productivity

Throughout the years, I have applied my learning lessons in leadership – especially with how I lead my team and how I conduct business. Sometimes we have many projects to work on at the same time, sometimes we have less. I’ve always told my team, as long as you get your stuff done and you are communicative and responsive, then I’m good with that.

I really encourage them to explore their interests, experience life and bring those experiences back to the company. This helps bring fresh, new ideas during our brainstorms and campaigns. One of the things that I took away from working as a Marketing Director at Condé Nast is that they encouraged you to go travel. Travel changes you, it opens up your mind. It allows you to experience new things so you can bring that experience back into your editorial piece or your marketing strategy.

I’ve never liked the idea that you need to clock in at 9:00 am every day or else you’re considered a bad employee. Just because I’m sitting there physically doesn’t mean I’m mentally there. I’ve never understood that kind of leadership where it’s more important to appease other people and make them feel better about themselves because of your presence. It’s those antiquated expectations and older ways of doing business that I’m constantly reshaping for Tremendous. As long as we get our projects done, we don’t miss meetings, and our clients are happy… who cares if you sleep in an extra hour that day?

Travel changes you, it opens up your mind. It allows you to experience new things so you can bring that experience back into your editorial piece or your marketing strategy.

– Jeremiah Abraham

People that helped along the way

I never had one specific mentor during my career. Instead, I’ve had some amazing senior executives who have taught me different aspects of my leadership skills. One of them taught me negotiation skills, another taught me how to properly communicate my ideas in a meeting, another pushed me to be more assertive with what I need to succeed in a business setting. I’ve really taken these lessons and made them my own.

One of these executives is Terra Potts, who is the Executive Vice President of Worldwide Marketing at Warner Bros. Pictures. We kind of grew up at WB together back in the day. She taught me how to stand up for your worth in situations where people may not immediately see it. I take that into every negotiation that I am part of. Teal Newland, my Senior Vice President at Condé Nast Entertainment helped me hone my creative eye and incorporate different perspectives in my marketing campaigns. Diane Paragas, who is the director of Yellow Rose, mentored me in the filmmaking process. These are just some of the people who empowered me in my journey and I’m happy to give back to others who are working with me today.

Another friend of mine is Jose Antonio Vargas, who is the Founder of Define American. We had many check-ins during the pandemic and I told him straight up once that I was thinking about quitting because I didn’t know if I was doing the right thing. No studios hired me, no movies went out, the movies that were supposed to be in theaters were going out into streaming services. And it was hard for me to see what was coming down the line and the larger picture of it all. He gave me some tough love and said “Jeremiah, you’re building something that doesn’t currently exist. Obviously you’re going to run into these situations where the solution isn’t immediately there because you have to make it up for yourself.” I never thought about it that way. If the path has not always been taken, obviously you have the flexibility and the responsibility to forge a new one to create something that never existed before. That conversation inspired me to realize that I can’t hold myself to the same standard that I had before because I’m creating new standards for myself now. That helped shift my thinking and my perspective about it and, honestly, helped shape the development of Tremendous. I could have easily quit because of the pandemic, but I would have regretted it the rest of my life.

I would encourage people to pursue multiple avenues of mentorship. It was very valuable to me to learn from many very skilled individuals, not just one. And you never know where your new life lesson is going to come from or which experience you’re going to value for years to come. For me, it was the guidance of many people that helped me get to where I am today.

I can’t hold myself to the same standard that I had before because I’m creating new standards for myself now.

– Jeremiah Abraham

How to reach out

I am @jerabraham on Instagram and Twitter, and Tremendous is @tremendous_comm on all those platforms as well.

Interviewed by Tiff Soga

Related Articles

l9pkmzhjhugqoza5bicx-jpg

News

Do Western Holidays Have a Place in Asian Cultures? A Debate on Globalization and Cultural Identity

In San Fernando, the Philippines, thousands of locals and foreigners flock to the streets to celebrate Christmas. The town, adorned with giant and intricate star lanterns, symbolizes hope and the victory of light over darkness. 

