'You don’t just have a snack; you sample the whole culture — including the nostalgia that Asian-Americans feel for Pocky or shrimp crackers.'
, its upward trajectory was remarkable. Glico’s U.S. subsidiary had around $20 million in sales in 2015. Last year, it had $64 million.
This boom in Asian snacking occurred because of the 20 million Asian-Americans that live here today; we’re currently the fastest-growing demographic in the U.S. The invisible minority has recently become a lot more visible, especially through consumer goods. There’s been a mainstreamification of Asian culture in the West, including an awareness of a larger menu of Asian foods like kimchi, pho, and sushi, which might seem ubiquitous, now was once difficult to find, even 30 years ago.
Besides Youtube, there’s been a feast of Asian and Asian-American content in other spheres too — in the era of internet streaming, platforms like Netflix are offering movies likeincluding a scene where the white male lead gushes about how great Yakult is. The internet has also brought us an influx of Asian-American influencers and content creators in beauty and fashion, from Michelle Phan to Chriselle Lim.
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