As the 44th ASEAN Summit takes center stage, the world is watching how Southeast Asia navigates its evolving role in the global arena. In my latest op-ed, "𝐀 𝐫𝐨𝐬𝐞 𝐨𝐫 𝐚 𝐮𝐧𝐢𝐜𝐨𝐫𝐧? 𝐀𝐒𝐄𝐀𝐍’𝐬 𝐦𝐢𝐬𝐬𝐢𝐨𝐧 𝐮𝐧𝐝𝐞𝐫 𝐭𝐡𝐞 𝐬𝐩𝐨𝐭𝐥𝐢𝐠𝐡𝐭", I unpack the unique identity of ASEAN and its critical role in fostering regional connectivity, resilience, and unity.
Here are some key points:
𝐀𝐒𝐄𝐀𝐍'𝐬 𝐚𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬: The bloc has made good progress in promoting peace, stability, and economic growth in the region. Initiatives like the ASEAN Economic Community, ASEAN-China Dialogue, and various cultural exchange programmes have bolstered intra-ASEAN trade and strengthened people-to-people connections.
𝐅𝐫𝐨𝐦 𝐤𝐚𝐦𝐩𝐮𝐧𝐠 𝐠𝐞𝐦𝐞𝐢𝐧𝐬𝐜𝐡𝐚𝐟𝐭 𝐭𝐨 𝐮𝐫𝐛𝐚𝐧 𝐠𝐞𝐬𝐞𝐥𝐥𝐬𝐜𝐡𝐚𝐟𝐭: Once defined by closely-knit communities and social cohesion - "gemeinschaft", Southeast Asia is now grappling with the impact of urbanisation, resulting in less personal, more transactional interactions - "gesellschaft". This transition presents challenges in maintaining communal bonds that once thrived in the region.
𝐐𝐮𝐞𝐬𝐭 𝐟𝐨𝐫 𝐠𝐫𝐞𝐚𝐭𝐞𝐫 𝐫𝐞𝐠𝐢𝐨𝐧𝐚𝐥 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐯𝐢𝐭𝐲: ASEAN's efforts in building technical and infrastructural connections through projects like the ASEAN Power Grid and the ASEAN Highway Network are commendable. However, the challenge remains: how do we foster a genuine sense of identity among Southeast Asians?
𝐅𝐫𝐚𝐜𝐭𝐮𝐫𝐞𝐬 𝐢𝐧 𝐀𝐒𝐄𝐀𝐍: ASEAN's conflict management approach, response to the Rohingya crisis, and handling of the South China Sea disputes, reveals significant limitations. The geopolitical rivalry between major powers further complicates ASEAN's ability to act independently and effectively.
𝐈𝐦𝐚𝐠𝐢𝐧𝐞𝐝 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐢𝐞𝐬 𝐚𝐧𝐝 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐩𝐨𝐬𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐢𝐞𝐬: Political scientist Benedict Anderson’s concept of “imagined communities” suggests that nations are constructed through shared narratives and collective identities, even among people who may never meet. Cyber communities provide possible avenues for forging regional identity and communities, transcending geographical boundaries.
ASEAN is indeed a work in progress, and its future depends on collective efforts to create a more connected, resilient, and inclusive region.
Read my op-ed in full here: https://lnkd.in/gydTGBMW
Senior Marketing & Brand Strategist
3wWell for a good reason BCG - Consider this Boston Consulting Group (BCG) - Asia is home to 60% of Global Population - By 2030 India and China put together will have 50% of Global Consumers - By 2030 the Middle Class population size of Asia would be 3.5 Bil - That defines consumption, nationalism, pride, and embracing the culture - In the toughest year for Luxury brands - Japan stands solid. - Rising Luxury and premium cosmetics from South Korea - That population size would be 4G/5G connected plus 80% by 2030 - The new elements for brands to build a value bridge with are nostalgia, connectivity to roots, exploration, and being comfortable in one's skin. - It is being manifested in content as well as content. The brands that navigate these 5 years well - will enjoy strong bonds and scaled revenues. What we will see more of : - Localized country-specific offerings - Like LV's Rani Pink Sandals or China-specific launches - Local & International Brand collabs - Growth of Local Luxury brands - Experiential Immersion - Pop-ups, cafes & hospitality ventures. - More nuanced in the understanding of Asia - to better scale the market - International Brand outreach with a localized context to connect and build