Star Lanterns in San Fernando, the Philippines (Image Source: Dico Calingal)

But how did a holiday rooted in Western tradition become celebrated in an Asian country, and what about the reverse? This raises an intriguing question about hybrid holidays and their influence on a nation’s cultural identity, particularly in Asian countries. Truth be told, nothing is perplexing about an Asian country celebrating a Western holiday and vice versa—who doesn’t want more holidays to celebrate? However, hybrid holidays allow for the exploration of whether these celebrations diversify the identity of Asian countries or act as a catalyst for eroding their traditions and heritage.

As one of the largest diaspora populations on Earth, the Filipino diasporic communities provide a valuable lens through which to examine the rise of hybrid holidays and their impact on national cultural identity. According to Dr. Anthony C. Ocampo’s interview with NBC, the Philippines underwent a dramatic transformation during its three-and-a-half-century Spanish colonial period. Similar to the Philippines, many Asian nations also endured decades of colonization, imperialism, and the imposition of Orientalist ideologies. For example, countries like Vietnam have adopted numerous terms from Latin, such as Noel, festival, flan, and vin (the Vietnamese term for wine, rượu vang, is pronounced vin). Scholars widely acknowledge that colonizers employed various tools—religion, education, and language—to assert control. Thus, it’s debatable whether exposure to foreign holidays and customs serves as another subtle form of maintaining dominance.

Yet, both nations, like many other Asian countries, have become uniquely distinct. More interestingly, many countries under foreign rule experienced a period of hesitation in adapting to these foreign changes. Only in the modern era did we see these holidays being adopted. Globalization and social media have accelerated cultural exposure and sparked a desire to assimilate among individuals. As a result, we see holidays becoming more homogeneous and embraced regardless of ethnicity. For instance, Vietnam celebrates both New Year and Lunar New Year with fireworks and live events aimed at captivating both international and local audiences. In contrast, states like California in the U.S. not only celebrate the Lunar New Year but declare it a state holiday to promote diversity and honor the traditions of its Asian community.

People celebrating Lunar New Year at Santa Monica, California (Image Source: Santa Monica)

For many, globalization represents homogeneity and modernization, but the challenge of rapid development lies in balancing it with cultural identity. On this precipice, an argument emerges that cultural hybridity is unattainable without conflict. While the topic of immigration might seem like a digression from the discussion of hybrid holidays, it provides insight into why such holidays may disadvantage Asian communities. The upcoming article on The Broken Dream delves deeper into the harsh realities faced by Asian immigrants, addressing the barriers to cultural assimilation. Upon arriving in a new country, many immigrants face language barriers that hinder their ability to engage in daily life. Additionally, being in a foreign land creates a disconnect from cultural practices once shared back home. This amalgamation has contributed to the erosion of cultural identity within the Asian diasporic community and, ultimately, a lack of representation and recognition of Asian holidays in Western nations. Thus, despite both Western and Asian countries experiencing globalization, the lack of representation and centuries of influence have made Asian communities more likely to accept Western holidays rather than maintain their own.

Understanding the significance of hybrid holidays on a nation’s cultural identity requires accepting that not all nations are the same. Globalization offers vast development, but it also poses the risk of diluting cultural identity, particularly for Asian communities across the globe. However, the growth opportunities outweigh the risks, as seen in the increasing recognition of holidays like Diwali and the growing acknowledgment of the Lunar New Year by international brands seeking to connect with consumers. Hybrid holidays provide an intriguing perspective on how Asian cultural identities have evolved, influenced, and grown. Through globalization, the world has come to recognize and appreciate the profound impact of the Asian community. This opportunity to celebrate and embrace holidays from diverse backgrounds has enriched Asian cultures, making them more accessible to people from different parts of the world. 

The implications of this insight are vast. As members of the Asian community, we must understand that representation matters. The holidays we celebrate reflect our individual and collective identity, showing that we are adaptable to change while remaining true to our roots. This adaptability is one of the reasons why the cultural identity of Asian countries is so idiosyncratic. Now, the only question for us as readers is how we can represent our identity in a way that makes us proud while staying true to our heritage.

  • 5 min read
image

News

Asia’s Negative Mindset & Crab Mentality

Japan has an old proverb: “The nail that sticks up gets hammered down.” 

While in China, there is a saying, “The higher the tree, the stronger the wind.”

In a critical lens, both idioms illustrate harmony and unity – a vital essence of Asian culture and heritage. Nevertheless, the proverbs also shed light on a contrasting school of thought: conformity and crab mentality. 

