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June 26, 2023

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Founded in 2015 by Carolyn Kim, a Korean American mother and non-profit lawyer, Yobo Soju was born out of a desire to create an elegant soju that resonated with evolving lifestyles and refined tastes.

As the first American hand-crafted soju made in the New York Finger Lakes, Yobo quickly gained recognition, winning awards and becoming renowned for its exceptional taste.

In 2021, John Noe joined the team as an investor and CEO, aiming to propel Carolyn’s vision to new heights. With offerings like Hunni Soju, YoboKish, KTOWN Soju, and Yobo Soju Luxe, they cater to various consumer preferences and occasions, making soju accessible to a wider audience.

Yobo Soju stands out from other brands by choosing to craft their soju from grapes, a departure from the traditional rice-based approach. This unique choice pays homage to Carolyn’s Korean American heritage and the desire to create a more premium and high-quality soju. The result is a velvety smooth liquid with a floral aroma and fruitiness, capturing the attention of cocktail bars and restaurants seeking to elevate their creations.

In an interview with John Noe, he shares his insights into the journey of Yobo Soju and its impact on the spirits market. Join us as we delve deeper into the story behind Yobo Soju and discover the inspiration and passion that drives its success.

HOW YOBO SOJU CAME TO LIFE

Yobo Soju was started in 2015 by Carolyn Kim, a Korean American mother of twins and a non-profit lawyer. At the time, there weren’t many premium soju on the market. While she enjoyed drinking soju in her earlier years, she wanted something that suited her evolving lifestyle and taste.

Carolyn Kim

In a word, she wanted to create a soju that was ‘elegant.’ From that ambition, Yobo Soju was born, the first American hand-crafted soju made in the New York Finger Lakes. Immediately, Yobo won several awards and was touted for being one of the best-tasting soju available. Yobo made its way into top restaurants, cocktail bars, and retail accounts, and was ready to grow. 

In 2021, I joined the team as an investor and CEO to push Carolyn’s vision further. We had a great product and initial distribution but needed to get to the next level. In developing our strategy, we started from the very top and figured we’d work our way down. How do we win over U.S. consumers completely unfamiliar with soju? If we could do that, winning existing soju consumers or lapsed soju consumers would be easy by comparison. From there, the obstacles started to stack.   

Distributor: Will there even be any interest in soju?

Retailer: Where would I even put soju on my shelves?

Bar manager: How do I even serve soju?

Consumer: What is soju? How do I drink it?

Our strategy was to take our single product and to expand into a diverse portfolio that could navigate our obstacles. We created Hunni Soju, a ready-to-drink flavored soju cocktail line, to utilize a more approachable single-serve format. We created YoboKish, a range of unique aperitifs using our soju as its base, to reach mixology enthusiasts at home and at the bar. We created KTOWN soju, a range of all-natural flavored soju made with real fruit juice, as a playful way to drive soju trials in a multi-serve format. And we elevated our original distilled soju, renaming it Yobo Soju Luxe to honor traditional soju making while adding our own Korean American twist. Together, we’ve created a diverse Asian American spirit portfolio that can bring soju to nearly any type of account and occasion.

Together, the portfolio represents a diverse range of Asian American spirits to meet consumers of any level of soju familiarity. Since 2020, Yobo has expanded from 2 SKUs to 18 SKUs and our annual case volume has grown 50x with distribution in over 30 states. The strategy that seemed risky and overly ambitious in 2021 is now beginning to take hold.  

Mass soju is a low-cost product produced at a significant volume that isn’t known for its great taste. But it’s the spirit of Korea, so why couldn’t it be more premium and made of higher quality?

John Noe

USING GRAPES TO CRAFT SOJU

Carolyn was very thoughtful in creating the first Korean American soju. Like her own identity, she wanted to source ingredients that were local to her while paying homage to her history and origin.

At the time, she lived in New York City, and so the idea of using Catawba grapes grown nearby in the Finger Lakes became an interesting choice. There was a disruptive statement to be made as well. In a category dominated by men, how would she represent Korean American women in creating the first soju made in America?

