what is multicultural marketing

Defining Multicultural Marketing

What is Multicultural Marketing?

what is multicultural marketing

In 2016, Latinos made up over 26% of the Silicon Valley’s population. This population is projected to rise to just over 1 million by 2050.

As diversity continues to increase in the United States, your target audiences’ culture must be incorporated into your overall marketing strategy to maximize your marketing campaigns’ effectiveness. Multicultural marketing encompasses the culture of your target audience including their language, traditions, customs, and beliefs. Your audiences’ culture tends to heavily influence their perception of your brand and products.

“Multicultural Marketing is more than just numbers and speaking the language. It is about speaking the culture which is defined by the people, their deeply rooted history, and reality.”

Culture is deeply rooted in our society and it shapes our daily lives. Multiple studies have proven culture matters in determining how people will perceive a specific message or advertisement. As marketers, we must keep in mind we are communicating with a group of people from all sorts of different cultural backgrounds. In other words, what makes sense in one culture, may not make sense in another. 

If you are a business in San Jose, CA or the greater Bay Area who would like to remain relevant in this growing, diverse market, your organization must form real connections with multicultural audiences. Multicultural Marketing is more than just numbers and speaking the language. It is about speaking the culture which is defined by the people, their deeply rooted history, and reality. It is the type of cultural context that you can fully appreciate from being a part of the community.

Kooltura’s Approach to Multicultural Marketing

At Kooltura Marketing, our goal is to help build community connection and cultural insight that is essential to multicultural marketing. As a strategy, we incorporate research studies, data, and our own cultural experiences while working closely in culturally rich communities.

If your organization or business is interested in reaching a specific ethnicity, culture, and/or subculture in San Jose, CA and the larger Bay Area, do not hesitate to contact us today. We offer marketing consulting, social media management and branding to individual artists, nonprofit organizations and businesses.

5 Christmas Traditions in Latino Households

Latinos’ love going all out when it comes to the holidays. This is especially true when it comes to the most wonderful time of the year! While the ways that Latinos’ celebrate the holidays vary from country to country and from household to household, one thing holds Celebrating Navidad is more than a religious holiday. Christmas is also about familia, friends, food, and culture. Keep on reading to learn more about typical Christmas traditions in Latino households.

5 Christmas Traditions in Latino Households

1. Posadas

Just before Navidad, many Latinos take part in a posada, a ritual re-enactment of Mary and Joseph’s search for lodging in Bethlehem. According to Hacienda Tres Rios, Mexican families hold a posada party in each of their homes from December 16th through December 24th.

posada San Jose ca

Posada Celebration at the School of Arts and Culture in San Jose, CA | Mercury News

The host serves as “innkeeper” while the guests sing a song and offer ponche caliente, buñuelos and tamales in exchange for shelter. Besides serving as a re-enactment of Mary and Joseph’s search, posadas also involve socializing, delicious food, and family fun including the rupturing of a star-shaped piñata filled with candy.

2.  Nochebuena

While most American families typically celebrate Christmas during the morning of Christmas Day, Latinos kick off the festivities on Christmas Eve, also known as Nochebuena (The Good Night).

Misa Del Gallo

Misa Del Gallo | 20 Minutos

The Huffington Post points out that although the night’s activities may vary from household to household, most Nochebuenas’ consist of family, large feasts, music, dancing, and gift-giving. If the families are Catholic, they may also attend a late Mass also known as Misa del Gallo (Rooster’s Mass).          

3. Night of the Radishes

The people of Oaxaca have their own unique way of celebrating Christmas. Because radishes are a staple to the Oaxacan culture, on December 23rd, artisans carve radishes to take on the elaborate shape of Jesus and other objects in the Nativity scene.

Oaxaca radish festival | © Anna Bruce/Culture Trip

Oaxaca radish festival | © Anna Bruce/Culture Trip

Oaxacans see this as a way of not only having fun but as a way of promoting local agriculture. During this unique festival, Oaxacans also celebrate Navidad through traditional food, music, and dance.

4. Tamaladas 

 No holiday is complete without tamales in a Latino household.

Tamalada / Image

Tamalada | 5280

Because tamales are a traditional staple in Latino households, families and neighbors gather around during the holidays to participate in tamaladas, or tamal making partiesMaking tamales can be a time-consuming task. As a result,  participants bond while sharing their own tamal recipies and prepare this yummy “must-have” in bulk.

