Overview
DAA x ACH Austin Night Market
Sponsored by Toyota
At SXSW, we brought together 17 AAPI female-owned businesses and over 800 guests for a night market that turned a Toyota sponsorship into a genuine community celebration.
Experiential
Community
Service
Experiential Activations
Tag
Community Marketing Campaigns
Client
Dear Asian American, Asian Creator House, Toyota
Context
The Project
A one-night outdoor night market at SXSW 2023, hosted by Dear Asian Americans and Asian Creator House and sponsored by Toyota, celebrating Asian American culture through 17 AAPI female-owned small businesses during one of the world's most high-profile creative gatherings.
The Problem
Toyota wanted to show up for the AAPI community in a real, meaningful way, not a logo on a sponsorship but something the community would actually feel. The challenge was building something authentic in one of the most oversaturated marketing environments in the world.
Solution
Our Work
We brought together 17 AAPI female-owned businesses spanning art, jewelry, ceramics, clothing, and more, with food from Panda Express, a bar, a Toyota vehicle display, and a photo booth. The kind of evening where people show up not knowing what to expect and end up staying all night.
Results
Results & Impact
Over 800 attendees, 17 AAPI female-owned businesses with a platform they earned, and a Toyota activation that felt less like a sponsorship and more like a genuine celebration of community.
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