Southeast Asia is entering a golden era of consumer growth, making now the best time to capture the region’s market dividends. By 2030, over 70% of the ASEAN population is expected to enter the middle class, driving a sharp increase in consumer spending. By 2035, private consumption in Southeast Asia’s core markets is projected to reach nearly USD 5 trillion, with an average annual growth rate of around 8%. Rising incomes, combined with a young and digital-native population, are rapidly positioning Southeast Asia as the world’s next major consumption engine.