SKC Insights

Breaking into U.S. media can feel a lot like stepping onto a brand-new playground full of swings, slides, and opportunities, but with rules you might not know yet. What counts as news at home in Asia might barely make a ripple across the Pacific, and pitching stories can feel like learning an entirely new game. 

The good news? Once you understand the rules—how to think like U.S. editors, set realistic expectations, and work closely with your agency partner—that tricky playground turns into a place to show off your brand’s best moments. In this blog, we explore five practical tips to help Asian brands climb higher, slide smoother, and jump farther toward meaningful media coverage in the U.S.

Climbing the U.S. Media Jungle Gym

Scaling the U.S. editorial landscape means swinging yourself up rung by rung—knowing what counts as news, how editors move, and which stories get noticed. Laneige, the South Korean skincare brand known for its iconic Water Sleeping Mask, knows how to navigate this jungle gym with skill. When launching in Sephora and rolling out new hero products, the Laneige team combined timely, newsworthy hooks with engaging campaign language like “overnight hydration magic.” Instead of relying on gift-giving or paid coverage, the brand leaned into moments that made editors pause mid-climb, look, and write. Its strategic PR and marketing efforts have earned top-tier coverage in outlets like Vogue, Harper’s Bazaar, and Glossy, showing how well-executed campaigns can capture mainstream editorial attention. Each launch was timed with a clear narrative and a newsworthy hook: innovative formulations, influencer collaborations, and K-beauty relevance. By choosing the right rungs to climb, Laneige scaled the U.S. editorial jungle gym with confidence. Brands that learn how to reach the right spots can scale successfully, too.

Staying Steady on the Balance Beam

Entering the U.S. media playground means finding your footing on the balance beam, choosing which stories will land and avoiding those that might wobble. Many Asian brands are used to coverage for nearly any milestone: new hires, office openings, or minor product tweaks. In the U.S., editors prioritize stories with broader relevance and anchored in trends, data, and local or cultural significance.

SKC client Vigloo is a masterclass in staying steady. The global, mobile-first platform for vertical dramas is riding the micro-drama wave, launching the first fully AI-visualized vertical series and also offering a wide range of short-form content for U.S., Korean, and international audiences. With SKC’s strategic PR support, Vigloo has earned high-profile coverage in top-tier outlets including Forbes, Variety, and Deadline, reinforcing strong visibility and credibility. Instead of pitching “just another launch,” Vigloo offered a timely, culturally relevant story at the intersection of technology, entertainment, and global storytelling. Brands that master this balance capture attention and stay steady without tipping over.

Pitching Your Story Across the Field

On the U.S. media playground, stories move fast—and when the field is crowded, every pitch counts. Editors juggle crowded inboxes, tight deadlines, and dozens of competing stories. A pitch that’s sharp, concise and timed right is the one that gets read.

UNIQLO, the Japanese apparel brand known for its minimalist LifeWear, has become a global staple, and its U.S. expansion shows why. When UNIQLO announced 11 new stores across major American cities, the timing landed perfectly. U.S. shoppers were seeking accessible, high-quality basics. Knowing how to pitch a fastball into home-run coverage, its PR team secured coast-to-coast press. National coverage framed the move as renewed retail momentum, while local and industry stories like Time Out and Retail Dive celebrated the brand’s long-awaited arrival. The press release was concise, mission-driven, and newsworthy: “bringing LifeWear to more Americans in prime urban hubs.” This clear message turning a store-opening pitch into a broader story about global retail investment in U.S. cities.

Each element, from the news hook, timeliness, and clear “why this matters now,” gave editors exactly what they needed. UNIQLO played the media game with precision, making it easy for editors to cross home plate. Thoughtful, well-timed outreach like this keeps your stories in play, and winning headlines.

Jumping Between Cultures with Ease

Navigating media across different countries can feel like hopping from one piece of playground equipment to another. What works on the swings in Asia might not make sense on the slides in the U.S. In many Asian markets, hospitality, personal rapport, and gift-giving are key ways to connect with journalists. In the U.S., meaningful relationships still matter, but editors expect professionalism, transparency, and a clear separation between editorial content and advertising.

Tatcha shows how to stick the landing safely. With founder Vicky Tsai at the helm, the brand moves seamlessly between its Japanese beauty roots to U.S. editorial expectations, sharing ingredient stories and cultural insights through thoughtful narratives and interviews that respect the U.S. playground rules. When Tatcha launched at over 1,400 Ulta Beauty stores, it highlighted traditional ingredients like rice, algae, and green tea paired with modern skincare science. Media coverage celebrated both the brand’s Japanese heritage and its relevance to American consumers, creating stories that felt authentic and impactful. By balancing these worlds and leveraging Tsai’s Asian American identity, Tatcha built trust and credibility without forcing cultural norms. The result? Media coverage that’s genuine, culturally respectful, and perfectly balanced—mastering the jump between swings and slides without a stumble.

Tagging Your Agency to Bridge the Gap

Entering a new media landscape is a lot like a fast-paced game of “tag” on a sprawling playground. Knowing when to run and who’s “it” can make all the difference. Founded in 2013 in China as Huami Corp, Zepp Health has quickly grown into a global leader in smart wearables and health technology, shipping over 200 million units and serving 42 million daily active users across more than 90 countries. To navigate the U.S. market and unify its diverse portfolio under a cohesive corporate story, Zepp Health tapped SKC as its strategic teammate. Together, we built a tag-team strategy: a full-scale messaging framework, press materials, and ongoing media programs for sub-brands like Amazfit and Zepp Clarity. When Zepp launched new products, SKC’s media expertise helped the brand “tag” the right editors, turning each announcement into timely, newsworthy coverage, from product reviews in top-tier outlets to CES showcases. By treating SKC as a partner rather than just a messenger, Zepp Health moved confidently across the playground. Playing in sync with your agency can turn complex launches into clear, compelling, high-impact coverage.

Mastering the U.S. media playground means knowing which swings to jump from, which slides to speed down, and when to tag your agency in. Brands that combine editorial smarts, realistic expectations, timely pitches, cultural awareness, and strong agency collaboration can navigate the playground with confidence. Play by the rules, tell your story well, and your media wins will follow naturally.

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