The Southeast Asia Market Entry Workshop was successfully held on 20 January 2026 at the Guohuo Premium Trade Centre, marking an important milestone of the Lighthouse China (Chongqing) Programme. As the first session of the programme, the workshop officially kicked off the journey for Chongqing brands exploring expansion into Southeast Asia. 

Led by Noah Lee, Chief Strategy Officer of Louken Group, the workshop brought together close to 30 Chongqing-based enterprises, with a total of 50 participants including business leaders and representatives from supporting institutions. Participating companies spanned a wide range of sectors, including agriculture and commodities, industrial manufacturing, food and beverage, healthcare and life sciences, technology and communications, logistics, and professional services—reflecting the strong interest among Chongqing enterprises in regional growth opportunities. 

From Market Understanding to Practical Execution 

Centred on the theme “How Chongqing Brands Can Enter Southeast Asia”, the workshop delivered a structured and practical exploration of international expansion—from market understanding and business model assessment to brand strategy and localisation. 

The session began with an overview of key Southeast Asian markets, covering population dynamics, GDP, purchasing power, consumer behaviour, and dominant sales channels. Emphasis was placed in Singapore as a regional gateway, with insights into market entry requirements and key considerations to help companies build a foundational understanding of the region. 

On the practical front, participants were guided through the business model assessment, enabling them to quickly assess whether their existing products, services, and operating models could translate effectively into overseas markets, while identifying potential risks and gaps. This was complemented by a deep dive into brand positioning frameworks, helping companies articulate clear differentiation and competitive advantage in unfamiliar market environments. 

The workshop also explored brand localisation strategies and core brand-building principles, moving beyond short-term market entry tactics to focus on long-term brand equity, value propositions, and sustainable growth across markets. 

A Multi-Stakeholder Effort Supporting International Expansion 

The workshop was attended and supported by representatives from government agencies, international institutions, financial partners, and professional service providers. Guests included representatives from the Chongqing Municipal Commission of Commerce and the China–Singapore (Chongqing) Demonstration Initiative, Chongqing Free Trade Port Group, Enterprise Singapore, and the Louken Group team. 

Key ecosystem partners such as DBS Bank, Sino Singapore (Chongqing) Connectivity Solutions (SSCCS) and Ernst & Young (EY) were also present. The collective participation of these stakeholders underscored the importance of a coordinated ecosystem in supporting enterprises on their internationalisation journey.  

Beyond the First Session: A Structured Path Forward 

More than a standalone event, the workshop marked the beginning of a systematic and structured exploration of Southeast Asia for Chongqing brands. It provided participants with practical tools and frameworks, while setting the foundation for deeper engagement ahead. 

Looking forward, the Lighthouse China (Chongqing) Programme will continue through a series of workshops and 1-1 consultations. Leveraging Louken’s hands-on experience in international market entry, brand localisation, and on-ground execution, the programme aims to support enterprises in navigating overseas expansion in a more structured, confident, and sustainable manner.