The Global Odyssey: Asia-Pacific Consumer Product Companies’ Quest for International Expansion

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class="primary-nav__level2-container"> <div class="primary-nav__primary-list"> <h4 class="primary-nav__mega-menu-heading"> <a href="/pt-br/about/">About</a> </h4> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="/pt-br/about/what-we-do/" aria-label="What We Do">What We Do</a> </li> <li> <a href="/pt-br/about/what-we-believe/" aria-label="What We Believe">What We Believe</a> </li> <li> <a href="/pt-br/about/our-people/" aria-label="Our People & Leadership">Our People & Leadership</a> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="/pt-br/client-results/" aria-label="Client Results">Client Results</a> </li> <li> <a href="/pt-br/about/awards-recognition/" aria-label="Awards & Recognition">Awards & Recognition</a> </li> <li> <a href="/pt-br/about/global-affiliations/" aria-label="Global Affiliations">Global Affiliations</a> </li> </ul> </div> </div> </div> <section class="primary-nav__secondary-list"> <h5 class="primary-nav__mega-menu-heading">Further: Our global responsibility</h5> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="sub-nav-ae9635b3-8eb6-400c-b84a-d6b4a87368e1" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Diversity, Equity & Inclusion</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#sub-nav-ae9635b3-8eb6-400c-b84a-d6b4a87368e1, #sub-nav-ae9635b3-8eb6-400c-b84a-d6b4a87368e1-close, #-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="sub-nav-ae9635b3-8eb6-400c-b84a-d6b4a87368e1-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" class="off-canvas-menu__back-link">About</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5> <a href="/pt-br/about/further/diversity-equity-inclusion/" aria-label="Diversity, Equity & Inclusion">Diversity, Equity & Inclusion</a> </h5> <ul> <li> <a href="/pt-br/about/further/diversity-equity-inclusion/dei-report/" aria-label="2024 Diversity, Equity, and Inclusion Report">2024 Diversity, Equity, and Inclusion Report</a> </li> <li> <a href="/pt-br/about/further/diversity-equity-inclusion/dei-report/2023/" aria-label="2023 Diversity, Equity, and Inclusion Report">2023 Diversity, Equity, and Inclusion Report</a> </li> </ul> </div> </div> </li> </ul> </div> </div> </section> <section class="primary-nav__secondary-list"> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="/pt-br/about/further/social-impact/" aria-label="Social Impact">Social Impact</a> </li> <li> <a href="/pt-br/about/further/our-sustainability/" aria-label="Sustainability">Sustainability</a> </li> <li> <a href="/pt-br/about/world-economic-forum/" aria-label="World Economic Forum">World Economic Forum</a> </li> </ul> </div> </div> <a class="primary-nav__see-all" href="/pt-br/about/further/" aria-label="Learn more about Further">Learn more about Further</a> </section> </div> </section> </div> </div> </li> <li> <a href="#" id="nav-21f74296-c48f-41b7-93a7-fe28f06fbd1d" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-two-active">Carreiras</a> <div class="primary-nav__mega-menu" data-level="1" data-delay-toggle data-control-elements="#nav-21f74296-c48f-41b7-93a7-fe28f06fbd1d, #nav-21f74296-c48f-41b7-93a7-fe28f06fbd1d-close" data-class-toggle="mega-menu__level-two--expanded" data-delay-time="400" data-reverse="true"> <div class="primary-nav__mega-menu-wrapper"> <div id="off-canvas-header" class="off-canvas-menu__header"> <button data-toggle="off-canvas-menu body html overlay" aria-controls="off-canvas-menu" aria-label="menu" class="js-hamburger-btn js-hamburger-btn-in-off-canvas"> <span class="icon-bars"></span> </button> <div class="off-canvas-menu__logo primary-nav__logo "> <a href="/pt-br/" aria-label="Main navigation logo link"> <img alt="" src="/contentassets/0b88e3e10a7b4592809517c28b75847e/logo_red_bain.svg" /> </a> </div> </div> <div class="off-canvas-menu__back-link"> <a id="nav-21f74296-c48f-41b7-93a7-fe28f06fbd1d-close" data-toggle="off-canvas-header" data-toggle-element="#off-canvas-menu-container" data-close-only="true" data-toggle-class="level-two-active" data-remove-class="level-three-active" class="off-canvas-menu__back-link ">Main menu</a> </div> <section data-dynamic-max-height data-delay-time="400"> <div class="primary-nav__level2-container"> <div class="primary-nav__primary-list"> <h4 class="primary-nav__mega-menu-heading"> <a href="/pt-br/careers/">Carreiras</a> </h4> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="sub-nav-f8856de5-818d-4e3f-93cc-a78823d01266" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Trabalhe Conosco</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#sub-nav-f8856de5-818d-4e3f-93cc-a78823d01266, #sub-nav-f8856de5-818d-4e3f-93cc-a78823d01266-close, #nav-21f74296-c48f-41b7-93a7-fe28f06fbd1d-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="sub-nav-f8856de5-818d-4e3f-93cc-a78823d01266-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" class="off-canvas-menu__back-link">Carreiras</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5> <a href="/pt-br/careers/work-with-us/" aria-label="Trabalhe Conosco">Trabalhe Conosco</a> </h5> <ul> <li> <a href="/pt-br/careers/work-with-us/find-your-place/" aria-label="Find Your Place">Find Your Place</a> </li> <li> <a href="/pt-br/careers/work-with-us/our-work-areas/" aria-label="Nossas áreas de trabalho">Nossas áreas de trabalho</a> </li> <li> <a href="/pt-br/careers/work-with-us/integrated-teams/" aria-label="Equipes integradas">Equipes integradas</a> </li> <li> <a href="/pt-br/careers/work-with-us/students/" aria-label="Estudantes">Estudantes</a> </li> <li> <a href="/pt-br/careers/work-with-us/internships-programs/" aria-label="Programas e estágios">Programas e estágios</a> </li> <li> <a href="/pt-br/careers/work-with-us/recruiting-events/" aria-label="Eventos de Recrutamento">Eventos de Recrutamento</a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="sub-nav-24a4c811-d1c0-4bb8-81b7-46b144050611" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">A Vida na Bain</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#sub-nav-24a4c811-d1c0-4bb8-81b7-46b144050611, #sub-nav-24a4c811-d1c0-4bb8-81b7-46b144050611-close, #nav-21f74296-c48f-41b7-93a7-fe28f06fbd1d-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="sub-nav-24a4c811-d1c0-4bb8-81b7-46b144050611-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" class="off-canvas-menu__back-link">Carreiras</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5> <a href="/pt-br/careers/life-at-bain/" aria-label="A Vida na Bain">A Vida na Bain</a> </h5> <ul> <li> <a href="/pt-br/careers/life-at-bain/supporting-your-growth/career-stories/" aria-label="Histórias de carreira">Histórias de carreira</a> </li> <li> <a href="/pt-br/careers/life-at-bain/our-people/" aria-label="Nossas pessoas">Nossas pessoas</a> </li> <li> <a href="/pt-br/careers/life-at-bain/where-we-work/" aria-label="Onde trabalhamos">Onde trabalhamos</a> </li> <li> <a href="/pt-br/careers/life-at-bain/supporting-your-growth/" aria-label="Apoioao seu crescimento">Apoioao seu crescimento</a> </li> <li> <a href="/pt-br/careers/life-at-bain/affinity-groups/" aria-label="Grupos de afinidade">Grupos de afinidade</a> </li> <li> <a href="/pt-br/careers/life-at-bain/benefits/" aria-label="Benefícios">Benefícios</a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="/pt-br/careers/impact-stories/" aria-label="Impact Stories">Impact Stories</a> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="sub-nav-32f12833-5e1a-4164-b666-59c035c7187a" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Nosso Processo Seletivo</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#sub-nav-32f12833-5e1a-4164-b666-59c035c7187a, #sub-nav-32f12833-5e1a-4164-b666-59c035c7187a-close, #nav-21f74296-c48f-41b7-93a7-fe28f06fbd1d-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="sub-nav-32f12833-5e1a-4164-b666-59c035c7187a-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" class="off-canvas-menu__back-link">Carreiras</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5> <a href="/pt-br/careers/hiring-process/" aria-label="Nosso Processo Seletivo">Nosso Processo Seletivo</a> </h5> <ul> <li> <a href="/pt-br/careers/hiring-process/what-to-expect/" aria-label="O Que Esperar">O Que Esperar</a> </li> <li> <a href="/pt-br/careers/hiring-process/interviewing/" aria-label="Entrevistas">Entrevistas</a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__career-ctas