A recent McKinsey report states that global markets are responsible for over 80% of business growth. As companies expand their reach, the challenge of creating a value proposition that resonates across diverse cultural landscapes becomes increasingly critical.

A value proposition is a clear and concise statement explaining why customers should choose your product or service over others. It is the cornerstone of your brand’s messaging and positioning. In international markets, however, a poorly crafted value proposition can quickly fall flat, leading to misaligned messaging, cultural missteps, and, ultimately, lost revenue. The stakes are high, and businesses must precisely navigate these complexities to succeed globally.

Understanding the Cultural Landscape

The Influence of Culture on Consumer Perception

Cultural factors play a decisive role in shaping consumer perceptions, behaviors, and purchasing decisions. What appeals to consumers in one market may not resonate in another due to deeply ingrained cultural differences. For instance, a value proposition centered on individuality and self-expression might thrive in the United States, where individualism is highly valued. However, the same message could fall flat in markets like Japan or China, where collectivism and harmony with others are more culturally significant.

A prime example is IKEA’s entry into the U.S. market. Initially, IKEA’s minimalist, space-saving furniture resonated well in Europe, where smaller living spaces are common. However, in the U.S., where larger homes and more substantial furniture are preferred, IKEA had to adapt its value proposition by offering larger, more traditional furniture options. This adjustment allowed them to align better with American cultural expectations and consumer preferences, ultimately contributing to their success in the market.

Image credit: IKEA USA

Key Cultural Dimensions to Consider

To craft a value proposition that resonates across cultures effectively, it’s essential to consider key cultural dimensions. Hofstede’s cultural dimensions—such as individualism vs. collectivism, power distance, and uncertainty avoidance—offer a framework for understanding how different cultures interpret messages.

For example, in high-power-distance cultures like India, consumers may respond more positively to a value proposition emphasizing authority and status. Conversely, in low-power-distance cultures like Denmark, where egalitarianism is valued, a proposition highlighting equality and community might be more effective.

Understanding these cultural dimensions allows businesses to tailor their value propositions to align with local values and norms. For instance, McDonald’s adapts its menu and marketing strategies to reflect local tastes and cultural preferences. In India, where a significant portion of the population is vegetarian, McDonald’s successfully introduced a range of vegetarian options that align with local dietary practices, ensuring its value proposition remains relevant and appealing.

Steps to Crafting a Global Value Proposition

Conducting Cultural Market Research

Thorough market research is the foundation of crafting a value proposition that resonates across different cultures. Understanding cultural differences and consumer preferences in your target markets is essential for creating messaging that connects authentically with local audiences.

To begin, gather qualitative and quantitative insights into the cultural landscape. Start with qualitative methods like focus groups and ethnographic research to gain a deep understanding of local consumer behaviors, values, and preferences. Surveys can provide quantitative data on consumer attitudes and purchasing patterns, helping you identify trends and potential areas of misalignment in your current value proposition.

Tools and resources are invaluable in this process. Consider working with international market research agencies, like Kadence International, who can provide on-the-ground insights. Cultural consultants can offer expertise in navigating complex cultural dynamics, ensuring your messaging is accurate and respectful. Additionally, online databases and tools like Statista can provide valuable data to inform your strategy.

Identifying Universal Needs and Pain Points

While cultural nuances are important, identifying universal consumer needs and pain points that transcend these differences is crucial. Successful global brands often find common ground by focusing on core human needs—such as convenience, safety, or quality—that appeal to consumers regardless of their cultural background.

However, balancing this universal appeal with localized messaging is critical. For example, Apple’s value proposition emphasizes innovation and simplicity, which are universally appealing. Yet, Apple also tailors its marketing to reflect local cultural values. In China, where face and status are significant, Apple highlights the prestige associated with owning their products, while in Western markets, the focus might be more on individuality and creativity.

Tailoring the Message for Different Markets

Adapting your core value proposition to different cultural contexts without losing brand consistency is a delicate balancing act. Language, imagery, and messaging must align with local cultural norms and values to ensure the message resonates effectively.

One strategy is to collaborate with local copywriters and translators who understand the subtleties of the language and culture. They can help craft messaging that feels natural and culturally appropriate. Additionally, consider using imagery that reflects the local population and environment, reinforcing the idea that your brand is relevant and connected to the local culture.

