Hollywood Can’t Afford to Ignore Asian America Anymore

Asian Americans in Hollywood have long been told their stories are too niche, but a new report from The Asian American Foundation (TAAF) proves that that isn’t necessarily true. Their 2025 Business Case for Asian and Asian American Narratives suggests that Asian-led stories aren’t just good for visibility, they’re actually good for business, too.

Despite recent progress, Asian Americans remain the most underrepresented group in Hollywood, accounting for only about three to six percent of lead roles in film and television. And when we do appear, it’s often without cultural context. Characters floating in a vacuum with no backstory, no community, no heritage. It’s no wonder TAAF’s STAATUS Index found that forty-two percent of Americans can’t even name a single famous Asian American. That lack of recognition shows how invisibility on-screen can spill over into real life, shaping self-esteem, belonging, and even how others treat us.

The report makes a compelling financial argument as well. Asian Americans represent roughly twenty-four million people with a collective $1.3 trillion in buying power, and we’re among the most engaged media consumers in the country. We stream more. We go to the movies more often than most Americans. And we show up in big numbers when the film features Asian leads. Films with diverse casts don’t just make people feel seen, they consistently perform better commercially. Crazy Rich Asians, Everything Everywhere All At Once, Beef, and Turning Red were clear signals that audiences crave authentic, fresh, emotionally resonant storytelling that reflects the world as it is.

TAAF’s research further suggests that Hollywood is sitting on a massive creative opportunity. Because so much cultural space remains unexplored, the next generation of Asian and Asian American storytellers has room to redefine what “mainstream” looks like. The industry is hungry for new faces and narratives. Actors like Stephanie Hsu, Steven Yeun, Ali Wong, Maitreyi Ramakrishnan, and Charles Melton have already proven that representation can drive both critical acclaim and box office success. One studio executive in the report even framed the lack of household Asian American stars not as a gap, but as “prime real estate for the next cultural icons.”

The report also doubles as a practical guide for emerging creators trying to navigate Hollywood. Its advice is refreshingly direct. Tell universal stories through your unique lens. Don’t apologize for your perspective. Avoid tokenism by building multidimensional characters. And back your creative vision with a smart strategy for how it can succeed in today’s market. In other words, authenticity isn’t a limitation. It’s the new competitive edge.

Ultimately, TAAF’s saying that Hollywood’s real risk isn’t inclusion. It’s stagnation. Investing in Asian and Asian American stories isn’t an act of charity or politics. It’s a smart business move. These stories expand audiences, open global markets, and reshape the cultural narrative of what it means to be American. And if you’re an emerging storyteller, take this as your cue. The industry doesn’t just need more Asian American stories. It needs yours, too.

Read the full report here.

Photo Beef/Netflix