primary-nav__career-ctas-hamburger"> <a href="/pt-br/careers/find-a-role/" class="btn--pill-hamburger " data-ctabuttonclick="true">FIND JOBS </a> </div> </div> </div> </div> </section> </div> </div> </li> </ul> <ul class="primary-nav__level-one off-canvas-menu__utility-nav global-utility-nav"> <li> <a href="#" id="nav-utility-680c52c1-00c4-4fc2-be5e-7867cda9562f" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-two-active"> Offices </a> <div class="primary-nav__mega-menu" data-level="1" data-delay-toggle data-control-elements="#nav-utility-680c52c1-00c4-4fc2-be5e-7867cda9562f, #nav-utility-680c52c1-00c4-4fc2-be5e-7867cda9562f-close" data-class-toggle="mega-menu__level-two--expanded" data-delay-time="400" data-reverse="true"> <div class="primary-nav__mega-menu-wrapper"> <div id="off-canvas-header" class="off-canvas-menu__header"> <button data-toggle="off-canvas-menu body html overlay" aria-controls="off-canvas-menu" aria-label="menu" class="js-hamburger-btn js-hamburger-btn-in-off-canvas"> <span class="icon-bars"></span> </button> <div class="off-canvas-menu__logo primary-nav__logo "> <a href="/pt-br/" aria-label="Main navigation logo link"> <img alt="" src="/contentassets/0b88e3e10a7b4592809517c28b75847e/logo_red_bain.svg" /> </a> </div> </div> <div class="off-canvas-menu__back-link"> <a id="nav-utility-680c52c1-00c4-4fc2-be5e-7867cda9562f-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-two-active" data-remove-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Main menu</a> </div> <section data-dynamic-max-height data-delay-time="400"> <div class="primary-nav__level2-container"> <div class="primary-nav__primary-list"> <h4 class="primary-nav__mega-menu-heading"> <a href="" aria-label="Offices">Offices</a> </h4> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-f1873a2a-cb4f-44e1-8d08-ee85690a02c8" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">North & Latin America</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-f1873a2a-cb4f-44e1-8d08-ee85690a02c8, #nav-utility-f1873a2a-cb4f-44e1-8d08-ee85690a02c8-close, #nav-utility-680c52c1-00c4-4fc2-be5e-7867cda9562f-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-f1873a2a-cb4f-44e1-8d08-ee85690a02c8-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Offices</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5 class="">North & Latin America</h5> <ul> <li> <a href="/pt-br/offices/atlanta/" aria-label="Atlanta">Atlanta</a> </li> <li> <a href="/pt-br/offices/austin/" aria-label="Austin">Austin</a> </li> <li> <a href="/pt-br/offices/bogota/" aria-label="Bogota">Bogota</a> </li> <li> <a href="/pt-br/offices/boston/" aria-label="Boston">Boston</a> </li> <li> <a href="/offices/buenos-aires/" aria-label="Buenos Aires">Buenos Aires</a> </li> <li> <a href="/pt-br/offices/Chicago/" aria-label="Chicago">Chicago</a> </li> <li> <a href="/pt-br/offices/dallas/" aria-label="Dallas">Dallas</a> </li> <li> <a href="/pt-br/offices/denver/" aria-label="Denver">Denver</a> </li> <li> <a href="/pt-br/offices/houston/" aria-label="Houston">Houston</a> </li> <li> <a href="/pt-br/offices/los-angeles/" aria-label="Los Angeles">Los Angeles</a> </li> <li> <a href="/pt-br/offices/mexico-city/" aria-label="Mexico City">Mexico City</a> </li> <li> <a href="/pt-br/offices/minneapolis-frwd/" aria-label="Minneapolis">Minneapolis</a> </li> <li> <a href="/pt-br/offices/monterrey/" aria-label="Monterrey">Monterrey</a> </li> <li> <a href="/pt-br/offices/montreal/" aria-label="Montreal">Montreal</a> </li> <li> <a href="/pt-br/offices/new-york/" aria-label="New York">New York</a> </li> <li> <a href="/pt-br/offices/rio-de-janeiro/" aria-label="Rio de Janeiro">Rio de Janeiro</a> </li> <li> <a href="/pt-br/offices/san-francisco/" aria-label="San Francisco">San Francisco</a> </li> <li> <a href="/pt-br/offices/santiago/" aria-label="Santiago">Santiago</a> </li> <li> <a href="/pt-br/offices/sao-paulo/" aria-label="São Paulo">São Paulo</a> </li> <li> <a href="/pt-br/offices/seattle/" aria-label="Seattle">Seattle</a> </li> <li> <a href="/pt-br/offices/silicon-valley/" aria-label="Silicon Valley">Silicon Valley</a> </li> <li> <a href="/pt-br/offices/toronto/" aria-label="Toronto">Toronto</a> </li> <li> <a href="/pt-br/offices/washington-dc/" aria-label="Washington, DC">Washington, DC</a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-627a2380-53ab-4e90-8bee-710831426beb" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Europe & Africa</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-627a2380-53ab-4e90-8bee-710831426beb, #nav-utility-627a2380-53ab-4e90-8bee-710831426beb-close, #nav-utility-680c52c1-00c4-4fc2-be5e-7867cda9562f-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-627a2380-53ab-4e90-8bee-710831426beb-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Offices</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5 class="">Europe & Africa</h5> <ul> <li> <a href="/pt-br/offices/amsterdam/" aria-label="Amsterdam">Amsterdam</a> </li> <li> <a href="/pt-br/offices/athens/" aria-label="Athens">Athens</a> </li> <li> <a href="/pt-br/offices/berlin/" aria-label="Berlin">Berlin</a> </li> <li> <a href="/pt-br/offices/brussels/" aria-label="Brussels">Brussels</a> </li> <li> <a href="/pt-br/offices/copenhagen/" aria-label="Copenhagen">Copenhagen</a> </li> <li> <a href="/pt-br/offices/dusseldorf/" aria-label="Dusseldorf">Dusseldorf</a> </li> <li> <a href="/pt-br/offices/frankfurt/" aria-label="Frankfurt">Frankfurt</a> </li> <li> <a href="/pt-br/offices/helsinki/" aria-label="Helsinki">Helsinki</a> </li> <li> <a href="/pt-br/offices/istanbul/" aria-label="Istanbul">Istanbul</a> </li> <li> <a href="/pt-br/offices/johannesburg/" aria-label="Johannesburg">Johannesburg</a> </li> <li> <a href="/pt-br/offices/kyiv/" aria-label="Kyiv">Kyiv</a> </li> <li> <a href="/pt-br/offices/lisbon/" aria-label="Lisbon">Lisbon</a> </li> <li> <a href="/pt-br/offices/london/" aria-label="London">London</a> </li> <li> <a href="/pt-br/offices/madrid/" aria-label="Madrid">Madrid</a> </li> <li> <a href="/pt-br/offices/milan/" aria-label="Milan">Milan</a> </li> <li> <a href="/pt-br/offices/munich/" aria-label="Munich">Munich</a> </li> <li> <a href="/pt-br/offices/oslo/" aria-label="Oslo">Oslo</a> </li> <li> <a href="/pt-br/offices/paris/" aria-label="Paris">Paris</a> </li> <li> <a href="/pt-br/offices/rome/" aria-label="Rome">Rome</a> </li> <li> <a href="/pt-br/offices/stockholm/" aria-label="Stockholm">Stockholm</a> </li> <li> <a href="/pt-br/offices/vienna/" aria-label="Vienna">Vienna</a> </li> <li> <a href="/pt-br/offices/warsaw/" aria-label="Warsaw">Warsaw</a> </li> <li> <a href="/pt-br/offices/zurich/" aria-label="Zurich">Zurich</a> </li> </ul> </div> </div> </li> </ul> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-4994a688-369a-44dd-b07d-f3c2e4f6514b" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Middle East</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-4994a688-369a-44dd-b07d-f3c2e4f6514b, #nav-utility-4994a688-369a-44dd-b07d-f3c2e4f6514b-close, #nav-utility-680c52c1-00c4-4fc2-be5e-7867cda9562f-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-4994a688-369a-44dd-b07d-f3c2e4f6514b-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Offices</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5><a href=/pt-br/offices/middle-east/>Middle East</a></h5> <ul> <li> <a href="/pt-br/offices/doha/" aria-label="Doha">Doha</a> </li> <li> <a href="/pt-br/offices/dubai/" aria-label="Dubai">Dubai</a> </li> <li> <a href="/pt-br/offices/riyadh/" aria-label="Riyadh">Riyadh</a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-ef42cc91-249e-4f42-ac8d-aa5343fb1d7a" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Asia & Australia</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-ef42cc91-249e-4f42-ac8d-aa5343fb1d7a, #nav-utility-ef42cc91-249e-4f42-ac8d-aa5343fb1d7a-close, #nav-utility-680c52c1-00c4-4fc2-be5e-7867cda9562f-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-ef42cc91-249e-4f42-ac8d-aa5343fb1d7a-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Offices</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5 class="">Asia & Australia</h5> <ul> <li> <a href="/pt-br/offices/bangkok/" aria-label="Bangkok">Bangkok</a> </li> <li> <a href="/offices/beijing/" aria-label="Beijing">Beijing</a> </li> <li> <a href="/pt-br/offices/bengaluru/" aria-label="Bengaluru">Bengaluru</a> </li> <li> <a