Minari tells the story of a Korean-American family forging their own American Dream in rural Arkansas. With plenty of industry buzz, Minari shows the appetite for complex cultural stories of modern America, and how original marketing can make an impact among mainstream film audiences.

As calls for more onscreen diversity get louder, people increasingly expect media brands to be mindful of inclusive representation across all ages and cultures. Responding to this demand and targeting younger audiences, Sesame Street is introducing its first Asian American muppet.

Disney blockbuster Shang-Chi and the Legend of the Ten Rings is Marvel Studios’ first China-US cross-cultural superhero film. Shang-Chi is the first Asian superhero to get his own origin story in the MCU, giving an entire diaspora and several generations a narrative they can identify with.

The success of TV and films like I May Destroy You and Hand of God show that autofiction is a genre on the rise outside of publishing, appealing to our desires for authenticity, lived experience, and radical honesty. How can brands make the most of this trend in communications?