Mass soju is a low-cost product produced at a significant volume that isn’t known for its great taste. But it’s the spirit of Korea, so why couldn’t it be more premium and made of higher quality? Producing soju from grapes resulted in a liquid with a floral aroma, fruitiness, and a velvety smooth finish. Yobo was quickly adopted by cocktail bars and restaurants that wanted to create higher-end cocktails with soju. Consumers lauded its taste and Yobo gained a niche following.

Since then, we moved our operations to California and updated the branding, packaging, and formula for our flagship soju now called Yobo Soju Luxe. The formula change is one we didn’t take lightly. Moving to California not only gave us the ability to source grapes from California but to source rice as well. After much trial and error and countless recipes, we ended up with the current Yobo Soju Luxe formula made from organic wheat, California rice, and California grapes. It’s a blend that combines the best of each of those ingredients giving us a soju that’s impossibly smooth and almost creamy while representing what we believed to be truly Korean American.

PRODUCTION PROCESS AND STANDARDS

The majority of our products are produced in Ventura, California with our distiller.

The process is a labor of love where our formulas are distilled, mixed, and batched by our master distiller. Each bottle is inspected by hand and packed. But the part of the process that’s been the biggest adventure has been the formulation process.

Creating YoboKish, the collaborative name of our venture with Kristen Kish, took almost two years. We started the project with a completely blank canvas and no restrictions. What would a Top Chef winner do? We gave Kristen free rein and the project evolved through several iterations as we experimented with flavors, formats, and concepts. Eventually, we landed on the flavor profile Kristen loves most, bringing contrasting flavors together like bitter and sweet:

  • SHINE – kumquat, rose, and ginger because kumquat is her favorite fruit. 
  • BLISS – sour cherry, pink peppercorn, and licorice because Kristen grew up in Michigan and loved licorice as a kid.
  • EARTH – smoked mushroom umami because she’s a celebrity chef and she flexes.
  • SEOUL – hibiscus, lemon balm, and raw honey because her wife Bianca has a nightly ritual of drinking hibiscus tea in a similar fashion (hence the name, SEOUL for the city where Kristen was born and SOUL for her soulmate, Bianca).

They’re each sweet and bitter, but soft and balanced at the same time. They’re all-natural and have no artificial coloring or flavors. And they provide mixologists with Top Chef-like ingredients to create an array of imaginative cocktails.

Kristen Kish

DIFFERENT OFFERINGS TO CATER DIFFERENT CONSUMER PREFERENCES

There is a distinct ritual to drinking soju.

Its smaller bottles and lower proof allow bottles to be easily consumed among a group of friends. Once a bottle is opened, it’s shared and poured, two hands pour, and two hands receive as it’s passed around the table until it’s empty. At Korean barbeque, singing karaoke, or out clubbing, the occasion for soju is a social one.  

While we want our soju to be a part of all those rituals and occasions, we wanted to design our products for new occasions that would help us cross cultures.

In Yobo Soju Luxe, we wanted to create a celebratory bottle and liquid, one that could be gifted as a present or opened to commemorate an accomplishment.

In YoboKish, we wanted to create a ‘professional’ product for more advanced mixologists and cocktail enthusiasts.

In Hunni Soju, we wanted a format that would be conducive for trial, a single-serve, easy-to-drink, flavored soju that people could grab and go – to the beach, a picnic, golfing, and more.

And in KTOWN Soju, we wanted to take everything we’ve ever loved about eating and drinking in Korea town and take the experience of KTOWN to wherever the bottle goes. In fact, the design of the glass is made to look like a flask and the liquid is fruity, sweet, and welcoming to any first-time soju drinker.

WHAT SETS YOBO SOJU APART

Most people don’t realize that soju is the largest-selling spirit in the world by volume, outselling vodka, tequila, and whiskey in total cases. Despite its market size, most soju on the market are very similar – inexpensive liquid housed in small green bottles.

It wasn’t until more recently that more premium soju products arrived. But what makes our full line of products unique is our identity as a Korean American company and brand. There’s a generational shift in thinking about what soju could be in the United States and we intend to produce soju that is as beautifully designed as any other spirit you’d find on the shelf and of the highest quality.

