5 Essential Tips for Expanding Your Architect Practice in ASEAN

For Western Architect Practices seeking to expand globally, entering Southeast Asia appears to be a promising option. Tons of possibilities are awaiting architects with the right vision. Done right, you can grow big. On the contrary, wrong moves can also send your practice home.

Compared to Europe or the US, successful scaling in Southeast Asia is never a straightforward copy-paste formula. We’re talking about a vast area with hundreds of millions of consumers representing various cultural, economic and political landscapes.

The good news! There are ways to handle these challenges and turn diversity into a great opportunity. The following five tips will make your transition easier.

Understand Diversity 

Even though many global platforms view and talk about the ASEAN market as a single entity, the reality isn’t that simple.

The ASEAN region comprises a diverse set of cultures, belief systems, languages, demographics, economic conditions, and varying levels of development. Singapore’s evenly superior infrastructure and population of just six million starkly contrasts with the inconsistent distribution of earnings in Indonesia — the world’s fourth most populous nation — for instance. Perceiving this market as one would be the wrong first step.

The high diversity means each country operates at its own pace, within individual business frameworks and regulatory environments. What works in one place might go poorly in another. Comprehensive market research and competitor analysis will enable you to understand those differences and find suitable approaches for each destination accordingly.

Move into the Market Step by Step

International expansion isn’t a race, so don’t press the launch button unless you have pinned down best practices for your target market.

Several factors come into play when localising business activities and launching a product in any ASEAN country — be it geographic reach, communication platforms, consumer behaviours, spending patterns, or volume of usage. These specifics require careful planning and execution, and rushing to roll out without having your ducks in a row is a recipe for disaster.

Before leaping, crack essential questions regarding your chosen market: What is average purchasing power? What are the most effective marketing channels? How can your brand make a difference from existing ones? Can your product solve prospects’ pain points? What kind of legal constraints will affect your foreign business? The answers will ensure that resources are efficiently utilised and your business is on the right track.

Focus on Digital Channels

ASEAN is one of the world’s fastest-growing internet markets. According to Nikkei Asia, the region’s digital economy is set to be worth 1 trillion USD by 2030.

This estimate corresponds to the 2022 region-wide survey by Lazada and Milieu Insight that online shopping is integral to the daily life of 73% of shoppers. At the same time, active social media users have exceeded 500 million for the first time in 2024. The rapid rise of all things digital — from eCommerce to social media — presents a huge opportunity for architects who aim to thrive among online consumers. 

With Southeast Asia transitioning into a dynamic digital powerhouse, foreign businesses that expect to scale need to optimise online presence and tailor marketing communication tools to resonate with local internet audiences. Not only will relatable online exposure help you grow a loyal customer base, but it will also lead to increased sales, improve brand credibility, and enhance your potential to compete with established local businesses.

Invest in Local Talents

If your company is planning on a sustainable expansion, you will need to find the most cost-effective and practical solution for staff employment.  

The ASEAN region has a large talent pool pursuing competitive salaries and international career advancement. These skilled local workers tend to have a deep understanding of their consumers, trends and business etiquettes, which usually translates to an ability to navigate challenges with minimum culture clash and language barrier. 

Intimate knowledge, functional efficiency and relevant insights into local consumers are keys to manoeuvring in your less acquainted ASEAN market. On the other hand, hiring an expat can cost up to two or three times more than a local employee. Expenses often include high salaries, relocation costs, housing, airfare, visas, and even children’s international schooling. Think and choose your business priorities wisely.

Partnerships are Crucial

Like it or not, Southeast Asian companies usually base their preferences on patron-client systems and connection references, so local partners in your industry will be valuable assets.

International architects have to identify corporate allies, such as like-minded aspiring business owners, noteworthy organisations that provide resources, or experienced individuals who offer better insights into the target market. Moreover, forming positive relationships with local authorities that complement your work nature can be the norm for smooth scaling and managing investment from outside.

Once potential partners have been listed down, your next step is to connect with them. This process could involve attending professional talks, meetups, and networking events, as well as joining social media groups and expat associations. Building a solid network with local alliances is an essential formula that helps foreign businesses know the way around new markets and move one step closer to long-term growth in Southeast Asia. 

Summary

Scaling international companies in ASEAN countries can only be achieved through the combination of strategic approaches. By understanding the region’s diversity, adapting products to hook the market, developing a strong online presence, leveraging local resources, and securing the right partnerships, you have a great tendency to position your business for success.