ASEAN and South Korea: opportunities and keys to international success

South-East Asia and South Korea are emerging as strategic regions for French companies looking to expand their business internationally. During a webinar organised by Rendez-vous de l’International by Globallians, Xavier Pouliquen of Source of Asia, a member of Globallians, outlined the dynamics of the 11 ASEAN markets and South Korea, their growth sectors and the keys to success in these markets.

A changing global landscape

From the Sino-American economic war to economic blocs

Global trade is now characterised by the formation of major economic blocs: the United States, Europe, China and, more recently, ASEAN.

These developments have a direct impact on companies’ strategies regarding sourcing, procurement and business expansion.

Growth trends remain mixed:

• Europe is experiencing an economic slowdown and is seeking new sources of growth.
• China is maintaining growth of around 5 per cent, despite a period of stagnation.
• South-East Asia is also recording average growth of around 5 per cent and is expected to reach record levels in 2026–2027. Vietnam, in particular, is aiming for 10 per cent growth by the end of the year.

ASEAN and China: two different strategies

China is pursuing a long-standing strategy of self-sufficiency and aims to remain the world’s manufacturing hub and centre of innovation. ASEAN is increasingly positioning itself as an alternative to China for sourcing, not least because of its appeal to foreign direct investment.

In 2024, FDI rose by 9 per cent in ASEAN, whilst the global average fell by 11 per cent.

This trend is fuelling the ‘China Plus One’ strategy: for companies seeking to reduce their reliance on a single source country, Vietnam and Thailand are among the markets benefiting from the restructuring of value chains.

Electronics, furniture, automotive: ASEAN is therefore an attractive region for sourcing equipment, machinery and raw materials.

ASEAN: a region of production and consumption

A market of 700 million consumers

ASEAN has a population of around 700 million. Crucially, 70 per cent of its population is expected to belong to the middle class by 2030.

This move upmarket is creating opportunities for French companies, particularly in the premium products and services sector. Part of this demand relates to products and services that are not yet widely covered by local production and places value on French, European, American or Korean origins.

For French companies, the challenge is therefore not necessarily to compete with local players on price, but to showcase their expertise, quality and premium positioning.

Growth sectors in ASEAN

Several sectors offer significant opportunities.

Cosmetic. In Vietnam in particular, more than 80 per cent of cosmetic products are imported. Demand for products labelled ‘made in France’, ‘made in Korea’ or ‘made in the USA’ is driving the growth of the premium segment.

Agriculture. The region presents a mixed picture: some countries have significant agricultural output but remain dependent on products not manufactured locally. A detailed analysis of the market and local production is therefore essential before embarking on any sourcing or export initiatives.

Health and infrastructure. Healthcare is one of the region’s key challenges, with significant needs in terms of infrastructure, transport, construction and medical equipment. ASEAN sees around 200 hospital projects each year, compared with around 80 in Europe, whilst 85 per cent of medical equipment and machinery is imported.

For French companies, these needs can provide a gateway to Asian markets, particularly in the technology and industrial sectors.

How can you enter the ASEAN markets?

France and Europe have trade levers at their disposal

France enjoys a long-standing relationship with Vietnam and, more broadly, with ASEAN. The economic partnerships developed by the European Union are also opening up new opportunities for French businesses.

The free trade agreement between the European Union and Vietnam (EVFTA) provides, amongst other things, for the removal of 99 per cent of tariff barriers by 2027.

To compare several sourcing options or develop an export strategy, it is therefore essential to consider the overall cost: production costs, logistics, customs duties and other costs associated with market access.

ASEAN is not a single market

One of the main pitfalls is to view ASEAN as a homogeneous market. The eleven countries have different levels of development, regulations, business cultures and consumer profiles.

It is therefore best to proceed gradually: choose an initial point of entry based on your offering and objectives, then use this foothold to expand throughout the region.

Country	A key asset as a gateway
Singapur	A financial centre well-suited to the establishment of a holding company and to regional expansion
Vietnam / Thailand	Local production to supply neighbouring markets
Indonesia	The region’s largest consumer market, with regulations that can sometimes be complex
Philippines	A predominantly English-speaking market

Vietnam: a strategic market for ASEAN

With a population of over 100 million, Vietnam is one of the key markets in South-East Asia. It combines a strong industrial base, growing consumer spending and numerous free trade agreements.

The electronics and heavy industries are concentrated mainly in the north, whilst the services, automotive and consumer sectors are more prevalent in the south.

