Privacy Policy 2 — marcus yuen

Asian + American, Proud To Be Both

We’ve all heard it before “You’re too Asian.” “You’re too American.” Words that made us feel like we could never fully belong to either side.

For generations, Asian-Americans have been stuck between two worlds — made to feel like we have to choose. And in trying to belong, we’ve had to forfeit so much of ourselves: our names, our food, our language, our stories.

But what if being both is exactly what makes us uniquely powerful?

ASIAN+AMERICAN is a platform that celebrates the duality of being both Asian and American. The “+” isn’t just a symbol — it’s a reminder to embrace what makes us uniquely more: a beautiful blend of both the Asian parts and the American parts, and the power of living fully in both worlds.

We first made a teaser to launch the idea of the “+”

With the launch of campaign, we shot an anthemic film with Taiwanese+American director Sean Wang.

The largest part of the campaign was a series of OOH executions launched in key cities where Asian+American communities are prominent. Images were shot by Chinese+American photographer Jingyu Lin.