The Very Asian Foundation
The Very Asian Foundation is a national 501(c)(3) nonprofit that advances AANHPI representation through The May Book Project (youth literature donations to libraries), The Creators Grant microgrants, community events, and journalism media guidance, serving at-need libraries, schools, AA and NHPI creators, and the broader AANHPI community across the United States.
- Company typePrivate
- Founded2022
- HeadquartersSt Louis, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Very Asian Foundation does
The Very Asian Foundation (VAF) is a national 501(c)(3) nonprofit organization founded in 2022 in St. Louis, Missouri, in response to the viral #VeryAsian movement sparked by a racist voicemail directed at broadcaster Michelle Li on January 1, 2022. The foundation's mission is to advance AANHPI representation through advocacy and celebration, operating three flagship programs: The May Book Project (donating a vetted 200+ title Asian American youth literature booklist to at-need libraries and booklists adopted by the Missouri State Library across 150+ districts), The Creators Grant ($1,000 microgrants and mentorship for AA and NHPI individuals pivoting into creative careers), and a portfolio of community events including Sunday Funday Luncheon, Very Asian Week, panels, and pop-ups. VAF has also published Media Guidance on Adoption to influence journalism practice.
VAF operates with no proprietary technology, running on standard web infrastructure (a Squarespace-hosted website) and a Printful print-on-demand merchandise store that sells branded apparel, accessories, and drinkware at unit prices ranging from $4 to $89. The organization has three named leaders: co-founders Michelle Li (KSDK journalist) and Gia Vang, and Executive Director Soogi Hong (joined April 2022). The foundation has built a dense partner ecosystem spanning journalism (AAJA, Stop AAPI Hate), literary (APALA, Asian Authors Alliance, We Need Diverse Books), corporate (AvalonBay Communities, Asutra, American Family Insurance, East West Bank), and cultural/historical organizations (OCA STL, Missouri Historical Society, Duane Reed Gallery, Vincent Chin Institute).
The business model is a hybrid nonprofit revenue structure combining individual and corporate donations, print-on-demand merchandise sales, and corporate sponsorships that fund programs. Beneficiary segments (at-need libraries, school districts, AA/NHPI creators, the broader AANHPI community) receive services free of charge. Program participation is free; revenue is generated entirely from donations and merchandise rather than program fees. Geographic reach has expanded nationally from a St. Louis base into the Midwest, West Coast, and East Coast since 2022.
The Very Asian Foundation firmographics
Firmographics- Name
- The Very Asian Foundation
- Legal name
- Very Asian Foundation
- Website
- https://veryasianfoundation.org
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Very Asian Foundation is a national 501(c)(3) nonprofit that advances AANHPI representation through The May Book Project (youth literature donations to libraries), The Creators Grant microgrants, community events, and journalism media guidance, serving at-need libraries, schools, AA and NHPI creators, and the broader AANHPI community across the United States.
- Ownership category
- akta.pro rank
The Very Asian Foundation industry classification
Industry- Product category
- Nonprofit / Cultural Advocacy Foundation
- NAICS
- Educational Support Services (611710), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Social Advocacy Organizations (8133), Grantmaking and Giving Services (81321)
- SIC
- Services-Educational Services (8200), Services-Social Services (8300)
- akta.pro primary industry
- After-School, Tutoring & Academic Enrichment Nonprofits (BPAGADAC)
- akta.pro secondary industries
- Arts, Culture & Humanities Grantmaking Foundations (BPAGAKAJ), Cultural, Identity & Inclusion Programs (EDALAHAF)
Keywords
Where The Very Asian Foundation is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Very Asian Foundation business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Donations and Fundraising: The foundation relies on donations from individuals and corporations to fund its programs. Donations are solicited through the website and at events.
- Merchandise Sales: VAF operates an e-commerce shop selling branded merchandise including apparel (shirts, sweatshirts, hoodies), accessories (hats, beanies, bags), drinkware, and specialty items. All items are print-on-demand through Printful.
