As the U.S. approached its 250th anniversary this year, the urgent question arose: would Asian Americans and Pacific Islanders (AAPIs) be included in our country's story? Much of the public has limited knowledge of AAPI history and influence. According to The Asian American Foundation’s (TAAF) 2026 STAATUS Index, 53% of U.S. adults cannot name a single major moment in Asian American history, and just 7% believe AAPI communities have “a great deal” of influence on U.S. culture.
To fill the gap, TAAF launched The United States of Asian+America, a digital series that spotlights the AAPI innovators behind some of the nation’s biggest industries and cultural shifts. TAAF had three objectives when developing the series:
1. Share untold stories: TAAF was uniquely positioned to seize this once-in-a-generation moment to reclaim, amplify, and preserve the often overlooked contributions that AAPIs have made toward the fabric of this country.
2. Reach the next generation: We wanted to inspire younger, digitally native audiences where they are (YouTube, TikTok, Instagram), and introduce them to AAPI trailblazers they might not have heard about.
3. Spark dialogue: By uplifting AAPI stories, we hoped to encourage AAPIs everywhere to celebrate the complexity and beauty of their dual identities and be empowered to see themselves in the American narrative. We have always been here, belong here, and will help define America’s future.
TAAF invited Wong Fu Productions, early trailblazers in the YouTube creator space, to help bring to life The United States of Asian+America. Together, we produced a rolling YouTube series to coincide with the nation’s 250th anniversary that uncovers pivotal moments of AAPI history through original, intimate interviews with unsung innovators and pioneers.
EXECUTION & TACTICS
Episode design:
Each episode features an AAPI pioneer (in most cases sharing their stories first hand), paired with a host who is carrying their legacy forward, creating a powerful dialogue between past and present. YouTube co-founder Steve Chen discussed the early days of the tech giant with Co-founder of Wong Fu Productions Phil Wang; rapper MC Jin and the first Asian woman in hip hop Sophia Chang recounted their journeys with Founder of Righteous Eats Jaeki Cho; and legendary television chef Martin Yan discussed bringing Asian food to the American masses with chef and creator Jon Kung.
When primary sources haven’t been available, we’ve turned to industry experts to discuss the importance of historic moments, such as the AAPI origins of the California wine industry, and the invaluable role that Filipino American nurses played on the U.S. healthcare system and on the front lines of the COVID-19 pandemic.
Perhaps the biggest challenge in producing the series has also been our greatest joy – uncovering and bringing to light incredible stories that have existed under the radar (or in some cases, in plain sight) of mainstream history.
Events:
We strategically previewed episodes with key audiences including content creators, journalists, and music fans. The series premiered at a special VidCon AAPI Happy Hour, and TAAF hosted a screening at YouTube headquarters, curated a panel conversation on food and culture at the Asian American Journalists' Association's convention in Minneapolis, and showcased The United States of Asian+America on the main stage at this year’s Head in the Clouds music festival.
Social:
We distributed a digital toolkit and secured a mix of organic and paid collaborations with creators to introduce targeted and vertically-aligned audiences to each unique episode, including Jonnie Park, Jason Chu, Travis Yee, Hetal Vasavada, Jeanelle Castro, and Tubby Nugget.
Partnerships:
In line with our strategy to support small businesses, we collaborated with Nostalgia, a Bay Area-based AAPI streetwear brand, on a custom, limited-edition Tang Denim jacket which was released with launch. We also worked with Bopomofo Cafe to distribute Asian+American branded cup sleeves across its five California locations.
Following our launch on June 24, 2026, response to The United States of Asian+America has been overwhelmingly positive.
WHAT THEY’RE SAYING:
Explore full episodes, stories, and more at asianplusamerican.org.
