Established 2025 · 501(c)(3) Charitable Organization
Investing in the Future
of Asian American
The 3AF Foundation harnesses the power of advertising, marketing, and media to advance understanding, authentic representation, and opportunity for Asian American communities.
ESTABLISHED 2025 . 501(C)(3) CHARITABLE ORGANIZATION
Investing in the Future of Asian American
The 3AF Foundation harnesses the power of advertising, marketing, and media to advance understanding, authentic representation, and opportunity for Asian American communities.
OUR MISSION
Serving the Broader Asian American Public
The 3AF Foundation advances understanding, authentic representation, and opportunity for Asian American communities through the power and influence of advertising, marketing, and media. Through research, education, thought leadership, public engagement, and strategic partnerships, the Foundation works to elevate Asian American voices and perspectives, expand opportunities for the next generation, and inspire meaningful change.
Our work extends beyond the advertising and marketing industry to benefit students, emerging professionals, Asian American communities, and the broader public – helping create a future where Asian Americans are better understood, more authentically represented, and empowered with greater access to opportunity and influence.
our vision
A future where Asian American voices, experiences, and perspectives are fully understood, authentically represented, and influential in shaping the stories, ideas, and opportunities that move our society forward.
our commitment
We recognize that the Asian American experience is not monolithic. Our work seeks to reflect the diversity of cultures, identities, experiences, and perspectives that make up Asian American communities, ensuring that voices too often overlooked are seen, heard, and understood.
LEADERSHIP
Meet the Team
The 3AF Foundation is governed by a dedicated people committed to advancing the Foundation’s mission.
OFFICERS
Howard Lichtman
PRESIDENT
Partner & Co-founder, Ethnicity Matters
Sandra Lee
TREASURER
CEO, ES Advertising, Inc.
Jay Kim
SECRETARY
President, AAAZA
BOARD
Jack Schwartz
General Manager, KTSF
Michael Moon
CEO, Prime Image Media Group
Iris Yim
Principal, Sparkle Insights | 3AF Chair, Research Committee
Ajay Bansiwal
Head of Multicultural, Datawrkz
Indrajit Majumdar
Vin Media & Digital solutions LLC, President
WHAT WE FUND
Your Support Fuels our Three Areas of Impact
Our work is focused on three connected priorities: creating opportunity, advancing understanding, and bringing communities together.
Education &
Opportunity
Open doors
We invest in the next generation of Asian American talent by expanding access to education, experiences, and career opportunities in advertising, marketing, media, communications, and related fields. Through targeted initiatives and programming, we help students and emerging professionals gain the knowledge, exposure, and support they need to launch successful careers, grow as professionals, and become future leaders
Research & Representation
Build Understanding
We invest in research that deepens understanding of Asian American consumers, communities, and experiences and examines how they are represented across advertising, marketing, and media. By generating credible insights and elevating diverse perspectives, we help advance more accurate, authentic, and nuanced portrayals of Asian Americans in the stories and messages that shape our culture.
Awareness &
Influence
Drive change
We elevate issues and perspectives that matter to Asian American communities and bring greater attention to their voices, experiences, and contributions across advertising, marketing, and media. Through public conversations, educational campaigns, thought leadership, and strategic partnerships, we seek to turn awareness into action and inspire meaningful change.
SUPPORT OUR WORK
Make an Impact
Every contribution helps build a future where Asian American communities are better understood and more authentically represented, where the next generation has greater access to opportunity, and where Asian American voices and perspectives have greater visibility and influence.