Celebrating Together: Embracing Joy for Asian American Pacific Islander Heritage Month

May is Asian American and Pacific Islander (AAPI) Heritage Month, and JCPenney is sharing joy through the heritage and traditions that have evolved through generations of AAPIs in our second annual Hope & Wonder Asian American and Pacific Islander (AAPI) Heritage Month Collection. Net profits from this collection will benefit The Asian American Foundation (TAAF).

Bringing the Collection to Life with the Creative Coalition

This year’s collection theme is ‘Celebrate Together,’ which is displayed in the designs developed by JCPenney’s Creative Coalition. These designers identify as members of the AAPI community and are featured in the photoshoot for the collection.

“After becoming a member of the Creative Coalition team, I feel more connected to my culture,” said Twinkle, a JCPenney designer. “It feels very rewarding to be part of the team that brings the community together. This collection helps us tell stories that enrich and educate while spearheading impactful change.”

In designing the collection, the Creative Coalition focused on ideas and feelings that brought the AAPI community together despite its cultural differences. From sharing food with loved ones to connecting over the stories of families immigrating to the U.S., this collection speaks to the connections AAPIs share while celebrating their roots. Through joyful, rich colors and cultural similarities like flowers and food, the team hopes to share their pride and joy with others in the AAPI community and beyond.

Supporting The Asian American Foundation (TAAF)

100% of net profits from the Hope & Wonder AAPI Heritage Month merchandise will go to The Asian American Foundation (TAAF). Despite having one of the fastest growth rates of any major racial or ethnic group in the U.S., Asian Americans and Pacific Islanders receive less than 1% of foundation giving and corporate philanthropy efforts.

TAAF’s mission is to serve the Asian American and Pacific Islander community in their pursuit of belonging and prosperity that is free from discrimination, slander and violence. TAAF was founded in 2021 in response to the rise of anti-Asian hate and violence and works to reverse the longstanding under-investment in the AAPI community while addressing the root causes of hate discrimination.

Support TAAF by shopping the new Hope & Wonder AAPI Heritage Month collection available in stores and online at jcpenney.com.

About Hope & Wonder

Hope & Wonder is JCPenney’s private label brand for everyone in the family designed to commemorate moments that matter. Hope & Wonder celebrates cultural observances throughout the year: Black History Month, Women’s History Month, Asian American and Pacific Islander Heritage Month, Pride, Juneteenth, and Hispanic Heritage Month.

In addition to corporate contributions, all net profits from Hope & Wonder sales are donated to nonprofits selected by JCPenney associates. Since Hope & Wonder launched in 2022, JCPenney has invested $1,000,000 in Hope & Wonder partnerships and additional cultural initiatives as part of our ongoing commitment to celebrating diversity.

Hope & Wonder brand campaigns include JCPenney associates, community leaders, and members of the JCPenney Creative Coalition, the cross-functional team of passionate BIPOC designers who create each Hope & Wonder collection.

For more information on Hope & Wonder, please visit our media resource microsite here.

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