These Comics Illustrate the Real Lives of AAPI Artists

AAPI Heritage Month might be over, but McDonald’s wants its latest partnership to have an impact that lasts more than 31 days. The fast-food chain teamed up with Webtoon, a digital comics platform—and also the name of a digital comic intended to be read on smartphones and computers—to create “Drawing on Heritage,” a series featuring AAPI artists sharing personal stories about their cultural experiences. Every Sunday in May, McDonald’s debuted a comic on the Webtoon platform from one creator. Those creators included: instantmiso, who explored how her connection to her Filipina heritage and love for food was thanks to her grandmotheruru-chan, who illustrated the complexities that come with growing up between two culturesKris Nguyen, creator of a comic called Cape of Spirits, who used some of their existing characters to discuss growing up, friendship and fandomQuimchee, who took a look at some of the sacrifices that come with being from an immigrant family https://twitter.com/instantmisosoup/status/1523193422152040450?s=20 https://twitter.com/quimchee/status/1528542477619175424?s=20&t=vW4LpUza2S-lPG1VHHrZ-Q Elizabeth Campbell, McDonald’s senior director of cultural engagement, said the fast food chain noticed the popularity of digital comics among Gen Z, particularly those in the AAPI community. “Our fans are at the heart of what we do, so we create programs that engage them in the spaces and platforms they enjoy,” she told Adweek. Campbell added these creators were chosen not only because they’ve “made significant contributions in the digital comics space,” but also because they represented how diverse the AAPI community and experiences can be. Partnering with Webtoon isn’t McDonald’s first foray into establishing a connection with the AAPI community. Earlier this year, it teamed up with fashion designer Humberto Leon on a virtual zodiac art collection in the metaverse for Lunar New Year. At the end of last year, McDonald’s had officially joined the metaverse when it teamed with popular AAPI gaming collective OfflineTV to create a pop-up experience for fans who couldn’t attend the physical one in Los Angeles. Last April, it also donated some of its ad inventory to multicultural agency IW Group to amplify an anti-Asian hate PSA on major networks like ABC, NBC and ESPN. Campbell said the response to “Drawing on Heritage” has been positive as people “have noted how gratifying it’s been to see such deeply personal APA experiences being shared by a major publisher like Webtoon and promoted by a global brand like McDonald’s.” “While we knew our Golden Arches often show up in anime, manga and digital comics, it’s reassuring to see fans welcome the partnership, and most importantly relate to the stories,” she added. Overall, McDonald’s wants to continue finding a balance between uplifting the AAPI community and educating those outside of it. “We hope many readers see themselves and their similar experiences in these stories—while others learn about the cultural richness and depth of the APA experience,” Campbell said. AAPI Voices Shaping the Future of Representation

Diversity, Equity and Inclusion

McDonald's and Digital Comics Platform Webtoon Highlight the AAPI Community's Diversity

The two collaborated on a series for AAPI Heritage Month

Tiffany Moustakas

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Tiffany Moustakas