For years, many companies have treated Southeast Asia as a single, monolithic consumer market. But new research from Milieu Insight reveals a more complex reality: the region is actually split into three distinct "consumer economies," each with its own unique mindset, pressures, and motivations.



CEO Sundip Chahal joins us to unpack the findings of their latest consumer outlook report. He explains the "stressed digital" behavior in markets like Indonesia and Vietnam, the disciplined "strategic comfort" of Singapore and Malaysia, and how a simple question about spending $100 can reveal the financial pulse of an entire nation.



We discuss:


Why Southeast Asia is fragmented into three distinct consumer economies.


The "Stressed Digital" segment: why inflation isn't stopping spending in Indonesia and Vietnam.


The "Strategic Comfort" segment: how Malaysians balance optimism with disciplined value-hunting.


The "$100 Question": a simple pressure test that reveals consumer sentiment.


Why a uniform regional pricing or promotional strategy is destined to fail.

For years, many companies have treated Southeast Asia as a single, monolithic consumer market. But new research from Milieu Insight reveals a more complex reality: the region is actually split into three distinct "consumer economies," each with its own unique mindset, pressures, and motivations.CEO Sundip Chahal joins us to unpack the findings of their latest consumer outlook report. He explains the "stressed digital" behavior in markets like Indonesia and Vietnam, the disciplined "strategic comfort" of Singapore and Malaysia, and how a simple question about spending $100 can reveal the financial pulse of an entire nation.We discuss:<ul><li>Why Southeast Asia is fragmented into three distinct consumer economies.</li><li>The "Stressed Digital" segment: why inflation isn't stopping spending in Indonesia and Vietnam.</li><li>The "Strategic Comfort" segment: how Malaysians balance optimism with disciplined value-hunting.</li><li>The "$100 Question": a simple pressure test that reveals consumer sentiment.</li><li>Why a uniform regional pricing or promotional strategy is destined to fail.</li></ul>

Helping you navigate the ever-changing universe of business, from headlines to the bottom line

Helping you navigate the ever-changing universe of business, from headlines to the bottom line

Enterprise Explores

Southeast Asia is Not 1 Consumer Market. Here's Why.

When we talk about global success stories, BYD stands out as the classic underdog. Once dismissed by Elon Musk as “not even in the same league,” it’s now the world’s largest EV maker, a brand that’s not just selling cars, but reshaping how Chinese innovation is perceived around the world. Yet its rise wasn’t only about technology or pricing; it was a masterclass in storytelling. According to new research by CARMA, the global media narrative around BYD was driven by its credibility, its leadership, and its sense of purpose. So what can Asian brands learn from China’s global underdog? Jeremiah Rodrigues, General Manager at CARMA Malaysia joins us to explore all that and more. 

When we talk about global success stories, BYD stands out as the classic underdog. Once dismissed by Elon Musk as “not even in the same league,” it’s now the world’s largest EV maker, a brand that’s not just selling cars, but reshaping how Chinese innovation is perceived around the world. Yet its rise wasn’t only about technology or pricing; it was a masterclass in storytelling. According to new research by CARMA, the global media narrative around BYD was driven by its credibility, its leadership, and its sense of purpose. So what can Asian brands learn from China’s global underdog? Jeremiah Rodrigues, General Manager at CARMA Malaysia joins us to explore all that and more.

The EV Battle: Is BYD the New Tesla?

Venture studios promise to "manufacture startups" at scale, offering a shortcut to high-performance growth. But according to Jeffrey Paine of Golden Gate Ventures, the reality is often far less glamorous, with many studios collapsing within 24 months.



In this episode, Jeffrey breaks down why he believes the venture studio model rarely delivers fund-level returns. He explains the dangers of "zombie companies," the misalignment of incentives between studios and founders, and why a non-standard equity structure can make future fundraising nearly impossible.



We discuss:


The difference between a venture studio and a traditional VC.


Why operational overload and a lack of discipline kill most studios.


The "incentive trap": why studios struggle to kill weak ideas.


How non-standard equity structures scare off future investors.


What high-performance studios do differently (specialisation & surgical focus).



For founders considering joining a studio and investors evaluating the model, this is a critical look at the economics and pitfalls of "manufacturing" startups.

Venture studios promise to "manufacture startups" at scale, offering a shortcut to high-performance growth. But according to Jeffrey Paine of Golden Gate Ventures, the reality is often far less glamorous, with many studios collapsing within 24 months.In this episode, Jeffrey breaks down why he believes the venture studio model rarely delivers fund-level returns. He explains the dangers of "zombie companies," the misalignment of incentives between studios and founders, and why a non-standard equity structure can make future fundraising nearly impossible.We discuss:<ul><li>The difference between a venture studio and a traditional VC.</li><li>Why operational overload and a lack of discipline kill most studios.</li><li>The "incentive trap": why studios struggle to kill weak ideas.</li><li>How non-standard equity structures scare off future investors.</li><li>What high-performance studios do differently (specialisation &amp; surgical focus).For founders considering joining a studio and investors evaluating the model, this is a critical look at the economics and pitfalls of "manufacturing" startups.</li></ul>

Are Venture Studios Creating Zombie Companies?

ASEAN is famous for its food, but a new report reveals a surprising statistic: only 23% of the region's F&B trade stays within Southeast Asia. What's stopping the flow of goods between neighbors? The answer lies in a complex web of "red tape," from confusing nutrition labels to divergent halal rules.



Dr. Evelyn S. Devadason, lead advisor for the latest ASEAN Integration Report from The Institute for Democracy and Economic Affairs (IDEAS) , joins us to unpack the hidden barriers choking regional trade.



She explains why non-tariff measures (NTMs) disproportionately hurt MSMEs, the high cost of information asymmetry, and why "capability access" is more critical than market access for small businesses.



We discuss:


Why intra-regional F&B trade is shockingly low at 23%.


The "regulatory distance" created by divergent food safety and labeling rules.


How inconsistent halal standards create friction for exporters.


The "say-do gap" between trade agreements and on-the-ground reality.


Why MSMEs need "capability access" (digital & vertical integration) to survive.

ASEAN is famous for its food, but a new report reveals a surprising statistic: only 23% of the region's F&amp;B trade stays within Southeast Asia. What's stopping the flow of goods between neighbors? The answer lies in a complex web of "red tape," from confusing nutrition labels to divergent halal rules.Dr. Evelyn S. Devadason, lead advisor for the latest ASEAN Integration Report from The Institute for Democracy and Economic Affairs (IDEAS) , joins us to unpack the hidden barriers choking regional trade.She explains why non-tariff measures (NTMs) disproportionately hurt MSMEs, the high cost of information asymmetry, and why "capability access" is more critical than market access for small businesses.We discuss:<ul><li>Why intra-regional F&amp;B trade is shockingly low at 23%.</li><li>The "regulatory distance" created by divergent food safety and labeling rules.</li><li>How inconsistent halal standards create friction for exporters.</li><li>The "say-do gap" between trade agreements and on-the-ground reality.</li><li>Why MSMEs need "capability access" (digital &amp; vertical integration) to survive.</li></ul>

Southeast Asia is Not 1 Consumer Market. Here's Why.

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