Our glass is custom. Our liquid is all-natural and free from artificial coloring, flavors, or sweeteners. While we do our best to communicate our differences through our marketing communications, the best proof is when somebody tries our soju. If you’ve had other soju before, the difference is unmistakable.

JOHN’S GOALS AND VISION FOR YOBO SOJU

I started as CEO in 2021 and since then we’ve accomplished so much. The business has grown 50x in annual case volume with the expansion of its portfolio and is now distributed in more than 30 states. We’re about to launch major brand collaborations and product integration in the upcoming Joyride movie by Adele Lim.

We’ve poured at places like the Sundance Film Festival and Food & Wine Classic in Aspen. But beyond the business milestones, I believe what we’re doing is significant and will spark the imagination of others to follow. 

Our mission has been to elevate the Korean American spirit by breaking boundaries, from the way we think about the liquid that constitutes soju to the communities we aim to reach. The world doesn’t need another tequila or vodka and yet much of the industry only sees opportunities in large, established markets.

As a Korean American, I know the power of the minority mindset and the impact that can be made by a few. Small is where everyone starts. We had two events just recently, a pride event at a fashion/design studio called Bobblehaus where we showcased KTOWN soju, and Food & Wine in Aspen where we showcased Kristen Kish’s aperitifs.

It was such an amazing experience pouring our drinks for people, explaining soju, introducing our products, and seeing everyone’s reactions. Some might overlook Asian American spirits right now because of its market size or lack of movie star endorsers, but from the view down here, we see a community building around us filled with faces of every identity and color sharing and enjoying soju with us.

John Noe

THE IMPACT OF YOBO SOJU

The greatest impact Yobo has had is its personal impact on me.

I grew up in a small town in Texas and our family was the first Korean family in our neighborhood. When we arrived, the community of Korean Americans in my elementary school was limited to me and my brother (for the one year we overlapped). For most of my life, I struggled with my own Korean American identity and felt like I needed to find ways to be less ‘Korean’ to succeed.

I’ve had an entrepreneurial career having built and sold an advertising agency before Yobo in an industry where just like my elementary school, I was only one of a few Asian Americans along with my Chinese American partner. We built the agency up and sold it to a French holding company where we continued to grow the business. In that time, we worked with mass, established, ‘American’ brands that played very little in contributing to Asian American identity and culture. We were successful by all business standards, but regretfully, we contributed very little to our Asian American community.

At the time of joining Yobo as its CEO, the stories of hate crimes against Asian Americans started to surface. Here I am, a Korean American CEO of a Korean American company amidst a breakout of hatred toward a community I rarely embraced. It was the unfortunate wake-up call I required to find pride in my identity and to take more roles in paving the way for other Asian Americans more seriously. My Yobo journey has been profound, and instead of hiding my Korean-ness, I’m now on a mission to share it.

We have a few things lined up that I’m excited to share and announce. Beyond launching products and selling them into accounts, we’re here to make a statement. The Yobo organization is very small, a minority among minorities, but we believe we’ll make an outsized impact.

CONNECT WITH YOBO SOJU

Instagram: @yobosoju

Website: yobosoju.com

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Stories

Cheryl Mainland on Making Chinese Cool and Empowering the Next Generation

“Over time, I realized that speaking and understanding Chinese wasn’t just a ‘useful skill’—it is my superpower and key to belonging,” says Cheryl Mainland, Founder & CEO of Dragon Academy. Her fluency in Chinese has been a source of identity and has played a key role in her journey—from understanding her cultural heritage to excelling at Harvard in East Asia Studies and negotiating successful global business deals.

Recognizing the power of language to bridge cultures and connect with 1.3 billion native Chinese speakers, Cheryl is now committed to creating an engaging and interactive multi-media platform for children and adults worldwide to learn Chinese through Dragon Academy.

