The rise of Asia amidst the legacies of the West

Sharon Soh

Growth in the APAC region is fast outpacing the rest of the world and amid rapid changes in consumer behaviour and digital technology, UM’s Sharon Soh highlights the opportunities and challenges for brands.

The meteoric rise of APAC as the centre of the world economy in the 21st century has been well-documented by experts and pundits. Home to more than half of the world’s population, the region has climbed from low-income to middle-income status within a single generation, with the likelihood of generating more than 50% of world GDP and accounting for nearly 40% of global consumption, by 2040. As the centre of gravity shifts toward APAC, the legacies of the West still loom large, for its influence and impact over the past many decades have helped shape the region into what it...

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