In the ever-evolving landscape of cultural and economic empowerment, few figures stand out as prominently as Bing Chen, the founder, executive chairman, and CEO of Gold House and AU Holdings. A visionary leader, impact founder, and investor, Chen has dedicated his career to rebalancing socioeconomic equity for multicultural communities, particularly those of Asian and Pacific Islander (API) descent. His work has not only reshaped perceptions of the API diaspora but also set a global precedent for how communities can unite, invest, and promote systemic change. This article delves into Chen’s journey, his transformative initiatives, and the profound impact of his leadership on the global stage.
From YouTube to Global Influence
Bing Chen’s career began in the tech world, where he played a pivotal role in shaping the modern creator economy. As YouTube’s Global Head of Creator Development and Management, Chen was one of the original architects of the platform’s multi-billion-dollar influencer ecosystem, which now supports over 300 million creators across 70 countries. His tenure at YouTube, starting in 2010 as the company’s first Creator Marketing Manager, saw him standardize the term “creator” and establish programs that transformed digital content creation into a viable career path. Initiatives like the YouTube Partner Program, the global expansion of VidCon (the largest online video convention), DigiTour, and YouTube FanFest, as well as the iconic Gold Play Button, were all part of Chen’s vision to elevate creators to superstardom. His work at YouTube laid the foundation for a new era of digital influence, empowering individuals to tell their stories and build global audiences.
Chen’s early experiences as a third-culture kid, navigating identities across North America and Asia, profoundly shaped his perspective. Growing up, he initially believed that Walt Disney, the creator of Mickey Mouse, was of Asian descent—a misconception that fueled his belief in the power of representation. This personal narrative, coupled with his professional expertise, set the stage for his next chapter: founding Gold House and AU Holdings to champion multicultural communities.
Founding Gold House: A Cultural Ecosystem for Change
In 2018, Chen co-founded Gold House, a non-profit organization based in Los Angeles, New York, San Francisco, and Singapore, dedicated to uniting, investing in, and promoting Asian Pacific creators and companies. Gold House’s mission is to forge meaningful connections across professional, familial, and community life, elevating the API diaspora’s societal representation and economic success. Chen’s vision was clear: to combat hate and division with unity, investment, and authentic storytelling.
Gold House operates under a four-pronged strategy: bringing communities together, reshaping public opinion through media, sustaining economic outcomes, and ensuring mainstream recognition. The organization’s initiatives are as diverse as they are impactful. Programs like #GoldOpen have rallied communities to support API-led films such as Crazy Rich Asians and Parasite, creating seismic shifts in Hollywood’s portrayal of Asian characters. According to a 2023 USC Annenberg Inclusion Initiative study, Asian representation in top-grossing films increased from 3.4% in 2007 to 15.9% in 2022, a testament to Gold House’s influence.
Another cornerstone of Gold House’s work is the A100 List, an annual recognition of the 100 most impactful Asian Pacific leaders, curated by 1,500 community leaders, including CEOs, activists, and celebrities. The list, which has honored figures like Jon M. Chu, Sandra Oh, Kamala Harris, and Michelle Yeoh, highlights the breadth of API contributions across culture and society. Chen emphasizes that the selection process is “an impossible task, given we have at least 5 billion people to choose from,” underscoring the global scale of the API diaspora.
Gold House’s commitment to economic empowerment is equally robust. In April 2022, the organization launched Gold House Ventures, a $30 million venture capital fund to support API entrepreneurs. Backed by investors such as Lightspeed, NEA, and Bain Capital, as well as notable figures including DoorDash CEO Tony Xu and actor Daniel Dae Kim, the fund invests in high-growth, API-driven companies to accelerate their success. Since its inception, Gold House’s accelerator programs, such as Gold Rush, have helped alums raise over $370 million in follow-on funding, with women representing more than half of the participants.
