The Rise of Asian Representation in Food Shows: A Lunar New Year Celebration
News
January 24, 2025
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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 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 Minutes
Asian
Total U.S.
Top Chef
458.0 million
5.7 billion
The Great American Recipe
9.8 million
84.5 million
Chrissy & Dave Dine Out
9.2 million
61.4 million
Dinner Time Live with David Chang
67.4 million
430.1 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.
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.
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.
Jilly Bing, the company known for the Jilly Doll and its mission to break down stereotypes about Asian American girls, is once again pushing boundaries for its community. Celebrating its heritage, Jilly Bing is expanding its collection with the Riley Doll, a new character designed to represent mixed Asian and Caucasian backgrounds.
A Founder’s Dream
Elenor Mak, the Chinese American founder of Jilly Bing, was inspired by her search for a doll that reflected her daughter’s heritage. This pursuit brought the Jilly Doll to life as a collection aimed at bringing representation to playtime, helping Asian children make sense of the world, their identities, and the roots of their traditions.
Elenor Mak, the Chinese American founder of Jilly Bing with the Riley Doll (Left) and the Jilly Doll (Right).(Image source: Jilly Bing)
Mak stated to PR Newswire, “As the number of Americans identifying as mixed-race Asian grows, the Riley Doll offers children a reflection of their experiences, showing they can be 100% Asian, 100% Caucasian, and 100% themselves.”
From Dream To Reality
Riley is confident, loves snacks from her favorite Asian stores, and enjoys adventure. Mak continued, “The Riley Doll was created in response to strong consumer demand, as a mixed Asian doll was the top request from the Jilly Bing community. For so many of us, growing up meant feeling pressured to choose one side of our heritage. The Riley Doll is here to show kids they don’t have to choose—they can celebrate every part of who they are.”
The Riley Doll was created to help children celebrate their identity. (Image Souce: Jilly Bing)
The doll further propels Jilly Bing’s mission of bringing Asian American characters to life, representing the community’s diversity in backgrounds, appearances, interests, and personalities. Priced at $68, Riley is now available exclusively online at jillybing.com.
Not knowing what to do when starting his business, DhungJoo “DJ” Kim burnt through a whole sum of cash during his early days and later got himself in an environment full of volatility and bad actors.
Yet after years of honing his entrepreneurial experience, DJ founded and grew RevGenius to a 30,000-member community at $1M ARR, sold three businesses, and helped over 50 business owners scale their companies with offshore staff.
Propelled by a passion for uplifting the community, he founded Cherry Assistant, a bridge dedicated to providing global talents for founders.
Whether you are a young founder or a seasoned leader looking for something to kindle your entrepreneurial spirit, DJ’s story will redefine what it means to have a legacy that extends beyond business success.
An Entrepreneur Hero
DJ’s inspiration for entrepreneurship started with his admiration for his father, who had been an entrepreneur for over 30 years. As a child, he saw firsthand how his father had traversed challenges, empowered his team, and innovated his business to stay competitive.
“He faced the ups and downs of the industry with resilience and dedication, which taught me the importance of hard work, adaptability, and long-term commitment,” DJ explains.
DJ learned that entrepreneurship is more than starting a business but creating something that can evolve and endure the test of time. This drive nurtured DJ’s entrepreneurial spirit, invoking his desire to make an impact through his ventures.
“His passion for his work, even after decades, has inspired me to build my path in business, with the same drive and perseverance,” DJ reflects.
His father’s passion is what drives DJ to build his business.
Shaky First Steps
Like many young founders, DJ was eager but inexperienced when starting his entrepreneurial journey. During his first years, he recalled wasting a lot of money for not knowing the fundamentals.
DJ states, “We outsourced development to a team in India, only to realize that without the technical know-how to properly manage and guide the project, we were burning through cash with little return.”
These struggles were further burdened by DJ’s struggle to reconcile with his Asian heritage and the pressures of assimilating into a Western environment. As a Korean who immigrated to the US at a young age, DJ regularly felt he was losing parts of himself, specifically in spaces where Asian representation was lacking. Yet, these challenges also drove DJ to give the Asian community a turning point.
“I want to create opportunities for others in the Asian community to embrace their identities fully and bring their cultural strengths into the business world,” he exclaimed.
An Entrepreneur’s Passion
Startup was DJ’s passion even as early as his college days when he launched his first mobile app startup with an initial $250K raise. Transitioning from a startup incubator to co-founding RevGenius, DJ fostered a community with 30,000 members and hit $1M ARR in one year.
Eager to expand and hone his experience in software, e-commerce, and B2C ventures, DJ moved to LA to explore crypto/Web3, where he found himself in an environment of bad actors and volatility.
Looking back, DJ states “It tested my resilience and taught me the importance of diligence, research, and staying true to my ethical standards in any venture.”
This experience inspired DJ to found Cherry Assistant, a business dedicated to helping founders scale their companies with virtual assistants.
Building Cherry Assistant was no simple feat. DJ has encountered numerous challenges in hiring offshore talent sifting through scams and dishonest individuals to identify reliable people. He understands that clients are wary of offshore workers as there is a misconception that these laborers are somehow ‘lesser’ or incapable. Hence, he made it his mission to show clients that there are hardworking, skilled professionals who simply happen to live in different countries.
He states, “I learned that, at its core, a community thrives on mutual benefit and authentic connections.”
Throughout DJ’s business journey, he learned that community is core to success.
