Over the last few months, we’ve taken time to educate ourselves as a marketing agency and learn more about Asian American and Pacific Islander Heritage. Throughout the past few months, we’ve seen many of our colleagues, friends, family members, and the like, affected by Asian hate within our communities and beyond. Over 35% of our staff are Asian, which means this hits home for us, more than you know. We want to uplift their voices, tell their stories, and amplify their heritage the best way we know how by providing them with a platform to share their experiences!
Asian Americans, Canadians, and many more have faced a surge of violent attacks, harassment, and hate crimes since the start of the pandemic. We recognize that one of the best ways to support the Asian community right now is to use our platform to showcase their work, collaborate with them through our campaigns, ask questions, learn, listen and act, and — most importantly — stand in solidarity.
We’ve given our TIATeam staff a series of questions, written by our Executive Producer, Brigitte Truong, and have asked them to answer the three questions that stand out, resonate, or are most important to them when it comes to Asian American and Pacific Islander Heritage Month.
Here’s what they had to say:
What are some of your favourite books written by Asian authors that we should know about?
Hetty Mckinnon – To Asia with Love
What are some of your favourite local small businesses led by an Asian entrepreneur?
Chef Nuit Regular – Pai, Sabai Sabai, Kiin
Stephanie Zheng – Mount Lai
How will you choose to celebrate and honour this time of the year?
Eating my favourite Chinese sweet treats (White Rabbit candy and sesame balls!) and supporting local Asian businesses!
What is the first word that comes to mind when you think of Asian American and Pacific Islander Heritage Month?
Pride
What kind of feelings and thoughts come up this year given the increase of violence and hate towards the Asian community the last year?
The increase in Asian hate crimes around the world has been a huge wake-up call for me, and I hope for everyone who continues to see raw images and videos of innocent people from the AAPI community violently attacked is for no reason except for the colour of our skin. This isn’t an Asian issue but a human race issue, and as hard as it’s been to see people who can easily be my family members attacked on the streets, it’s also been encouraging to see members from other communities stand up and speak up in solidarity against it all. As a Chinese-Canadian, I take responsibility for not only speaking up but for fostering change. Change doesn’t happen overnight but with consistent effort in educating myself and those around me. I’m confident that collectively, we can do our part in breaking down barriers, finding common ground, and understanding.
What are some ways we can ALL respectively honour Asian American and Pacific Islander Heritage Month?
Instead of rewatching The Office, put on a movie or documentary by an Asian filmmaker like Minari. When you treat yourself to a delivery night, order from a local Asian restaurant. When you are making another online purchase, support an Asian lead business in the process. When you’re looking for the next bedtime book for your children, check out books written by Asian authors. We may still be spending most of our time at home but it doesn’t mean we can’t diversify how we spend that time. These small pivots in daily activities can allow for a greater understanding of the Asian community and culture which I think is one of the most important things about Asian Heritage Month.
What is the first word that comes to mind when you think of Asian American and Pacific Islander Heritage Month?
Rich History
What are some of your favourite local small businesses led by an Asian entrepreneur?
Ka Chi on Bloor
Kung Fu Tea in High Park
How will you choose to celebrate and honour this time of the year?
I am going to watch a lot of Asian movies, call my parents to learn more about our family history, and eat a lot of Asian food.
What is the first word that comes to mind when you think of Asian American and Pacific Islander Heritage Month?
Connectedness
What are some of your favourite books written by Asian authors that we should know about?
I could go on forever with this one, but my recent favourites are:
On Earth We’re Briefly Gorgeous by Ocean Vuong and Never Let Me Go by Kazuo Ishiguro
What are some of your favourite local small businesses led by an Asian entrepreneur?
It’s gotta be Kimchi Korea House over on Dundas West
What is the first word that comes to mind when you think of Asian American and Pacific Islander Heritage Month?
Community
What do you value most about your cultural heritage?
