To succeed, brands should remain global in identity while acting local in execution. This starts with adopting a three-pronged strategy that focuses on presence, customisation, and communication.
What is localisation?
Localisation is the practice of adapting global food and beverage products and strategies to meet the specific needs and preferences of local markets. This involves tailoring products, marketing, and service models to regional tastes, cultural norms, and dietary habits while maintaining a global brand identity.
This will help drive consumer obsession, which will drive brand growth, said Mars Wrigley Asia’s Regional Director of Strategy & Digital Commerce, Sanjib Bose.
“Consumer obsession is key. It’s about understanding the consumer – not losing sight of who you are and what you stand for – but operating around three key parameters,” said Bose during a panel discussion on Asia’s consumer and retail revolution at our Growth Asia Summit 2025.
The first of the three parameters is ensuring market presence.
1) Presence – your route to market
Bose stressed the importance of being “omnipresent” to maintain consumer loyalty and visibility.
“First, your route to market must be strong. You need to be available both physically and digitally – wherever the consumer is shopping. That’s paramount. One of the things we say is: consumers are loyal to the brands that are present. So you must be present,” he said.
At the same time, product offerings must be tailored to suit local needs and regulations.
2) Customisation – tailoring products according to market needs
Catering to local tastes and complying with local regulations are crucial considerations.
“Second, you need to customise your product offerings – not just in terms of flavour, but also packaging, according to local regulations.
Brands should evolve with the consumer’s economic journey – a concept Bose described as building “reasonable generational value”.
“At the same time, you need to consider affordability. Every shopper has different needs. A consumer who can afford a 10-peso product today may be on an upward economic journey. Eventually, they’ll be able to afford a 100- or 150-peso product. You need to grow with them across generations. We call this building “reasonable generational value,” Bose explained.
Finally, he emphasised that brands must speak to consumers in culturally relevant ways.
3) Communication – engaging consumers in culturally relevant ways
Localised engagement allows the company to maintain its global identity while acting locally, said Bose.
“Thirdly, it is about communicating with consumers in a way that’s relevant to them. For example, you don’t need foreign influencers anymore.
“Today, local influencers – many of whom emerged from platforms in the East – are driving cultural influence. We’re working with these influencers at a very local level,” said Bose.
He added that anyone can be a creator — whether posting on LinkedIn, sharing a video on Instagram, or uploading a meal photo from a hawker centre.
“Everyone contributes to the ecosystem. We need to understand those nuances and create a network of content creators that aligns with this.
“So ultimately, it’s about product, price customisation, and communication in a way the audience understands. That’s how we remain global but act very local.”
Bose’s insights align with the growing trend of localisation, which continues to dominate across Asian markets.
The rise of localisation
Research from GlobalData reveals that consumers are increasingly looking within the Asian region – not the West – for inspiration on emerging trends, making localisation a key driver of future growth.
“We’re seeing a growing trend driven by social media platforms like TikTok. Local influences are rising – be it pop groups like K-pop bands, local singers, or regional films,” said GlobalData Key Accounts Director for Southeast Asia Tim Hill.
“We’re also seeing Chinese foodservice brands expanding rapidly, not only across Asia-Pacific but globally.
“Consumers are no longer looking to the West to define the next big trend. Instead, they’re turning to other parts of the region and embracing local influencers and content. We believe this shift toward localisation will be a major driver of growth,” said Hill.