The Strength of a Community
During this journey of scaling Cherry Assistant, DJ found Asian Hustle Network (AHN).
“AHN became instrumental in expanding my network, showcasing the power of community support in entrepreneurship,” DJ excitedly claimed.
As Cherry Assistant attracted many home cleaning businesses seeking offshore support, including one business owner who offered DJ mentorship, he decided to open his third business: a remote home cleaning company. Within just a year, DJ successfully scaled and sold it to a local entrepreneur thanks to AHN’s community.
“Through AHN’s supportive community, I eventually found a local entrepreneur interested in buying the business. This network not only enabled me to close the deal but also highlighted the power of community and connection in the Asian business world,” DJ excitedly claimed.
A Vision to Help the Community
Focusing on scaling Cherry Assistant and his experiences building three businesses, DJ’s mission is to empower entrepreneurs and small business founders by providing them with the resources to achieve similar success.
DJ states, “With Cherry Assistant, my goal is to create a bridge for founders to access global talent, helping them streamline operations, save time, and focus on growth. This mission is personal to me as a Korean American, knowing firsthand the value of hard work, resilience, and the importance of leveraging opportunities.”
DJ’s vision is to foster a diverse and inclusive workforce, all while building a platform that provides businesses with skilled support. For the Asian community, this mission holds a greater significance in DJ’s heart.
“By sharing my experiences and the lessons I’ve learned, I hope to empower other Asians and Asian Americans to pursue their ambitions, leverage their networks, and give back to their communities,” DJ states.
DJ’s true legacy goes far beyond the success of his business—it lives in his unwavering passion to uplift and empower other founders.
AHN and Meta Prosper have partnered on a new podcast series highlighting API creators. Meta Prosper is dedicated to amplifying and supporting the API community and driving economic growth and equitable representation. The Creators Podcast series delivers stories on how creators achieved success and created impact through their platforms, serving as an inspiration for the community.
The journey through medical school is often depicted as one of relentless study and sacrifice, but the Medschoolboiz, a group of Texas A&M medical students, are flipping the narrative. With a mission to showcase the friendships, fun, and meaningful moments that make the medical journey worthwhile, Medschoolboiz has become a social media sensation.
Founded by a group of friends who bonded during a pre-medical school retreat, the Medschoolboiz started as an organic experiment. Their first video, a TikTok filmed at their white coat ceremony, captured their transition from casual attire to white coats. The video went viral overnight, and what began as a fun project evolved into a platform celebrating the lighter side of medical school.
Under the slogan “Camaraderie in Medicine” and the tagline “Excited for the journey, not just the destination,” the Medschoolboiz aim to highlight the importance of relationships and joy in what is often seen as a grueling profession.
In a recent episode of the Creators Podcast, hosted by Asian Hustle Network in partnership with Meta Prosper, Medschoolboiz member Surya Chinamuthevi shared insights into their journey. He discussed how the group balances medical school with content creation, the challenges of maintaining authenticity, and their vision for the future.
This October, William Wang was honored with Lifetime Achievement at the 75th Annual Technology & Engineering Emmy Awards. As the founder of VIZIO, Wang has revolutionized the television industry, shattering the cost-related concerns about whether quality and pricing can go hand in hand. From a Taiwanese immigrant to a trailblazer, his journey is one of innovation and persistence.
Humble Beginnings and Pursuit of the American Dream
Born in Taipei, Taiwan, William Wang immigrated to the United States as a teenager with his family. Settling in Southern California, cultural barriers arose as a major problem for an immigrant teenager like Wang. However, his persistence shone through: he excelled academically, leading him to pursue engineering at the University of Southern California (USC).
Image Soure: VIZIO
After graduation, Wang was on his way to materializing his dream: starting a company in the tech industry. Yet, he failed multiple times, draining his resources and budget. However, each failure gave him the opportunities and lessons to grow his entrepreneurial endeavors.
The Turning Point: A Life-Altering Experience
But life comes with unheralded events. In 2000, the Singapore Airlines Flight 006 that he was on encountered a crash, and he was one of the few survivors of that fatal incident.
This disastrous event completely altered his outlook on life: he became more grateful for his relationships and the comfort they provide, such as families spending cozy time together watching TV. This newfound perspective catalyzed his entrepreneurial shift into his next venture, fostering an idea that would transform the consumer electronics market. He envisioned a future where the gap between top-tier technology and affordability disappeared—a vision that soon became VIZIO. In 2002, he launched VIZIO.
By 2007, just five years after its founding, VIZIO had become the top-selling LCD TV brand in the United States—a monumental achievement in an industry dominated by global giants like Sony and Samsung.
Wang’s Humble Reflections on the Achievement
William Wang (center) with his family at the 75th Technology & Engineering Emmy Awards. (Image Source: VIZIO)
When receiving the prestigious Lifetime Achievement Award at the Emmy Awards, he couldn’t help but feel emotional about his near-death-inspired vision. At that moment, his survivor’s guilt had driven him to enrich lives, saying, “My life has been dedicated to bringing great technology to consumers in America.” As influential as he is, he expressed his gratitude for his team, stating, “This recognition is also a testament to the incredible team at VIZIO – it is our lifetime achievement. Together, we’ve challenged the status quo and have created new possibilities for the future of television. I’m proud of what we’ve accomplished and excited for the journey ahead as we continue to push the boundaries of technology and entertainment.”