- Corporate Sponsorships and Grants: The foundation receives corporate sponsorship funding from companies like AvalonBay Communities and Asutra to support programs like The May Book Project. They also award grants to creators.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Merchandise items available from $4 to $89 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
The Very Asian Foundation product offering
Product offeringCore offering
The Very Asian Foundation is a 501(c)(3) nonprofit organization that advances Asian American, Native Hawaiian, and Pacific Islander (AANHPI) representation through youth literature donation programs (The May Book Project), microgrants for AA and NHPI creatives (The Creators Grant), community events, an annual benefit luncheon, and media guidance resources. Founded in 2022 and headquartered in St. Louis, Missouri, the foundation combines book distribution to at-need libraries, financial support for storytellers, and curated community programming to elevate AANHPI visibility.
Product overview
The Very Asian Foundation is a national 501(c)(3) organization offering community programs and merchandise. Its core programs include The May Book Project (donating Asian American youth literature to at-need libraries), The Creators Grant (providing financial support and mentorship to AA and NHPI creative professionals), and Events programming (hosting panels, mixers, and community gatherings). The organization also operates a merchandise shop selling branded apparel and accessories. The foundation was founded in 2022 following the viral #VeryAsian movement and focuses on advocacy and celebration of Asian experiences.
Differentiator
Problem solved
Functional benefit
Brands
- The May Book Project: A national campaign that helps libraries be more inclusive by donating Asian American youth literature to at-need libraries.
- The Creators Grant
- Sunday Funday Luncheon
Products and services
- The May Book Project A youth literature donation program that has donated over 4,600 books to at-need libraries, aimed at increasing AANHPI representation in children's literature and supporting underserved library collections.
- The Creators Grant
Quantifiable outcome
- Over 4,600 books donated to at-need libraries
- +2 more outcomes
Companies that use The Very Asian Foundation
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
The Very Asian Foundation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Very Asian Foundation partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Asian American Journalists Association (AAJA)coreVAF has partnered with AAJA, raising funds for the organization and collaborating on journalism initiatives. AAJA provides guidance on equitable newsrooms and calls out problematic reporting. VAF received the AAJA Community Impact Award in 2023.
- Stop AAPI HatecoreVAF has raised funds for Stop AAPI Hate, an organization that collects data on anti-Asian hate incidents and advocates for language access, protection, and data collection.
- Asian/Pacific American Librarians Association (APALA)coreCollaborated with APALA to develop The May Book Project's vetted booklist using APALA's rubric to evaluate Asian American and Pacific Islander youth literature.
- Asian Authors AlliancecorePartner organization collaborating on The May Book Project to provide diverse Asian American literature recommendations.
- We Need Diverse BookscoreNonprofit partner collaborating on The May Book Project to support diverse representation in youth literature.
- AvalonBay CommunitiescoreCorporate sponsor supporting The May Book Project. AvalonBay volunteers participate in book donation events, reading to students at schools. Provides funding and operational support for national book donations.
- Duane Reed GalleryminorVAF partnered with Duane Reed Gallery to present the Very Asian Lunar New Year Exhibition & Fundraiser supporting Asian American creatives, restaurants, and small business owners in the Midwest.
- The Vincent Chin InstituteminorPartnering with VAF for a first-of-its-kind community event in Madison, Wisconsin to bridge news media and AANHPI communities.
- The Inclusion InitiativeminorVAF supported The Inclusion Initiative's inaugural adoptee and foster alumni leadership summit in Minneapolis.
- East West BankminorCorporate partner that helped sponsor The May Book Project in Los Angeles.
- OCA STLcoreLocal chapter of OCA (Asian American advocacy organization) collaborating on Reclaiming Chinatown campaign and historical recognition efforts in St. Louis.
- Missouri Historical SocietycorePartner on Chinatown historical research and recognition through the Chinese Collecting Initiative.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
The Very Asian Foundation competitors and assessment
Company assessmentBroad incumbents
- Asian American Federation: Federation serving the AAPI community through research, grantmaking, and advocacy in the Northeast. Comparable donor-funded nonprofit infrastructure and AAPI representation mission, though anchored in research/policy rather than direct programming.
- Center for Asian American Media (CAAM): National nonprofit supporting Asian American film and media, including PBS programming and grants. Adjacent to VAF's mission of increasing AAPI representation, with overlapping artist-support mechanisms.