href="/pt-br/offices/ho-chi-minh-city/" aria-label="Ho Chi Minh City">Ho Chi Minh City</a> </li> <li> <a href="/pt-br/offices/hong-kong/" aria-label="Hong Kong">Hong Kong</a> </li> <li> <a href="/pt-br/offices/jakarta/" aria-label="Jakarta">Jakarta</a> </li> <li> <a href="/pt-br/offices/kuala-lumpur/" aria-label="Kuala Lumpur">Kuala Lumpur</a> </li> <li> <a href="/pt-br/offices/manila/" aria-label="Manila">Manila</a> </li> <li> <a href="/pt-br/offices/melbourne/" aria-label="Melbourne">Melbourne</a> </li> <li> <a href="/pt-br/offices/mumbai/" aria-label="Mumbai">Mumbai</a> </li> <li> <a href="/pt-br/offices/new-delhi/" aria-label="New Delhi">New Delhi</a> </li> <li> <a href="/pt-br/offices/perth/" aria-label="Perth">Perth</a> </li> <li> <a href="/offices/seoul/" aria-label="Seoul">Seoul</a> </li> <li> <a href="/pt-br/offices/shanghai/" aria-label="Shanghai">Shanghai</a> </li> <li> <a href="/pt-br/offices/singapore/" aria-label="Singapore">Singapore</a> </li> <li> <a href="/pt-br/offices/sydney/" aria-label="Sydney">Sydney</a> </li> <li> <a href="/pt-br/offices/tokyo/" aria-label="Tokyo">Tokyo</a> </li> </ul> </div> </div> </li> </ul> </div> </div> <a href="/pt-br/about/offices/" aria-label="See all offices" target="" class="primary-nav__see-all">See all offices</a> </div> </div> </section> </div> </div> </li> <li > <a href="/pt-br/about/alumni-services/" aria-label="Alumni" class="">Alumni</a> </li><li > <a href="/pt-br/about/media-center/" aria-label="Media Center" target="_top" class="">Media Center</a> </li><li > <a href="/pt-br/subscribe/" aria-label="Subscribe" class="">Subscribe</a> </li><li > <a href="/pt-br/about/contact-us/" aria-label="Contact" target="_top" class="">Contact</a> </li> <li> <a href="#" id="nav-utility-777f805e-64f9-4e02-81c3-2692acefd4d8" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-two-active"> <i class="utility-navigation__icon utility-megamenu__icon utility-megamenu__icon--spritesheet brazil-icon"></i> Brazil | Português </a> <div class="primary-nav__mega-menu" data-level="1" data-delay-toggle data-control-elements="#nav-utility-777f805e-64f9-4e02-81c3-2692acefd4d8, #nav-utility-777f805e-64f9-4e02-81c3-2692acefd4d8-close" data-class-toggle="mega-menu__level-two--expanded" data-delay-time="400" data-reverse="true"> <div class="primary-nav__mega-menu-wrapper"> <div id="off-canvas-header" class="off-canvas-menu__header"> <button data-toggle="off-canvas-menu body html overlay" aria-controls="off-canvas-menu" aria-label="menu" class="js-hamburger-btn js-hamburger-btn-in-off-canvas"> <span class="icon-bars"></span> </button> <div class="off-canvas-menu__logo primary-nav__logo "> <a href="/pt-br/" aria-label="Main navigation logo link"> <img alt="" src="/contentassets/0b88e3e10a7b4592809517c28b75847e/logo_red_bain.svg" /> </a> </div> </div> <div class="off-canvas-menu__back-link"> <a id="nav-utility-777f805e-64f9-4e02-81c3-2692acefd4d8-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-two-active" data-remove-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Main menu</a> </div> <section data-dynamic-max-height data-delay-time="400"> <div class="primary-nav__level2-container"> <div class="primary-nav__primary-list"> <h4 class="primary-nav__mega-menu-heading"> <a href="" aria-label="Select your region and language">Select your region and language</a> </h4> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-f15e07ef-4b41-4a12-a638-9588edf35e52" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Global</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-f15e07ef-4b41-4a12-a638-9588edf35e52, #nav-utility-f15e07ef-4b41-4a12-a638-9588edf35e52-close, #nav-utility-777f805e-64f9-4e02-81c3-2692acefd4d8-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-f15e07ef-4b41-4a12-a638-9588edf35e52-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Select your region and language</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5 class="">Global</h5> <ul> <li> <a href="/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="Global (English)" target="" data-visibility-id="utility-lang-message_en" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--global"></i> Global (English) </a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-7baa025e-7a59-45bb-a534-4803b442c459" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">North & Latin America</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-7baa025e-7a59-45bb-a534-4803b442c459, #nav-utility-7baa025e-7a59-45bb-a534-4803b442c459-close, #nav-utility-777f805e-64f9-4e02-81c3-2692acefd4d8-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-7baa025e-7a59-45bb-a534-4803b442c459-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Select your region and language</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5 class="">North & Latin America</h5> <ul> <li> <a href="/pt-br/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="Brazil (Português)" target="" data-visibility-id="utility-lang-message_pt-br" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet brazil-icon"></i> Brazil (Português) </a> </li> <li> <a href="/es-ar/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="Argentina (Español)" target="" data-visibility-id="utility-lang-message_es-ar" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet argentina-icon"></i> Argentina (Español) </a> </li> <li> <a href="/fr-ca/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="Canada (Français)" target="" data-visibility-id="utility-lang-message_fr-ca" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet canada-icon"></i> Canada (Français) </a> </li> <li> <a href="/es-cl/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="Chile (Español)" target="" data-visibility-id="utility-lang-message_es-cl" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet chile-icon"></i> Chile (Español) </a> </li> <li> <a href="/es-co/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="Colombia (Español)" target="" data-visibility-id="utility-lang-message_es-co" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet columbia-icon"></i> Colombia (Español) </a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-cba13d12-eaa4-4526-90dc-8758e389259a" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Europe, Middle East, & Africa</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-cba13d12-eaa4-4526-90dc-8758e389259a, #nav-utility-cba13d12-eaa4-4526-90dc-8758e389259a-close, #nav-utility-777f805e-64f9-4e02-81c3-2692acefd4d8-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-cba13d12-eaa4-4526-90dc-8758e389259a-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Select your region and language</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5 class="">Europe, Middle East, & Africa</h5> <ul> <li> <a href="/fr/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="France (Français)" target="" data-visibility-id="utility-lang-message_fr" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet france-icon"></i> France (Français) </a> </li> <li> <a href="/de/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="DACH Region (Deutsch)" target="" data-visibility-id="utility-lang-message_de" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet german-icon"></i> DACH Region (Deutsch) </a> </li> <li> <a href="/it/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="Italy (Italiano)" target="" data-visibility-id="utility-lang-message_it" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet italy-icon"></i> Italy (Italiano) </a> </li> <li> <a href="/es-es/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="Spain (Español)" target="" data-visibility-id="utility-lang-message_es-es" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet spain-icon"></i> Spain (Español) </a> </li> <li> <a href="/el/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="Greece (Elliniká)" target="" data-visibility-id="utility-lang-message_el" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet greece-icon"></i> Greece (Elliniká) </a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-76fb40bc-3bd9-4492-a4cc-64e550c16377" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Asia & Australia</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-76fb40bc-3bd9-4492-a4cc-64e550c16377, #nav-utility-76fb40bc-3bd9-4492-a4cc-64e550c16377-close, #nav-utility-777f805e-64f9-4e02-81c3-2692acefd4d8-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-76fb40bc-3bd9-4492-a4cc-64e550c16377-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Select