Strategies for Navigating the Booming ASEAN Market Amidst Rising Middle Class

As Southeast Asia continues to experience remarkable population growth and rising incomes, the region is fast becoming a hotspot for consumer goods manufacturers worldwide. On November 20, 2025, Cross Marketing Inc., led by CEO Mikito Igarashi, will host a key seminar in Osaka to educate Japanese manufacturers on how to strategically approach this lucrative market. This event follows the success of the 2023 seminar titled "Key Insights Into Global Marketing in ASEAN."

The Growing Appeal of the ASEAN Market

Japan's aging population and shrinking domestic market have pushed many local companies to seek opportunities abroad, particularly in ASEAN nations where proximity and cultural similarities facilitate market entry. The rise of the middle class in this region indicates a favorable environment for consumer spending, attracting significant interest from Japanese firms. However, the market is highly competitive, already teeming with both established Western brands and local players. Thus, navigating this landscape is increasingly challenging for Japanese companies looking to expand their footprint.

Seminar Highlights

The seminar will feature guest speaker Kazuki Moribe from Spider Initiative Inc., who will share his extensive experience in global marketing within the ASEAN region. He will present on the topic: "Reassessing Japanese Companies' Competitiveness in ASEAN—The Importance of Achieving 'Benchmark' Values". During his keynote, Moribe will highlight the fundamental distinctions between companies that thrive and those that struggle in the ASEAN market.

Key Seminar Sessions:
1. The Three Laws of Failure for Overseas Businesses - Moribe will explore common pitfalls that often lead to failure in foreign markets.
2. Only Companies That Attain Benchmark Values Will Succeed - This session emphasizes the importance of quality metrics in achieving market share.
3. Enhancing Your Success Rate Through Research and Frameworks - Learn strategies for improving market entry and growth.

Additionally, Hidekazu Hamano, Managing Director of Kadence International (Thailand), will present insights on the consumer behavior and trends among Gen Z in Thailand and neighboring countries, providing a local perspective that is crucial for understanding modern consumers.

Recommended for:

- BtoC manufacturers engaged in ASEAN.
- Companies facing challenges in establishing sales channels in this region.
- Businesses looking to expand revenue or market share in ASEAN.
- Professionals interested in consumer behavior and insights specific to the ASEAN region.

Event Details

- Date & Time: November 20, 2025, from 14:00 to 16:00 (Registration starts at 13:30)
- Location: 5F, Nippon Life Umeda Building, 3-3 Doyama-cho, Kita Ward, Osaka City
- Access: A short walk from various subway stations including Higashi-Umeda (4 mins), Umeda (6 mins), and Osaka Station (9 mins).
- Participation Fee: Free
- Registration Deadline: November 19, 2025, 17:00 (Please bring two business cards on the day of the event)
- Bonus: Attendees will receive a copy of Moribe's book, "Sales Channel Strategies in Emerging Asian Markets for Manufacturers" and a guide on global marketing fundamentals.

For more information and to register, please visit Cross Marketing Seminar.

Cross Marketing remains dedicated to providing relevant marketing research and solutions tailored to meet the needs of our clients. We continuously integrate various methods to serve as your trusted marketing partner.

Company Overview

- Company Name: Cross Marketing Inc.
- Location: 24F, Tokyo Opera City Tower, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo
- Established: April 1, 2003
- CEO: Mikito Igarashi
- Business Activities: Marketing research and consulting services.

- Company Name: Kadence International (Thailand) Co., Ltd.
- Location: 19th Floor, Unit 1910, One Pacific Place, Sukhumvit Rd, Klongtoey, Bangkok 10110, Thailand
- Established: October 2015
- Managing Director: Hidekazu Hamano
- Business Activities: Research services.