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Local brands kill off easy-money era for multinationals in Asia

Rising stars such as Indonesia's Luwak instant coffee and China's Pechoin moisturisers spell trouble for global titans

Instant coffee by Indonesia's PT Javaprima Abadi - better known for selling beans excreted by civet cats (above) - more than doubled its market share across Asia-Pacific between 2012 and 2016 while Nestle's Nescafe stagnated, according to research firm Euromonitor.


NESTLE SA is losing buzz to an Indonesian coffee brand famous for brewing civet-cat faeces, and L'Oreal SA is losing face to a Chinese skincare brand favoured by President Xi Jinping's wife.

Asia traditionally was considered easy money for Western multinationals, with...

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