Strategies for Capitalizing on the Booming ASEAN Middle Class Consumption Market

Exploring the ASEAN Market: Strategies for Success

As the middle class continues to grow in ASEAN countries, Japanese consumer goods manufacturers are increasingly looking to tap into these emerging markets for potential growth. On September 17, 2025, Cross Marketing Co., Ltd. will host a seminar titled "Strategies for Capitalizing on the Booming ASEAN Middle Class Consumption Market," focusing on how companies can effectively navigate this competitive landscape.

The seminar follows the success of a previous event held in 2023, where insightful strategies for global marketing in ASEAN were shared. With Japan facing a shrinking market due to its aging population and declining birth rates, many businesses are seeking opportunities outside the country, and Southeast Asia presents a promising solution due to its geographic and cultural proximity to Japan.

The ASEAN market is witnessing significant economic growth, a rise in population, and an expanding middle class, leading to an active consumer behavior. However, this potential is countered by growing competition from local players and established Western brands. Therefore, understanding market dynamics and consumer behavior is critical for Japanese companies aiming for success in this region.

Seminar Highlights

The seminar will feature keynote speakers, including Kazuki Moribe from Spider Initiative, who will discuss essential competitive strategies for Japanese companies in the ASEAN market. His presentation, titled “Revisiting Japanese Companies' Competitiveness in ASEAN Markets – The Importance of Establishing 'Benchmark Values,'” will highlight the differences between high and low market share companies, while detailing successful and less successful case studies.

In addition, Hidekazu Hamano, the representative of Kadence International (Thailand) Co., Ltd., will provide insights into consumer trends among Thailand's Generation Z and the reality of their purchasing power, bringing a localized perspective to the discussion.

Program Outline:

1. Understanding Competitiveness in ASEAN
- Kazuki Moribe, Spider Initiative Co., Ltd.
- Key points:
- Three rules that lead to failure in overseas ventures.
- Only companies that establish "benchmark values" can succeed in this market.
- Strategies for enhancing success rates through research and frameworks.

2. Generation Z in ASEAN
- Hidekazu Hamano, Kadence International (Thailand) Co., Ltd.
- Trends and insights into the consumer behavior of Thai and neighboring country residents.

3. Panel Discussion
- An interactive session where participants can ask questions and share experiences.

Who Should Attend?

- Consumer goods manufacturers dealing with ASEAN markets (food, beverages, confectionery, household goods, etc.).
- Companies looking to build effective sales channels in ASEAN.
- Businesses seeking to expand sales or market share in the region.
- Those interested in consumer behavior or insights in ASEAN markets.

Event Details:

- Name: Strategies for Capitalizing on the Booming ASEAN Middle Class Consumption Market.
- Date: September 17, 2025 (Wednesday), from 14:00 to 16:00 (registration starts at 13:30).
- Location: C Room, Hatsudai Koyama Building, 1-53-6 Hatsudai, Shibuya, Tokyo. (Just outside the south exit of Hatsudai Station on the Keio New Line, only 2 minutes from Shinjuku via the Toei Shinjuku Line).
- Participation Method: Advance registration required (deadline by September 16, 17:00). Please bring two business cards on the day.
- Participation Fee: Free.
- Attendee Benefit: A complimentary copy of Kazuki Moribe’s book, "Sales Channel Strategies for Emerging Asian Countries in Manufacturing."

For further details and registration, please visit: Cross Marketing Seminar
Please note that participation may be restricted for competitors and similar entities.

Cross Marketing Co., Ltd. aims to continuously provide various marketing research and solution services that cater to our client’s needs as a marketing partner.

Company Overview:

- Company Name: Cross Marketing Co., Ltd.

Website: Cross Marketing

- Location: 3-20-2 Nishi Shinjuku, Shinjuku-ku, Tokyo Opera City Tower 24F.
- Established: April 1, 2003.
- Representative: CEO and President Mikki Igarashi.
- Business Activities: Marketing research and consulting related to marketing research.

- Company Name: Kadence International (Thailand) Co., Ltd.

Website: Kadence International

- Location: 140 One Pacific Place, 19th Floor, Unit 1910, Sukhumvit Rd, Klongtoey Sub-district, Klongtoey District, Bangkok 10110, Thailand.
- Established: October 2015.
- Representative: Managing Director Hidekazu Hamano.
- Business Activities: Research business.