After reading This is Marketing by Seth Godin—often regarded as the most influential marketer of this generation—I realized that marketing is beyond the transactional act of convincing people to purchase a product; instead, it’s about crafting a compelling narrative, fostering a sense of community around one’s brand, and delivering genuine value to the customer. Through the art of subtle storytelling, I invite my audience to connect with my message which honors and represents Asian identities within America, building affiliation through shared stories and shared experiences. In my videography and photography, I juxtapose teenage life with early childhood while hinting at Asian American symbolism—familiar foods, nostalgic snacks, and culturally significant music. These elements aren’t meant to be loud; they’re meant to evoke rather than explain, inviting a sense of recognition that feels personal.  

Rather than aiming for a product with mass appeal, I sought the smallest viable audience—a specific group who would feel at home in my brand. Through aesthetics, photography, and videography, I offer my clothing not simply as a product, but as a chance to join a community rooted in identity. For this audience, certain images of the Asian American experience resonate instinctively: the low murmur of conversations blending English with native languages at the supermarket register; the faint whiff of incense mixing with takeout containers, capturing a quiet fusion of tradition and assimilation; the muted clatter of chopsticks on porcelain, a familiar sound marking family gatherings around a shared table.