I admire the rich cultural history and how it’s reflected in the traditions dating back from my childhood. Growing up in a Taoist family, our celebrations included a lot of prayers, good food, and spending quality time with loved ones. Learning about the cultural significance is something I began to value more now that I’m older.
What are some of your favourite books written by Asian authors that we should know about?
The Best We Could Do – Thi Bui
Minor Feelings: An Asian American Reckoning – Cathy Park Hong
What do you value most about your cultural heritage?
It was really cool being able to grow up and be exposed to two different cultures. Growing up in a Filipino/Indian household meant a TON of amazing food, a very loud family (on both sides), and a lot of art, history, and heritage to learn about. I think one of the most amazing things behind my Filipino and Indian heritage is how it is rooted in hospitality, and how that extends to kindness in our own communities.
What are some ways we can ALL respectively honour Asian American and Pacific Islander Heritage Month?
The one unfortunate downside about growing up with two different backgrounds is that I often felt lost as to which one I fit in with the most, if at all. For example, my parents never spoke the language at home, so I never learned either. As I’ve grown older, and especially this month, it’s become apparent to me that it’s my own responsibility to learn about my culture, its heritage, and the practices that I may not be as familiar with. Whether it’s by trying or cooking a new type of food, supporting API businesses, and just reading up on the history behind certain countries, I think everyone can take some time this month to understand others’ backgrounds.
What do you think can be done better when it comes to national or global marketing campaigns, in terms of inclusivity and diversity?
I think that what can be done better when it comes to inclusive and diverse marketing campaigns is to not use it as tokenism. Consumers, and especially young consumers, can see through brands who are inauthentic and just adding in the “token” diverse person in the campaign. Brands need to sit down and think — what actually resonates with this community outside of just someone who is POC, and do we or our product/service have a right to be addressing this? Or is it just a marketing ploy? I think when products and services, or extensions of them, are built with inclusivity in mind outside of just the marketing campaign, that’s when they will be most impactful.
What are some ways we can ALL respectively honour Asian American and Pacific Islander Heritage Month?
Filipinos always celebrate with food! Treat yourself to a sumptuous and authentic Asian meal. It’s going to help you understand or at least pique your interest to make an effort to learn more about our unique culture and heritage and who we are as a people while making your tummy happy. 🙂
What are some of your favourite books written by Asian authors that we should know about?
- On Earth We’re Briefly Gorgeous by Ocean Vuong
- The Joy Luck Club or anything by Amy Tan really
- Kite Runner by Khaled Hosseini
- I Am Malala by Malala Yousafzai
- Know My Name by Chanel Miller
Who are the Asian figures you look up to that you think everyone should know about? (i.e. actors, musicians, influencer, activists, etc..)
Maria Ressa definitely tops my list. She’s a journalist and CEO of an online news agency here in the Philippines who’ve made powerful enemies against the current regime. She was TIME Person of the Year in 2018 and was awarded the 2021 laureate of the UNESCO/Guillermo Cano World Press Freedom Prize. Her documentary “A Thousand Cuts” sheds light on the crumbling state of democracy in our country.
What is the first word that comes to mind when you think of Asian American and Pacific Islander Heritage Month?
Diverse.
How will you choose to celebrate and honour this time of the year?
By immersing myself in the richness of Asian culture even more than I usually do. We can’t travel yet to actually see the beauty of Asian countries in person, so I’ll be reading up on their history and watching content that shows the amazing scenery. When it’s finally safe to travel, I’ll know exactly which Asian destinations to jet off to.
Now is also the perfect time to discover more Asian music, TV shows, movies, and recipes. There’s always something life-changing in Asian culture just waiting to be discovered.
Who are the Asian figures you look up to that you think everyone should know about? (i.e. actors, musicians, influencers, activists, etc..)
A ton of Asian musicians have gained so much global popularity for their unique and wholesome content. They’ve brought about a true cultural reset. I think everyone should give BTS songs a listen (the tracks Spring Day, Magic Shop, and Mikrokosmos will change your life!). When you hear the valuable messages that their songs contain, you’ll realize exactly why they’ve come so far.
