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An important but overlooked aspect of Asian American and Pacific Islander, or AAPI, communities is their presence in the marketplace as both consumers and as business owners. While the AAPI share of the population may not be as large as other ethnic groups, their population growth rate is the fastest in the United States, and many segments of the population have incomes higher than the national average. Consequently, their national buying power share is greater than their population share—and is also the fastest growing buying power share of any racial or ethnic group in the country.