your region and language</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5 class="">Asia & Australia</h5> <ul> <li> <a href="http://www.bain.cn/" title="China (中文版)" target="_blank" data-visibility-id="utility-lang-message_zh" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet china-icon"></i> China (中文版) <span class="icon-external-link"></span> </a> </li> <li> <a href="/ko/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="Korea (한국어)" target="" data-visibility-id="utility-lang-message_ko" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet korea-icon"></i> Korea (한국어) </a> </li> <li> <a href="/ja/insights/the-global-odyssey-asia-pacific-consumer-product-companies-quest-for-international-expansion/" title="Japan (日本語)" target="" data-visibility-id="utility-lang-message_ja" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet japan-icon"></i> Japan (日本語) </a> </li> </ul> </div> </div> </li> </ul> </div> </div> </div> </div> </section> </div> </div> </li> <li> <a href="#" id="red-273cf0c2-1265-43cd-85f6-3a9400dd9a2e" class="js-offcanvas-red-folder" data-nav-red-folder-hamburger-control> <span class="icon-folder"></span>Saved items  <span class="red-folder-count-container" data-red-folder-count-container>(<span 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itemprop="url" content="https://www.bain.com/contentassets/e698f67572ca4355b404e76c5e444ea2/26061_apac-cp-1440x810.jpg" /> </span> <header class="hero hero--featured-image large-12 column"> <div class="hero__text-content"> <div class="hero__top-wrap row"> <div class="hero__title-wrap large-9 column end"> <p class="hero__tag">Brief</p> <h1 class="showDesktopTitle hero__title">The Global Odyssey: Asia-Pacific Consumer Product Companies’ Quest for International Expansion</h1> <h1 class="showMobileTitle hero__title">The Global Odyssey: Asia-Pacific Consumer Product Companies’ Quest for International Expansion</h1> </div> </div> <div class="hero__bottom-wrap row"> <div class="hero__left-wrap large-9 column"> <span itemprop="abstract"> <p class="hero__description">As growth in domestic markets slows, Asian companies must expand internationally to keep thriving. Here are several approaches to success.</p> </span> <p class="hero__byline">By Derek Deng, Nikhil Prasad Ojha, Jiho Park, and David Zehner</p> <ul class="hero__data-list"> <li class="hero__data-item"> <span data-read-estimate data-word-container=".article-container__main"></span> min read </li> <li class="hero__data-item hide"> <span itemprop="datePublished">setembro 04, 2024</span> </li> </ul> </div> <div class="hero__right-wrap large-3 column"> <ul class="action-links "> <li class="action-links__item share"> <a class="action-links__link has-tip" id="4216_actionLink" href="#" title="Share" data-tooltip aria-haspopup="true" aria-label="Share" data-disable-hover="true" data-click-open="true" data-template-classes="tooltip--share" data-allow-html="true" data-fade-out-duration="700" data-tip-text='<div class="share-popup"> <ul class="social-links js-social-links"> <li class="social-links__item social-links__item--wIcon"> <a href="#" class="social-links__link" id="2317582_copyLink4216" 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row" id="overview-section" data-magellan-target="overview-section"> <div class="column overview--centered medium-centered"> <div id="overview-section-text" > <ul> <li>Achieving success in international markets is crucial for any company striving to establish itself as a global leader. For Asia-Pacific CPGs, international growth is more critical than ever due to maturing domestic markets. Fortunately, the growing popularity of Asian culture enhances their chances of success.</li> <li>We observe three global expansion pathways for Asia-Pacific-headquartered FMCGs: into neighboring Asia-Pacific countries, into Europe and North America, and into future emerging markets. Over the past decade, European and North American markets have gained more significance.</li> <li>Our analysis of successful Asia-Pacific FMCG players reveals three strategic approaches for international expansion: expanding the existing core business abroad, establishing a new core business, and, for those without a strong core, launching with an international focus. For those expanding their core business, there are four strategic variations: from ethnic group to general audience, from niche vertical to broad spectrum, a market development play, and head-to-head competition.</li> <li>Despite common pitfalls observed in international expansion, some Asia-Pacific FMCGs successfully learned from these early missteps, mitigated these challenges, and achieved outstanding results.</li> </ul> </div> </div> </section> </section> <div class="rte rte--show-end-of-content rte__heading" itemprop="articleBody"> <h3>Introduction</h3> <p>Achieving success in international markets is crucial for any company striving to establish itself as a global leader. Nestlé, the world’s largest fast-moving consumer goods (FMCG) company, started international expansion within 15 years of its founding and now derives 99% of its total revenue from foreign markets.</p> <p>More recently, with declining birth rates and aging populations headlining East Asian demographic trends, it’s become more critical than ever for the region’s FMCG companies to drive growth internationally, particularly as many Asian countries’ GDP growth begins to slow.</p> <p>Fortunately, the global popularity of Asian culture has reached new highs. Movements such as Japanese anime, Chinese mobile games, and Indian cuisine, along with the soaring popularity of K-pop and drama, have boosted the influence of Asian brands in foreign markets.</p> <p>However, successfully breaking into a foreign market is much easier said than done. CEOs of Asia-Pacific-headquartered FMCG companies are wrestling with numerous strategic questions, including:</p> <ul> <li>Which markets should we enter first?</li> <li>Which consumer segments should we target?</li> <li>Should we act as a category disruptor, or should we “play by the rules” of the foreign market?</li> <li>Should we drive growth organically, or inorganically through M&A?</li> </ul> <p>Bain & Company provides valuable insights to help CEOs tackle these challenging questions, drawing from extensive experience working with leading Asia-Pacific-headquartered FMCGs on international expansion, and complemented by data-driven analysis covering the top 150 public Asia-Pacific-headquartered consumer goods companies.</p> <h3>The facts: Internationalization among Asia-Pacific-headquartered consumer product companies</h3> <p>The Asia-Pacific region is home to numerous globally recognized consumer brands, especially in the consumer electronics and appliances sectors. To foster a data-driven discussion to understand the nuances of internationalization across various industries, we conducted an analysis of approximately 150 public Asia-Pacific-headquartered companies across four consumer-facing market sectors: FMCG, consumer electronics/appliances, apparel/footwear/jewelry, and consumer health.</p> <p>Our extensive study reveals that among Asia-Pacific-headquartered consumer product companies, only within the consumer electronics and appliances sector is there a significant degree of internationalization. All 45 top public Asia-Pacific-headquartered consumer electronics and appliances companies have established international businesses, and 26 companies, or 58%, earn more than half of their revenue from foreign markets. This percentage far exceeds that of the FMCG, consumer health, or apparel sectors, where companies are only at the start of their internationalization journeys (see Figure 1).