Fulkrum Media

Fulkrum Media

Founded in 1994, Fulcrum is a vertically integrated Canadian media and marketing communications company that provides extensive sales and marketing expertise in the Canadian market. Fulkrum Media is an AAPI owned production studio that specializes in food-centric video.

Fulkrum Media

Founded in 1994, Fulcrum is a vertically integrated Canadian media and marketing communications company that provides extensive sales and marketing expertise in the Canadian market. Fulkrum Media is an AAPI owned production studio that specializes in food-centric video.

About the Organization:

Founded in 1994, Fulcrum is a vertically integrated Canadian media and marketing communications company that provides extensive sales and marketing expertise in the Canadian market. Fulkrum Media is an AAPI owned production studio that specializes in food-centric video.

organizational budget

$0 - $50,000

existence for

6-10 YEARS

The Issue:

Despite the growing interest and appreciation for foods from Asian American and Pacific Islander communities, food media still portrays AAPI dishes as difficult to make or more complicated than foods from other cultures deemed more familiar to the American palate. This portrayal is not only inaccurate, but the implication of “otherness” can have a harmful effect on the AAPI community at large. Asian American and Pacific Islander representation in media is also disproportionately smaller than the AAPI makeup of the US population. Those who have the opportunity to represent in film are often faced with roles where they are deemed as “other” and many are portrayed in a stereotypical fashion. Finally, treasured family recipes are at risk of being lost. As new generations become more assimilated into American culture, the recipes they enjoy that are not written down or are made “by feel” can be lost to time.

The Solution:

The Recipe Box highlights real AAPI home cooks and chefs who have delicious recipes and unique stories to share. This video series celebrates the foods and ingredients that define AAPI cultures rather than label them as exotic or “other”. We believe AAPI food and culture deserves more than a moment in food media. Rather than shy away from less common ingredients or offer shortcuts and substitutions out the gate, we aim to educate viewers on where they can find authentic ingredients and how trying these recipes is an adventure well worth the effort. By featuring real and diverse guests on the show, we hope to enlighten viewers on different AAPI subcultures, the variance in personal experiences, and the similarities they share. Documenting real cooks creating their cherished dishes will also help prevent this valuable connection to their heritage from being lost over time.

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