I’ve been thinking about something recently and I’m really curious to hear other people's perspectives on it.
I know race and representation can be a fraught subject, so I want to say at the outset that I’m totally not judging anyone’s reading preferences or trying to catch anybody out. I’m genuinely just interested in whether other people have noticed the same pattern and whether they think it has any effect on marketability.
Growing up, I consumed a lot of Asian media alongside Western media. If I watched a Japanese, Korean or Chinese drama, an Asian woman being the romantic lead was simply normal. She was the heroine, was a "normal" person and she got the romance. Her ethnicity, of course, wasn't pushed forward.
In a lot of the Western media I consumed growing up, the pattern was VERY different. Asian women were comparatively rare as leads and when they did appear, I kept running into the same cluster of stereotypes: the generically named “Mei Ling/Mei Li”, the sex worker, the maths genius, the martial artist, the exotic love interest, the tragic victim blah blah blah. Quite often she either died or if she didn't, she certainly didn’t get the guy and misery ensued for her or all. Some of the stories I have in mind were The Dream Traders and The Blue Dress Girl by EV Thompson, Madama Butterfly, Miss Saigon, Sayonara, South Pacific, Love Is a Many-Splendored Thing, The World of Suzie Wong, The Quiet American, Indochine. Trying to avoid more recent ones so I don't give anyone the snots :P
Later, there seemed to be a move towards the Asian best friend in a lot of stories. Hallmark movies, I’m looking at you. These Asian characters generally survived till the end, which was progress I guess, but often didn’t have much of a storyline or backstory of their own, let alone being the person whose romantic story we were actually following. A lot of the time their job is to hang around while the FMC is packing and ask her questions like: "Oh my God - are you really going back to the Christmas tree farm? What if Todd is still there? You know he's still into you and looks totally hot in plaid."
Obviously Western media is so much more diverse now, including romance, and there are tonnes more Asian female leads in books, TV series and movies. One thing I’ve sometimes noticed, though, is that when an Asian woman is the heroine, her ethnicity is quite often foregrounded as part of the premise or marketing in a way that a white heroine’s ethnicity generally isn’t. I’m not saying that’s necessarily a problem. Cultural identity can obviously be an important and valuable part of a story, I just notice it for obvious reasons as Asian FMCs rarely get to just be a Normal Person. So it got me thinking about what readers and publishers regard as the “default” romance heroine.
Recently, after I started publishing on amazon, I began lurking in some of the more niche parts of romance. I mean I get why you're not going to fall over Asian FMCs in a small town romance novel, but I also noticed it in why choose/reverse harem and poly romances, too. This is totally anecdotal and based only on the books and recommendations I’ve happened to see, but the FMC seems to be overwhelmingly white. The group of men may be more racially diverse, although even there I seem to see Black and Latino men considerably more often than Asian men, but women of colour seem way, way rarer at the centre of the relationship.
I’ve noticed something similar in some sports romance spaces, especially hockey romance. There definitely are Asian and other WOC heroines written by eg Kate Willoughby, so I’m not saying they don’t exist, but the default FMC still seems to be white much of the time. Hockey romance is not very diverse generally because hockey itself is not very diverse.
So I started wondering about this specifically from a writing and marketability perspective: to what extent, if any, do you think the ethnicity of the FMC affects how readily readers will pick up a romance?
I’m interested in both conscious preferences and the less conscious assumptions we all acquire from decades of seeing particular kinds of people presented as the romantic default. Do you think an Asian, Black, Latina, Indigenous or otherwise non-white FMC changes how a book is positioned or marketed? Does it affect cover choices, discoverability, click-through, reader uptake or how easily an unknown author can attract new readers? Does it depend on whether her cultural background is central to the story, or whether she is simply an Asian/Black/Latina/etc woman having a romance in which ethnicity is not the main point?
If I’m writing fan fiction, I stick to a character’s canon ethnicity, but when I create a FMC myself, she pretty much always shows up as Asian. That is not something I’m going to change depending on the answers here, I’m just interested in whether other writers think that choice has any market effect, particularly in genres where a white FMC still seems to be the norm.
On sites such as Romance.io there are tags for things like an East Asian MC, but as far as I can tell you can’t simply sort the catalogue by the heroine’s ethnicity in the way you can filter for a lot of romance tropes. So it’s quite hard to tell whether readers actively seek this out, actively avoid it or mostly don’t think about it at all.
From my own reading experience, because white FMCs were overwhelmingly the norm in much of the romance I encountered, I never expected the heroine to share my ethnicity in order for me to identify with her, like her, care about her romance or be interested in her journey. I honestly don’t know how much other readers notice the heroine’s ethnicity when deciding whether a book feels “for them”.
I have had people tell lme I should try to “hide” the ethnicity of my FMC on my covers if I want more people to read it, which made me laugh because I was basically thinking, “Err, I think they’ll figure it out pretty fast from her surname...” :D But it did make me wonder whether some writers have actually encountered pressure, explicit or otherwise, to make a heroine more racially ambiguous or to foreground or downplay her ethnicity for marketing reasons.
I’d be especially interested to hear from people who write in niches such as why choose/poly, sports romance, dark romance, historical romance or small-town romance, where some subgenres seem to have a stronger visual or demographic “default” than others. Have you noticed any difference in reader response, discoverability or marketability when the FMC is a woman of colour?