Imagine your brand as a mighty vessel setting sail, loaded with innovative products and unlimited potential, heading straight for the vibrant Southeast Asian market. Yet beneath this seemingly golden territory lie undercurrents of policy changes, cultural differences, and intensifying competition. How can brands navigate these risks, position themselves precisely, and successfully establish roots in Southeast Asia?
The "HiiBrand | Southeast Asia Brand Expansion Summit [Xiamen]" scheduled for January 27, 2026, in Xiamen will provide a comprehensive navigation chart to help brands ride the waves toward success. Focusing on high-potential industries like beauty & fragrance, pet care, and biotech, the summit will gather industry experts, policy researchers, and successful corporate representatives to explore opportunities and challenges in Southeast Asian markets.
Summit Overview
Date & Time: January 27, 2026 (14:00-17:30)
Location: 21F, Jimei International Financial Center, Xiamen
Organizer: Hiibrand (Brand Global Expansion Platform) — TassenGlobal
Supporting Organizations
- Xiamen Jimei District International Cooperation Center
- Hongqiao Overseas Development Center
- Advertising Production & Display Committee of China Association of Advertising
- China-Asia Economic Development Association
- Specialized & Sophisticated SMEs Committee of China National Association of Industry & Commerce
International Enterprise Support
- Italy's SPAZI0 UNICO
- Russia's M9LOGISTIC5
- Saudi Arabia's COASTLIE
Core Objectives
The summit aims to establish a comprehensive platform for information exchange, experience sharing, and resource matching to support Chinese brands expanding into Southeast Asia:
- Market Education: Provide critical information about Southeast Asian markets including policies, cultural customs, and consumption habits.
- Expert Insights: Industry leaders will share practical experiences, analyze success cases, and interpret market trends.
- Resource Matching: Facilitate direct communication between brands and potential overseas partners.
- Funding Opportunities: Present platforms for expansion-ready companies to attract investment.
- Alliance Formation: Develop standardized expansion solutions through collaborative ecosystems.
Agenda Highlights
14:15-15:00 | Southeast Asia Market Data & Implementation Strategies
Speaker: Luna, Senior Expansion Strategist at TassenGlobal
This session will analyze macroeconomic conditions in Southeast Asia, examining current Chinese brand performance and future trends. Practical strategies will address policy volatility and economic fluctuations, supported by industry-specific market potential assessments.
15:00-15:20 | Cross-Border Dispute Challenges & Solutions
Speaker: Policy Research Expert (Undisclosed)
Focusing on legal risks, this presentation will compare common law (Anglo-American) and civil law systems, highlighting potential pitfalls in cross-border trade, intellectual property, and labor disputes through case studies.
16:15-16:45 | Talent Acquisition & Compliance in Southeast Asia
Speaker: Claire Zhang, HR Director at M9 Logistics
Drawing from regional HR management experience, this session will cover localized recruitment, cross-cultural retention, and labor tax compliance for building stable overseas teams.
16:45-17:15 | Cultural Integration & Product Localization
Speaker: Brand Representative (Undisclosed)
Case studies will demonstrate successful cultural adaptation, such as traditional jewelry brands leveraging "good fortune" narratives in Malaysian Chinese communities, or cultural festivals blending mythological IP with local landmarks to attract millions.
Participant Profile
The summit welcomes executives from:
- Manufacturing & Industrial: Consumer electronics, automotive, home appliances
- Consumer Goods & Retail: Apparel, furniture, beauty products, toys
- Emerging Sectors: SaaS, renewable energy, biotech, medical health
- Cultural & Creative: Animation, gaming, IP derivatives, entertainment
- Chain Businesses: Hospitality, jewelry, F&B, retail
Expert Panel
The summit features global expansion specialists including:
- Jeannie: TassenGlobal Founder with 45-country market expertise
- Luna: Senior strategist specializing in overseas retail expansion
- Jessie: Global market entry and capital allocation architect
- Mark: Former Xiaomi supply chain director focused on Middle East markets
Venue Specifications
The summit venue includes:
- Main Hall: 50-seat capacity with HD LED screens, professional audio, and translation systems
- Networking Areas: Dedicated exhibition spaces, discussion lounges, and refreshment zones
- Evening Reception: Private dining with premium table settings and VIP seating