By 2025, more than half the world's consumers will live within a five-hour flight of Myanmar – just one more reason to take notice of the country, writes Babar Khan Javed.

With more than 50 million citizens and 135 ethnic groups, Myanmar represents the diversity pinnacle for the Association of Southeast Asian Nations (ASEAN) region. According to the latest Nielsen report, Rethinking ASEAN, the standard deviation in average incomes between ASEAN countries is more than seven times that of EU member states. A market as complex as Myanmar demands a granular approach to understanding market opportunities. So too does it drive home the importance of localisation strategy, moving beyond national averages to understand regional differences.

Like the rest of the ASEAN region, there are three optimal drivers of growth in Myanmar:

  1. Location