At its core, Dragon Academy is an epic tale of nine multicultural teens journeying through six mystical realms brimming with ancient legends, mythical beasts, and dragons – all united in a quest to bridge worlds. This story is told across multiple media formats and channels, including a book series, social media content, an AI animation series, and other cultural initiatives. Complementing their adventure is a highly gamified app that transforms Chinese language learning into an exciting, immersive, (and even addictive) experience.

A mother of three, serial entrepreneur, lifelong adventurer, and avid surfer, Cheryl has become an inspiration to many. She has been featured in top media outlets such as The Wall Street Journal, Financial Times, Vogue, Tatler, WWD, and numerous other prestigious publications.

Cheryl Mainland, Founder & CEO, Dragon Academy (Image Source: Samanta Katz)

The Struggle of Language and Identity

Cheryl embodies the essence of a third-culture kid. Born in Taiwan, she is half-Chinese, half-American, and raised across Asia, she navigated the complexities of identity, language, and belonging from an early age.

Cheryl with her maternal and paternal grandmothers Taipei, Taiwan, 1983 (Image Source: Cheryl Mainland)

“Like many of us, I grew up straddling two worlds. The ultimate translator of languages, cultures, generations.  I carry with me the collective memory of (boring) Saturday Chinese school, the struggle of keeping up with my Chinese lessons, and the challenge of celebrating my heritage while forging my own path,” Cheryl says. “After having kids, I witnessed their similar struggles – nothing has changed.” She recognized that the traditional methods of learning Chinese – endless hours of copying hanzi characters on square grid paper (田字格) – have experienced minimal change over the centuries, relying on rote memorization rather than engagement.

Not wanting her children to face the same language learning struggles she faced (and hundreds of thousands of other Chinese learners), Cheryl is embracing this as an opportunity to spark a cultural movement that breathes new life into the Chinese language and culture. Dragon Academy’s strategy ignites a passion for learning through an epic narrative delivered via a highly gamified app, an AI mini-series, a book series, social media content, and a future film adaptation. Each of the multimedia platform components captures the story-based enthusiasm, teaching Chinese through nine proprietary building block methods that make learning Chinese fun, engaging, and truly relevant.

Dragon Academy Universe: the foundation of a highly gamified Chinese language learning app, book series, cartoons, feature films, documentaries, merchandise, and console games. (Image Source: Cheryl Mainland)

Cheryl’s Entrepreneurial Journey: Empowering the Masses

Throughout Cheryl’s entrepreneurial ventures, a constant theme has been empowering communities by identifying unmet needs and transforming the “uncool” into “cool” through innovative solutions. From dressing corporate women in clothes that boosted their self-confidence in the boardroom (The Fold London), to inspiring tweens and teens “to wear their invisible crown” on all special occasions (PromGirl.com), to reimagining sun-protective fashion—proving that staying safe in the sun doesn’t mean sacrificing style (Mott50)—her work consistently uplifts and inspires.


Most recently, to celebrate the launch of Dragon Academy Book 1 during Lunar New Year 2025, Cheryl partnered with artist Archie Geotina to honor the 46 million-strong Chinese diaspora through Pearls, an art series. Chinese Pearls features three generations of female surfers from diverse Chinese heritage – Indonesian Chinese, Singaporean Chinese, mixed-Chinese families, adoptees, and expats – riding Bali’s iconic waves in modern QiPao, empowering the community and highlighting its resilience, heritage, and unity.

A Future for the Community

“As an Asian American entrepreneur, Asian American mom, and a lifelong advocate for bridging cultures, I resonate deeply with AHN’s mission to uplift and empower the global Asian diaspora,” Cheryl affirms.  

She draws a parallel between Dragon Academy’s goal to reignite the next generation’s connection to their heritage and AHN’s commitment to rewriting narratives and celebrating Asian excellence. When asked about her future plans, Cheryl confidently states, “We are on an ambitious mission to increase the percentage of the world that speaks Chinese by 5% over the next five years.”

An estimated 5 million people started learning Japanese because of Manga, 15 million took up Korean because of K-pop, Dragon Academy is set to start a Chinese language movement. By juxtaposing storytelling and technology, Dragon Academy is approaching Chinese language learning from an “obsess, learn, master” order. 

