This edition of I Am Merkle shines a spotlight on Asian American and Pacific Islander Heritage Month (AAPIHM) and features the stories of three inspiring individuals from Merkle and dentsu: Cindy Hsu, Cheng-Hsia Lee, and Jiayin Wulf. Keep reading to learn about their unique career paths, the impact of their cultural heritage on their personal and professional lives, and much more.
1. Tell us about yourself; where did you grow up? Can you share a bit about your cultural background or heritage?
CH: I was born in Taipei, Taiwan where I spent most of my childhood until I moved to Bangkok, Thailand to attend an international high school. I then came to the U.S. for college and graduate school. I am currently based in NYC. I’d say I was a very cultured kid since my parents are both from Taiwan and I lived in Thailand for a while.
CL: I grew up in Taipei Taiwan, and now I am in Pittsburgh, PA which has tons of history and culture of its own. My cultural background is Taiwanese/Chinese, where my grandparents originated.
JW: I was born in a rice-farming village called Double Dragon in Guangdong, China. My dad moved our family from the village to a small town and then to Chicago when I was 9. The transition from rural China to Chicago was a big culture shock. I grew up in the Chinatown area but learned to embrace the cultural diversity the city had to offer when I got older.
2. What drew you to your career? How might your values or cultural influences have influenced your career?
CH: My stepsister, who used to work in an advertising agency, deeply inspired me. Growing up as an East Asian, you look up to your older siblings so much and I think that was why I got into the agency world.
CL: I had to do some soul-searching after I earned my BA degree. Knowing who I am and what my strengths are, and grabbing every single opportunity that the universe provided led me to where I am today.
JW: My family never learned English, so from a young age I played a pivotal role in managing their affairs. I quickly learned to solve problems, communicate effectively in Chinese and English, and meet deadlines. These skills naturally translated into my work as a project manager.
3. If you could have any occupation in the world, what would it be?
CH: My dream job would have to be a Michelin restaurant judge. I’d get to explore different kinds of cuisines that are carefully curated and are almost always delicious!
CL: I would love to be a professional travel blogger. Seeing different cultures, tasting different food, and enjoying the scenery of every corner of the world. There is so much to see and so much to learn.
JW: I love to cook and find the balance of flavors to make a delicious meal. Even when I go out to restaurants, I’m still trying to figure out how to make the dish better. My dream job would be to travel the world as a food consultant to help restaurants develop or refine their menu.
4. What is your biggest accomplishment?
CH: My biggest accomplishment in life would be dropping my whole life in Thailand twice to move to the U.S. for undergrad and grad school in two different cities (Tucson and NYC) without knowing anyone or having any relatives there. I had to start from zero.
CL: While English is my second language, I completed my undergraduate degree in 3 years with dual majors and was able to understand slang and puns.
JW: I co-produced a film that premiered at the Tribeca Film Festival and was ranked as one of Netflix’s Top 10 Movies. Filmed in Alabama, I spearheaded pre-production in a place I’d never been and overcame countless challenges to enhance production value and ensure timely delivery for distribution.
5. What is a moment in your life that defined or shaped who you are today?
CH: I don’t think there’s a “moment” per se that defined or shaped who I am today. It’s the whole experience that I had along the way that brought me to where I am now. I’m thankful for the multinational experience I had growing up in Taiwan, Thailand, and the U.S., where I got to see things from different perspectives.
CL: The moment I realized that I couldn’t change the environment all by myself, but I could adapt to the environment and use the truth to tell my end of the story. A clear conscience laughs at false accusations. And it has been true for me for years since I came to the U.S.
JW: My experience as an immigrant shaped who I am today. It taught me to be resilient, open-minded, independent, and adaptable. I faced adversity from classmates who looked like me but judged me for being different and it taught me to be accepting of others and embrace our differences.
6. What inspires you about Merkle/dentsu’s workplace culture and how does this align with your values?
CH: I really appreciate the support I always receive from senior leadership. There is no challenge we’re facing alone. We’re truly in this together. I also really enjoy the training/personal development options we have working here. We’re always learning and growing.
CL: Family comes first, and I couldn’t agree more. With peaceful family affairs, I can concentrate better on work. Without it, I don’t think I would be able to be as productive as I am. We all have ups and downs, so when the company offers a "take care of our own" culture, I couldn’t be more appreciative of it.
JW: Merkle has a diverse workforce that brings a wide range of perspectives together. Colleagues can learn from each other and grow through collaboration, communication, and a shared goal of creating exceptional work.
7. What is the significance of Asian American and Pacific Islander Heritage Month?
CH: There are over 20 million Asian Americans and Pacific Islanders in the U.S. (per 2020 census). Even though it might not represent a big portion of the U.S. population, we should still celebrate one another. I feel more excited than ever to celebrate AAPI heritage month this May as Merkle/dentsu works hard to make it an important one for the community, for us to better understand one another, and to be more respectful of where we all came from.
CL: The significance is to honor the rich and diverse cultures, traditions, customs, and values that have been passed down through generations. Despite the stereotype that we are perpetual foreigners, Asian Americans and Pacific Islanders continue to make unique contributions in various aspects such as food, medicine, science, art, literature, and innovations.