Practical tips for localizing your value proposition include conducting A/B testing in different markets to see which messages resonate best, continuously gathering feedback from local consumers to refine your approach, and remaining flexible in your strategy to accommodate cultural shifts. By taking these steps, you can create a value proposition that feels both globally consistent and locally relevant.

Overcoming Common Challenges

Balancing Consistency with Flexibility

Maintaining a consistent brand message while adapting to diverse cultural contexts is a common challenge for businesses expanding globally. Consistency ensures that the core values and identity of the brand remain recognizable across all markets, fostering trust and loyalty among consumers. However, flexibility is essential to accommodate local preferences, traditions, and cultural nuances influencing consumer behavior.

To strike this balance, companies can adopt a “glocal” approach—think globally, act locally. This strategy involves establishing a strong, universal brand identity while allowing local teams the autonomy to tailor messaging and offerings to fit regional contexts. Key strategies include:

  • Developing Core Brand Guidelines: Create comprehensive guidelines that outline the brand’s mission, values, and visual identity. These serve as a framework ensuring consistency while providing room for localized adaptations.
  • Empowering Local Teams: Allow local marketing teams to modify campaigns and messaging based on their deep understanding of the local market. This ensures relevance and resonance with the target audience.
  • Testing and Feedback Loops: Implement processes for testing localized strategies and gathering feedback to refine and improve the approach continuously.

Image credit: AzerNews

Example: The fashion retailer Zara effectively balances consistency and flexibility in its global operations. The brand maintains a consistent image of offering trendy, affordable clothing worldwide. However, Zara adapts its product lines and marketing strategies to reflect local tastes and cultural trends. For instance, in Middle Eastern markets, Zara offers more modest clothing options and adjusts store layouts to respect local customs. This adaptability, combined with a consistent brand identity, has contributed to Zara’s strong global presence and success across diverse markets.

Avoiding Cultural Stereotypes and Missteps

Relying on cultural stereotypes or failing to respect local sensitivities can lead to significant backlash and damage a brand’s reputation. Cultural missteps alienate target audiences and can result in negative publicity and financial losses.

To ensure messaging is culturally sensitive and appropriate, brands should follow these guidelines:

  • Conduct In-Depth Cultural Research: Understand each market’s historical, social, and cultural context to avoid insensitive or inappropriate references.
  • Consult Local Experts: Consult local consultants or cultural advisors who can provide insights and review campaigns for potential issues.
  • Practice Inclusive Messaging: Craft messages that respect and celebrate cultural diversity without resorting to clichés or stereotypes.
  • Test Campaigns Locally: Run campaigns by focus groups within the target market to identify and address any unintended offensive content before a full launch.

Image credit: Gü Puds

Case Study: In 2018, the British food brand Gü Puds faced criticism after launching an advertising campaign in France that unintentionally offended local consumers. The campaign used English slogans and imagery that were perceived as dismissive of French culinary traditions. The lack of localization and sensitivity to French pride in their cuisine led to a public outcry and poor sales performance.

To recover, Gü Puds conducted comprehensive cultural research and engaged with French marketing experts to redesign their campaign. They developed new advertisements that honored French dessert traditions while highlighting the unique qualities of their products. The revised campaign used appropriate language and locally relevant imagery, which helped rebuild the brand’s image and improve market performance in France.

This example underscores the importance of cultural understanding and sensitivity in global marketing efforts. By prioritizing respectful and well-informed messaging, businesses can avoid costly missteps and build strong connections with consumers across different cultures.

Measuring the Effectiveness of Your Global Value Proposition

Setting KPIs and Metrics

Measuring the effectiveness of your global value proposition is crucial to ensure that it resonates with consumers across different markets. Setting clear key performance indicators (KPIs) allows you to track performance, identify areas for improvement, and make data-driven decisions that enhance your strategy.

Specific metrics to monitor include:

  • Brand Awareness: Track how well your brand is recognized and remembered in different regions. This can be measured through surveys, social media reach, and online search trends.
  • Customer Engagement: Measure the level of interaction and involvement your customers have with your brand. Metrics like website traffic, social media engagement, and email open rates indicate how well your value proposition is connecting with your audience.
  • Conversion Rates: Analyze the percentage of consumers who take a desired action, such as making a purchase or signing up for a newsletter. Conversion rates can vary significantly across markets, highlighting the effectiveness of your value proposition in driving sales.
  • Customer Satisfaction: Use surveys, reviews, and Net Promoter Scores (NPS) to gauge how satisfied customers are with your offerings. High satisfaction levels indicate that your value proposition is meeting consumer expectations.

