Local brands across Asia Pacific (APAC) represent now nearly 79% of FMCG value share, up from 74% a decade ago. This marks a fundamental shift: local companies have evolved from traditional manufacturers into dynamic, brand-led organizations that combine deep consumer insight, digital innovation, and long-term investment.
These findings, highlighted in the latest “Made Local, Played Global” report by Worldpanel by Numerator, show how local brands are outperforming global competitors and reinforcing their leadership across the region.
Asian brands have fundamentally changed how they operate. They are no longer simply reacting to the market but using data, consumer insight and stronger organisational capabilities to anticipate demand and move faster. This allows them to innovate more effectively, build stronger connections with consumers and compete more confidently both at home and internationally.
At the same time, these brands are investing consistently in quality, purpose and long-term brand building. This focus helps build trust and stronger emotional connections with consumers. By combining deep local understanding with high standards, Asian brands are turning these strengths into growth, expanding beyond their home markets and competing confidently across regional and global markets.
Across the region, many local brands have evolved from domestic leaders into regional and global competitors. Their success is driven by continuous innovation, strong execution and clear strategic focus. This allows them to scale internationally while staying relevant and maintaining the trust they’ve built locally.
The strengths behind their success: Asia’s 5 brand power levers
The report identifies five core capabilities shared by APAC’s leading brands. Agility is now a core capability, supported by flatter organisational structures and faster decision making. This enables companies to respond quickly to consumer needs, launch new products more efficiently and adapt to changing market conditions.
Digital capability also plays a central role. Companies are increasingly using predictive analytics and integrated data systems to guide strategy, improve forecasting and strengthen consumer engagement. This helps them operate more efficiently and make more informed decisions across their organisations.
At the same time, long term brand building remains a clear priority. By maintaining focus on quality, purpose and consumer trust, these companies are strengthening their market position and supporting sustainable growth. Their international expansion is driven by localisation, ensuring relevance in each market while preserving their core identity and values.
What comes next for Asian brands
Asian brands are well positioned for future growth. Advances in data and technology will allow them to anticipate consumer needs, respond faster, and strengthen competitiveness both regionally and globally.
Cultural relevance and consumer trust will remain essential. Brands that combine modern capabilities, deep local insight, and clear purpose will be best placed to expand influence and sustain long-term success.
You can read the full report and see successful brand stories by country here: Welcome to Made Local, Played Global - Asia Brand Power 2025
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