</p> <section class="chart small-12"> <div class="chart__header"> <div class="chart__utilities"> <span class="" >Figure 1</span> <div class="chart__share"> <ul class="social-links"> <li class="social-links__item"> <a class="social-links__link" href="#" title="enlarge" data-open="image-enlarge-modal87c0cdac-ccdc-4594-8f89-8129f4678494" aria-controls="image-enlarge-modal87c0cdac-ccdc-4594-8f89-8129f4678494" aria-haspopup="true" tabindex="0"> <i class="icon-enlarge" aria-hidden="true"></i> </a> </li> </ul> </div> </div> </div> <figure> <figcaption class="customFontSize"> Consumer electronics/appliances is the only sector that has significantly internationalized </figcaption> <div class="image-wrapper"> <figure class="inline-image"> <img alt="Consumer electronics/appliances is the only sector that has significantly internationalized" src="/contentassets/01eb1e6189a84f99a067d7bd9fe74ff1/01_fig_apac-consumer-products-overseas-growth-brief.gif" loading="lazy" /> <button data-open="image-enlarge-modal87c0cdac-ccdc-4594-8f89-8129f4678494" class="inline-image__enlarge " data-blockId=""> <span class="icon-enlarge" aria-hidden="true"></span> </button> <div class="modal modal--image-enlarge reveal " id="image-enlarge-modal87c0cdac-ccdc-4594-8f89-8129f4678494" data-reveal data-blockId=""> <button class="modal__close" data-close aria-label="Close modal"> <span class="icon-close" aria-hidden="true"></span> </button> <img alt="Consumer electronics/appliances is the only sector that has significantly internationalized" src="/contentassets/01eb1e6189a84f99a067d7bd9fe74ff1/01_fig_apac-consumer-products-overseas-growth-brief.gif?width=1440&height=0&mode=crop" class="image-enlarge-modal__image" /> </div> <figcaption class="inline-image__caption " data-blockId=""> </figcaption> </figure> </div> </figure> </section> <p>The Asia-Pacific-headquartered consumer electronics and appliances companies excel internationally for several reasons, including relatively similar consumer preferences across markets, supportive government policies, and less intense competition due to high manufacturing costs and barriers to entry. Therefore, although their successes are impressive, they may not serve as the best examples for companies in other industries.</p> <p>In terms of country of origin, Japanese companies lead in internationalization across the four market sectors, followed by South Korean players (see Figure 2). Within FMCG, all studied Japanese companies earned at least 10% of their revenue internationally, with 5 out of 16 companies making 50% or more from abroad. Similarly, nearly all South Korean companies in the study earned at least 10% of their revenue from international markets. Companies from other countries and regions, such as China, India, and Southeast Asia, are less internationalized by comparison. The differences are due to several factors including domestic market maturity, cultural influence on the global stage, expansion timing, government support, and diplomatic relationships.</p> <section class="chart small-12"> <div class="chart__header"> <div class="chart__utilities"> <span class="" >Figure 2</span> <div class="chart__share"> <ul class="social-links"> <li class="social-links__item"> <a class="social-links__link" href="#" title="enlarge" data-open="image-enlarge-modal7805901c-69cd-40d1-ba6f-1306bc8fb9be" aria-controls="image-enlarge-modal7805901c-69cd-40d1-ba6f-1306bc8fb9be" aria-haspopup="true" tabindex="0"> <i class="icon-enlarge" aria-hidden="true"></i> </a> </li> </ul> </div> </div> </div> <figure> <figcaption class="customFontSize"> Japanese and Korean players are leading in terms of internationalization </figcaption> <div class="image-wrapper"> <figure class="inline-image"> <img alt="Japanese and Korean players are leading in terms of internationalization" src="/contentassets/42875da1601a423291692af18ae448b2/02_fig_apac-consumer-products-overseas-growth-brief.gif" loading="lazy" /> <button data-open="image-enlarge-modal7805901c-69cd-40d1-ba6f-1306bc8fb9be" class="inline-image__enlarge " data-blockId=""> <span class="icon-enlarge" aria-hidden="true"></span> </button> <div class="modal modal--image-enlarge reveal " id="image-enlarge-modal7805901c-69cd-40d1-ba6f-1306bc8fb9be" data-reveal data-blockId=""> <button class="modal__close" data-close aria-label="Close modal"> <span class="icon-close" aria-hidden="true"></span> </button> <img alt="Japanese and Korean players are leading in terms of internationalization" src="/contentassets/42875da1601a423291692af18ae448b2/02_fig_apac-consumer-products-overseas-growth-brief.gif?width=1440&height=0&mode=crop" class="image-enlarge-modal__image" /> </div> <figcaption class="inline-image__caption " data-blockId=""> </figcaption> </figure> </div> </figure> </section> <h4><strong>FMCG deep dive</strong></h4> <p>Taking a closer look at the FMCG sector, the vast majority of the FMCG companies we studied—44 out of 50—have expanded internationally. For the top 50 FMCGs, international revenue compound annual growth rate (CAGR) reached 11% over the last 10 years, surpassing domestic revenue CAGR of 7%. This has been largely driven by the international success of Japanese companies.</p> <p>When it comes to their international expansion journeys, these companies have followed three pathways. The first is expansion into neighboring Asia-Pacific countries; the second is entry into Europe and North America; and the third targets future emerging markets in the Middle East, Latin America, and Africa.</p> <p>Our study shows that international expansion within the Asia-Pacific region is often the first step for those companies, but European and North American markets have gained importance over the past decade (see Figure 3). Our study<sup>1</sup> showed 65% of the top Asia-Pacific-headquartered FMCG companies chose other Asia-Pacific countries as their initial expansion targets, and sales from this region accounted for more than 50% of their international revenue over the past decade. Meanwhile, Europe and North America’s share has grown significantly, from 32% a decade ago to 40% now. Despite absolute revenue growth in future emerging markets, these markets’ relative revenue contribution has decreased, from 12% to 7%.</p> <section class="chart small-12"> <div class="chart__header"> <div class="chart__utilities"> <span class="" >Figure 3</span> <div class="chart__share"> <ul class="social-links"> <li class="social-links__item"> <a class="social-links__link" href="#" title="enlarge" data-open="image-enlarge-modalda59243c-ad30-4638-ae09-7a3685fb12ee" aria-controls="image-enlarge-modalda59243c-ad30-4638-ae09-7a3685fb12ee" aria-haspopup="true" tabindex="0"> <i class="icon-enlarge" aria-hidden="true"></i> </a> </li> </ul> </div> </div> </div> <figure> <figcaption class="customFontSize"> There are three global expansion pathways; European and North American markets have gained more significance over the past decade </figcaption> <div class="image-wrapper"> <figure class="inline-image"> <img alt="There are three global expansion pathways; European and North American markets have gained more significance over the past decade" src="/contentassets/93c3f8df08a64211b5d32a5029763792/03_fig_apac-consumer-products-overseas-growth-brief.gif" loading="lazy" /> <button data-open="image-enlarge-modalda59243c-ad30-4638-ae09-7a3685fb12ee" class="inline-image__enlarge " data-blockId=""> <span class="icon-enlarge" aria-hidden="true"></span> </button> <div class="modal modal--image-enlarge reveal " id="image-enlarge-modalda59243c-ad30-4638-ae09-7a3685fb12ee" data-reveal data-blockId=""> <button class="modal__close" data-close aria-label="Close modal"> <span class="icon-close" aria-hidden="true"></span> </button> <img alt="There are three global expansion pathways; European and North American markets have gained more significance over the past decade" src="/contentassets/93c3f8df08a64211b5d32a5029763792/03_fig_apac-consumer-products-overseas-growth-brief.gif?width=1440&height=0&mode=crop" class="image-enlarge-modal__image" /> </div> <figcaption class="inline-image__caption " data-blockId=""> </figcaption> </figure> </div> </figure> </section> <h3>Making the strategic decision to internationalize</h3> <p>Through extensive analysis of successful Asia-Pacific-headquartered FMCG players in international markets, we have identified three distinct strategic approaches (see Figure 4), including expanding the existing core business abroad (“Build from Core”), establishing a new core business (“Build New Core”), and, for those without a strong core, launching with an international focus (“Born for International Markets”).