Youth oriented pop culture magazine focused on Generation X Asian/Asian american pop culture and, if there is such a thing, pop cultural pride (Yolk = "yellow" in the center). Started in 1994. While the magazine was published sporadically for a few years, its merchandising wing kept the company alive with presences at Asian American events in California, hawking its wildly popular t-shirts, aprons, and stickers that feature a familiar marketing slogan (tweaked for its Asian American audience):
The posters of
Sung Hi Lee probably brought in some
revenue, too. (All of the above available at www.yolkshop.com) The magazine was relaunched in
2001, targeting, as before, "Generasian Next"-- the 18 to 24 year old, Asian American
demographic found primarily in major metropolitan areas with large Asian populations:
San Francisco,
Los Angeles, and
New York. It is published 6 times a year, with a circulation of approximately 50,000.