Crab mentality refers to the situation one can explore by placing a crab or a collective of crabs in a bucket. A lone crab can inevitably crawl out of the bucket, however, a peculiar scenario would arise if one situates a group of crabs in a bucket. As a crab tries to crawl out, the other crabs will pull it back down. If it tries again, the others will rip its claws off to ensure it can never do so again. Ultimately, no crabs can go anywhere besides the stew pot you are brewing. 

Crab in a bucket scenario (Image source: Microsoft Designer)

Crab in a bucket scenario (Image source: Microsoft Designer)

It is naivety to assume human beings are a unified collective group. History, wars, and jealous conflicts are testaments to human being’s selfishness. Hence, it is arguable that we are inclined to place ourselves above others, even if it means at the expense of our peers. Despite being a precarious thought, this insight opens new dimensions to understanding crab mentality in the human context. 

“Remember your cousin Timmy in China? He has 15 years of experience. He’s nine!” 

Steven He’s dad (played by Steven He) exclaimed.

Terms like “Asian-level difficulty,” “Tiger Moms,” and “Asian parents” have become widely recognized through memes, movies, and other mainstream media, serving as a lens for global audiences to understand and appreciate aspects of Asian culture. Yet, one community still paints a negative view of the Asian community, even discriminating against its individuals – and the answer is ironically the Asian community itself.

The purpose of this work is not to discriminate or criticize any peculiar group but to foster intellectual discourse and encourage reflection on societal dynamics and individual perspectives. The chosen quote embodies this intention, capturing four intertwined facets.

Understanding the concept of face is crucial when discussing Asian culture and heritage. Face serves as a societal construct that governs social interactions and determines one’s standing within a social hierarchy. It is a dynamic measure that can be given, earned, taken away, or lost, often extending beyond the individual to include family and friends. For those unfamiliar with this concept, here’s a simplified explanation:

  • A wife who earns a promotion gains face for herself in front of her boss, while also bringing face to her husband and parents through her achievement. 
  • Conversely, a student who performs poorly on an exam loses face among peers, and their parents, in turn, lose face within their social and familial circles.

Despite being debatable, visualizing face as a form of currency provides an interesting lens through which to examine crab mentality in Asian communities. Much like any valuable asset, currency must be earned, safeguarded, and strategically utilized. Losses, even those meant for long-term gains, are approached with caution and calculation. Consequently, individuals strive to enhance their reputation while using criticism to diminish the face of others.

The concept of face is deeply tied to education and parenting, playing a role in fostering crab mentality. Asian children are often raised to prioritize self-achievement above personal aspirations, adhering to predetermined paths for the “greater good” of the family. This emphasis on collective reputation often comes at the cost of individual dreams, reinforcing a mindset where personal success is weighed against familial expectations.

Parenting can affect mindsets, a reflection on Tiger Moms (Image source: Mims On The Move)

Parenting can affect mindsets, a reflection on Tiger Moms (Image source: Mims On The Move)

Indeed this is a generalized claim that leaves certain minorities for speculation, but the interplay between face and sacrifice is crucial in understanding the environment Asian children grow up. Literary works like Truyện Kiều (Tales of Kieu), a renowned Vietnamese poem, highlight traditional ideals through terms like cầm-kỳ-thi-họa—the four virtues defining a successful woman. Similarly, the stereotype of Asian children being expected to become doctors or lawyers has become a familiar cultural reference in contemporary discourse.

No parents want their children to grow up as bad people. Hence, it would be injudicious to blame parents and the system for a negative societal mentality. Yet, there are certain repercussions to sacrificing a child’s dream in return for a destined path to greatness. This leads to the third facet of crab mentality in Asian communities: A ramification for every child following the same success path means comparison and competition. 

Let’s revisit Steven He’s joke: Timmy is used as a benchmark for comparison. The only way for Steven to save face is by climbing the same ladder and offering Timmy a similar spiteful insult. This vicious cycle of comparison fuels crab mentality within families, peers, and the broader community. True to reality, Asian students often spend countless hours in extra classes and clubs to meet rigorous expectations. Tiger moms push their children to excel in every class as if their lives depend on it. There is no middle ground—you’re either a winner or a failure.

