Marketing in Southeast Asia must take regional characteristics into account. In the interview with GTAI (German Trade & Investment), Ms. Corinna Seidel, PALLAS BrandFare’s founder, explains how German companies can position themselves.
What does it take for German brands to succeed in Southeast Asia? Ms. Corinna Seidel shared experience-based lessons on brand localization, cultural nuances, and building trust across regions.
German companies should inspire more perspectives rather than “Made in Germany”
From her first-hand experience working for German multinationals in Asia both as an employee and third-party provider, Corinna highlighted a crucial need to bridge perspectives between headquarters and local entities. While the “Made in Germany” label remains a strong reason to believe among German brands, it’s no longer a sufficient competitive edge in a fierce region filled with Korean and Japanese players.
In her opinion, what makes a difference is a localized, credible story that taps into country-specific aspirations, trends, and values. For example, wind turbines are seen to spoil landscapes in Germany, but they create lifestyle or tourism business opportunities in unexpected ways in Vietnam.
Insights and recommendations for Asian market entry
Successful market entry begins with clear product differentiation and a strong reason to believe. They must both be tailored to local needs, particularly convenience, speed, and responsiveness in Asia.
Balancing brand consistency with regional adaptation is essential, too. Referencing McDonald’s as an example, she emphasized how global brands can maintain identity while adapting offerings to meet local expectations.
Digital engagement is a critical means of communication to reach the regional audience because ASEAN markets are highly digitalized. Companies should leverage mobile platforms and social apps, but not underestimate the power of networks and key opinion leaders. Particularly in the B2B sector, building trust through in-person engagement, like sharing events, remains a key approach.
Read the full interview here.