Gathering Feedback and Iterating

Continuous feedback from consumers in different markets is essential for refining and improving your global value proposition. What works today may not work tomorrow, especially in dynamic and culturally diverse markets. Regularly gathering and analyzing feedback allows you to stay responsive to changes in consumer preferences and market conditions.

Methods for collecting feedback include:

  • Surveys: Deploy regular surveys to your international customer base to gather insights on how they perceive your value proposition. Tailor the questions to explore specific cultural preferences and pain points.
  • Interviews: Conduct in-depth interviews with customers in key markets to better understand their needs and how your value proposition aligns with them.
  • Social Media Listening: Use social media monitoring tools to track conversations about your brand. Pay attention to local platforms and languages to capture region-specific insights.

Image credit: Lush Shinjuku Store

Example: The beauty brand Lush successfully iterated its value proposition based on consumer feedback in Japan. Initially, Lush’s emphasis on bold, colorful products did not resonate with the Japanese market, where subtlety and minimalism are often preferred. After gathering feedback through customer surveys and store interactions,

Lush adjusted its product offerings and marketing approach to better align with local tastes. The company introduced more understated packaging and products, which led to increased customer satisfaction and stronger market performance.

This iterative approach demonstrates the value of staying attuned to local feedback and being willing to adapt. By continuously refining your value proposition based on consumer insights, you can ensure that it remains relevant and effective across diverse cultural landscapes.

Final Thoughts

A value proposition that resonates across cultures is not just a statement—it’s a strategic asset. The complexity of global markets demands a deep understanding of cultural nuances and a willingness to adapt while maintaining a strong, consistent brand identity. Success lies in balancing universal appeal with localized relevance, using data-driven insights and continuous feedback to refine your approach. As global markets evolve, so too must your value proposition, ensuring it remains aligned with the diverse needs and expectations of your international audience. The businesses that master this balance will find themselves not only surviving but thriving on the global stage.

In recent years, we’ve witnessed a captivating phenomenon: the meteoric rise of Asian cultural exports like Anime, K-beauty, K-pop, and K-drama, along with the widespread popularity of Asian cuisine and fusion food in the West. Asian brands, from skincare companies to culinary ventures, are finding a warm reception in Western markets, particularly among Gen Z, embracing the richness and diversity of Asian consumer cultures. This shift reflects a growing fascination with and appreciation for Asian traditions and innovations.

Consider the journey of a modest Korean skincare brand, which, riding on the K-beauty wave, ventures into the U.S. market to find a receptive and enthusiastic audience. Or, take, for example, a small, family-run Thai restaurant that starts offering cooking classes and meal kits in a bustling American city or a Japanese fusion food truck that becomes a local sensation in London. These stories are part of a more significant trend where Asian brands are becoming trendsetters in Western markets.

This burgeoning interest in Asian culture has opened new doors for brands from the East. It highlights a crucial aspect of global market dynamics  —the soft power of cultural influence in shaping consumer behavior and preferences. For Asian brands eyeing Western markets, this represents an unprecedented opportunity to enter a market that is already receptive and curious about what they offer.

This blog is a comprehensive guide for Asian brands looking to navigate the complex yet promising Western markets, covering the strategic aspects of market entry and emphasizing how brands can leverage the existing popularity of Asian culture to create a meaningful impact.

The role of market research in understanding Western consumer behavior, focusing on the burgeoning interest in Asian culture, especially among younger demographics, is becoming critical for many of these brands. But how do they capitalize on this trend and sustain and grow it by respecting and integrating the cultural nuances of both East and West?

Understanding Western Market Dynamics

Cultural Sensitivities and Preferences

Navigating the Western market requires a nuanced understanding of its cultural sensitivities and consumer preferences, which often differ markedly from those in the East. Western consumers value individualism, personal expression, and innovation, influencing their purchasing decisions. This contrasts with the collective mindset often found in Asian cultures, where tradition and conformity play a significant role.

For instance, in the beauty industry, Western consumers might gravitate towards products that promise unique benefits or align with personal values like sustainability and ethical sourcing. Conversely, in Asian markets, the emphasis might be on products rooted in tradition and with a legacy of trust.