This brings us to the final facet: the absence of praise and apologies. Ironically, according to BBC and Vocal Media, Asia is home to some of the politest people in the world, with countries like Japan and Thailand leading the way. Despite this, hierarchy plays a pivotal role in relationship dynamics. To save face, many Asian parents rarely offer praise to their children. Astonishingly, when it comes to apologies, parents often go to great lengths to defend their actions rather than acknowledge their mistakes. 

A similar response can be seen in Asian workplaces, where higher-ups are more inclined to criticize and are far out of reach from their team members. Individuals will praise their peers and colleagues in hopes of receiving similar treatment instead of actual commemoration. Workers often segregate themselves into teams of interest to promote one another instead of collaborating as a group. These groups create outcasts who, despite their talents, are looked down upon and have their accomplishments taken or snuffed out by negative criticisms. This reluctance to give praise and apologize reinforces a mindset of self-achievement above all else. At first glance, mentality such as these are not wrong, but they leave cracks for detrimental thoughts of arrogance and selfishness – ultimately sustaining the crab mentality.

While this article explores the crab mentality within the Asian community, it is important to recognize that this negative mindset is not exclusive to any one group—it exists everywhere. The concepts of face, self-achievement, competitiveness, community, and sacrifice are what make Asian heritage unique and beautiful. This work argues that these cultural elements are not the root cause of the crab mentality, but rather, insights into why such a mindset may emerge. 

  • 6 min read
Avenue of Stars, Hong Kong

News

The Rise of Asian Representation in Food Shows: A Lunar New Year Celebration

Credits: Patricia Ratulangi Vice President, Global Communications Nielsen

In recent years, food shows featuring Asian chefs and cuisines have seen a surge in popularity, capturing the attention of diverse audiences around the globe. This trend highlights the growing appetite for cultural representation and inclusivity in entertainment. As we celebrate Lunar New Year—a holiday deeply rooted in food traditions—it’s the perfect time to reflect on how Asian representation in food media resonates with viewers and drives mass viewership.

Food shows featuring Asian chefs and cuisines highlight cultural diversity, resonating with audiences and driving viewership, especially during Lunar New Year celebrations.
Food shows featuring Asian chefs and cuisines highlight cultural diversity, resonating with audiences and driving viewership, especially during Lunar New Year celebrations.

Food shows stand out as a medium where culture, tradition, and storytelling intersect seamlessly. Programs like Top Chef, which has featured contestants such as Melissa King and Hung Huynh, and The Great American Recipe, where home cooks celebrate diverse culinary heritages, showcase the rich variety of Asian cuisines and the personal narratives behind them. These stories invite viewers to connect with the cultural roots and contemporary adaptations of dishes they may have never experienced before.

2024 Viewing MinutesAsianTotal U.S.
Top Chef‎‎  ‎ 458.0 million5.7 billion
The Great American Recipe‎ ‎ ‎ 9.8 million84.5 million
Chrissy & Dave Dine Out‎‎  ‎ 9.2 million61.4 million
Dinner Time Live with David Chang‎ ‎ ‎ 67.4 million430.1 million
Source: Nielsen audience measurement: Jan 1 – Nov 30, 2024

Lunar New Year exemplifies the central role food plays in cultural celebration. From dumplings symbolizing wealth to fish representing prosperity, the holiday is a sensory feast steeped in meaning. By spotlighting Asian chefs and their innovative approaches to dishes that represent their heritage, food shows bridge the gap between cultural nuance and modern audiences. 

A Tết (Vietnamese Lunar New Year) tray filled with traditional Vietnamese dishes for Lunar New Year, symbolizing happiness and peace.
A Tết (Vietnamese Lunar New Year) tray filled with traditional Vietnamese dishes for Lunar New Year, symbolizing happiness and peace.

The success of Asian-centered food programming aligns with broader audience preferences for authenticity. Nielsen data reveals that 63% of viewers are more likely to support brands and content creators that authentically represent diverse communities. For mass audiences, this means a greater willingness to engage with shows that go beyond superficial portrayals and offer genuine insights into Asian culinary arts.

The viewership data highlights the significant appeal of food shows among both Asian audiences and the broader U.S. audience, underscroring the growing đemand for authentic, inclusive food shows that celebrate diverse cultures.

