WHO WE ARE

About the 3AF Foundation

MISSION

Our Mision


The 3AF Foundation empowers the next generation of Asian American talent and fosters authentic cultural representation by investing in students, independent researchers, and grassroots storytellers. Through dedicated scholarships, public-interest research, and strategic philanthropy, the Foundation serves the broader Asian American public — ensuring that diverse voices from all ethnic subgroups, including South Asian, Southeast Asian, East Asian, Pacific Islander, and underrepresented communities such as Hmong and Cambodian Americans, are elevated, understood, and accurately reflected in media and society.

The Foundation’s primary beneficiaries are students, researchers, communities, and the general public — those who stand to benefit most from a more equitable and authentically represented cultural landscape. This distinct mandate is what justifies a separate charitable structure and makes the Foundation eligible for tax-deductible contributions.

VISION

Our Vision


To build a future where Asian American voices are authentically represented in the marketplace and media, driven by a pipeline of empowered talent, rigorous insight, and an equitable creative economy.

“The Foundation serves the community and the next generation — using the industry’s expertise and resources to do it.”

OUR MANDATE

A Distinct Purpose

01

Talent Pipeline

Scholarships for Asian American students in marketing, advertising, and communications — with eligibility extended to community college transfer students who are often overlooked.

02

Public Research

Independent, freely available research on Asian American communities, consumer behavior, and media representation — serving businesses, policymakers, journalists, and educators.

03

Cultural Identity

Programs that combat misrepresentation and fund authentic storytelling — the most distinctly charitable dimension of the Foundation’s work and its emotional heart.

A NOTE ON OUR STATUS

As a newly established 501(c)(3) charitable organization, the 3AF Foundation is currently building its foundational programs, governance structures, and funding base. We look forward to sharing our accomplishments, financial reports, and impact metrics as our programs launch and grow. We are committed to full transparency with our donors and the communities we serve.

LEADERSHIP

Meet the Team

The 3AF Foundation is governed by a dedicated people committed to advancing the Foundation’s mission.

OFFICERS

Howard-Lichtman Headshot

Howard Lichtman

PRESIDENT

Partner & Co-founder, Ethnicity Matters

Sandra Lee Headshot

Sandra Lee

TREASURER

CEO, ES Advertising, Inc.

Jay Kim Headshot

Jay Kim

SECRETARY

President, AAAZA

BOARD

Jack-Schwartz Headshot

Jack Schwartz

General Manager, KTSF


Michael Moon Headshot

Michael Moon

CEO, Prime Image Media Group

Iris Yim Headshot

Iris Yim

Principal, Sparkle Insights | 3AF Chair, Research Committee

Ajay Bansiwal Headshot

Ajay Bansiwal

Head of Multicultural, Datawrkz

Indrajit Majumdar headshot

Indrajit Majumdar

Vin Media & Digital solutions LLC, President

Support Our Mission

Help us build a more equitable and authentically represented future for Asian American communities.

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