“Imagine a world where kids want to learn Chinese because they see it as their ultimate superpower and key to belonging. That’s the future we’re building,” exclaims Cheryl.

And the journey is just beginning. Dragon Academy Book 1 launched at the beginning of this year. The highly gamified learning app, immersive AI mini-series, and a host of exciting cultural initiatives are currently in development. The first round of external investment has commenced – seeking visionary, like-minded investors to join this transformative movement.  Dragon Academy is poised to redefine the landscape of Chinese language learning and cultural exploration.

DRAGON ACADEMY “Traditional Scene.” The OG Dragon Keepers, ancestors of the 9 multicultural teenage protagonists of the Dragon Academy Universe. (Artist: Andrew Archer)

Learn More about Dragon Academy

Website: https://dragonacademy.com/

Instagram: @dragonacademy_official

Book 1: www.amazon.com/dp/B0DM4YDLL3

Connect With Cheryl Mainland

Instagram: @cherylmainland

LinkedIn: Cheryl Mainland

Email: Cheryl@dragonacademy.com

  • 5 min read
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Stories

The Power of Representation: Ami Desai’s Impact on Media and Beauty

The path to success in content creation is never paved with roses, and no one understands this quite like Ami Desai. From her beginnings in broadcast journalism to becoming a well-known beauty and lifestyle influencer, Ami has shaped her career through authenticity, adaptability, and a strong dedication to representation.

As an Indian-American raised in Los Angeles, Ami grew up as a first-generation South Asian immigrant, a generation that deeply felt the need for greater South Asian representation in the media. After earning her degree from UC Berkeley and a master’s from Boston University, she built a solid media foundation through roles at CNN and Inside Edition. During this time behind the scenes, she discovered her passion for on-camera hosting, eventually landing her dream role as the host of the first digital show for Oprah.com. In 2011, Ami made a pivotal move by hosting a luxury travel show in India, which allowed her to reconnect with her roots and gain international exposure.

Simultaneously, Ami began building her own beauty business with her family. She went on to become one of the first South Asian content creators to collaborate with major brands like Toyota and Pampers on large campaigns, while also highlighting important Indian traditions and holidays such as Diwali. Recognizing the lack of representation for her ethnicity in the media and beauty industries, Ami founded her life’s mission, merging her experiences as a host, makeup artist, and mom to help other women advocate for themselves while balancing various roles. This gap in representation became her motivation to amplify underrepresented voices and promote diversity.

In 2016, Ami took a leap of faith, leaving traditional media behind to forge her own path in the influencer space. Despite pitching herself as a contributor or expert to various outlets, she faced rejection, which drove her to create her own content on social media platforms. Through this experience, she realized that content creation involved more than just posting visually appealing images—it required strategic planning, engagement tracking, and brand pitching. Even as the industry pushed her to narrow her niche, Ami confidently embraced her multifaceted identity, sharing content that reflected her life as a mother, beauty expert, and entrepreneur. This authenticity deeply resonated with her audience, ultimately helping her build a loyal fanbase connecting creators and audiences.

In the latest episode of the Creators Podcast, presented by Asian Hustle Network in collaboration with Meta Prosper, Ami shares a story of resilience, adaptability, and a deep dedication to her community. Whether you’re an aspiring content creator, a beauty lover, or someone who enjoys learning about authentic journeys, this episode is filled with valuable insights and inspiration.

Connect with Ami Desai:

Instagram: @amidesai

  • 3 min read
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News

Is the Model Minority Myth an Obstacle to Real Representation?

The Trap of Positive Stereotypes

The original “Charlie’s Angels” was a successful hit, not only because it made $93 million and grossed more than $264 million at global offices, but it also created exposure for Asian American representation.

Lucy Liu plays Alex Munday, a strategist, expert martial artist, and agent. Munday’s parents were Havard professors of economics and philosophy, and she, at an early age, was a child prodigy excelling at chess, equestrianism, fencing, archery, and gymnastics. Besides that, she holds a medical degree, spent her teenage years learning with a Tibetan guru, danced with the Stuttgart Ballet, and was a part-time aerospace engineer and on-call consultant for NASA. 

