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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.