South-east Asia's emergence as a consumption powerhouse

DON'T underestimate the Asean consumer.

Yes, there are only about half as many of them as there are in China or India. And the typical shopper in the 10-member Association of South-east Asian Nations is not as wealthy as Mr or Ms Europe.

This year (in fact, this week) marks the 49th anniversary of Asean Day (when the Asean Declaration was signed). We have witnessed the collective efforts of these 10 countries in building a community with 620-plus million inhabitants who are an increasingly powerful source of global demand, and a potential game-changer for companies that are looking for growth in a tough and uncertain global environment.