In terms of preferences, there’s a growing inclination in the West toward minimalism and eco-friendliness. Brands that offer simple, clean designs and sustainable products often find favor among Western audiences. This shift is a departure from the preference for ornate designs and luxury that is sometimes more prevalent in some Asian markets. This can influence product design, packaging, and messaging. 

Market Trends and Consumer Insights

Staying current with market trends and consumer insights is crucial for any Asian brand eyeing Western expansion. However, understanding Western market dynamics is not a one-size-fits-all approach. It requires a deep dive into cultural nuances, consumer behaviors, and emerging trends. Asian brands must be agile, adaptable, and sensitive to these differences to succeed. The key lies in striking the right balance between maintaining the brand’s essence and adapting to Western consumers’ unique tastes and expectations.

One significant trend is the increasing importance of digital presence and e-commerce, accelerated by the global pandemic. Western consumers are now more inclined than ever to shop online, engage with brands on social media, and make purchasing decisions based on online reviews and influencer endorsements.

Another notable trend is the rise of health and wellness, which has become a significant focus for Western consumers. This ranges from organic food products to wellness apps, reflecting a broader societal shift towards mindfulness and well-being.

Case Studies of Successful Market Entries

The Rise of K-Beauty

A prime example of a successful East-to-West transition is the Korean beauty industry. K-beauty brands have successfully penetrated Western markets by capitalizing on unique product offerings like sheet masks and BB creams, coupled with a solid digital marketing strategy. Their success can be attributed to understanding Western consumers’ fascination with innovative skincare routines and leveraging social media to build a loyal customer base.

In the context of Asian brands expanding into Western markets, the case studies of Giordano and Uniqlo offer insightful examples. Both brands have successfully internationalized, operating over 2,000 stores worldwide, and have focused on expanding into geographically close markets initially, then moving to distant countries. This strategic approach has seen Giordano operating in more than 30 countries, including a strong presence in the Middle East, and Uniqlo expanding into over 12 countries, including major Western markets like the United Kingdom and the United States​​​​​​.

Two key strategies facilitated their successful internationalization: an integrated supply chain system and a unique positioning on basic, quality apparel at low prices. Here’s a quick look at each of these brands and their approach.

Giordano’s Strategy and Expansion

Giordano, a Hong Kong-based apparel brand, embarked on its international journey by initially expanding into geographically close markets, such as Taiwan, in 1983, shortly after its establishment. Over the years, the brand has significantly broadened its reach, operating in more than 30 countries, including key markets across Asia, Australia, and the Middle East. The brand maintains control over its manufacturing operations and distribution through its headquarters in Hong Kong, leveraging low-cost manufacturing in China.  Giordano’s success can be attributed to its integrated supply chain and focus on offering basic, quality apparel at affordable prices. This strategic approach has allowed Giordano to establish a strong international presence with over 2,600 stores and a significant portion of its sales coming from foreign markets.

Uniqlo’s Growth and Market Penetration

Uniqlo, originating from Japan, began its international expansion in 2001. The brand has since made its mark in over 12 countries, including the United States, the United Kingdom, China, and France. It represents a more integrated supply chain system, controlling all stages from design to production and final sale, ensuring high-quality products at reasonable prices. This integrated approach has enabled these brands to maintain a competitive edge in the global apparel market​​. As a result, Uniqlo has seen a substantial increase in its stores worldwide, surpassing 2,400, and employs a large workforce to support its global operations. 

Conversely, a notable unsuccessful entry was by an Asian electronics company that failed to adapt its products and marketing strategies to Western preferences. The brand’s heavy emphasis on advanced technological features, which was highly successful in Asia, did not resonate with Western consumers, who were more interested in user-friendliness and aesthetic design. This misalignment in consumer preferences led to a lackluster performance in Western markets.

Common reasons for the failure of Asian brands in Western markets include cultural misalignment, inadequate market research, inability to adapt products or marketing strategies to local tastes and preferences, and underestimating the competition.

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Strategic Market Entry Approaches

Brand Positioning and Messaging

When Asian brands consider entering Western markets, one of the critical factors for success is the adaptation of their brand messaging to resonate with Western audiences. This involves translating the brand’s essence to align with Western consumers’ values, aspirations, and cultural nuances.

