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With 4.5 billion people and nearly 60% of the world’s population, the Asia-Pacific region is no longer an emerging force—it’s the center of gravity for global retail. By 2030, over 3.4 billion people across APAC will have entered the middle class, unleashing a new wave of consumption that will redefine everything from fashion and food to travel and technology.
This transformation is unfolding across a region that is as complex as it is dynamic. Markets like Indonesia, the Philippines, and Thailand are rising fast, each with distinct consumer behaviors, digital ecosystems, and economic structures. As Ryf Quail, Managing Director of NRF APAC, points out: “There’s no one-size-fits-all approach in APAC. Success here requires strategic partnerships and cultural fluency.”
Despite recent global economic turbulence, APAC continues to lead in growth. David Mann, Chief Economist for Asia-Pacific at Mastercard, notes that while the U.S. introduces new tariffs and China moderates its pace, countries like India and the ASEAN bloc are showing strong domestic resilience. Indonesia’s booming travel economy, the Philippines’ BPO strength and remittance flows, and Thailand’s tourism recovery are all indicators of sustainable, localized growth.
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