In today’s globalized world, one might expect the media to fully embrace inclusivity. Unfortunately, this has not been the case for East Asians.
For decades, East Asian men in Western media were frequently confined to the stereotype of the “tech nerd.” Think of characters like Mr. Chow from “The Hangover” or Long Duk Dong from “Sixteen Candles”—figures who are awkward, socially inept, and emasculated. This stereotype continuously fed into a perception that East Asian men are nerdy and unassertive.
In recent years, though, a shift has occurred. The stereotype of the “tech nerd” persists, but now it coexists with a newer, equally problematic trend: the fetishization of East Asian men.
Such a phenomenon is especially prominent in the global realm of K-pop. Western media and global fans frequently fetishize K-pop idols as hyper-stylized objects of desire. The issue goes beyond simple objectification; full-grown K-pop idols are infantilized and forced to adopt child-like behaviors and appearances.
Social media has only amplified this issue, giving rise to trends that exploit the popularity of East Asian culture. One such trend is “Asian fishing,” where individuals attempt to pass as East Asian by altering their appearance through makeup or even cosmetic surgery. People purposely stretch out their eyes, calling it the “fox-eye look.” While many Asians with monolids and slanted eyes are normally insulted for such features, white individuals who emulate such traits are praised as aesthetic. This is a recurring problem of cultural appropriation, where the common features of people of color are solely attractive on white people.
Moreover, this can be seen as a twisted form of “cultural appreciation.” Far from celebrating diversity, these trends perpetuate Eurocentric beauty ideals and enforce standards centered around whiteness and thinness.
Another persistent fetishization is the portrayal of East Asian women as inherently submissive and docile. This stereotype dates back to the 18th and 19th centuries, when Euro-Americans’ obsession with Chinoiserie and the geisha myth led to the objectification of Asian women as submissive ornaments. The model minority myth has further reinforced this notion.
Today, this issue is disturbingly prevalent on dating apps like Tinder, where it is common to see phrases like “seeking my first Asian woman” or “curing my yellow fever.” This dehumanization forces women to feel self-conscious and question whether they are valued for their true selves or merely for their race.
Indeed, living as a person of color in a predominantly white media landscape often means being forced into a limited role—whether it is the nerd, the exotic beauty, or the submissive partner.
More serious harm occurs when East Asians are expected to conform to these roles in real life. Some lead to inappropriate advances in the workplace and, in some cases, more severe forms of sexual harassment and violence. Others reinforce the perception that East Asians lack leadership qualities, causing them to be overlooked for leadership roles or promotions.
In extreme cases, these stereotypes fuel hate crimes. In 2021, the Atlanta spa shootings shook the world, for instance. Robert Aaron Long, a 21-year-old white man, killed eight people, six of whom were Asian women. When Long told police that he had a “sex addiction” and that the spas were a “temptation he wanted to eliminate,” it became clear how fetishization can escalate from microaggressions to horrific violence.
The media holds immense power in shaping cultural narratives and the lives of many. It is time to use that power responsibly and move toward more authentic portrayals of East Asians. It should present East Asians in all their complexity, as multidimensional individuals with diverse stories and experiences.