JW: Our community has come a long way. We need to celebrate the rich diversity, heritage, and contributions of the AAPI community and recognize the ongoing struggles and challenges we face today. It’s an opportunity for reflection, education, and collective action to promote a more inclusive and equitable society for future generations to come.
8. How do traditional cultural practices and customs contribute to the richness of AAPI heritage?
CH: The biggest ones for me are the preservation of identity and community cohesion. The practices and customs help us maintain our sense of identity and belonging despite living in a completely different cultural context. They also help us foster a sense of unity and connection among AAPI individuals and help us come together through festivals, rituals, or shared traditions. These customs strengthen social bonds. Not to mention these cultural practices and customs have influenced the larger population. The NYC Department of Education has even made the Lunar New Year an official holiday. What a time we live in!
CL: We all come from diverse family backgrounds and adapt to different environments and situations. However, the core values are similar, and we pass them down to future generations and affect the people whom we touch. We use food to win people's hearts, tell stories to open people's eyes, act to warm people's hearts, and smile to invite people to get to know us.
JW: Traditional cultural practices and customs significantly enrich Asian American and Pacific Islander heritage by preserving cultural identity, values, and traditions across generations. These practices foster a sense of connection to ancestral roots, highlighting the diverse traditions, rituals, and celebrations within AAPI communities. They also promote unity and diversity, influencing artistic expression, literature, cuisine, and spirituality. Overall, traditional customs and practices are integral to the vibrant cultural tapestry that defines and strengthens AAPI heritage in the workplace and beyond.
9. How do you intend to celebrate and honor AAPIHM and what's one action you would encourage others to take in solidarity?
CH: I am hoping the dentsu NYC office will have some sort of event to honor AAPIHM! I encourage everyone to go to your local AAPI restaurants to support local businesses. I will obviously be eating Asian food throughout the month as usual.
To further support some of the AAPI organizations, my friends and I are running the NYC AAPI 5K on May 12th to raise funds and awareness for local AAPI nonprofit organizations.
CL: Start with introducing people to my culture and background one at a time. I would engage them with three solidarity principles: connections, centering, and co-liberation. I encourage/challenge them to step out of their comfort zone and try something new. To learn is to understand. Knowledge is power.
JW: I plan to attend some cultural events in person, support some local Asian-owned businesses, and learn about APPI history through virtual events as well as documentaries and movies. In solidarity, I would encourage everyone to support the local Asian-owned businesses near you.
10. Rapid fire
a. Favorite food?
CH: This one is soooo tough, but I will say sushi.
CL: Stinky tofu
JW: Cantonese steamed fish with rice
b. Favorite book?
CH: 100 Essays That Will Change the Way You Think
CL: Nicholas
JW: Dear Girls by Ali Wong
c. Favorite podcast?
CH: Girls Gotta Eat
CL: Hidden Brain
JW: Being Bumo – two Asian moms talking about parenthood
d. Favorite TV show/movie?
CH: This Is Us
CL: Only Murders in The Building
JW: Moana – for my daughters to watch
e. Favorite hobby/activity?
CH: A good HIIT workout.
CL: Walking somewhere, striking up a conversation with someone, and adopting friends.
JW: Travel for food anywhere, but especially in Asia.
f. Guilty Pleasure?
CH: Mochi ice cream
CL: Taking a nap
JW: Instant noodles with spam and egg
g. Favorite quote?
CH: “What’s meant for you will always find its way to you.”
CL: “Be kind, be kind, be kind.” – Mister Rogers
JW: “Diversity is not about how we differ. Diversity is about embracing one another's uniqueness.” – Ola Joseph
h. Best advice or mantra to live by?
CH: Everyone and everything deserves a second chance.
CL: I believe you can do hard things.
JW: Bloom where you are planted
About the authors
Cindy Hsu has been part of the dentsu family for over 2 years. Currently, Cindy is focused on reporting across various channels. Before joining dentsu, Cindy worked at another agency focusing on web analytics. Cindy is based in NYC and loves walking around the city and usually limits walks to under 50 minutes (wow!). Outside of work, Cindy tries to attend different workout classes regularly. Cindy’s recent favorites are F45 and Solidcore.
Cheng-Hsia Lee is involved with Merkle’s Merkury Cleanroom project, writing code in various programming languages, and conducting research, designing, and implementing new technology to enhance the cleanroom process. Cheng-Hsia gathers data from different departments and analyzes it to meet the client's requirements. Cheng-Hsia has been working with the company for the past 13 years and previously worked in the health insurance industry handling database development. Outside of work, Cheng-Hsia has been actively involved with the Organization of Chinese Americans to advocate and support Chinese culture.
Jiayin Wulf is a first-generation Chinese immigrant who grew up in Chicago, currently lives in Salt Lake City, and is a Project Manager of Digital Experience at Merkle. Jiayin is passionate about streamlining processes and creating efficiencies for diverse teams by collaborating with experts to deliver quality products in various industries, including fashion, film, advertising, and technology. Jiayin worked with Verizon, Hallmark, Galderma, and Nestle to execute projects that surpassed expectations before joining Merkle in 2022. Jiayin is a certified scrum master and a member of the Asian BRG at dentsu. The mother of two biracial daughters, Jiayin can read Chinese and speaks conversational Cantonese and Mandarin.