Gaho is another musician whose music never fails to amaze (Start Over is a song that you need to add to your playlist). He’s popular for making official soundtracks for a ton of famous TV series, like Itaewon Class. Gaho’s music is beyond empowering. The thought-provoking lyrics of these artists prove that there are still some musicians out there who make real music that truly inspires people to be better human beings.
What do you value most about your cultural heritage?
Aside from our deliciously diverse cuisine from all parts of the country (I always tell my foreign friends to try Adobo and Lechon — which Anthony Bourdain referred to as the best pit fire-roasted pork he has ever had in his life!), I value the resilience that our countrymen consistently display despite hard circumstances and harsh realities that are present in our country. Filipinos always find the energy to inject positivity into extreme hardships that are unavoidable in this part of the world. As an example, the Philippines is highly susceptible to devastating natural calamities, such as flash floods, super typhoons, and earthquakes that continue to destroy thousands of houses and livelihoods each year. While these things cause so much damage to millions of people due to our government’s lack of action and corruption, a lot of us still take time to make fun situations out of it: such as taking photos of ourselves swimming, having drinking sessions on makeshift floating rafts, or pretending to kayak or surf in floodwater. It’s just a part of our culture to have a natural, comedic personality that makes everyone realize that there is always a reason to not give up and start again. And that there is always a reason to smile and be happy despite the hardest of times.
Another thing to be proud of is our sense of contentment present in people living near the coastlines. As long as there is fish on the table fresh from the ocean, veggies grown in our gardens, and a karaoke machine, life can be considered great! It’s the simple things that make us the happiest. Personally, for me, it’s being able to surf and live a simple life and be fully content and that is something a lot of people from the coast truly feel.
One more thing: our fiesta celebrations and the powerful display of hospitality! And most importantly, our undeniable love for karaoke parties!
What are some of your favourite books written by Asian authors that we should know about?
So many! But one of my favourite authors is Kazuo Ishiguro (Japanese), and he has a lot of books that I would 100% recommend to anyone, such as:
- Nocturnes
- Klara and The Sun
- Never Let Me Go (which was adapted into a Hollywood movie)
Eric Gamalinda (Filipino) was an important influence on me growing up when I was developing ambitions of becoming a writer. One of his lines that stuck to me was “Ice is water in a state of silence,” which is from his poem called “Subterranean.” Other than that poem, I would recommend reading his published works such as:
- My Sad Republic
- Zero Gravity
There are hundreds of talented Filipino writers that truly deserve to be well known, and one of them is Lourd de Veyra, who is a slam poet, an activist, and the frontman of an insanely amazing acid jazz band called “Radioactive Sago Project.” He introduced spoken word and acid jazz to the mainstream music scene. Aside from that, his slam poetry often talked about social injustice which, in my opinion, is such an important achievement in terms of creating valuable standards for the local music and literary scene. He has written riveting books that translated the realities of urban hardships into captivating, eye-opening poetry. He also happens to be a part of a punk band called “Dead Ends” in the ‘80s, which helped shape the local punk scene! His current project is a band called “Kapitan Kulam” which is probably the best doom metal/stoner rock act in the country right now. He is so influential that because of his unapologetic activism and alternative views, he also became a newscaster and presented a fresh view on how Filipinos should never be “okay” with how inefficient our government is. His efforts inspired many other writers to do the same, and he truly changed the general public’s perception of the media. He brought a non-commercial, and non-conformist manner of reporting, and for me, that is brave, empowering, and powerful.
Eric S. Caruncho (Filipino) is another writer that I look up to, and he became a major inspiration for me to pursue a career in music journalism. He is a known music journalist during his prime and is truly considered a pioneer. He chronicled and followed the 80s to 90s music scene in the Philippines that can be compared to the grunge movement in the western world. I recommend reading the book “Punks, Poets, and Poseurs,” if you are interested to know more about Filipino rock and alternative music during its prime.