</p> <section class="chart small-12"> <div class="chart__header"> <div class="chart__utilities"> <span class="" >Figure 4</span> <div class="chart__share"> <ul class="social-links"> <li class="social-links__item"> <a class="social-links__link" href="#" title="enlarge" data-open="image-enlarge-modalc55cad00-29f0-456d-9fc9-a38eeeeae6b0" aria-controls="image-enlarge-modalc55cad00-29f0-456d-9fc9-a38eeeeae6b0" aria-haspopup="true" tabindex="0"> <i class="icon-enlarge" aria-hidden="true"></i> </a> </li> </ul> </div> </div> </div> <figure> <figcaption class="customFontSize"> We have identified three winning strategic approaches, including four variants under the first approach </figcaption> <div class="image-wrapper"> <figure class="inline-image"> <img alt="We have identified three winning strategic approaches, including four variants under the first approach" src="/contentassets/dd96aaa292ea4d1bba6d5b1c0e0ed7c0/04_fig_apac-consumer-products-overseas-growth-brief.gif" loading="lazy" /> <button data-open="image-enlarge-modalc55cad00-29f0-456d-9fc9-a38eeeeae6b0" class="inline-image__enlarge " data-blockId=""> <span class="icon-enlarge" aria-hidden="true"></span> </button> <div class="modal modal--image-enlarge reveal " id="image-enlarge-modalc55cad00-29f0-456d-9fc9-a38eeeeae6b0" data-reveal data-blockId=""> <button class="modal__close" data-close aria-label="Close modal"> <span class="icon-close" aria-hidden="true"></span> </button> <img alt="We have identified three winning strategic approaches, including four variants under the first approach" src="/contentassets/dd96aaa292ea4d1bba6d5b1c0e0ed7c0/04_fig_apac-consumer-products-overseas-growth-brief.gif?width=1440&height=0&mode=crop" class="image-enlarge-modal__image" /> </div> <figcaption class="inline-image__caption " data-blockId=""> </figcaption> </figure> </div> </figure> </section> <p><strong>The first approach is “Build fr</strong><strong>om Core,”</strong> which means these companies leverage the strong core established in their home market to expand internationally. This strategy has four variations, depending on the maturity of the targeted market and the company’s ability to win.</p> <p>The first variation is <strong>“From Ethnic Group to General Audience.”</strong> Upon entry, a company primarily markets to the ethnic population. Once reaching scale, the company shifts its focus to mainstream consumers through new brands, products, and marketing campaigns.</p> <p>An example of this approach is CJ CheilJedang’s food business expansion into the US. In the early 2000s, CJ CheilJedang marketed its products to the Asian population on the West Coast, leveraging its established brand awareness and products in the home market. In 2010, the company launched its Bibigo brand with tailored products to attract “culturally curious” mainstream American consumers. Over the last five years, CJ CheilJedang accelerated its mainstream market penetration via its acquisition of Schwan’s, a leading frozen pizza brand, in 2019. This allowed the company to capitalize on synergies to get Bibigo into mainstream consumer channels. These efforts boosted the revenue of CJ CheilJedang’s US food business to over $3 billion in 2022.</p> <p>The second variation is <strong>“From Niche Vertical to Broad Spectrum.”</strong> Under this approach, the company initially focuses its international product offerings on a growing niche vertical segment or price tier within the general consumer market, then later expands into other market segments.</p> <p>Asahi Group Holdings’ expansion into Europe illustrates this approach. When it entered the UK market in 1996, the company targeted “cognoscenti” consumers with its premium lager, Asahi Super Dry. Facing organic growth limitations, Asahi diversified into other beer categories and price tiers through strategic acquisitions post-2016 while continuing to promote Asahi Super Dry. Consequently, the volume of Asahi Super Dry in Europe grew by approximately 20% between 2018 and 2023.</p> <p>The third variation is <strong>“Market Development Play.”</strong> Here, a company enters markets that remain untapped when it comes to its core product categories. The company develops the market through consumer education and becomes the market leader. It then expands geographically or grows its brand portfolio in later stages.</p> <p>Indofood’s expansion into Africa exemplifies this strategy. Since 1988, the company has partnered with a local expert to develop Nigeria’s instant noodle market, and it later accelerated growth with vertical integration and expanded across Africa. Targeted marketing educated Nigerian consumers on the value of instant noodles, while local distribution investments ensured widespread availability. This approach made Indomie the leading brand in Nigeria, with over 60% market share.</p> <p>The fourth variation is <strong>“Head-to-Head Competition,”</strong> where a company enters an established market and competes directly with leading players to gain market share. After securing the leadership position in its core category, the company expands geographically or diversifies its portfolio for further growth.</p> <p>Companies that have succeeded through this approach are prepared to invest in staying ahead of their competitors in terms of brand memorability, brand proposition, and availability.</p> <p><strong>The second strategic category is “Build New Core.”</strong> This strategy is popular among companies that find their core offerings less relevant or competitive in the target market. Instead of building from an established core, they invest in new brands or products catering to general consumers. Once successful, they may introduce core brands from their home country or further expand their product portfolios.</p> <p>Shiseido’s European market entry is an example. The company expanded into Italy but struggled initially due to limited brand awareness, lack of product localization, and limited expertise in fragrance, which is small in Japan but far more significant in western markets. Then Shiseido successfully established a new core in fragrance in France in the 1980s through several localization efforts, including setting up local production and research and development (R&D) operations and hiring a local management team with deep industry connections. This led to the successful launch of several market-hit brands. Shiseido acquired several European and American beauty brands post 2000. Today, Shiseido generates over $1 billion in revenue in Europe, which also serves as the company’s Center of Excellence for fragrance.</p> <p><strong>The third strategic category is “Born for International Markets.”</strong> We often see this approach taken by young companies that have not yet established a strong core in their home markets but aspire to grow internationally. To achieve this goal, they create brands or products that address emerging unmet needs of general consumers in target markets, leveraging their strengths such as original equipment/design manufacturing (OEM/ODM) or digital capabilities in their home countries. However, unlike the e-commerce and consumer appliance sectors, we have not observed scaled FMCG players under this approach comparable to Shein or Anker.</p> <p>Although the “Build New Core” approach is viable in all three geographic expansion pathways, the other approaches don’t work for every pathway. For example, “From Niche Vertical to Broad Spectrum” is less applicable for a company expanding into future emerging markets, and it’s very difficult for an Asian company to enter a European market and “Compete Head-to-Head” with native market leaders.</p> <p>Whatever the approach, mergers and acquisitions (M&A) is a powerful means for companies to expand internationally. Under “Build from Core,” most companies entered international markets via an organic model and relied more on M&A to expand in later stages. Under “Build New Core,” they tended to launch their growth through an inorganic model, including M&A or partnerships, and later built on that success with organic growth. Finally, most of the companies that are “Born for International Markets” typically leveraged an organic growth model in the beginning, while the companies are still relatively young and may rely on M&A at a later stage. (For more information on successful cross-border M&A, read “<a href="/pt-br/insights/overseas-ambition-asia-pacific-consumer-products-companies-use-m-and-a-to-accelerate-growth/">Overseas Ambition: Asia-Pacific Consumer Products Companies Use M&A to Accelerate Growth.</a>”)</p> <h3>Common pitfalls and how to avoid them</h3> <p>Expanding into international markets is a bold move under any strategy. Our study showed that companies that underestimated the risks and variables in international expansion often fell victim to several common pitfalls. However, some Asia-Pacific FMCGs have successfully managed these challenges.