ASEAN continues to be seen as a region of immense opportunity, but the 11th EU-ASEAN Business Sentiment Survey by the EU-ASEAN Business Council reveals a paradox. European companies are optimistic about revenues and expansion, yet at the same time frustrated by red tape, rising non-tariff barriers, and slow progress on integration.

So where does Malaysia fit in — a country some describe as a sweet spot, not as saturated as Singapore and not as fast-rising as Vietnam, but potentially a gatekeeper for European firms? Chris Humphrey, Executive Director of the EU-ASEAN Business Council, shares what the findings really mean for ASEAN’s credibility, competitiveness, and future.