5. Parrandas

 In Puerto Rican Households, parrandas are common during the holiday season. According to the Huffington Post, a parranda is a tradition in which friends, family members, or even strangers, visit each other’s homes spontaneously and overtake them with holiday merriment.

Parranda | Pinterest

They do so while playing instruments such as maracas, guitars, and tambourines. While others dance along to the music, others sing and fill homes with their contagious holiday spirit. Besides singing and dancing, Puerto Ricans also take the time to socialize and consume traditional food and drinks such as rum.

While Christmas traditions in Latino households may vary from household to household. They all undoubtedly involve tasty food and good times with families and friends. What are your favorite Christmas traditions?

Kooltura’s Approach to Multicultural Marketing

At Kooltura Marketing, our goal is to help build community connection and cultural insight that is essential to multicultural marketing. As a strategy, we incorporate research studies, data, and our own cultural experiences while working closely in culturally rich communities.

If your organization or business is interested in reaching a specific ethnicity, culture, or subculture in San Jose, CA and the broader Bay Area, do not hesitate to contact us today. We offer marketing consulting, social media management and branding services.

 

Inaugural J-Town Film Fest – Recalling the Opening Night

It’s hard to believe that we are already in the month of June in 2015. Time seems to fly by and if we blink too long, we might miss some great events in San Jose. Hopefully you didn’t miss the inaugural San Jose J-Town Film Fest. The opening night was Friday, May 29th at 7PM at the  Jacinto “Tony” Siquig Northside Community Center.

We’re lovers of film festivals here at Kooltura. It wasn’t too long ago that we were in and out of theaters catching Cinequest films. So, when we heard Japantown was holding it’s inaugural film festival as part of the Asian Pacific American Heritage Month and their anniversary celebration of 125 years as Japantown, we knew we had to be there.

When we arrived for the opening night film at JTS Northside Community Center, we heard that the last “at-the-door” ticket was sold. It was great to hear. The energy was high with anticipation and everywhere we turned there was a friendly volunteer face guiding us.

The scheduled film was “Delano Manongs: Forgotten Heroes of the United Farm Workers Movement” (2014) by filmmaker Marissa Aroy. If we could give a film a higher rating than two thumbs or more stars than five, then we would. Why? Well, besides the film being well made, it holds an important significance because of its relevance to San Jose, its people, and its surrounding communities.

San Jose is diverse, that’s no secret. And, chances are we are familiar with the story of Cesar Chavez and the United Farm Workers. Many of us actually have relatives or know older generations who were directly involved with the American farm labor movement in one way or another. The film “Delano Manongs” tells the often overlooked story of Larry Itliong and the Filipino farm workers whose actions played a key role in the Delano Grape Strike of 1965 and ultimately brought about the creation of the United Farm Workers Union (UFW). The film shines a spotlight on the Filipino farm workers and you’ll be sure to fall in love with Mr. Larry Itliong and his cigars.

DSC_0641

Q&A/Discussion after the screening of Delano Manongs with Marissa Aroy, Luis Valdez, and Johnny Itliong.

 
As if the film wasn’t enough, the opening night also included a Q&A panel which included filmaker Marissa Aroy, noted playwright Luis Valdez, and Larry Itliong’s son Johnny Itliong. Being in that room with people who are or were connected to such a huge part of history felt like witnessing history itself. After the once in a lifetime panel discussion, we were blessed with live performances by (folklorico group name), (Q’s drumming group name), and music by Sonido Clash.

The film festival continued on Saturday and Sunday with great films like; Hibakusha” (2012), “Kumu Hina”(2014), “Skin Stories: The Art and Culture of Polynesian Tattoo” (2003)East Side Sushi” (2014)The People I’ve Slept With” (2009)Issei: The First Generation” (1984).

So, what did we take away from this inaugural J-Town Film Fest? We fell in love with it! We want this back every year. Ultimately it’s up to us to support and allow great events like this to flourish and succeed. If you were there, you know exactly what we’re talking about when we say this event is the definition of community. If you weren’t there, you won’t want to miss the next one.

If you loved this event and wish more people would know about it or wish you would’ve heard about it sooner, then make sure to head over to #iPledgeSJ to find out how you can take the pledge and support San Jose and the Arts.

Photo Credit: Miguel Martinez | Event: J-Town Film Fest