Dae and Cindy Lim’s parents are doctors, and they were always trying to get their children to follow in their footsteps. Instead, the Korean American siblings, who came to the U.S. as adolescents, pursued more creative endeavors.

Cindy, 28, became head of brand for Yuzu, a dating app for the Asian American and Pacific Islander (AAPI) community; Dae, 31, founded Sundae School, a lifestyle brand dedicated to Korean heritage and Asian American identity.

“I knew I had a creative edge, but there were not a lot of people that I could look up to unless I did extensive searches in the library,” Dae said.

Now, the siblings and leaders of the two brands are collaborating on a new campaign called Inspirasian, a content series spotlighting AAPI creatives. It debuted Friday with four short-form videos on social media.

“We really wanted to use this as a tool to amplify our voices and inspire current or the next generation of Asian Americans to follow their dreams and to follow their creative itch,” Dae said.

The first video features Ameya Okamoto, a multi-disciplinary artist, content creator and nail technician whose work focuses on social justice. In the video, she’s wearing a shirt with a yuzu, a yellow citrus fruit, with the word “Yuzu” carved into it and “Sundae School” written on the leaf.

Other creators in the series, which include artist Juno Shen, fashion photographer James Bee and New York City-based performer and artist Snix, will also wear the shirt, which viewers have a chance to win one of 10 with the same design.

It made sense for the brands to partner on the campaign, as Yuzu features a group chat space for Asian creatives on its platform, and Sundae School has an account participating in the conversation, Dae said.

The brands plan to focus their collaboration on Instagram, but Sundae School will also be on TikTok, Cindy said. 

Sundae School designed and produced the campaign. Arxna managed public relations.