Cua Tshiab
HMONG AMERICAN GIRL GROUP
SENIOR EXHIBITION 2021
FEBRUARY 2020 - DECEMBER 2021
DIRECTOR, CREATIVE DIRECTOR, PHOTOGRAPHER & DESIGNER
Mass media and music play a powerful role in unconsciously constructing the identities of the youth. When someone experiences accurate representation in media, it can fulfill an emotional need and connection. Growing up, K-pop and the Hallyu wave made me feel seen as an Asian American. It was a catalyst for my passion for graphic design, fashion, Korean culture, and entertainment. I aim to emit a similar sense of empowerment and connection within the Hmong community by creating representation for young Hmong American women in digital media.
Cua Tshiab is a 5-member Hmong-American girl group made up of five members – Shannon, Alexis, Pasha, Hnubae, and Cha, who come from a variety of dance backgrounds and have a passion for performing. In Hmong, Cua (choua) means wind or air, and Tshiab (chia) means fresh or new. In English, this term translates to “a breath of fresh air.” Their first and last original single “What You Wishing For?” was released in November of 2021, made to highlight and empower Hmong American women in their early 20s who are united through their passion and dreams. This project was made possible through the volunteer work of the Cua Tshiab production team and community freelancers.
What You Wishing For?
What You Wishing For? is Cua Tshiab's first and only digital single made to uplift the next generation of Hmong American women in their everyday lives. In the music video, the Cua Tshiab members play individual roles prevalent in the Hmong American women community. At the end of the day, they are connected by heritage and their passion to dream. Empowered women empower women.
Available on all streaming platforms.
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Cua Tshiab
Shannon Thao
Alexis Vang
Pasha Yang
Nuhchi Chah (Hnubae)
Cha Her
Producer/Director/Creative Director
Yayoua YangCo-Director/DOP/Editor
Lucy Vang1st Assistant Director
Lucy Vang
2nd Assistant Director
Nakita Vang
1st Assistant Camera
Mai Youa Her
Gaffer/Grip/Lighting
Ricky Vue
Production Assistants
Ricky Vue
Mai Youa Her
Zack Nguyen
Roberto Chavez
Songwriters
Nancy Thor
Cha Billy Vang
Vocal Producer
Nancy Thor
Mix & Master
Kevin Phoojywg Xyooj
Music Producer
SSØFAMIX
Dance Coach/Choreographer
Karen Yang
Vocal Coach
Cha Billy Vang
Makeup & Hair
Shengfue Yang
Kalina Vang
Melee Moua
Nakita Vang
Karen Yang
Mindy Vang
Shaina Yang
Khamilla Vang
Sunisa Yang
Monica Vang
Lucy Vang
Wardrobe Design/Styling
Melee Moua (Orange)
Nakita Vang (Purple)
Videographers
Lucy Vang (Head)
Nakita Vang
Behind the Scenes
Zandra Phouisangiem
Pajfuabcha Vang
Photographers
Yayoua Yang
Michelle Lee
Eliora Vespera
Mai Youa Her
Zack Nguyen
Pajfuabcha Vang
Locations
Cypher Side Dance Studio
In Progress Studio
Coconut Whisk Cafe
Honest Studios -
The concept of ‘What You Wishing For’ was carefully crafted with the intention of creating an empowering aura. From the internal workings of the team to the external visuals showcased, the blend of both Hmong and American modern elements is uniquely intertwined. The orange and white outfits blend Hmong textiles and trendy silhouettes that accentuate the beautiful qualities of each member.
Made to reach young Hmong girls, the storyline of the music video goes from Cua Tshiab dreaming to breaking out of their shells to their reaching full potential. The intersection between their Hmong and American identities is often hard to navigate, but it’s a beautiful binary that brings people together within shared experiences. -
As a project born and made throughout the pandemic, a digital strategy was crucial for this group’s success. Leading up to the release of the music video, multiple singing and dance projects were created to show the public their skill sets and generate hype. With a tight marketing schedule on Facebook, Instagram, and TikTok, Cua Tshiab was able to engage with thousands of fans and followers. Facebook is one of the most popular social networking platforms within the Hmong American community despite its dying nature within Gen-Z and beyond.
A mixture of digital performances, interactive story content, interviews, and consistent posts allowed for slow and steady growth of the Cua Tshiab platform. Side projects include City Girls, Fairy Love/Good Lovin’ – an original choreography by Karen Yang, Psycho (Hmong Ver.) – with Hmong lyrics by Cha Billy Vang, solo dance performances, and individual projects.To promote ‘What You Wishing For?,’ the team made content to push out the song’s exposure. This included
- Performance Ver.
- The Debut Stage
- Color Coded Lyrics
- Dance Relay
- Song Reaction
- Behind the Scenes
- 1.5x Speed Ver.
- Part Switch Ver.
- Dance Workshop with K-Move
- Individual Fancams
- Karaoke Version
View the ideation and design process
College of Design’s Fall 2021
Graphic Design Senior Exhibition
WE DON’T TAKE OURSELVES ALL THAT SERIOUSLY––WE EXPERIMENT. COMPARED TO WHAT’S ON DISPLAY, THIS TITLE LOOKS WEIRD––BECAUSE IT IS, also known as WDTOATSWECTWODTTLWBII.
Wednesday, December 15, 2021
6:00 - 9:00 PM CDT
LOCATION
Ralph Rapson Hall
89 Church Street SE, Minneapolis