AU Holdings: Building New Worlds
Parallel to Gold House, Chen serves as the Executive Chairman and Founder of AU Holdings, a family of companies that incubates and invests in multicultural creators, companies, and communities to rebalance socioeconomic equity. AU Holdings operates as a “new world builder,” creating systems and stories that empower marginalized groups. Chen’s role as Managing Director of AU Holdings complements his work at Gold House, focusing on innovative investment vehicles and accelerators to propel the next generation of multicultural leaders.
One of AU Holdings’ flagship initiatives is the Aum Group, a premier multicultural film fund co-founded by Chen, Nina Yang Bongiovi, Kevin Lin, and Michael Chow. Aum Group invests in stories that amplify diverse voices, building on the success of projects like Fruitvale Station. By fostering authentic narratives, Aum Group aims to reshape cultural perceptions and create a lasting impact in the entertainment industry.
The Gold Bridge Initiative: A Global Vision
Chen’s ambitions extend beyond the United States. In 2023, he announced the Gold Bridge Initiative, a bold plan to bridge industries, communities, and continents. The initiative facilitates cross-Pacific collaboration in content and commerce, with partnerships in Singapore, South Korea, Taiwan, India, Indonesia, Saudi Arabia, and the U.A.E. At the 2024 Taiwan Creative Content Fest, Chen outlined his strategy for diaspora empowerment, emphasizing the importance of uniting communities, reshaping media narratives, sustaining economic outcomes, and achieving mainstream recognition.
The Gold Bridge Initiative has already yielded tangible results. Gold House’s multi-year deal with the Singapore government and partnerships with organizations like the Recording Academy and GLAAD reflects Chen’s commitment to cross-cultural solidarity. The One House Toast, a 2024 event celebrating multicultural Oscar nominees, brought together groups like the NAACP Hollywood Bureau, La Cena, and IllumiNative, highlighting the power of collective action. Chen’s philosophy is rooted in mutual support: “We need to show up for each other consistently,” he says, citing examples like Asians buying out theaters for Ava DuVernay’s Origin to support Black-led storytelling.
A Legacy of Recognition and Impact
Chen’s contributions have not gone unnoticed. He has been honored as a Forbes 30 Under 30 recipient, a Hollywood Reporter Next Gen Leader, an American Advertising Federation Hall of Achievement inductee, and an ABC News History Maker, among others. His companies have been recognized as Fast Company’s Brands That Matter and Business Insider’s Top Startups. Chen’s philanthropic work, focused on cultural and cross-continental unity, includes board positions with the Asia Society, the Coalition of Asian Pacifics in Entertainment, and VidCon.
His ethos, shaped by his upbringing as a third-culture kid and his education at the University of Pennsylvania, emphasizes vulnerability and power-sharing. Chen’s “No A**hole” rule and “Gives-and-Gets” system at Gold House foster a culture of mutual support, where members share resources and seek help to build a stronger community. This approach has attracted 500 A-list AAPI founding members, each contributing significant assets to the organization’s mission.
Challenges and Future Horizons
Despite his successes, Chen acknowledges the challenges ahead. The lack of diverse representation in corporate boardrooms—unchanged for three decades—remains a significant hurdle. Chen advocates for inclusive hiring and equitable promotion to address this gap. Additionally, he emphasizes the need for more “green-lighters” who reflect diverse audiences to shift power dynamics in entertainment and business.
Looking forward, Chen is optimistic about the global renaissance of Asian creativity. From the record-breaking success of Everything Everywhere All At Once to the global dominance of K-pop and Squid Game, the API diaspora is reshaping cultural narratives. Chen’s vision is to unify this diaspora worldwide, creating a more inclusive and equitable future.
Conclusion
Bing Chen’s journey from YouTube trailblazer to cultural architect is a testament to the power of vision, community, and action. Through Gold House and AU Holdings, he has built platforms that amplify multicultural voices, foster economic empowerment, and bridge continents. His work challenges stereotypes, redefines representation, and creates opportunities for future generations. As Chen continues to lead with authenticity and purpose, his legacy as a new world builder will undoubtedly inspire others to dream big and act boldly.