The 5 Mistakes International Brands Make When Entering Southeast Asia
Breaking into Southeast Asia can feel like striking gold the demographics are young, the middle class is booming, and social media penetration is through the roof. But for every brand that’s cracked the code, there are dozens quietly licking their wounds, wondering how it all went wrong. I’ve watched it happen more times than I care to count — and yes, I’ve been brought in to clean up more than one mess. Here are the top five mistakes I see time and time again.
Insights
Apr 30, 2025
Mistake 1.
Treating SEA as One Market
Thailand isn’t Vietnam. Singapore isn’t the Philippines. Each has its own import laws, cultural drivers, and market maturity levels. You can’t copy-paste one playbook and expect it to land everywhere.
Mistake 2.
Choosing the Wrong Local Partner
A bad partner will kill your brand faster than no partner. Don’t just go with the first “exclusive distributor” who sends you a glowing PDF. Dig into their portfolio priorities, actual market reach, and how much time they’ll realistically give you.
Mistake 3.
Ignoring Cultural Nuances
A campaign that works in London might be completely tone-deaf in Bangkok. Spend time on the ground. Learn the etiquette, humour, and status signals your audience responds to.
Mistake 4.
Underestimating Logistics
Customs delays, inconsistent cold chain, and fragmented retail infrastructure — they’re all real. Build contingencies or watch your launch plans slip by months.
Mistake 5.
Pricing Like You’re in Your Home Market
Your pricing needs to fit the local competitive set and your brand positioning. Price too high, you get ignored. Price too low, you erode your brand.
SEA rewards brands that commit to understanding it and punishes those that treat it like a “side project.”
More to Discover
The 5 Mistakes International Brands Make When Entering Southeast Asia
Breaking into Southeast Asia can feel like striking gold the demographics are young, the middle class is booming, and social media penetration is through the roof. But for every brand that’s cracked the code, there are dozens quietly licking their wounds, wondering how it all went wrong. I’ve watched it happen more times than I care to count — and yes, I’ve been brought in to clean up more than one mess. Here are the top five mistakes I see time and time again.
Insights
Apr 30, 2025
Mistake 1.
Treating SEA as One Market
Thailand isn’t Vietnam. Singapore isn’t the Philippines. Each has its own import laws, cultural drivers, and market maturity levels. You can’t copy-paste one playbook and expect it to land everywhere.
Mistake 2.
Choosing the Wrong Local Partner
A bad partner will kill your brand faster than no partner. Don’t just go with the first “exclusive distributor” who sends you a glowing PDF. Dig into their portfolio priorities, actual market reach, and how much time they’ll realistically give you.
Mistake 3.
Ignoring Cultural Nuances
A campaign that works in London might be completely tone-deaf in Bangkok. Spend time on the ground. Learn the etiquette, humour, and status signals your audience responds to.
Mistake 4.
Underestimating Logistics
Customs delays, inconsistent cold chain, and fragmented retail infrastructure — they’re all real. Build contingencies or watch your launch plans slip by months.
Mistake 5.
Pricing Like You’re in Your Home Market
Your pricing needs to fit the local competitive set and your brand positioning. Price too high, you get ignored. Price too low, you erode your brand.
SEA rewards brands that commit to understanding it and punishes those that treat it like a “side project.”
More to Discover
The 5 Mistakes International Brands Make When Entering Southeast Asia
Breaking into Southeast Asia can feel like striking gold the demographics are young, the middle class is booming, and social media penetration is through the roof. But for every brand that’s cracked the code, there are dozens quietly licking their wounds, wondering how it all went wrong. I’ve watched it happen more times than I care to count — and yes, I’ve been brought in to clean up more than one mess. Here are the top five mistakes I see time and time again.
Insights
Apr 30, 2025
Mistake 1.
Treating SEA as One Market
Thailand isn’t Vietnam. Singapore isn’t the Philippines. Each has its own import laws, cultural drivers, and market maturity levels. You can’t copy-paste one playbook and expect it to land everywhere.
Mistake 2.
Choosing the Wrong Local Partner
A bad partner will kill your brand faster than no partner. Don’t just go with the first “exclusive distributor” who sends you a glowing PDF. Dig into their portfolio priorities, actual market reach, and how much time they’ll realistically give you.
Mistake 3.
Ignoring Cultural Nuances
A campaign that works in London might be completely tone-deaf in Bangkok. Spend time on the ground. Learn the etiquette, humour, and status signals your audience responds to.
Mistake 4.
Underestimating Logistics
Customs delays, inconsistent cold chain, and fragmented retail infrastructure — they’re all real. Build contingencies or watch your launch plans slip by months.
Mistake 5.
Pricing Like You’re in Your Home Market
Your pricing needs to fit the local competitive set and your brand positioning. Price too high, you get ignored. Price too low, you erode your brand.
SEA rewards brands that commit to understanding it and punishes those that treat it like a “side project.”