Lucy Liu as Alex Munday in 'Charlie's Angels' (Image source: 'Charlie's Angels' - 2000)

Lucy Liu as Alex Munday in ‘Charlie’s Angels’ (Image source: ‘Charlie’s Angels’ – 2000)

Does the entire introduction sound familiar? Swap out the name Alex Munday for your overachieving Asian cousin, sibling, or the “top Asian kid” your parents always compare you to, and you’d likely end up with a strikingly similar description.

It is undeniable that contemporary films, comedies, memes, and other forms of content have taken extensive lengths to represent Asian culture. Yet, they have also perpetuated a troubling stereotype. To complicate matters, many within the Asian community unknowingly reinforce these portrayals, cementing these narratives even further.

The article’s purpose is not to mock or diminish the accomplishments of any individual, community, or effort in striving for representation and equality. On the contrary, it is essential to celebrate the contributions of the many talents and media that have significantly advanced global awareness and appreciation of Asian culture and heritage. Hence, the article wishes to provide a nuanced perspective on contemporary topics while providing debate on the norms, beliefs, and habits created in our society.

What is the Model Minority Myth?

According to the University of Michigan, Densho, and other sources, after World War II, the United States underwent significant changes in its laws and policies to address mounting international criticism of racial prejudice and ongoing protests from ethnic communities within the country. 

“Success Story, Japanese American Style” by William Petersen (Image source: Smithsonian APA)

“Success Story, Japanese American Style” by William Petersen (Image source: Smithsonian APA)

As PBS illustrates, new regulations like the Chinese Exclusion Act shifted toward dismantling exclusionary measures and advocating for Asian communities and immigrants, particularly skilled and educated migrants. The University of Michigan further exemplifies, articles like “Success Story, Japanese American Style” by William Petersen began to appear  – praising how despite years of racial prejudice and discrimination, Japanese Americans were still able to achieve great socioeconomic status thanks to hard work and other cultural values of discipline and compliance to social hierarchy. 

By focusing on the facets of income, education level, and low crime rates as the definition of success instead of underlining economic and social factors, Asian Americans are often portrayed as hardworking, disciplined, and intelligent—a concept scholars refer to as the model minority. 

Model Minority Myth in Silencing Activism

While this stereotype may appear beneficial on the surface, Ted-Ed, in collaboration with Densho, emphasizes that there are no “good” stereotypes. As cited by PBS, cultural historian Robert G. Lee argues that such inclusion does not promote equity but instead undermines activism and disregards the struggles of other marginalized groups.

This is significant because the model minority myth obscures disparities within the diverse Asian American community, perpetuating the misconception that Asian identity is monolithic, often reduced to just China, Korea, and Japan. Furthermore, the stereotype marginalizes individuals who fail to meet its expectations, silencing those who speak out against it.

Societal pressure on Asian individuals (Image source: Kamanaoleeward)

Societal pressure on Asian individuals (Image source: Kamanaoleeward)

For instance, an Asian student with subpar grades might be labeled as lazy rather than being understood in the context of contributing factors like economic hardship or family struggles. The danger of accepting “positive” stereotypes lies in their ability to perpetuate harmful narratives and create unrealistic standards, fostering a cycle of self-framing that damages both individuals and the broader Asian community.

When Representation Unintentionally Reinforces Stereotypes

Let’s use another example to understand this dichotomy. 

Ke Huy Quan, the American actor of Vietnamese descent, is well known in the notorious “Indiana Jones and The Temple of Doom”, “Everything Everywhere All At Once”, and “Loki” Season 2. His selection as an exemplar highlights how his journey encapsulates the model minority stereotype and demonstrates how Asian communities may unconsciously perpetuate such narratives.

In “Indiana Jones and the Temple of Doom”, Quan portrays Short Round, a clever Japanese sidekick aiding Dr. Jones on his adventures. Ironically, this character aligns with the early stages of the model minority stereotype. Short Round comes from a disadvantaged background, surviving through pickpocketing, but his association with Dr. Jones transforms him into a more thoughtful and capable individual, elevating his social status by the film’s conclusion.

