ASEAN presents a striking paradox for strategic management. While the region accounts for a modest share of global economic output, its pull on foreign capital and manufacturing footprint is outsized.

In 2024, foreign direct investment (FDI) in South-East Asia climbed 8.5% to US$226bil – even as global FDI dropped 11% – and more than 80% of Fortune Global 500 multinationals maintain operations here.