The country has the fastest growth rate in ASEAN and relies heavily on foreign direct investment.

Rapidly developing infrastructure

Hospitals, airports, roads, ports: infrastructure needs remain considerable.

Vietnam is also investing in its transport networks. Work on a high-speed rail link between Hanoi and Ho Chi Minh City is due to begin in 2027, whilst ports are being expanded to cope with the growth in international trade.

North and South: two commercial realities

Vietnam also has significant differences between the north and the south.

• The North, where the government and public services are based, is characterised more by hierarchy, procedures and networks.
• The South is experiencing rapid commercial growth and a more relationship-based and transactional environment.

For a foreign company, this reality must be taken into account when formulating its business strategy and selecting partners or distributors.

Health, cosmetics and renewable energy

The growth sectors in Vietnam are in line with the major regional trends: healthcare, cosmetics and renewable energy.

E-commerce is also an essential channel. In Vietnam, Shopee and TikTok account for 97 per cent of e-commerce, according to the figures presented during the webinar. These platforms also make it possible to adopt a regional approach.

South Korea: a lucrative, specialised and relationship-driven market

South Korea has a very different profile from that of the markets in South-East Asia. With a population of around 50 million, it is a wealthier, more developed and more specialised market.

The country is particularly well integrated into international trade thanks to its numerous economic partnerships and free trade agreements.

A country specialising in high-end sourcing

The manufacturing sector accounts for more than 30 per cent of the Korean economy. In particular, the country has recognised expertise in high-tech equipment, semiconductors and shipbuilding.

With 70 per cent of its workforce having a higher education qualification, South Korea may also represent an attractive sourcing market for companies seeking high standards and skills.

Culture, cosmetics and premium consumer goods

Korea is focusing in particular on exporting its culture, notably through K-pop and Korean cosmetics.

Consumption of cosmetics is particularly high, as is demand for premium products in the food, bakery and confectionery sectors. These segments may therefore present opportunities for French companies with a genuinely distinctive product range.

A market dominated by large conglomerates

Samsung, Hyundai and Lotte play a central role in the South Korean economy. This concentration presents both an opportunity and a challenge for French and European SMEs.

Gaining access to these major groups can open up significant markets, but generally requires resources, a local presence and the ability to build long-term relationships.

A relationship-based market

In South Korea, building a network and establishing business relationships is a crucial step. Jeong is based, in particular, on face-to-face interaction and trust.

Purely commercial prospecting without a local presence can therefore be difficult. A local presence enables a better understanding of the market’s dynamics, the development of a network, and the gradual building of relationships with key players.

The 5 Ps for success in ASEAN and South Korea

According to Source of Asia, five principles summarise the conditions necessary for business development in the region.

1. Preparation

Identify the right entry market for your offering, value proposition and unique selling points, as well as the potential of that market to subsequently expand across the region.

2. Perseverance

Sales cycles can be long, and decisions can sometimes be difficult to predict. Building a relationship takes time and consistency.

3. Caution (Prudence in French)

Standards, certifications, production processes and business practices differ from European standards. It is also important to ensure that communication is properly understood, particularly where language or cultural norms may present a challenge.

4. Presence on site

Expanding one’s business remotely remains a complex task. It is necessary to travel regularly or to have a local representative capable of developing sales and building long-term relationships.

5. Professionnalism

Hierarchy, norms and trust play an important role in business relationships in Asia. Credibility is built up over time.

Source of Asia: comprehensive support in Asia

Founded in Vietnam just over 20 years ago, Source of Asia now operates across all ASEAN markets and in South Korea, with around 100 employees.

The support it provides includes, in particular:

• Business development: market identification, positioning, local representation and outsourced sales force;
• Sourcing: supplier identification and qualification, product development, quality control and logistics;
• Setting up operations: opening a facility, recruitment, staff management and administrative procedures;
• Marketing and digital: local strategy, communications and digital services;
• Specific projects: in particular, mergers and acquisitions.

This practical, hands-on approach enables projects to be tailored to the needs of businesses and the realities of each market.

Key points

ASEAN and South Korea have very different profiles, but both are important markets for French companies seeking new markets, sourcing solutions or new growth drivers in Asia.

The key is not to try to cover the whole region straight away. Rather, it is a question of choosing the right market to enter, understanding its specific characteristics, establishing a local presence and gradually expanding your network.

It is with this in mind that Globallians and its country experts support companies in their international development projects.