Southeast Asia is a region of diverse cultures, religions, and political frameworks that holds a unique growth opportunity. Asia’s consumer markets are rapidly growing and diversifying. McKinsey Global Institute research found that consumers in Asia are now reaching higher tiers of the income pyramid. At the same time, diverse cohorts are developing within key cities. New behaviours, demographics, and growth angles and being created by emerging segments such as Gen Z gamers, digital natives, and older generations moving online, to name a few.