- Asian American Journalists Association (AAJA): National journalism association advancing AAPI representation in newsrooms. Sister organization to VAF (which two co-founders are journalists from); shares media-equity mission and recognized VAF with its 2023 Community Impact Award.
- Asian Americans Advancing Justice (AAJC): Large, established AAPI civil rights organization focused on policy advocacy and legal support. Comparable to VAF in mission (AAPI representation/advocacy) but operates at a national policy scale rather than community-program scale.
Direct peers
- We Need Diverse Books: Nonprofit advocating for more diverse representation in youth literature. Directly comparable to VAF's May Book Project mission around diversifying school and library collections for young readers.
- OCA – Asian Pacific American Advocates: National AAPI advocacy organization with local chapters (OCA STL is an active VAF partner). Directly comparable AAPI advocacy mission with deeper institutional history but more diffuse program portfolio.
- Asian/Pacific American Librarians Association (APALA): AAPI library and information science association. VAF co-developed The May Book Project's vetted booklist using APALA's rubric, making them both the closest programmatic peer (literature curation) and content collaborator.
- National Association of Asian American Professionals (NAAAP): Professional association for AAPI professionals across industries. Comparable AAPI advancement mission through programming, awards (NAAAP gave VAF its 2023 Inspire Award), and community-building events.
- Stop AAPI Hate: Coalition tracking anti-AAPI hate incidents and advocating for policy response. VAF has actively raised funds for Stop AAPI Hate, making them both mission-aligned peer and existing partner; both organizations convert grassroots AAPI energy into national advocacy infrastructure.
Regional players
- Museum of Chinese in America (MOCA): New York-based museum preserving and celebrating Chinese American history and culture. Comparable mission to VAF's Reclaiming Chinatown campaign and heritage-recognition work, though operating as a museum rather than community advocacy org.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Very Asian Foundation social profiles
Digital presenceThe Very Asian Foundation financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Very Asian Foundation leadership team
Management profileNumber of profiles
Profiles3 records
The Very Asian Foundation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Very Asian Foundation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Very Asian Foundation
What does The Very Asian Foundation do?
The Very Asian Foundation is a 501(c)(3) nonprofit organization that advances Asian American, Native Hawaiian, and Pacific Islander (AANHPI) representation through youth literature donation programs (The May Book Project), microgrants for AA and NHPI creatives (The Creators Grant), community events, an annual benefit luncheon, and media guidance resources. Founded in 2022 and headquartered in St. Louis, Missouri, the foundation combines book distribution to at-need libraries, financial support for storytellers, and curated community programming to elevate AANHPI visibility.
Is The Very Asian Foundation a public or private company?
The Very Asian Foundation is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The Very Asian Foundation founded?
The Very Asian Foundation was founded in 2022. It employs 1 to 10 people.
Where is The Very Asian Foundation based?
The Very Asian Foundation is headquartered in St Louis, United States, in the North America region.
How does The Very Asian Foundation make money?
Three revenue lines are on record. Donations and Fundraising is the primary driver. The others are merchandise Sales and corporate Sponsorships and Grants.
Who are The Very Asian Foundation's main competitors?
Broad incumbents on record are Asian American Federation, Center for Asian American Media (CAAM), Asian American Journalists Association (AAJA) and Asian Americans Advancing Justice (AAJC). Direct peers are We Need Diverse Books, OCA – Asian Pacific American Advocates, Asian/Pacific American Librarians Association (APALA), National Association of Asian American Professionals (NAAAP) and Stop AAPI Hate. Museum of Chinese in America (MOCA) is listed as a regional player.
Does The Very Asian Foundation have an API?
No public API is recorded for The Very Asian Foundation.
What industry is The Very Asian Foundation in?
The Very Asian Foundation's product category is Nonprofit / Cultural Advocacy Foundation. Its primary akta.pro industry code is BPAGADAC, After-School, Tutoring & Academic Enrichment Nonprofits, with a secondary code of BPAGAKAJ, Arts, Culture & Humanities Grantmaking Foundations. Its NAICS code is 611710 and its SIC code is 8200.