In “Everything Everywhere All At Once”, Quan embraces the archetype of the modern Bruce Lee or Jackie Chan—a martial arts expert and mentor to the protagonist, reminiscent of Mr. Miyagi in “The Karate Kid”. Finally in Loki Quan plays Ouroboros, a lovable and intelligent technician who once was a writer and a teacher of theoretical physics at Cal Tech. 

Ke Huy Quan (Image source: The Independent)

Ke Huy Quan (Image source: The Independent)

In a meta and somewhat ironic twist, both Ke Huy Quan’s career and the roles he portrays reflect how Asians may unknowingly perpetuate the stereotypes they are often subject to. While Quan’s rise to fame is a testament to his dedication and perseverance, his portrayal of characters like the “witty young sidekick” learning from a Caucasian hero, the martial arts mentor, and the intellectual expert, inadvertently reinforces the very tropes that have shaped the Asian image in media. Despite his immense talent and the love he has earned within the Asian community, these roles contribute to the ongoing cycle of cultural expectations and representation.

Breaking the Myth of the Model Asian

It is entirely debatable that it is not the fault of the actors. We admire Ke Huy Quan for his remarkable journey and his representation of the Asian community. Nevertheless, through observing content produced by modern media, one will recognize certain tropes from the Asian community. 

Steven He satirizes Asian parents, Jimmy O. Yang joking about Asian habits, Lily in “Pitch Perfect”, Rajesh Koothrappali in “The Big Bang Theory”, Louis and Jessia Huang in “Fresh Off The Boat”, and the list goes on. Even the news you see about an “Asian underdog politician” rising to power or the “overlooked Asian business owner” continues to reinforce these themes. While these portrayals are well-intended, they still fall into a pattern of representation that, ironically, reflects the very stereotypes they aim to challenge.

These stereotypes create an environment of competition and segregation in the Asian community, where individuals feel pressured to conform to a specific image. To maintain an idealized representation, certain behaviors become expected, specific careers are favored, and everyone feels compelled to excel in particular areas.

A ramification of this mindset would be far-reaching. For example, economic struggles may be ignored, as the stereotype dictates that all Asians should be successful. Mental health issues among children are dismissed because it is assumed that the Asian parenting and education system naturally fosters resilience. Furthermore, social problems like drug use or teenage pregnancy are seen as impossible within this community because Asians are stereotypically perceived as disciplined and morally upright. These misconceptions, while seemingly small, perpetuate harmful beliefs and ultimately hinder inclusivity, reinforcing negative stereotypes that shape the broader perception of the Asian community.

Shaping Our Own Story in Media and Beyond

“There are more Asians than any kind of race on the planet. That means we are the majority, we dictate normal behavior,” Ronny Cheng states in his comedy skit.

Asia comprises 59% of the world’s population, hence we are the majority. However, this work is not a manifesto calling for the unification of an ideal but serves as a reflection of the society we live in. The media plays a pivotal role in shaping our perception. The argument is not to elicit a conspiracy theory but to help readers ponder the question, how do we want to be represented? Thanks to pioneers like Lucy Liu and Ke Huy Quan, the Asian community has gradually won more exposure from media outlets. Now, it is the turn of the new generation to represent the Asian community in all its diversity and complexity.

Sources:

The Conversation, Pew Research Center, Adoptive Families, 2 Sao, Vietcetera, TruTV, USA Today, Tien Phong, Screen Rant, Marvel, Mary Sue, Indiana Jones Wiki Fandom, Charlie Angels Wiki Fandom, Vanity Fair, Washington Post, Ted Ed, Densho, PBS, University of Michigan.

  • 8 min read
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News

The American Dream: A Promise, a Paradox, and the Asian Experience

The Immigrant Struggle

“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 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.

Sources: Pew Research Center – 1 in 10: Redefining the Asian American Dream (Short Film), Pew Research Center – The Hardships and Dreams of Asian Americans Living in Poverty, Edelman, C&EN, Reappropriate.

  • 3 min read