</p> <p>Pitfalls 1 and 2: Misguided ambition in international markets</p> <ul> <li>Pitfall No.1—<strong>Setting vague ambitions and taking an overly conservative approach.</strong> A vague goal for entering international markets can lead to unfocused strategies, inadequate investments, and missed opportunities for growth.</li> <li>Pitfall No.2—<strong>Setting unachievable short-term financial targets and being impatient.</strong> In some cases, reaching international expansion goals could take more than a decade. For instance, Indofood and its joint venture partner spent 5–10 years cultivating the Nigerian instant noodle market before it began to take off. Their long-term vision has generated substantial returns for both companies.</li> </ul> <p>Pitfalls 3 and 4: Insufficient localization in organic operations</p> <ul> <li>Pitfall No.3—<strong>Expecting foreign consumers to be swayed by the original brand strategy with limited localization.</strong> Localizing the product mix and brand value proposition is essential for FMCG companies targeting mainstream consumers in foreign markets. For example, in the 1980s, Shiseido revamped its brand with a prestigious image, introduced portfolio exclusives for the international market, and launched new fragrance brands based on deep consumer insights. These initiatives helped Shiseido become more appealing to mainstream European consumers.</li> <li>Pitfall No.4—<strong>Reluctance to recruit local talent and make market-specific adjustments to company culture.</strong> Companies with limited experience in multicultural management often struggle to capture authentic market insights, build local connections, and understand the local way of doing business in foreign markets.</li> </ul> <p>Pitfalls 5, 6, and 7: Missteps in M&A and partnerships</p> <ul> <li>Pitfall No.5—<strong>Absence of a clear acquisition thesis to serve as the foundation.</strong> An acquisition thesis should clearly articulate how the deal enhances the company’s value and fits into the overall strategy. For example, Asahi Group Holdings has successfully executed M&A in Europe by focusing on acquiring strong global brands with established sales channels and avoiding non-branded manufacturers.</li> <li>Pitfall No.6—<strong>Tendencies to overestimate synergy potential and overpay in acquisitions.</strong> The synergy plan should be realistic, actionable, and developed as part of the initial planning rather than after the deal. For example, CJ CheilJedang’s acquisition of Schwan’s presented clear synergy potential by leveraging Schwan’s strengths to further integrate Bibigo into mainstream channels.</li> <li>Pitfall No.7—<strong>Lacking the right level of integration—either too little, too slow, or too much, too soon.</strong> Insufficient integration hinders synergy realization and increases management complexity. Excessive integration can erode the acquired company’s culture and drive away key talent, resulting in inefficiencies. It is critical to thoughtfully design the integrated operating model to preserve local market characteristics.</li> </ul> <p>Pitfall 8: Being unprepared for systematic risks</p> <ul> <li>Pitfall No.8—<strong>Neglecting geopolitical risks and potential policy changes and failing to incorporate flexibility and optionality into strategic planning.</strong> Geopolitical instabilities can cause significant financial losses and should be actively managed. For example, while Shiseido expanded into Italy and Germany with 100% subsidiaries, the company entered the French market through a 50/50 joint venture in the 1980s to reduce potential financial losses stemming from concerns about Japanese trade domination at the time.</li> </ul> <h3>Conclusion</h3> <p>As the old proverb says, “The best time to plant a tree was 20 years ago. The second-best time is now.” For Asia-Pacific-headquartered companies, the time to “plant the tree” of international expansion is now. To do so effectively, they must address these four “seed questions”:</p> <ul> <li><strong>Why</strong> do I need to expand internationally, and what is my level of ambition?</li> <li><strong>Where</strong> are the prioritized markets I should target?</li> <li><strong>Which</strong> market-entry strategy I should choose, considering the target market’s characteristics, my core product’s value proposition, and the right to win upon entry?</li> <li><strong>How</strong> can I achieve full potential in my international markets?</li> </ul> <p>Just as a tree takes time to grow before it bears fruit, so does the journey of international expansion. The success of Nestlé and other global leading FMCG companies shows the rewards that can be earned from effort and patience invested in expanding overseas. For Asia-Pacific-headquartered FMCGs, the seeds of international growth planted today can, in time, yield the same fruitful results.</p> <section class="accordion--list accordion--sidebar" > <ul class="accordion" data-accordion data-multi-expand="true" data-allow-all-closed="true"> <li class="accordion-item" data-accordion-item> <a href="#" class="accordion-title" > Methodology </a> <div class="accordion-content" data-tab-content> <div class="articleSidebar-rte"><p>Our analysis examined the top Asia-Pacific-headquartered public companies in the FMCG, consumer electronics and appliances, apparel, and consumer health sectors, based on revenue earned in calendar year 2022, the most recent year for which data was universally available. To that list, we added 10 more public companies in the FMCG sector and five more public companies in the consumer electronics and appliances sector that are headquartered in underrepresented markets.</p> <p>FMCG companies included branded food, beverage, dairy, and personal care companies; excluded companies primarily engaged in agriculture processing. Consumer health companies included companies with significant revenue within over-the-counter (OTC) drugs, traditional medicine, and vitamins and dietary supplements (VDS) categories. Consumer electronics and appliances companies included household appliances, consumer electronics, technology hardware, storage, and peripherals companies.</p> <p>For the FMCG sector deep dive, our analysis of international revenue growth started with FY 2012/13 data (whichever was the earliest year data was available for each company) and ended with FY 2022/23 data (whichever was the latest year data was available). The revenue CAGR for each pathway is calculated by weighting the CAGR of each company according to their respective FY 2022/23 revenue. Although 44 FMCG companies had expanded internationally, we based our expansion pathway analysis on the 38 companies with relevant data available. We converted all revenues to USD using a fixed exchange rate as of 31/12/2022.</p></div> </div> </li> </ul> </section> <section class="accordion--list accordion--sidebar" > <ul class="accordion" data-accordion data-multi-expand="true" data-allow-all-closed="true"> <li class="accordion-item" data-accordion-item> <a href="#" class="accordion-title" > Acknowledgments </a> <div class="accordion-content" data-tab-content> <div class="articleSidebar-rte"><p>The authors extend gratitude to all who contributed, including Miya Wang, Yifei Gao, Heewon Kang, and Bain Capability Network for their help preparing this report from Bain.</p></div> </div> </li> </ul> </section> </div> <section class="list--footnotes__container"> <h4>Notes</h4> <ol class="list--footnotes"> <li>Based on 38 Asia-Pacific-headquartered FMCG companies that had relevant data available for our deep-dive analysis.