Asian American youth: a trend for retailers to follow

Asian American youngsters are increasingly producing the key trends in pop culture that are being embraced by mainstream American youth culture, according to a study from New American Dimensions and InterTrend Communications. Word-of-mouth marketing may be a key to this segment, the report suggests.

According to the study, entitled Made in America: Asian American Teens and Echo Boomers, Asian American youngsters are likely to view themselves as trendsetters in three distinct cultural categories: technology and gadgetry, Anime and Manga (cartoon art), and video gaming.

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