Asian Raisins

What Asian Raisins does

Asian Raisins (legal entity: Stichting Asian Raisins) is a Dutch non-profit foundation headquartered in The Hague, founded in March 2020 by Rui Jun Luong. It operates as the leading grassroots organisation in the Netherlands focused on combating racism against East and Southeast Asian communities, serving approximately 1.19 million Dutch residents with Asian migration backgrounds or who are Asian expats, of whom over one-third reported experiencing racism in the past year (EDAN research, March 2024). The organisation runs three core programmatic pillars — Community (safe meeting spaces and the annual Lunar New Year Potluck Party), Action (anti-racism advocacy and the Meldpunt reporting platform for discrimination incidents), and Storytelling (representation through personal narratives) — alongside flagship campaigns such as Stop Hanky Panky Shanghai, #IkLachNiet, and the Anti-Aziatisch Racisme Toolkit.

Its product surface is non-software: physical merchandise (a WooCommerce storefront selling stickers at €8–€15, a sticker+flyer pack at €15, and a mouse mat at €30), printed educational materials (posters, flyers, teaching packages), and digital content hosted on its website, Discord, Instagram, and Facebook. There is no proprietary technology stack disclosed beyond standard web and e-commerce tooling. Strategic partnerships with Movisie (a Dutch social-issues knowledge institute), Pan Asian Collective, Discriminatie.nl Utrecht Province, Pakhuis de Zwijger, and the municipality of The Hague have anchored research and policy-advocacy activity, including a letter to the Dutch Minister of Social Affairs signed by 35 organisations and 12 individuals.

Asian Raisins generates revenue exclusively through public donations (with ANBI public-benefit status enabling Dutch tax-deductible giving) and merchandise sales. It employs approximately 10 people supplemented by volunteers, and as of the latest reporting has temporarily halted new volunteer intake and project acceptance while continuing to operate campaigns and record Meldpunt submissions. The organisation is privately held with no parent company, no disclosed funding rounds, no mergers or acquisitions, and no equity investors.

Name

Asian Raisins

Legal name

Stichting Asian Raisins

Website

https://asianraisins.nl

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Asian Raisins is a Dutch non-profit foundation combating anti-Asian racism in the Netherlands, serving East and Southeast Asian communities through advocacy campaigns, a discrimination-incident reporting platform (Meldpunt), community events, and educational toolkits, funded by donations and merchandise sales.

Ownership category

akta.pro rank

Product category

Anti-racism advocacy and community services

NAICS

Human Rights Organizations (813311), Social Advocacy Organizations (8133)

SIC

Services-Social Services (8300)

akta.pro primary industry

Racial & Ethnic Justice Organizations (BPAGAFAC)

Keywords

• Anti-racism advocacy
• Community organizing
• Discrimination reporting
• Cultural awareness campaigns
• Social impact programs

Headquarters

HQ city

Den Haag (The Hague)

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Supply Chain

Revenue model

1. Donations: The organization is a nonprofit that relies on donations from the public to fund anti-racism activities and community support programs.
2. Merchandise Sales: Sale of stickers, mouse pads, and promotional materials through an online shop to generate revenue and spread anti-racism messaging.
3. ANBI Status: Dutch public benefit organization (ANBI) status, allowing tax-deductible donations from Dutch taxpayers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Asian Raisins is a Dutch non-profit foundation (Stichting) that combats anti-Asian racism through three core programs — Community, Action, and Storytelling — alongside advocacy campaigns such as Stop Hanky Panky Shanghai and #IkLachNiet, an Anti-Aziatisch Racisme Toolkit, a Meldpunt discrimination-reporting platform, and awareness merchandise sold via its online shop.

Product overview

Asian Raisins is a non-profit advocacy organization for East and Southeast Asian people in the Netherlands. Its offerings consist of advocacy programs and campaigns rather than a traditional software product. The core programs are organized around three pillars: Community (safe meeting spaces for the community), Action (preventing and reporting racism via its Meldpunt), and Storytelling (accurate representation through shared stories). Key named offerings include the Anti-Aziatisch Racisme Toolkit — a practical guide for those experiencing racism — and the Stop Hanky Panky Shanghai campaign with its petition, teaching package, and educational materials. The #IkLachNiet campaign counters normalisation of racist jokes. The organization also organizes the annual Lunar New Year Potluck Party for community cohesion. A WooCommerce-powered online shop sells anti-racism merchandise including stickers (e.g., 'Asian Raisins', 'Ni Hao Je Bek', 'Stop Cultural Appropriation', 'Stop Hanky Panky Shanghai' in multiple colours, 'No Model Minority', 'Meme', 'Hoelang is een...?') and the All Sticker & Flyer Pack, with the Ni Hao Je Bek Muismat (mouse mat) as a larger merchandise item. Revenue from merchandise sales supports the organization's grassroots anti-racism work.

