News

January 24, 2025

SHARE:

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.

Related Articles

Image Source Ken Chan Facebook

Uncategorized

Pandemic Turns Filipino Actor Ken Chan Into A Serial Entrepreneur

Ken Chan, a 29-year-old Filipino actor, proves that the pandemic has not only caused bad things but has also brought good fortune to some, being a celebrity-turned-entrepreneur after losing his job during the crisis.

Ken swiftly expanded his franchised iFuel gas station with 10 branches in different parts of the country in just a year. He also opened Cafè Claus, a Christmas-themed café, which has extended into three branches around Metro Manila, Philippines.

Nonetheless, he also braved the wellness industry with his Aromagicare Luxury Massage Chair. He mentioned that his triumph is also because of saving and spending wisely. 

Ken said he had taken to heart the financial lesson his parents had taught him wherein he learned not to overspend on himself.

During his recent interview, Ken said that he takes pride in the fact that he rarely makes purchases for himself and even makes the most of his cars while they are still roadworthy.

The actor realized during the pandemic that artists should secure their fallback in case they lose their jobs in the industry.

Image Source: Koury Angelo / Forbes

Uncategorized

Rejections Didn’t Stop Kinside CEO Shadiah Sigala To Reach A Stellar Entrepreneurial Career

Shadiah Sigala co-founded HoneyBook, a $2 billion financial management software platform for small businesses, motivated by her ability to negotiate uncertainty while gathering information and making decisions.

When Shadiah was a child, her Mexican mother together with her two siblings moved to southern California. Despite most of her family members being unable to attend college, she was an honor student whose lifelong ambition was to acquire the greatest degree of education.

Shadia attended Pomona College for Latin American Studies and Harvard Kennedy School for public policy. As a result, she established a strategy for reaching goals she wasn’t sure about.

Before becoming an accomplished millennial, she finished her master’s degree and became the highest-earning member of their family as a project manager at Aetna, a health insurance company, where she learned about entrepreneurship, realized she is a “builder,” and thought starting her own company was the best option.

However, Shadia realized that she wouldn’t be happy there since she wouldn’t be valued. Shadia ultimately started a personal chef business in 2010, using her Pomona College alumni network to find well-off grads who wanted someone to cook for them.

In 2012, another realization occurred to her that cooking wasn’t for her. Shadiah then decided to move with her then-husband to San Francisco and found tech. She arranged informative interviews with everyone in the sector and learned that the problem she wanted to tackle was one she’d experienced as a business owner: no effective method to handle backend logistics like emails, payments, and bills.

With the three Israeli business people who have a similar concern as hers, they decided to digitize all these tedious procedures that micro small firms must complete to free them up to genuinely focus on doing what they love.

Using that concept, Shadia established HoneyBook in 2013 and worked there for five years according to CNBC.

As her most recent business, Shadia co-founded Kinside in 2018, a child-care marketplace that is available to employees that offers new parents a centralized location to look for daycare in their neighborhood, which has reached over $16 million, according to Crunchbase. 

Letting fear and excitement be one’s guide and being open-minded is what Shadia advises to other aspirants. According to her, opportunities that “feel like they are beyond your pay grade” are exactly how stellar is made.

Image Source Artbound

Uncategorized

ARTBOUND Features Giant Robot’s Asian-American Pop Culture Influence In Its Latest Episode

Highlighting the impact of the Asian-American pop culture publication Giant Robot, the debut of the latest episode entitled “Giant Robot: Asian Pop Culture and Beyond” was finally aired last October 26 in the acclaimed arts and culture series ARTBOUND on KCET.

The episode showed Giant Robot’s examination of Sawtelle Boulevard as a Japanese-American neighborhood, sparking interest in Asian and Asian-American popular culture which resulted to a long line of Asian American artists who won recognition on a global scale. 

Established in 1994, Giant Robot was a bimonthly journal that focused on Asian popular culture that soon included works by Asian-American artists including David Choe and James Jean.

Eric Nakamura began publishing Giant Robot as a digest-sized zine. The piece covered a variety of subjects, including trendy Asian American independent filmmakers, Japanese punk rock, and contemporary Hong Kong films. National media sources including the New York Times, Wired, and LA Weekly published the story.

In 2001, Nakamura opened his first store named “Giant Robot Store” in Sawtelle Japantown and expanded in 2003.

Giant Robot co-founder, Martin Wong edited all 68 issues of the glossy magazine on Asian, Asian-American, and new hybrid culture from 1994 to 2010, when it was still a punk zine. His wife Wendy Lau served as Giant Robot’s graphic designer beginning with issue 18. Even today, Martin continues to publish zines and contribute to them.

The popular weekly television program and online site ARTBOUND captures the essence of California’s expanding arts and cultural scene and investigates how it is transforming the state into the world’s creative capital. 

The KCET Original series investigates and clarifies contemporary cultural challenges, offering insightful in-depth study of how the arts and culture impact society.

Image Source: Julie’s Bakeshop

Uncategorized

Dreams Set No Limits To 50-Year-Old Who Started A Bakeshop Now The Philippines’ Most Famous Brand

“In a way, I was poor. I was hungry, maybe not for food but for self-achievement. I thought there must be something more I can do than just being a housewife. I was very determined to succeed, in whatever came my way,” thus said Julie Gandionco as quoted by the Inquirer, the Philippines’ local newspaper.

In January 1981, then-50-year-old Julia Gandionco opened Julie’s Bakeshop to satisfy her thirst for proving that she is more than a housewife.

Julie’s Bakeshop gloriously celebrates being one of the Philippines’ largest bakery chains with more than 500 branches all over the country, which can be traced back to Mandaue City on the Island of Cebu as its place of origin.

In the 1970s, Julie was a canteen concessionaire at a rattan company, and subsequently became a manager of its sister company. She also opened another canteen a year later.

Having these three canteens being managed, she felt the rising demand for bread which made her take the chance of opening a bakeshop, despite having zero knowledge of baking.

Julie stressed that her bakeshop exists because of “a growing need for bread products and a strong trust in God,” and that she desires to encourage and uplift other mothers to dream big and strive for their goals.