ASEAN is a destination of choice for investment – but must act as one

Amid a global wave of decoupling, reshoring, and strategic hedging, the Association of Southeast Asian Nations (ASEAN) has emerged as a rare zone of opportunity: an open, neutral, and connected region at a time when much of the world is fragmenting. It is drawing serious capital, not because it has achieved seamless integration, but because it offers something investors now prize above all: trust, optionality, and relative stability.

A platform of promise, still disjointed

The ASEAN Economic Community (AEC), launched in 2015, was founded on a bold vision: a single production base, enabled by the free movement of goods, services, capital, and skilled labor. But in practice, progress has lagged.

Tariffs have largely been eliminated, but non-tariff barriers persist. Licensing bottlenecks, inconsistent product standards, and duplicative customs procedures continue to weigh down intra-regional trade. In 2023, intra-ASEAN trade accounted for just 22% of total trade, unchanged from a decade ago.

ASEAN’s diversity is part of its appeal, but also a source of inertia. Varied political systems, economic development gaps, and a deep-seated reluctance to cede sovereignty have rendered its institutions relatively weak. Initiatives such as the ASEAN Power Grid and the Singapore–Kunming Rail Link remain mired in bilateral implementation rather than regional momentum.

And yet, the region continues to attract capital. Why?

Neutrality in a divided world

In a world fractured by US-China rivalry, tariff wars, and diverging standards, ASEAN offers geopolitical neutrality and strategic optionality. The region’s non-aligned posture, coupled with overlapping trade frameworks like Regional Comprehensive Economic Partnership (RCEP) and Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), provide firms with a base for connectivity, diversification, and risk mitigation.

They are wary of China’s expansive maritime claims, its assertive diplomacy, and the conduct of some Chinese firms. These Chinese companies often operate in insulated ecosystems, bringing in their own workers, bypassing local supply chains, and skirting labor or environmental standards. Compared to G7 investors, the local economic multipliers are often shallower.

This quiet hedging makes regional alignment more urgent. ASEAN’s bargaining power depends not only on market size, but on whether it can present a coherent front.

The role of private capital

Governments have a role to play in setting the enabling framework. But private capital must take the lead in solving practical bottlenecks.

Private equity and venture capital are already backing firms that enable cross-border logistics, digital payments, and small and medium-sized enterprises’ (SME) financing. Take the example of Grab, which had to build a multi-market payment and regulatory stack from scratch. Or logistics platforms like Ninja Van and Lalamove, which are now helping to streamline last-mile delivery across ASEAN’s fragmented borders.

These are not just growth stories; they are system-level solutions. Investors who combine capital with operational know-how and strong local partnerships can help build the connective tissue ASEAN needs.

What remains undisputed is ASEAN’s structural appeal. The region is home to more than 660 million people, with a median age under 30. Its digital economy is projected to reach US$1 trillion by 2030. Consumption is rising. Urbanization continues. Fintech, healthtech, and green infrastructure are gaining ground.

Act as one or be bypassed

ASEAN does not need to be perfect to succeed. But it does need to be coordinated.

Investors want ASEAN to thrive. But investors need more than ambition from ASEAN. They need consistency, interoperability, predictability, and scale. Being "open for business" is not enough. ASEAN must act as one if it hopes to compete as one.

It’s not a question of whether ASEAN is investable. The real question is whether we’ve recognized that ASEAN’s unity is essential.

This is a moment of strategic opportunity. But it is also a moment that can be lost. The world is watching, capital included.

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