A key aspect is storytelling —shaping the brand narrative in a way that communicates the brand’s heritage and connects emotionally with the Western audience. For instance, a brand rooted in traditional Asian values might emphasize craftsmanship and heritage while highlighting innovation and global relevance, appealing to a Western audience that values authenticity and modernity.

Balancing brand heritage with local relevance is also crucial. Brands must maintain their unique identity and core values while adapting to local tastes and preferences. This could mean incorporating local trends or themes into marketing campaigns or collaborating with local influencers who can act as cultural bridges.

Market Research Methods

Before entry, conducting thorough market research is essential. This research should be multifaceted, encompassing quantitative and qualitative methods to understand the market landscape, consumer behavior, competition, and potential barriers to entry.

Quantitative Research: This includes analyzing market data, consumer demographics, and trends to understand the market size, potential growth areas, and consumer segments. Surveys and polls can be valuable tools in gathering this data, providing insights into consumer preferences and buying behaviors.

Qualitative Research: Methods such as focus groups, in-depth interviews, and ethnographic studies offer deeper insights into the cultural nuances, attitudes, and motivations of Western consumers. This type of research is crucial for understanding the emotional and psychological factors that influence consumer decisions.

Competitive Analysis: Understanding the competitive landscape is vital. This involves analyzing competitors’ strengths and weaknesses, market positioning, and strategies. It can provide valuable insights into what has worked or not worked in the market and help identify potential gaps the brand can fill.

Digital Analytics: In the digital age, analyzing online consumer behavior, social media trends, and e-commerce patterns is essential. Social media listening, website analytics, and online consumer reviews offer real-time insights into consumer preferences and emerging trends.

Local Market Experts: Engaging with local market experts, such as consultants or marketing agencies, can provide valuable on-the-ground insights and help navigate the local business environment.

Marketing and Promotion in Western Markets

Digital Marketing Strategies

An effective marketing strategy in Western markets must leverage the power of social media and other digital platforms. These platforms offer a direct line to consumers, allowing for targeted messaging and real-time engagement.

Social Media Marketing: Platforms like Instagram, TikTok, Facebook, Twitter, and YouTube are integral to Western consumers’ daily lives. Asian brands can use these platforms for storytelling, showcasing their products, and building a community around them. Content should be tailored to each platform, utilizing their unique features like Instagram Stories or YouTube videos to engage audiences.

Influencer Marketing: Collaborating with influencers can be a game-changer. Influencers, with their dedicated followings and perceived authenticity, can introduce Asian brands to new audiences in a relatable way. The key is to partner with influencers whose values align with the brand and who genuinely connect with their audience.

Traditional Marketing Approaches

While digital marketing is crucial, traditional marketing channels still play a significant role in Western markets. Integrating both digital and conventional marketing methods can create a more comprehensive approach.

Television and Print Media: TV commercials and print media, such as magazines and newspapers, remain influential, especially in reaching specific demographics. These media outlets are excellent for building brand credibility and wider recognition.

Outdoor Advertising: Billboards, transit ads, and other forms of outdoor advertising can significantly increase brand visibility in daily life, creating a physical presence that complements digital strategies.

Event Sponsorship and Participation: Participating in or sponsoring local events, trade shows, and exhibitions can provide direct engagement with potential customers and help build a network of contacts within the industry.

Navigating Challenges and Risks

Regulatory and Legal Considerations

For Asian brands entering Western markets, one of the foremost challenges is navigating the complex legal and regulatory landscapes. Western countries, particularly those in Europe and North America, often have stringent regulations concerning product standards, labor practices, environmental sustainability, and data privacy.

Product Compliance: Asian brands must ensure their products meet the specific safety and quality standards of the Western market they are entering. This includes compliance with regulations like the European Union’s CE marking or the U.S. Food and Drug Administration’s (FDA) approval processes.

Labour and Manufacturing Practices: Adherence to ethical labor practices is scrutinized in Western markets. Brands must ensure their manufacturing processes align with international labor standards, including fair wages, working conditions, and child labor laws.

Environmental Regulations: Western countries increasingly emphasize sustainability and environmental responsibility. Brands must be aware of and comply with environmental regulations regarding waste management, carbon emissions, and sustainable sourcing.

Data Privacy and Protection: With regulations like the General Data Protection Regulation (GDPR) in the EU and various data protection laws in the U.S., brands must be extremely cautious in handling consumer data, ensuring compliance with these stringent requirements.

