Conference Explores New Trends and Insights of Asian
American Youth that is Shaping and Defining the Mainstream
American Pop Culture
LOS ANGELES, CALIFORNIA (August 2, 2006) - For all
in attendance, the IMPRINT: Urban Youth Unabridged conference,
which convened in Los Angeles on July 26th, did not fail
on its promise to deliver a first hand look at the influence
and impact of America's Asian youth is having on mainstream
trends. By all accounts, IMPRINT was the first of its
kind conference that allowed Asian influenced and inspired
artists, entertainers, designers, marketers, researchers
and trend watchers a forum to share and discuss current
and upcoming trends.
The conference opened with pop icon and original Star
Trek actor, George Takei who shared his unique perspectives
about the evolution and increasing empowerment of multicultural
America. Findings from a new study conducted by New American
Dimensions and interTrend Communications, Inc. were unveiled
that showed the growing influence of Asian American youth
trends among the mainstream American youth culture. Such
trends included respondents identifying with three distinct
categories - technology and gadgetry, anime and manga,
and video-gaming. Asian American youth are also more
likely to identify and seek out trends through word-of-mouth
messaging than through any other media channel or network.
Other speakers included visionaries from the D-I-Y (do-it-yourself
movement), online world, comic books, fashion, anime,
art, music, film and pop culture. "I was really impressed
with the sneaker panel," commented Eric Nakamura of Giant
Robot. "For those in the room, they were in the presence
of the 'Dream Team' of the sneaker world." Josh Rubin
of Cool Hunting moderated the panel, which included James
Keoni Arizumi, Senior Footwear Designer for Nike Skate
Board, Yu-Ming Wu, Co-Founder and Publisher of Freshness,
Tristan Caruso of Proper-Owner and Woody, Editor of Sneaker
Freaker. Eric added, "This group should be taken seriously
as it could a major force in the entire sneaker movement,
which is a multi billion dollar business."
"The participants and content of the conference were
exceptional and diverse," states Julia Huang, CEO of
interTrend Communications, who co-hosted and produced
the conference. "When you have companies like Toyota,
Xanga.com, AZN, MTV, NIKE, Toy2R either presenting or
on panels, as well as people like Roy Lee, Josh Rubin
and Eric Nakamura sharing their insights and experience,
it just shows you how much the industry has been waiting
for something like this to happen."
IMPRINT was not only aimed at creative entrepreneurs,
but also at marketers and advertisers whose business
depends on knowing these trends. Jim Farley, Vice President
of Marketing for Toyota Motor Sales, presented how marketers
can take advantage of this knowledge. His case study
for vehicle models, Scion and Yaris, revealed marketing
strategies, which utilized events, technology, and life-style
touch points to successfully reach this niche audience.
The event also hosted a Qee (pronounced "key") figure
do it yourself art contest. These bear like figure dolls
come from Hong Kong and are produced by Toy2R. They arrive
in white color with no markings and have caught the imagination
of art lovers and collectors worldwide. Contestants were
asked to use their creativity in transforming the dolls
to their own unique creation. The winner for best in
class went to Brandon Hahn of Ohio, whose design "Frog"
was selected based on his innovative creativity to actually
turn the Qee doll into frog like figure. The people's
choice winner, voted by attendees at the conference,
went to Bartholomew Hahn for his "Elvis" creation of
the doll. Raymond Choy, President of Toy2R, comments,
"I
was really impressed with the Qee Bear entries and picking
a winner was difficult. However, we did manage to pick
two winners which Toy2R will turn into real Qee collection."
The winners of the contest can be seen on the IMPRINT
web site (www.imprint-life.com) and all entries will
be on tour in November with Toy2R in Hong Kong.
Carl Choi, CEO of the Plan C Group, hopes that next year
will draw an even more impressive list of presenters.
He notes, "This type of conference provides a platform
to show the importance and relevance of Asian influenced
and inspired work. It allows artists, entertainers and
designers to interact with businesses and marketers.
It also gives the Asian community relevance within American
culture and showcases how society is becoming more and
more integrated in their thirst for cultural trends."
About interTrend Communications, Inc.
interTrend Communications, Inc. is a leading full-service
marketing agency targeting the Asian American segments
such as Chinese, Japanese, Korean, Vietnamese, Asian
Indian, and Filipino. With a proven track record,
interTrend
has successfully helped Fortune 500 clients nurture and
establish brand leadership positions in this emerging
market through an integrated mix of advertising, public
relations, promotions, events and interactive strategies
via various in-language media outlets. interTrend
delivers excellence to clients, working as marketing
partners. Today, long-term partnerships have
been established with Toyota Motor Company, JCPenney,
State Farm Insurance, Western Union, Northwest Airlines,
Southern California Gas Company, San Diego Gas & Electric,
Santa Anita Park, Harrah's Entertainment, Countrywide
and Disney..
