Asian+American: Embracing the Power of Being Both
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Dear Friends,
Today, we are proud to launch our Asian+American campaign—an urgent effort to strengthen belonging for our communities across the country, at a time when too many of us feel unsafe or unwelcome. As Asian Americans, we’ve often felt we have to choose between identities to fit in. We’ve had to wrestle with internalized doubts about whether we’re Asian enough or American enough. As a second-generation Chinese American, I experienced this firsthand, and I know that having to make such a choice can mean hiding an essential part of yourself. With the Asian+American campaign, we’re reclaiming the fullness of our identity and the depths of our stories.
From digital billboards in Times Square, NYC to Downtown LA, along with a cinematic short film and a dedicated social media initiative, this campaign will celebrate pride in being both Asian and American. Our hope is that this national campaign speaks to something universal––that no matter our background, all of our stories, while unique, are deeply connected. We are a nation of people with diverse and complex identities, and that is one of our true strengths. Keep reading to learn about the ways that you can be a part of this campaign. I encourage you to join us. We are Asian+American, and proud to be both.
In solidarity,
Norman Chen
CEO, The Asian American Foundation
BELONGING
We all have our Asian+American story
Asian+American is a campaign created by and for the Asian American community. According to TAAF’s 2025 STAATUS Index, just 20% of Asian Americans ages 16–24 (and 23% overall) feel fully accepted for their racial identity. And from our AAPI youth mental health study, Beyond the Surface, we know that 93% of our youth have experienced racial discrimination in the past year. After decades of being cast as both the model minority and the perpetual foreigner, we’re embracing our unique narratives and celebrating the duality of being both Asian and American.
For many Asian American communities, coming together in response to the alarming rise in anti-Asian hate in 2020 led to a newfound sense of pride. And although we come from varied backgrounds, we all have an Asian+American story to tell. We’ve gone from hiding our home-cooked lunches, our spoken languages, and our given names, to embracing the spotlight in American entertainment, cuisine, and sports. We are boldly redefining what it means to be at the intersection of two or more cultures.
Created in partnership with Wieden+Kennedy New York, the Asian+American initiative encourages us to live our identities fully and powerfully and shows the world how connected we all are. To get a deeper sense of what this campaign represents, you can watch our short film, Beyond, Together, which is directed by award-winning director Sean Wang and narrated by award-winning actor and producer Sandra Oh. The PSA is paired with powerful portraits taken by photographer Jingyu Lin that will roll out across digital, social, and out-of-home platforms.
After watching, we invite you to join the conversation in the ways below. You can also visit our blog, The Takeaway, where we’ll be featuring Asian+American personal stories and interviews.
How can you get involved?
Why Asian+American?
The hyphen, a mark that was used until recently to designate dual heritage (like “Asian-American”), has historically encapsulated the tensions many have felt between being “Asian” and “American.” In 2018, the late journalist Henry Fuhrmann wrote that hyphens “serve to divide even as they are meant to connect” and that their use implied an “otherness” with the implication that we are somehow less than full Americans.
With the Asian+American campaign, we transform the hyphen (which also looks like a negative) into a plus symbol to celebrate Asian American identity as something positive and powerful in its entirety. We are a massive community, a beautiful blend of so much more. Together, we are more.
SAFETY
Partnering with Right To Be to foster safety
As part of the Asian+American campaign, and in keeping with our commitment to creating longstanding change, TAAF is partnering with Right To Be to expand access to bystander intervention trainings that foster safety and belonging. A leader in anti-harassment education, Right To Be empowers individuals to safely intervene in moments of bias or harm, including instances of anti-Asian hate and xenophobic harassment. Together, TAAF and Right To Be will launch a national Train-the-Trainer program (using curriculum designed by Right To Be and Asian Americans Advancing Justice - AAJC) to equip local leaders to deliver these workshops in their own communities, with a goal of reaching up to 10,000 people in the first year.
CONVENINGS
Cultivating a winning mindset at the TAAF + Nike ERG Summit
In June, we welcomed over 150 Asian American, Native Hawaiian, and Pacific Islander (AANHPI) professionals from across the country to the TAAF + Nike ERG Summit. Held at Nike World Headquarters in Beaverton, Oregon, the summit explored how to cultivate a "Winning Mindset." Speakers included dynamic AANHPI athletes and business leaders like Apolo Ohno, Peter Tomozawa, and Jane Hyun, discussing topics ranging from expanding leadership skillsets to uplifting our communities. In an intimate fireside chat, Heisman Trophy-winning quarterback Marcus Mariota talked about playing and leading with purpose. The event also showcased leaders from TEN (TAAF’s ERG Network), who shared what they are doing within their own companies to create impact and drive transformation.
We were grateful for the opportunity to bring AANHPI leaders together for deep learning, connection, and a renewed commitment to advancing belonging. Thank you to Nike’s Ascend Network for their generous partnership and for hosting the summit on their beautiful campus.
We also had the opportunity to hear from entrepreneur Ambika Singh, the founder and CEO of Armoire, which helps busy women show up powerfully with a rented wardrobe of premium styles. Armoire is offering a month of unlimited rentals for $99 with code “TAAF.”
GRANTEE SPOTLIGHT
TAAF is honored to build towards safety, belonging, and prosperity with our community partners.
Meet our safety partner Tahirih Justice Center by clicking the image below.
ICYMI
TAAF in Community
On July 12-13, TAAF was proud to support the inaugural Belly Laughs Comedy and Food Festival, a vibrant celebration of Asian American culture and cuisine that brought together 30 comedians and 20+ food and beverage vendors in the heart of Los Angeles. As part of the festival, TAAF hosted an industry happy hour and previewed our Asian+American campaign during the program.
Photos courtesy of Bailey Holiver/L.A. LIVE/Bernstein Associates, Inc. and TAAF.