Cultural Missteps and Brand Image

Cultural sensitivity is paramount for any brand entering a foreign land. Misunderstanding or overlooking cultural nuances can lead to missteps that might harm a brand’s image and reputation.

Understanding Cultural Contexts: Brands need to invest in understanding their target market’s cultural, historical, and social contexts. This includes awareness of local customs, sensitivities, and societal norms to avoid offensive or inappropriate messaging.

Localization of Marketing: Marketing campaigns should be localized to fit the cultural context of the Western market. This means more than just language translation; it involves adapting visuals, narratives, and messaging to resonate with local audiences.

Engaging Cultural Experts: Collaborating with local cultural experts, consultants, or marketing agencies can provide valuable insights into the local culture and help navigate potential pitfalls. They can guide what is considered respectful and appealing in the local context.

Responsive Public Relations: In case of any cultural misstep, having a responsive and empathetic public relations strategy is crucial. Quick and sincere responses to cultural insensitivity can mitigate negative impacts and help preserve brand reputation.

Long-Term Success and Adaptation

Building Brand Loyalty

Achieving long-term success in Western markets necessitates the cultivation of brand loyalty among consumers. This involves building relationships that transcend transactions, turning first-time buyers into lifelong customers.

Quality and Consistency: First and foremost, maintaining high quality and consistency in products or services is essential. Western consumers tend to be loyal to brands that consistently meet or exceed their expectations.

Customer Engagement: Regular engagement through various channels, including social media, email newsletters, and customer service, helps keep the brand relevant and top-of-mind. Personalization and direct interaction can make consumers feel valued and connected to the brand.

After-Sales Service: Providing excellent after-sales service is critical to building trust and loyalty. This includes efficient customer support, hassle-free returns, and warranties, all contributing to a positive post-purchase experience.

Community Building: Creating a sense of community around the brand can foster loyalty. This could involve hosting events, creating online forums, or engaging in community projects, allowing consumers to feel part of something larger.

Brand Advocacy Programs: Encouraging satisfied customers to share their positive experiences through referral programs or reviews can build trust and expand the customer base.

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Continuous Market Learning and Adaptation

The Western market landscape is dynamic, with constantly evolving trends and consumer preferences. Long-term success depends on a brand’s ability to adapt and evolve.

Ongoing Market Research: Continuous investment in market research is crucial to stay ahead of trends and understand changing consumer needs. This includes quantitative data analysis and qualitative research to gather insights into consumer behavior and market dynamics.

Adaptation to Market Changes: Brands must be agile and ready to adapt their strategies, whether product development, marketing, or customer service, in response to new market information and consumer feedback.

Innovation: Keeping pace with technological advancements and embracing innovation can help offer new and improved products or services, keeping the brand relevant and competitive.

Cultural Relevance: Staying culturally relevant is essential. This might involve aligning with local events, movements, or trends and being responsive to societal changes within the Western context.

Learning from Competitors: Monitoring and learning from direct and indirect competitors can provide valuable insights into what works and what doesn’t, helping refine strategies and approaches.

Final Thoughts

As we have explored throughout this blog, the successful entry of Asian brands into Western markets hinges on a combination of well-informed strategies and an understanding of the complexities of these diverse markets. The key strategy for a successful market entry includes understanding market dynamics, adopting strategic market entry approaches, navigating Western legal and regulatory frameworks, building brand loyalty, and staying attuned to market changes, consumer trends, and technological advancements. 

The Future of East-West Business Relations

The future of East-West business relations is one of increased interconnectivity and mutual influence. As global markets become more integrated, we expect to see a continued exchange of cultural and commercial ideas. This integration is likely driven by technological advancements, further blurring geographical boundaries and creating more opportunities for cross-cultural collaborations.

One significant trend may be the rise of digital marketplaces and e-commerce platforms, making it easier for Asian brands to reach Western consumers directly. The growing emphasis on sustainability and ethical practices could also see East and West working together to develop more responsible business models.

For Asian brands looking to venture into Western markets, the journey is challenging yet rewarding. It is critical to embark on this journey with thorough market research and well-planned strategies. Understanding the nuances of Western markets, respecting cultural differences, and adapting to consumer needs are not just steps toward successful market entry but also towards building lasting relationships in these markets.

Asian brands must view this as an opportunity for growth and learning. By embracing the diversity of Western markets and combining it with their unique brand values and strengths, Asian brands can succeed and contribute to global commerce.

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