Talk about a missed opportunity. One, this is the newest of the three major ethnic markets. It's going to take some time before they take a closer look at this market, but the major obstacle that prevents them from going into this market further, is the variety of languages and their unfamiliarity with the diverse cultures. That keeps them away from pursuing this market. One is, look at the demographics of the Asian American market.
Recent immigrants make up the majority of the market.
Many prefer their native tongues over English. So ignoring the fastest growing market in the U.S. would be a missed opportunity that would have long lasting repercussions. Sooner or later a company will lay claim to the market, making it more expensive for late entries to penetrate this market in the future. The current market is currently untapped. Depending on product compatibility with market, companies could miss out on the potential to create market share in a relatively untapped market place.