Smoking has historically been part of the Southeast Asian male culture. For example, in the Laotian, Cambodian, and Vietnamese countryside, men and young boys smoke in the fields to keep mosquitoes and other insects away. Smoking is also used as a medicine to heal sickness. In Laos, Hmong male elders smoked pipes containing opium to relieve pain. In the United States, these elders use tobacco in the pipes and do not see opium or tobacco as addictive.

During November and December, 1996, five groups of Southeast Asian youth, representing the Hmong, Vietnamese, Cambodian, and Laotian community, participated in focus groups. The purpose of these focus groups was to gain insights into the smoking habits and perceptions of Southeast Asian youth. During the focus groups youth viewed several tobacco advertisements and discussed what attracted them, or what deterred them, from purchasing or using tobacco products.

Who Smokes and Why

The following thoughts and quotes came out of a focus group session after youth had viewed tobacco advertisements.

Frequently the advertisement was associated with: being cool, being masculine, physical attractiveness to the opposite sex, a sense of belonging to a group, and freedom.

"Another reason he probably looks cool is he's got the nice car, he's got nice jeans and he (is) with his friends. He's kind of like a model image of one of those popular kids you see in school that only hang around... and if you smoke it, you'll probably be in with a group."

"I think the product makes it seem like if you smoke, you can find someone really good looking or you can find yourself attractive and slim."

"And if you smoke you will join the crowd."

"(Kids who smoke) have a strong sense of belonging."

Youth felt that the cultural background of the models in the advertisement did not make a difference. "I see it as, it doesn't matter who it is, they're the same kind of people -rich, attractive, high class."

Youth perceived that more than half of teenagers smoke.

Youth suggested that most teenagers get cigarettes from older friends who smoke or who will purchase cigarettes for them, parents who smoke, and stores that do not check for identification or where cigarettes can be stolen.

Youth Tobacco Use Prevention Ideas

Youth suggested the following prevention strategies:

This focus group study was one component of a Minnesota ASSIST project. Minnesota ASSIST is a joint project between the American Cancer Society, Minnesota Division, and the Minnesota Department of Health.

For more information or a copy of the focus group summary, contact Jill Heins at 612-427-5310 or e-mail: jheins@miph.org.