Nielsen Chart A
Nielsen Chart B

As Lunar New Year festivities fill homes with the aroma of traditional dishes, the increasing visibility of Asian representation in food shows reminds us of the universal power of food to connect people across cultures—one dish, one story at a time.

  • 3 min read
Elegant Cinematic Wedding Thumbnail HD 169 (4)-png

Stories

Michele Wong McSween Brings Chinese Culture to Life Through Gordon & Li Li

Navigating one’s cultural identity is confusing, especially in a diverse nation like the United States (US). One minute, you proudly claim that heritage of yours, and two seconds later, you feel as if your identity were the main character of a roast party. That carries on to the parents, who face the challenges of keeping their children connected to their roots amidst the complexities of a multicultural society. 

As a Chinese parent, Michele Wong McSween knows this all too well. By the time Michele became a mother, the pressure of teaching her children Mandarin had only grown stronger. That gave birth to “Gordon & Li Li,” a series of books designed to make learning Mandarin and connecting with Chinese culture fun and approachable for kids.

Michele Wong McSween cleverly dilutes the weight of this language in her new upcoming books, Gordon & Li Li: Celebrate Chinese New Year Coloring & Activity Book and All About Me, inspiring families to embrace their heritage, one book at a time.

Throwback New Year

Back in her early Lunar New Year days, Michele would help her mother decorate the house with blossoms, prepare lucky foods, and then gather at her grandparent’s home for a joyful dinner celebration. And what’s Lunar New Year without the iconic Hong Bao (red envelopes) and the sounds of familial peals of laughter? It was these little moments with her family that developed a lifelong passion for Chinese culture and language.

But the mounting pressure of growing up and starting a family soon dawned on her the challenges of instilling that same cultural pride in her children. “As a fourth-generation Chinese American, I didn’t grow up with the gift of language, and I found the books that existed to be intimidating, old-fashioned, and uninspiring,” she says. “How could I expect my children to get excited about learning a language when I wasn’t even inspired to?”

The Birth of Gordon & Li Li

The struggles to find suitable and engaging resources for her kids to learn Mandarin inspired Gordon & Li Li, a children’s book series that takes readers on the journey of two main characters, Gordon and Li Li. Mandarin Chinese is already a tough language, let alone studying it like a daily chore. So, she created her own educational books that blend entertainment and cultural values while adapting to modern technology, making these lessons more engaging and accessible.

The initial concept was to become the “go-to” board book series for families eager to introduce their little ones to Mandarin and Chinese culture. Within three years, I self-published three books, but as my children grew older and their learning needs changed, I knew I had to create something that could grow and engage with them in this next phase. Seeing how much they loved learning on an iPad, I entered the technology world and created and launched the Gordon & Li Li: Learn Animals in Mandarin app on iTunes in 2012.

Recognizing the challenges she faced while teaching her children Mandarin, she came up with the idea for "Gordon & Li Li" - a fun and engaging book series to help children learn Mandarin.
Recognizing the challenges she faced while teaching her children Mandarin, she came up with the idea for “Gordon & Li Li” – a fun and engaging book series to help children learn Mandarin.

For all the grand visions, there lie the grappling challenges Michele must balance: being both a full-time mother and a founder. Her working hours began when her children went to bed, often ending late into the night, only for her to start the day all over again. Not coincidentally, these burdens are further intensified by her lack of experience in publishing, marketing, or business management.

As a mom of three boys, the hardest part was trying to find the time and energy to spend on G&L while balancing the demands of motherhood. My work day wouldn’t begin until the boys were in bed. I’d clean the house, spend a few hours on G&L, go to bed by 1 a.m. or 2 a.m., then start the day all over again. On top of that, with no training in publishing, marketing, or running a small business, I often felt like I’d take one step forward and 100 steps back.

In those moments, the fleeting thoughts of giving up are already tempting enough. Despite this, her commitment and perseverance led her on a fortress path. Better still, the “heartfelt” feedback she received along the way has proven to be highly worthy and rewarding. After all, trees will bear fruits—and her fruits can help sustain many following generations on the heritage tree.   

Sixteen years in, and I’m finally learning to embrace the challenges as opportunities to grow instead of seeing them as failures. I’ve surrounded myself with a supportive network and a strong community, and I’ve become more patient with myself as I learn new skills. I’ve also learned to practice self-care because self-care isn’t selfish—it’s essential!

