In the early 1990s, Julia Huang asked herself a question that would redefine her career and the future of multicultural advertising. That simple shift in perspective helped her launch Intertrend Communications in 1991, a time when multicultural marketing was barely on the corporate radar. Today, the agency is celebrated as “the Most Award-Winning Result Driven Asian American Advertising Agency.” Huang’s story offers timeless lessons for entrepreneurs and marketers alike.
The Pivot: One Question Changed Everything
Before founding Intertrend, Huang worked in mainstream advertising, where the standard approach was to target a broad, homogeneous audience. But she noticed a gap: Asian American consumers were often overlooked or lumped together under generic stereotypes. The question that sparked her breakthrough was simple yet profound: “What if we stopped asking how to market to Asian Americans and started asking how to market with them?”
That shift from a transactional to a collaborative mindset led her to build an agency that prioritizes cultural authenticity over quick wins. Instead of adapting existing campaigns for an Asian audience, she focused on co-creating messages that resonated at a deeper level.
Recognizing the Opportunity
In 1991, the term multicultural marketing hadn’t yet entered the business lexicon. Most companies treated ethnic marketing as a niche afterthought. Huang saw a different future. She realized that Asian American communities were rapidly growing in size and purchasing power, and they craved representation that felt genuine.
Intertrend launched with a clear mission: to bridge the gap between mainstream brands and Asian American consumers. The agency’s early work involved extensive community research, focus groups, and partnerships with cultural leaders. This approach not only yielded effective campaigns but also built trust—a currency that would sustain the business for decades.
Building a Foundation on Authenticity
From the start, Huang insisted on hiring a diverse team that reflected the audiences they served. She also championed the idea that cultural insight should drive strategy, not just execution. For example, a campaign for a major bank didn’t simply translate slogans into Mandarin; it highlighted values like family, respect for elders, and financial prudence—concepts that resonated across Asian cultures.
This commitment to authenticity attracted clients who were willing to experiment. Intertrend’s early successes included campaigns for telecoms, automotive brands, and consumer goods. Each project reinforced the agency’s reputation for delivering results that went beyond vague impressions.
Lessons for Entrepreneurs and Marketers
Huang’s journey offers several actionable insights for anyone building a business or trying to connect with underrepresented audiences.
Authenticity Over Assumptions
The biggest mistake many companies make is assuming that one size fits all. Huang’s approach was to listen before speaking. She invested time in understanding the nuanced differences between, say, Chinese, Korean, and Vietnamese consumers—even though they are often grouped together. This granularity made Intertrend’s work stand out.
For entrepreneurs, the lesson is clear: ask better questions. Instead of “How do I sell to this group?” ask “How can I serve this group in a way that respects their identity?” That shift builds loyalty that lasts beyond a single transaction.
Long-Term Vision Over Short-Term Gains
Intertrend thrived because Huang refused to chase quick wins. She turned down clients who wanted to use stereotypes or who refused to invest in proper cultural research. This discipline paid off. Over three decades, the agency has earned accolades from the advertising industry and become a go‑to partner for brands like Western Union, AT&T, and Panda Express.
Her story underscores the importance of patience and consistency. In a world obsessed with rapid growth, sometimes the best strategy is to build a solid foundation and let reputation do the work.
The Power of a Curious Mindset
The original question that launched Intertrend wasn’t a one‑time epiphany. Huang made curiosity a core value of the agency. Employees are encouraged to ask questions constantly—about culture, data, consumer behavior, and even the agency’s own assumptions. This culture of inquiry keeps Intertrend agile and relevant as demographics shift.
Conclusion: The Question That Keeps on Giving
Julia Huang’s decision to change a single marketing question didn’t just launch a successful agency; it shaped an entire approach to multicultural communications. Her story reminds us that the most powerful innovations often begin with a simple shift in perspective. Whether you’re a startup founder or a seasoned marketer, taking the time to reframe your core questions can lead to breakthroughs that last decades.
Intertrend Communications continues to thrive because it never stopped asking: “How can we market with our audience rather than to them?” That question, now over 30 years old, remains as relevant as ever.