The complexities of ASEAN, with its 625 million people and multitude of ethnicities, calls for a granular approach to understanding market opportunities there, Nielsen reports in its latest consumer market update.
While ASEAN has been enjoying economic recognition in recent years, many businesses approach the region as a single entity and surprisingly, little is known about the many cities and regions that make up the archipelago.
The diversity of its people represents a multitude of ethnicities, languages and religions spread across 10 coalition nations – Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam.
Such a complex landscape calls for a granular approach to understanding market opportunities in ASEAN.