</li> </ol> </section> </section> <aside class="large-3 large-pull-6 column article-container__left-sidebar"> <section class="profile-aside-container"> <h6 class="profile-aside-container__title">Authors</h6> <ul class=profile-aside-container__list><li><section class="profile-aside-block profile-aside-block--sidebar"> <div class="profile-aside-block__image-container"> <a href="/pt-br/our-team/derek-deng/"target=_blank aria-label="Derek Deng"> <div class="profile-aside-block__image-wrap"> <img alt="" src="/contentassets/52ee25403b2d43d2a9ad25e6a1e52c13/deng-derek-1_1.jpg?width=110&height=110&mode=crop" data-object-fit /> </div> </a> </div> <div class="profile-aside-block__text-container"> <h5 class="profile-aside-block__profile-name" itemprop="author"> <a href="/pt-br/our-team/derek-deng/" target=_blank class="textlink textlink--cta-dark">Derek Deng</a> </h5> <h5 class="profile-aside-block__profile-office"> Partner, Hong Kong </h5> </div> </section> </li><li><section class="profile-aside-block profile-aside-block--sidebar"> <div class="profile-aside-block__image-container"> <a href="/pt-br/our-team/nikhil-prasad-ojha/"target=_blank aria-label="Nikhil Prasad Ojha"> <div class="profile-aside-block__image-wrap"> <img alt="" src="/contentassets/292b767ac7a14b06b42466bb6f726d0c/ojha-nikhil-prasad-1_1.jpg?width=110&height=110&mode=crop" data-object-fit /> </div> </a> </div> <div class="profile-aside-block__text-container"> <h5 class="profile-aside-block__profile-name" itemprop="author"> <a href="/pt-br/our-team/nikhil-prasad-ojha/" target=_blank class="textlink textlink--cta-dark">Nikhil Prasad Ojha</a> </h5> <h5 class="profile-aside-block__profile-office"> Partner, Mumbai </h5> <ul class="social-links false"> <li class="social-links__item"> <a class="social-links__link" id="2743_socialLinkLinkedIn" href="http://in.linkedin.com/in/npojha" title="LinkedIn"> <i class="icon-linkedin" aria-hidden="true"></i> </a> </li> </ul> <script nonce="v+tUkF+LeQsD9MrkFJgNhL7BUmzO4cv2VZqwI756C0c="> document.getElementById('2743_socialLinkLinkedIn').onclick = function () { return shareData(this.href); 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} </script> </div> </section> </li></ul> </section> </aside> <aside class="large-3 column article-container__right-sidebar"> <section class="related-capabilities"> <div> <h6 class="">Related Industries</h6> <ul> <li> <a href="/pt-br/industrias/consumer-products/">Consumer Products</a> </li> <li> <a href="/pt-br/industrias/retail/grocery/">Grocery</a> </li> <li> <a href="/pt-br/industrias/retail/fashion-luxury/">Luxury</a> </li> <li> <a href="/pt-br/industrias/media-and-entertainment/">Media & Entertainment</a> </li> <li> <a href="/pt-br/industrias/retail/restaurants/">Restaurants</a> </li> <li> <a href="/pt-br/industrias/retail/">Retail</a> </li> </ul> <h6 class="">Related Consulting Services</h6> <ul> <li> <a href="/pt-br/consulting-services/strategy/corporate-strategy/">Corporate Strategy</a> </li> <li> <a href="/pt-br/consulting-services/customer-strategy-and-marketing/customer-experience-transformation/">Customer Experience</a> </li> <li> <a href="/pt-br/consulting-services/strategy/">Strategy</a> </li> <li> <a href="/pt-br/consulting-services/transformation/">Transformation</a> </li> </ul> </div> </section> <div class="sidebar-disruptors-container"> <section class="section section--bordered disruptor disruptor--sidebar " data-in-viewport data-hide-behind data-disruptor-click="true" data-disruptor-click-url="/pt-br/insights/revitalizing-joy-to-remain-relevant-video/"> <a href="/pt-br/insights/revitalizing-joy-to-remain-relevant-video/"> <h5 class="disruptor__tag">Retail</h5> <section class="disruptor__content-wrap row"> <div class="small-4 large-12 column"> <div class="disruptor__image-wrap"> <img alt="" src="/contentassets/ff20f3363c3943efa3845ef9fb50fb0f/video-thumbnail_1440x810_pizzahut.jpg?width=480&height=270&mode=crop" data-object-fit /> </div> </div> <div class="small-8 large-12 column disruptor__text-wrap"> <h6 class="">Revitalizing Joy to Remain Relevant</h6> <p class="">Aaron Powell, CEO of Pizza Hut, discusses how innovation is motivated by purpose and going back to the basics.</p> <div class="textlink textlink--cta">Read more</div> </div> </section> </a> </section> <section class="section section--bordered disruptor disruptor--sidebar " data-in-viewport data-hide-behind data-disruptor-click="true" data-disruptor-click-url="/pt-br/insights/six-ways-retail-can-soar-through-the-macroeconomic-clouds/"> <a href="/pt-br/insights/six-ways-retail-can-soar-through-the-macroeconomic-clouds/"> <h5 class="disruptor__tag">Retail</h5> <section class="disruptor__content-wrap row"> <div class="small-4 large-12 column"> <div class="disruptor__image-wrap"> <img alt="" src="/contentassets/5c5354814bb24f2e8d8945a8ed73c573/gettyimages-1222212659-16_9.jpg?width=480&height=270&mode=crop" data-object-fit /> </div> </div> <div class="small-8 large-12 column disruptor__text-wrap"> <h6 class="">Six Ways Retail Can Soar Through the Macroeconomic Clouds</h6> <p class="">Recession or a milder downturn? Retailers can accelerate without knowing for sure. </p> <div class="textlink textlink--cta">Read more</div> </div> </section> </a> </section> <section class="section section--bordered disruptor disruptor--sidebar " data-in-viewport data-hide-behind data-disruptor-click="true" data-disruptor-click-url="/pt-br/insights/sustainable-aviation-fuel-supply-race-is-on/"> <a href="/pt-br/insights/sustainable-aviation-fuel-supply-race-is-on/"> <h5 class="disruptor__tag">Strategy</h5> <section class="disruptor__content-wrap row"> <div class="small-4 large-12 column"> <div class="disruptor__image-wrap"> <img alt="" src="/contentassets/d0b86d945a9943d7bad050575fba258a/v3-1-sustainableaviationfuels_snapchart_16.9_promo.png?width=480&height=270&mode=crop" data-object-fit /> </div> </div> <div class="small-8 large-12 column disruptor__text-wrap"> <h6 class="">Sustainable Aviation Fuel: The Supply Race Is On </h6> <p class="">European production is projected to fall nearly 20% short of mandate-driven demand by 2030, a big opportunity for global feedstock suppliers and refiners that invest now.</p> <div class="textlink textlink--cta">Read more</div> </div> </section> </a> </section> <section class="section section--bordered disruptor disruptor--sidebar " data-in-viewport data-hide-behind data-disruptor-click="true" data-disruptor-click-url="/pt-br/insights/2024-china-luxury-goods-market/"> <a href="/pt-br/insights/2024-china-luxury-goods-market/"> <h5 class="disruptor__tag">Consumer Products</h5> <section class="disruptor__content-wrap row"> <div class="small-4 large-12 column"> <div class="disruptor__image-wrap"> <img alt="" src="/contentassets/ac2d7ab5c615493299c6db251dc26d91/1440x810.jpg?width=480&height=270&mode=crop" data-object-fit /> </div> </div> <div class="small-8 large-12 column disruptor__text-wrap"> <h6 class="">2024 China Luxury Goods Market: Navigating Turbulent Waters </h6> <p class="">China's luxury market faced a significant slowdown in 2024, primarily driven by reduced domestic spending due to low consumer confidence and increased tourist spending abroad.</p> <div class="textlink textlink--cta">Read more</div> </div> </section> </a> </section> <section class="section section--bordered disruptor disruptor--sidebar " data-in-viewport data-hide-behind data-disruptor-click="true" data-disruptor-click-url="/pt-br/insights/sustained-value-creation-the-test-of-the-best-infographic/"> <a href="/pt-br/insights/sustained-value-creation-the-test-of-the-best-infographic/"> <h5 class="disruptor__tag">Strategy</h5> <section class="disruptor__content-wrap row"> <div class="small-4 large-12 column"> <div class="disruptor__image-wrap"> <img alt="" src="/contentassets/f17610d3439e4028b4e37173672cdd08/v4-1_sustained-value-creators_promo_1440x810.jpg?width=480&height=270&mode=crop" data-object-fit /> </div> </div> <div class="small-8 large-12 column disruptor__text-wrap"> <h6 class="">Sustained Value Creation: The Test of the Best</h6> <p class="">Delivering net profits and real top-line growth year after year is a rare feat. The companies that achieve it reward their investors handsomely.</p> <div class="textlink textlink--cta">Read more</div> </div> </section> </a> </section> </div> </aside> </div> <section> <div class="large-12 column article-container__outside"> </div> <div class="large-6 large-push-3 column article-container__outside"> <span class="article-date-format">First published in setembro 2024</span> <section class="section list--tags__container"> <h6>Tags</h6> <ul class="list--tags"> <li><a class="tag-link" href=/pt-br/insights/?filters=indústrias(170) title="Consumer Products Title"><span itemprop="keywords">Consumer Products</span></a></li> <li><a class="tag-link" href=/pt-br/insights/?filters=serviços(219422) title="Corporate Strategy Title"><span itemprop="keywords">Corporate Strategy</span></a></li> <li><a class="tag-link" href=/pt-br/insights/?filters=serviços(219416) title="Customer Experience Title"><span itemprop="keywords">Customer Experience</span></a></li> <li><a class="tag-link" 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