From ‘Whiz Kids’ to CCOs: AAPI communicators reshape the industry

But some worry the ‘bamboo ceiling’ remains.

Asian Americans and Pacific Islanders are the fastest-growing ethnic group in the U.S. Between 2000 and 2022, this demographic increased by 105%. As of 2025, there were more than 25 million AAPI people in the United States, making up 7% of the total population.

They’re a powerhouse group not to be ignored, including in the communications space.

More and more AAPI comms practitioners are reaching the top of their field, stepping into CCO and other chief roles. Kevin Wong was recently named CCO of The Trevor Project.

“I am grateful to have earned the spot that I am in as a chief communications officer,” said Kevin Wong. “Throughout my career, though … it is pretty rare to see another API comms professional who rises above a certain seniority level.”

Indeed, as of 2021, Asian Americans made up 12% of the workforce but only 1.5% of Fortune 500 corporate officers.

A 2005 book by Jane Hyun coined the phrase “bamboo ceiling” to describe the challenges of AAPI people reaching the highest rungs of corporate power — a spin off the “glass ceiling” that is said to impact women.

Telly Wong (no relation to Kevin), chief creative & innovation officer at IW Group ., noted that not all AAPI people appreciate the term “bamboo ceiling” or believe that its thesis holds true in a moment when Asian and Asian American people are increasingly visible and prominent in the West.

“Twenty years later, who are the influencers you’re seeing? K-pop concerts sell out everywhere. Filmmakers, more AAPI folks are running for political office more than ever before,” Telly Wong said.

Even as many AAPI people advance in the comms industry, there are still ways to usher in an environment that brings in an array of voices at every level.

The importance of mentorship

For the last 17 years, Telly Wong has worked at IW Group, a multicultural agency founded by industry icon Bill Imada, who is AAPI.

“Seeing examples in general, it’s great because you kind of see a pathway, and especially when you’re a younger person and you might not have family members or close people in your life that are in that world that can guide you,” Telly Wong said. “Seeing success stories like that really gives you some inspiration that it’s possible.”

Kevin Wong paused when asked about AAPI mentors in the course of his career before shaking his head. While he said he had a number of mentors in his career, none were AAPI.

“Especially when you’re maybe a more junior person trying to find your way in the world, it’s almost like, well, is there a place for me here? Because I don’t see anybody else like me,” Kevin Wong said. “Nobody stuck it out long enough, or we aren’t being promoted at the rate as, or do I have the skills? Will I have the skills that it takes to rise to the level of senior leadership?”

One way to help foster visibility and help people find mentorship and a sense of belonging is through employee resource groups. As the executive sponsor of AAPI Trevor, Kevin Wong finds community through activities like a Lunar New Year cook book, as well as forging connections with other AAPI people across the organization.

“We’re also talking about retention and happiness at work, right? You are more likely to stay at a place where you found community, you found the people,” Kevin Wong said. “So, I think for those reasons, employee resource groups or business groups, whatever some of these companies call them, they allow staff to engage at different levels that they normally wouldn’t.”

ERGs can also help employees who have intersectional identities, such as AAPI women or LGBTQ+ people.

What allies can do

For people who aren’t AAPI but hope to act as allies and advocates for those who are, there are simple ways to help.

“What I’ve found really helpful is an introduction, something as simple as a ‘hey, I know this other person. Maybe you share similar backgrounds or experiences. I’d love for you to just get to know them with no expectation,’” Kevin Wong said. “That has happened to me a few times, and I always find it very helpful, if nothing else, to see that there are other people who are succeeding in the industry.”

Telly Wong, a Gen Xer, said that in the course of his life, he’s seen perceptions of Asian Americans evolve from shy, nerdy “Whiz Kids” to a very different world today, where Asian Americans are often seen as charismatic, media-friendly and the face of hot new startups.

“There has been a sea change in the culture, and we just have to now kind of redefine if there is something that’s institutional that’s holding anyone back.”

Allison Carter is editorial director of PR Daily and Ragan.com. Follow her on LinkedIn.

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