Michele Wong McSween continues growing this age-old tree of Chinese heritage through her two upcoming books, each offering a unique and engaging way for children to learn Mandarin.

Gordon & Li Li: Celebrate Chinese New Year Coloring & Activity Book and the Impact of Lunar New Year and Family

Michele’s work shows an emphasis on family, which is placed at the forefront in many Asian households. Her upcoming book Celebrate Chinese New Year Coloring & Activity Book is a reflective extension of that value, whereas Lunar New Year has always been traditionally associated with family gatherings. “My favorite childhood memories of Lunar New Year were the source of inspiration for Gordon & Li Li: Celebrate Chinese New Year,” she says. “These core memories have inspired me to continue the traditions with my own children and through my book. I hope that families everywhere can enjoy celebrating Lunar New Year, whether they’re reconnecting with their heritage like me, or learning about it for the first time.”

With the Celebrate Chinese New Year Activity Book, I hope to bring the fun and festive traditions of the Lunar New Year to children through interactive, hands-on activities. I specifically designed it to engage with kids as they grow. From simple coloring and matching activities to more challenging ones like Chinese Character Search, Crosswords, and Find the Differences. This book has something for everyone and helps connect children of all ages to the excitement and significance of the New Year.

Michele's upcoming book, Celebrate Chinese New Year Coloring & Activity Book, reflects her childhood memories of Lunar New Year and aims to engage children of all ages with interactive activities.
Michele’s upcoming book, Celebrate Chinese New Year Coloring & Activity Book, reflects her childhood memories of Lunar New Year and aims to engage children of all ages with interactive activities.

Exploring Body Awareness With Gordon & Li Li: All About Me

Gordon & Li Li: All About Me, on the other hand, tackles something closer and more physical, introducing young readers to parts of the body through Mandarin. Illustrated with playful and colorful artwork, each page opens a world of body parts such as fingers, toes, and shoulders. Basic words like “fingers” (手指, shǒu zhǐ) and “toes” (脚趾, jiǎo zhǐ) are demonstrated in fun and engaging ways with real-life examples to help children apply the words to their everyday activities. For example, “I am counting my ‘shǒu zhǐ’” or “Li Li is dancing ballet on her ‘jiǎo zhǐ.’”

Gordon & Li Li: All About Me introduces young readers to body parts in Mandarin, using playful illustrations and real-life examples to teach words.
Gordon & Li Li: All About Me introduces young readers to body parts in Mandarin, using playful illustrations and real-life examples to teach words.

This thoughtful approach allows children not only to learn new words but also to develop an early connection to body awareness and confidence. The simple, portable layout makes it perfect for children to carry wherever they go. And that’s not all! As the book comes to the last page, children can also practice singing along to the childhood anthem “Head, Shoulders, Knees, and Toes” in Mandarin, creating a fun and memorable activity for young readers.

Children reading a book from Gordon & Lili

Celebrate With Special Giveaways and Events

The journey is long, yet, the fruits are arriving. Landing a deal with Scholastic and building connections with talented individuals within the AAPI community has been inspiring and defining in her growth, professionally and culturally. 

What I’m most proud of is seeing the pride in my sons’ faces and the deeper cultural connection we’ve built as a family through this shared experience. It fills my heart with pride knowing that Gordon & Li Li connects us as a family and it inspires me to continue creating something meaningful for my boys—and for families everywhere.

In celebration of her new book’s release, Michele Wong McSween is hosting exciting Lunar New Year events and giveaways! These events are perfect opportunities for families to explore the books in-depth, enjoy a range of interactive activities, and learn more about Chinese culture and language. Stay tuned to AHN or Michele’s social media (mentioned below) for more updates on the giveaway!

Yet, Michele’s vision does not stop there. She shares that another book is already in the works, called Gordon & Li Li: ABC’s in NYC, set to launch in time for AAPI Heritage Month! This exciting new book will introduce children to learning their ABCs while exploring Gordon’s hometown, New York City.

Connect With Michele Wong McSween

Facebook: Gordon & Li Li 

Instagram: @gordonandlili

Website: Gordon & Li Li

  • 8 min read