Welcome to
Made Local,
Played Global

Welcome to Asia Brand Power

Ten years ago, local brands captured 74% of FMCG spending and grew twice as fast as global players. Their rise was powered by five key advantages: the shift from mere manufacturers to brand-led businesses; the ability to build national pride; the power of innovation with a local twist; the ability to digitise while remaining human; and the power of blending data with intuition.

These five levers combined to form a regional Masterbrand Manifesto – make categories accessible, launch fast and never compromise on quality – and gave ambitious Asian companies a clear roadmap for growth.

Today, the power of that Manifesto has strengthened even further. Local brands now account for nearly 79% of FMCG value share in Asia and continue to grow, even as categories fragment and digital acceleration reshapes markets.

The 2025 brand cases in this edition demonstrate the shift from “experiment and learn” to scalable growth systems built on agility, quality, foresight and cultural relevance.

Marcy Kou
Executive Managing Director
Worldpanel by Numerator APAC

What has changed?

The five levers have evolved alongside Asia’s leading companies over the last decade, and we now see how they deliver competitive advantages that power growth. Many of these levers are now integrated into company operating systems to ensure that the benefits build over time:

Agility at scale: We have moved from fast experiments to integrated systems, agility now means cross-functional squads, flat structures and data-driven decision frameworks powering highly responsive businesses that can react to opportunity faster than rivals. Examples include Eastroc’s real-time ‘data cockpit’ and Mayora’s ‘review often, fix fast’ approach, which is now backed by robust processes.
Purpose as a growth engine: National pride has evolved into an operationalised purpose which now guides portfolios and channels. Examples include the way Parle connects identity with healthier snacking; the ability of TCP/Red Bull to elevate Thai expertise through empowerment, and Vinamilk's capacity scales ‘Great Care’ via owned stores and first-party data.

Local innovation as a system: The region has moved from ad hoc local flavours to structured, scalable localisation. Examples include Indomie’s capacity to flex packs and flavors while preserving its essence and Nongshim approach to balance K-authenticity with market-specific codes.
Digital as the Operating Core: Leading players have moved beyond e-commerce and social and are using data to drive real-time decisions and predictive systems. Examples include Vinasoy’s live data across 130,000 POS, Century Pacific’s use of AI for demand simulation, and Eastroc's hard-coding of traceability and incentives into its daily operations.
Trust and Quality as Compounding Assets: Intuition and research have evolved into disciplined governance and budget protection for brand equity. Examples include the way Hengan segregates brand-building budgets, the approach of Good Farmer, which hardwires quality end-to-end, as well as Standard Foods, which seeks to validate trust through science and direct engagement.

The future belongs to brands that combine evidence-based decisions with bold ambition—without losing sight of the values that connect them to millions of lives. Let these stories inspire new approaches to growth, resilience, and leadership.

Thank you to our 2025
APAC brand leaders

This edition of Made Local, Played Global could not have been compiled without the inspiration and contributions of the following leading brands:

Mainland China:

Eastroc Beverage
Goodfarmer
Hengan
Nice Group
Yunnan Baiyao

South Korea:

Able C&C
Korea Gingseng Corp
Nongshim

Taiwan:

Standard food

Vietnam:

Vinasoy
Vinamilk

Thailand:

I.P.One/Hygiene
TCP/ Red Bull

India:

Parle

Philippines:

Century Pacific

Indonesia:

Mayora