Another Asian writer that I adore is Haruki Murakami (Japanese), whose books served as my first introduction to surrealism during my high school years. My recommendations from his long list of must-reads are:
- Hard-boiled Wonderland and the End of the World
- After Dark
- Dance, Dance, Dance
- Kafka on the Shore
How have things been personally and professionally for you since #StopAsianHate took over discussions on and offline?
Personally, I would say that it caused a lot of frustration knowing that Asians are being treated that way in some parts of the world. A lot of discussions occurred between my friends and me, and even with non-Asians that I interact with. I do believe it is a horrible thing, but the awareness that it has brought is also valuable to show that racism is a global disease that needs to be addressed. No race should be hated, at all.
What is the first word that comes to mind when you think of Asian American and Pacific Islander Heritage Month?
Innovative.
How will you choose to celebrate and honour this time of the year?
Whether it’s Asian and Pacific Islander Heritage Month or not, I always love celebrating being #ProudlyAsian. However, to make this time of year even more special, I’ll be spending lots of time with family, learning to cook more Asian cuisines without setting the kitchen on fire, and loyally binge-watching Asian TV shows. Asia is a treasure trove of rich culture and beauty, with hidden gems in every country, and that’s what makes it so magical.
Aside from enjoying the festivities, I think it’s equally important to help promote the efforts towards putting an end to Asian hate crimes (#StopAsianHate!). When you think about it, there is only one race, and it’s called the human race.
Who are the Asian figures you look up to that you think everyone should know about? (i.e. actors, musicians, influencer, activists, etc..)
- BTS
BTS needs no introduction, but if you aren’t familiar with these South Korean musicians yet, then you should know that they are the paragon of breaking language barriers. A great way to go about their repertoire is from the very beginning to the current day because their musical journey is like a fairytale best heard in chronological order. I feel that everyone should know about BTS because they don’t just perform; they write lyrics that spark inspiration and change and use their influence to help promote equality and end violence in collaboration with UNICEF.
- MAMAMOO
When it comes to girl groups, I think that people should give a listen to MAMAMOO. They radiate both Asian and female empowerment. Plus, they aren’t your average girl group, and once you hear their music, you’ll understand why.
- Jamie (Park Jimin)
Jamie (Park Jimin) is a soloist whose voice demands attention. She can hit those high notes flawlessly and croon you to sleep with her velvety lower register.
All these artists have talent, charisma, and heart, which is a triple threat combination in the industry of art.
What is the first word that comes to mind when you think of Asian American and Pacific Islander Heritage Month?
Unity
What do you value most about your cultural heritage?
Besides receiving red pockets ($$) during holidays and birthdays. Family value and filial piety is something I admire and practice. I hope to someday carry on the importance of respect, responsibility, and family unity to our next generation.
What are some of your favourite local small businesses led by an Asian entrepreneur?
- NC Salon (Amazing Japanese hairstyling services without flying across the world)
- GC Lashes (Gina, the owner and lash technician is the sweetest lady. Check out her work @gc.lashes.markham)
- Sticker Factory Global (High-quality print work. My favourite custom hoodies are made by them! @stickerfactoryg)
- Starving Artist Waffles & Espresso (They have THE best savoury waffles!)
- Torch Sushi (Marinated Butterfish pressed sushi FTW)
- Fat Ninja Bites (Must try their fish katsu)
- Jim Chai Kee (Serves authentic HK style wonton noodles, MICHELIN GUIDE APPROVED)
- New City Restaurant (whenever I miss my second home, I come here to enjoy authentic HK style high tea)
What is the first word that comes to mind when you think of Asian American and Pacific Islander Heritage Month?
The first word that comes to mind: unity. I think accepting and appreciating differences in culture is a key step in unifying the human race.
What do you value most about your cultural heritage?