Differentiator

Problem solved

Functional benefit

Products and services

• Community Program Community-building program providing safe and intentional meeting spaces for East and Southeast Asian people in the Netherlands to heal, connect, and grow together. Includes the Discord community server and recurring gatherings such as the Lunar New Year Potluck Party.
• Action Program Action program focused on preventing, identifying, and acting against racism in Dutch society, including the Meldpunt reporting platform for discrimination incidents and case-management content.
• Meldpunt (Discrimination Reporting Platform) Online reporting platform where individuals can safely submit incidents of anti-Asian racism and discrimination in the Netherlands, providing a dedicated channel in addition to generic anti-discrimination hotlines.
• Storytelling Program Storytelling program focused on the accurate representation of East and Southeast Asian people in the Netherlands, sharing personal stories, interviews, columns, and photo essays that inspire and activate the community.
• Anti-Aziatisch Racisme Toolkit Practical downloadable toolkit offering guidance on how to handle common forms of anti-Asian racism and pointing users to help resources; also usable by allies and interested parties.
• Stop Hanky Panky Shanghai Campaign Awareness campaign with a song highlighting how anti East- and Southeast-Asian racism has been normalised in Dutch culture, accompanied by a petition, teaching package, posters, flyers, and tips/tools.
• #IkLachNiet Campaign Campaign countering the normalisation of racism through jokes, humour, and satire directed at East and Southeast Asian people, including an illustration campaign, submitted personal stories, and campaign photography.
• All Sticker & Flyer Pack Bundle package containing all 50 anti-racism stickers and a stack of campaign flyers, sold as a one-time merchandise purchase in the online shop.
• Ni Hao Je Bek Muismat (Mouse Mat) Larger awareness merchandise item: anti-racism mouse mat featuring the 'Ni Hao Je Bek' slogan, 35x60cm, sold as a one-time purchase in the online shop.

Quantifiable outcome

• Over 1/3 of East and Southeast Asian people in the Netherlands reported experiencing racism in the past year, with people of Chinese descent experiencing as much racism as the most stigmatized community of colour (Moroccan descent).

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• MovisiecoreStrategic or Co-development Partner · 1 May 2024Collaborated with Movisie (Dutch knowledge institute for social issues) and the municipality of The Hague to organize research meetings on anti-Asian racism. Movisie conducted the EDAN research study on discrimination experiences among East and Southeast Asian people.
• Pan Asian CollectivecoreStrategic or Co-development Partner · 1 May 2024Collaborative advocacy partnership. Together with Asian Raisins and Tom Zwart, co-authored a letter to the Minister of Social Affairs with demands to seriously address anti-Asian racism. Letter was signed by 35 organizations and 12 individuals.
• Pakhuis de ZwijgercoreStrategic or Co-development Partner · 18 March 2024Collaboration for Week Against Racism 2024 panel discussion on racism experienced by East, South and Southeast Asian people with an adoption background. Pakhuis de Zwijger is a cultural venue in Amsterdam hosting public discussions.
• Discriminatie.nl Utrecht ProvincecoreStrategic or Co-development Partner · 9 February 2024Collaboration for Lunar New Year Potluck Party event. Discrimination.nl Utrecht Province works on discrimination issues and partnered with Asian Raisins for community celebration event.
• Queer AmsterdamminorGTM or Marketing Partner · 18 July 2023Collaboration for Queer East & Southeast Asian Short Films + Speeddating Event (July 27). Joint event for queer East and Southeast Asian community.
• Lab111minorGTM or Marketing Partner · 18 July 2023Venue partner for Queer East & Southeast Asian Short Films + Speeddating Event. Lab111 is a cultural venue in Amsterdam.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• RADAR: Rotterdam-based anti-discrimination action center providing reporting, advice, and policy work on discrimination. Comparable as a Dutch grassroots anti-discrimination organization but operating across all discrimination grounds and tied to the Rotterdam region.
• Movisie: Dutch knowledge institute for social issues that co-published the EDAN research on anti-Asian racism and organized research meetings with Asian Raisins. Comparable as a Netherlands-based social-issue advocacy and research organization, though with a much broader mandate.
• European Network Against Racism (ENAR): EU-wide umbrella network coordinating anti-racism advocacy across member states. Comparable as a high-level racial justice advocacy organization with policy influence, but with pan-European rather than Netherlands-specific remit.
• Discriminatie.nl: Dutch national umbrella for anti-discrimination expertise and reporting, which also partnered with Asian Raisins for the Lunar New Year Potluck. It is comparable as a Netherlands-based discrimination advocacy body but covers all protected grounds rather than specializing in anti-Asian racism.

Regional players

• BAOBAB: Belgian coalition of anti-discrimination NGOs working on racial discrimination, including against Asian communities. Comparable as a European coalition-style anti-discrimination organization, but with a Belgium geographic focus.
• Chinese for Affirmative Action: San Francisco-based Asian American advocacy organization with roots in civil rights and representation work. Comparable as a long-running Asian diaspora advocacy nonprofit focused on racial justice and storytelling, though based in the US.
• AAPI Equity Alliance: Los Angeles-based coalition that co-founded the Stop AAPI Hate reporting center and advocates for Asian American communities. Comparable as an institutional coalition and reporting hub for anti-Asian racism, but US-focused.
• Stop AAPI Hate: US-based reporting center and advocacy coalition that tracks anti-Asian hate incidents and pushes policy responses. Comparable as an Asian-community-led anti-racism reporting and advocacy nonprofit, but operating in the United States rather than Europe.
• CAAAV: Organizing Asian Communities: New York-based Asian American grassroots advocacy organization focused on tenant rights, anti-displacement, and anti-Asian racism. Comparable as a community-led Asian diaspora advocacy nonprofit with reporting and campaign functions, though based in the US.

Direct peers

• Pan Asian Collective: Netherlands-based collective of organizations working on Pan-Asian issues that co-authored the letter to the Dutch Minister demanding action on anti-Asian racism alongside Asian Raisins. Most directly comparable as a Dutch Asian-focused advocacy counterpart collaborating on the same mission.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/asianraisins
• Instagraminstagram.com/asian.raisins
• LinkedInlinkedin.com/company/asian-raisins

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asian Raisins