Why Australian Brands Should Expand into APAC Markets Now

Published on: March 19, 2025

Australia is a safe bet for business. Familiar faces. Familiar rules. No need to battle confusing regulations or guess what customers want. But playing it safe means limited growth.

Right on Australia’s doorstep sits Asia, packed with billion of potential customers in China, Japan, Korea, and Southeast Asia. But for many Australian brands, expanding into Asia feels like assembling IKEA furniture without instructions. The regulations are overwhelming. The logistics are a maze. And consumer preferences don’t always align with what works back home.

That’s something Peter Park knows all too well. A former VC and crossborder entrepreneur based in Melbourne, he’s spent a decade navigating these waters — seeing what succeeds, what flops, and all the nonsense advice floating around about Asia. Now at WPIC, Peter is helping Australian companies make that leap confidently.

As Peter puts it, “WPIC is the first one in the market that can execute on a scale and size that you haven’t imagined in Australia.”

Overview:

Why Australian Brands Have an Advantage in Asia

Australian brands aren’t starting from scratch in Asia.

In fact, they’ve got a bit of a head start. Turns out, when consumers in China, Japan, Korea, and Southeast Asia see “Made in Australia,” they don’t just think of kangaroos. They think clean. Pure. High-quality.

“Australia is known for clean ingredients,” Peter points out. That reputation applies across the board — agricultural products, health supplements, and cosmetics. If it’s something that goes in or on the body, Australian brands already have an edge. That perception of a pristine environment means people are more likely to trust what’s in the bottle, jar, or package. And trust is half the battle.

Then there’s geography.

Australia might feel a world away from everywhere, but in business terms, it’s actually well-placed. Unlike companies in the US or Europe, which have to deal with time zones that require either sleepless nights or an unhealthy dependence on caffeine, Aussie brands are already on APAC’s schedule. “That’s why I’m here,” Peter says. “I want to be in the same time zone as the people who buy our services and products.”

Translation?

No waiting 12 hours for an email reply. No midnight Zoom calls. Just real-time communication with real decision-makers. And in a region where relationships and timing matter, that’s a serious advantage.

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Best APAC Markets for Australian Brand Growth

APAC isn’t one big, homogenous landmass of opportunity. It’s a patchwork of different economies, consumer behaviours, and bureaucratic headaches. If you try to lump it all together, you’re going to have a bad time.

Where Should Australian Brands Start?

China

China is the ultimate heavyweight when it comes to APAC expansion. The market potential is massive, but so is the level of commitment required. “I don’t think that every Australian brand is ready to commit to that scale of investment,” Peter says. “Having worked with Australian brands for the past decade, I also know that they have lots of questions about growing beyond borders.”

That hesitation is understandable. Jumping into China e-commerce without a plan is a recipe for disaster. The regulatory landscape is complex, the competition is relentless, and consumer preferences shift fast. But for brands that get it right, the rewards are enormous.

The brands that succeed are the ones that take the time to understand the landscape, build the right partnerships, and go in with a solid strategy.

Japan

Want a very loyal customer base? Japan is your market. But Japanese consumers expect brands to deliver perfection in every detail — premium quality, thoughtful packaging, polished branding, impeccable service, and a slick online-to-offline experience.

If you can’t match their sky-high standards, they won’t complain. They’ll just quietly pretend your brand never existed.

South Korea

Korea is the underdog. Affluent, trend-driven, and largely overlooked by brands. “Many Australian consumer brands don’t have a comprehensive understanding of the China market. But even beyond China, South Korea is a place they rarely consider,” Peter points out.

The demand for high-quality imports is there, but so is a labyrinth of regulations. The workaround? Go crossborder.

WPIC’s Weihai warehouse, just a short ferry ride from Seoul, lets brands dodge most of the regulatory nightmare. “I would recommend that brands consider that path if they see the potential in the South Korean market,” Peter adds.

Southeast Asia

Southeast Asia is fragmented. Different cultures, different rules. But the shopping habits? Surprisingly similar. “Some might say that Southeast Asia is made up of different markets, and you can’t generalise it,” Peter says. “But they often share certain ways of doing e-commerce.” Crack one, and you’ve got a roadmap for the others.

Vietnam is the one to watch.

A booming economy, 100 million people, and its e-commerce are taking cues straight from China. “It’s a place where you may want to get in on the ground floor because it’s about to grow,” Peter says. Right now, lower-cost products dominate, but premium goods are next.

Get in early, and you’ll be ahead of the curve.

The Smarter Approach to Market Entry

If China feels like too much too soon, Korea or Southeast Asia can be your stepping stone. Build confidence, tweak your strategy, and expand from there. This phased approach avoids blowing the budget too soon while quietly building brand awareness.

And when it comes to logistics, compliance, and platform chaos? WPIC deals with that, so you don’t have to. “WPIC can provide comprehensive end-to-end market entry and operational solutions in Asia,” Peter says.

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How Australian Brands Can Differentiate in Asia's Competitive Markets

If there’s one thing APAC consumers love, it’s a product they can trust. And that’s where Australian brands have a serious advantage. “Health supplements have been popular in APAC for a while,” Peter says. “China is its own beast, and Korea and Japan each have their own tastes, but many consumers across Asia see Australian goods as trustworthy.”

In other words, Aussie-made = quality. And in a market flooded with options, that counts for a lot.

The trick is standing out.

In beauty and personal care, brands can lean on unique natural ingredients. Skincare with extracts from Australian wool? Rare native botanicals? Those are selling points you won’t find on every shelf.

In health supplements, TGA-approved production gives instant credibility. “We’re known for our high-quality production,” Peter says. That reputation is an edge, but only if brands position themselves smartly.

For food and beverage, story and authenticity matter. Asian consumers care about where their food comes from, and Australia’s clean, green reputation is a massive selling point.

Seasonal timing is another advantage. Australia’s summer is Asia’s winter, meaning brands can launch products when demand peaks.

Avoiding the Biggest Mistake Australian Brands Make

Hesitation is normal. Expanding into new markets feels like stepping off a ledge and hoping there is a safety net. And Asia? From the outside, it looks like a bureaucratic jungle wrapped in consumer unpredictability. But if that uncertainty is keeping you frozen in place, there is a bigger risk: doing nothing.

Australia is a small pond. Sooner or later, brands that stay put run out of room to grow. Sales plateau. Competition tightens. Meanwhile, APAC surges ahead, packed with consumers actively searching for brands they can trust. The longer you sit on the sidelines, the tougher it gets to carve out your place.

Peter puts it bluntly: “Australia is a small market. We all know who’s who. WPIC offers the chance to operate at scale and size overseas that you haven’t imagined yet.”

Asia rewards brands that take action. The ones that win are not necessarily the biggest or flashiest. They are the ones that understand the landscape, invest in the right expertise, and commit.

WPIC handles the tough parts — logistics, market entry, compliance, platform management — so brands can focus on what they do best, selling great products.

Comfort feels safe, but in a fast-moving market, it is also the fastest route to irrelevance.

Let's Connect.

We help global brands thrive in Asia Pacific.

Book a strategy call

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Why Australian Brands Should Expand into APAC Markets Now

Overview:

Why Australian Brands Have an Advantage in Asia

Let's Connect.

Best APAC Markets for Australian Brand Growth

Where Should Australian Brands Start?

China

Japan

South Korea

Southeast Asia

The Smarter Approach to Market Entry

Let's Connect.

How Australian Brands Can Differentiate in Asia's Competitive Markets

Avoiding the Biggest Mistake Australian Brands Make

Let's Connect.

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