Conference Explores New Trends and Insights of Asian American Youth that is Shaping and Defining the Mainstream American Pop Culture

LOS ANGELES, CA – For all in attendance, the IMPRINT: Urban Youth Unabridged conference, which convened in Los Angeles on July 26^th, 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 Han 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.”