As someone who was born and raised in the Philippines, what I value the most about my cultural heritage is this sense of courage to do the right thing, even when the odds do not look favourable. This has been a recurring pattern in our history. I’m no historian myself but two amazing examples I remember are:
(1) the nonviolent revolution called “People Power 1” which put an end to a violent regime (Martial Law) in Philippine History and;
(2) when the Philippine President, Manuel Quezon, opted to have an Open Door policy which saved around 1,300 Jewish refugees who were seeking sanctuary during the Holocaust.
Regarding the bloodless revolution of People Power 1, it’s amazing to see that this was the response of the Philippine people towards a notoriously violent regime. The people were gathered and they filled the streets of EDSA — and when faced with soldiers and tanks who were armed to disperse them (or kill if necessary), the people handed them flowers and food. And no violence transpired. As storybook-ish as it may sound, it is a nationwide example of not fighting fire with fire. It still gives me goosebumps.
And what I find incredible about the decision of Manuel Quezon to provide sanctuary for Jewish refugees is that at the time, the Philippines was a very young country. We had barely achieved independence. Getting even remotely involved in WWII this way strikes me as something risky for a really young country to do, and that’s what makes the gesture even more admirable in my eyes. I know this move wasn’t out of anything else except compassion.
Who are the Asian figures you look up to that you think everyone should know about? (i.e. actors, musicians, influencer, activists, etc..)
I really admire Henry Sy. He is a Chinese-Filipino billionaire, business magnate, philanthropist, and investor. As one of the Philippines’ most successful and richest tycoons, it can be hard to imagine that his life is actually a rags-to-riches kind of story.
He migrated to the Philippines at a young age and experienced immense poverty, especially after the war. He worked his way up, educated himself, strived and by the end of his admirable life, he founded three of the most valuable companies in the Philippines and landed at the 52nd spot on the Forbes World Billionaires List in 2018 (a year before he passed away).
More than just someone that I admire because of tenacity and entrepreneurship, he has also touched my life because of his impressive legacy. I have had some awesome memories in SM Supermalls (which are there because of Henry Sy). These malls are dispersed throughout the country and I’ve always had the pleasure of living close to one. In these excellent malls, I was able to dine with the family in high-quality restaurants, spend time with friends in vast arcades and other cool hangouts, window-shop through the varied boutiques, go on fun dates, learn to ice skate, learn to bowl, experience a VR roller coaster, and so much more. The quality of experiences that can be had in these malls, the beauty of the architecture, and the highly capable security staff really made me feel right-at-home, happy, and safe while I was spending time there.
And all this is because Henry Sy never gave up. And because he relentlessly sought to provide nothing but the best for his customers.
What do you value most about your cultural heritage?
The beauty of our heritage lies in our diversity. We have 20+ official languages across different cultures within India and in spite of all the differences, we are always there for one another in times of need and value emotions above all else.
How will you choose to celebrate and honour this time of the year?
I recently came across the CBC show Kim’s Convenience and realized there are so many similarities between Korean and Indian cultures; our love for food, willingness to help, and family values are so deeply-rooted. And I think the best way of celebrating is to catch up on some more awesome Asian shows and get myself educated on the different Asian cultures
What are some of your favourite local small businesses led by an Asian entrepreneur?
Tamasha Indian Resto Bar
(https://instagram.com/tamashasocial?igshid=p55cxdsb5y6)
Kailash Parbat Toronto
(https://instagram.com/kailashparbat_toronto?igshid=14xqi8u6lnkq6)
Utsav Restaurant
What do you value most about your cultural heritage?
I was born half-Chinese, half-French, and have always been proud of being mixed race. What I value most about being culturally half-Chinese is that I had two different upbringings (red envelopes for Chinese New Year… if you know, you know), two ways of eating (always a choice of using chopsticks or a fork), and a complex story of how my mah mah and yeh yeh immigrated from China, establishing themselves proudly here in Canada. Even though they spoke little to no English, they showed their love through delicious food, and as a kid, I ate my weight in Chinese-style fried chicken that my yeh yeh used to make every Saturday. Being ½ Chinese is something I cherish, embrace, and continuously value. I think it’s my superpower.
