Consumer Marketing Kicks Off AANHPI Heritage Month With #RepresentAsianStories


In honor of Asian American and Native Hawaiian/Pacific Islander (AANHPI) Heritage Month kicking off in May, the Consumer Marketing Team is excited to launch #RepresentAsianStories, which celebrates unique AANHPI identities by highlighting stories across the diaspora.

From memoirs to romance and stories from second-generation Chinese Americans to first-generation Indian Americans, we’ll spotlight a wide range of AANHPI perspectives to create a more balanced narrative of this culturally diverse group.

The campaign will showcase more than 200 books across 11 categories on a brand-new #RepresentAsianStories hub on We’ll drive awareness for these titles via dedicated emails, social promotion, paid media support, ReadDown lists, and partnerships with key influencers on TikTok and Instagram. In an effort to invite more readers into the Penguin Random House ecosystem, we’ll also launch a giveaway featuring a collection of books by AANHPI authors across all genres and age ranges.

Beyond these activations, Penguin Random House is proud to support the Asian Mental Health Collective, which seeks to increase mental health access to Asian communities worldwide, and NYC-based Soar Over Hate, which supports the AANHPI community in the face of escalating anti-Asian violence.

We’ll also support AANHPI bookstore owners, with an emphasis on the Native Hawaiian community, through, donating 15% of this month’s net proceeds (up to $30k) on to these organizations.

We’re committed to inviting new and diverse readers into the Penguin Random House community by connecting with the AANHPI readers this month and throughout the year. We hope you’ll help amplify on your brand and personal accounts using #RepresentAsianStories (and #TeamPRH).

For more on #RepresentAsianStories, check out our campaign one-sheet, or reach out to team leads Haley Larson and Anthony Key.

Posted: May 2, 2022