For many Chinese companies, Southeast Asia is no longer just a nearby export market; it's the testing ground for global expansion. As growth slows at home and geopolitical risks rise abroad, Chinese firms are increasingly turning to ASEAN for new customers, resources, manufacturing platforms, and strategic opportunities. Yet success in the region requires far more than competitive products or manufacturing scale.
Drawing on international business theory and practical examples, CEIBS Professor of Strategy and Entrepreneurship Daniel Chng explores why ASEAN has become strategically indispensable to Chinese globalisation, and how Chinese firms can build lasting competitive advantage in one of the world's most dynamic yet complex regions.