Who are the Asian figures you look up to that you think everyone should know about? (i.e. actors, musicians, influencer, activists, etc..)
- Lisa Ling
- Eva Chen
- Awkwafina
- Sandra Oh
- Vicky Sunohara
- Naomi Osaka
- Ali Wong
What do you think can be done better when it comes to national or global marketing campaigns, in terms of inclusivity and diversity?
Successful brands understand the power of storytelling. Nowadays, selling a product goes beyond posting a photo of diversity. There isn’t one way of living, not one way of looking, not one way of communicating. Brands must embrace a unique story, especially if they’re targeting a diverse melting pot within Canada.
Gen Z and Millennials are more conscious when it comes to the businesses they support, taking into consideration the values and inclusivity of marketing campaigns. Brands MUST hire a diverse team and let everyone have a say in the vision and strategy so that campaigns can have a unique storytelling experience. When consumers can relate and feel understood, there’s a human connection. Humanizing your brand is extremely valuable because consumers will likely reward the brand with product-buying loyalty.
What is the first word that comes to mind when you think of Asian American and Pacific Islander Heritage Month?
Roots
How will you choose to celebrate and honour this time of the year?
For many years I danced in the Asian heritage month opening ceremonies, as well as throughout the month. This year, I will be (virtually) cheering on my friends in the Asian fine arts community as they share their cultural heritage through performance arts.
What do you value most about your cultural heritage?Being part of a war-torn diaspora, it can sometimes feel difficult to connect to my cultural heritage. However, what holds us together is an unwavering sense of community, and that’s what I value most in my culture. From a baby’s first tooth to a marriage, the entire community is by your side to celebrate all of life’s milestones. If I were to travel anywhere in the world, I’m confident that a friend of a friend would offer me a meal or a place to stay. That’s how the Tamil South Asian community operates: it stretches far and wide, and it will always lend a hand. My community may no longer have a physical country or geographic location to call motherland, but our cultural connectedness will always persevere. It’s why initiatives like Asian Heritage Month are so incredibly important!
What kind of feelings and thoughts come up this year given the increase of violence and hate towards the Asian community the last year?
The increase of violence and hate towards Asians envenomed feelings of deep grief, anger, and fear.
What is the first word that comes to mind when you think of Asian American and Pacific Islander Heritage Month?
Honour.
What do you value most about your cultural heritage?
Inculcated from when I was still young is the value of the FAMILY. Filipinos are known for their close family ties. Juxtaposed to other nationalities, we Filipinos keep our relationship with our families intact. This is because of the belief that families should be together and help each other out. This brings about the feeling of satisfaction and security.
What is the first word that comes to mind when you think of Asian American and Pacific Islander Heritage Month?
Respect!
How will you choose to celebrate and honour this time of the year?
I will celebrate and honour the underrated local craftsmen who are very skilled and talented but have been hit hard by the pandemic. I will also be eating my favourite Filipino food, Kare-Kare, add my other favourite international dishes like Dolsot Bibimbap, Sukiyaki, and also Chicken Tikka Masala.
What do you value most about your cultural heritage?
Many Filipinos endure the travails of working abroad just to ensure a better life for the family. They are living heroes.
We hope you have enjoyed taking the time to read this piece, and think more about what it means to have Asian heritage, how you can support #StopAsianHate, and how you can correctly contribute to anti-racism initiatives in hopes of ending hate crimes against Asian and Pacific Islanders. Let’s take this month to celebrate them, and continue even past this month to uplift their voices.
If you’d like to learn more about #StopAsianHate, you can also follow @stopasianhate on Instagram, where they share a multitude of different resources, articles, advocacy posts, and more all in support of combatting anti-Asian hate and racism.
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