Some companies say Southeast Asia is a challenging market. To them, somehow, it becomes a puzzle they struggle to solve. Why? Because they approach this diverse region with a flawed blueprint, one designed for a different region altogether. You see, many companies enter the APAC market with their sights set on the familiar landscapes of Australia and New Zealand, or countries like China, Taiwan, Japan and all.
While these markets offer undeniable potential, fixating solely on those countries while neglecting Southeast Asia is a tragic misstep. This miscalculation often stems from a fundamental misunderstanding: Southeast Asia is not a homogenous entity. They failed to understand that the cultures here are broad. There are unique languages too. And, the consumer behaviour is completely different as well . . .
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