---
title: "Industry Report | Q1 2023 Southeast Asia Go-to-Market Quarterly"
author: "Unique Research"
sourcePublication: "Unique Research (FFCAP English library)"
originalPublishedAt: "2023-05-10T15:12:51+08:00"
canonical: "https://ffcap.cn/en/research/20230510a05c0r00"
source: "https://ffcap.cn/en/research/20230510a05c0r00"
language: "en"
cnSourceUrl: "https://view.inews.qq.com/a/20230510A05C0R00"
---

# Industry Report | Q1 2023 Southeast Asia Go-to-Market Quarterly

_Unique Research · Insight / industry quarterly · May 10, 2023 · Full rewrite — not a stub_

**Macro flash:** Mar China exports to ASEAN **+35.4% YoY to $56B** (vs +9% Jan–Feb); EU exports +3.4%. SEA = China #2 trade partner region; China–ASEAN trade ~$970B by 2022. Location, resources, lower labor cost + digital-economy policy keep drawing FDI and advanced manufacturing.

## 01.1 Market

**Trade + policy.** China pushes SEA production bases, sales nets, infra, innovation/finance/energy coop under CAFTA + BITs. Thailand BOI first post-COVID China roadshow (EV + ecommerce). Indonesia “Making Indonesia 4.0” (tax/subsidy/regulatory ease for hi-tech FDI). Malaysia MM2H + tourism; Philippines multi-bilateral with China (agri/energy/infra/culture/tourism).

**Games:** Tencent / NetEase / miHoYo / FunPlus rising vs local Garena still dominant. Statista: SEA mobile-game revenue → **$5.6B by 2027**; Thailand largest 2021 (~$105M mobile; upside estimates vary). 2022 domestic mobile go-abroad white paper: SEA = #2 overseas hotspot at **26%** (NA 31.4%). Policy certainty improving (Zheshang Sec).

**Ecommerce:** China online GMV ~¥3.8T (2015) → ~¥14T (2022). SEA internet users early 2022: **442M** (ID 205M ≈ 8.93% of global). Penetration >50% all major markets (MM lowest 52%; PH/SG/MY/BN >90%). 2022 global sales-growth top-10 includes PH (+26% #1), ID, VN, MY, TH. Young/Z-gen heavy ecommerce mix.

**NEVs:** 2022 China NEV Asia exports >360k (+75%); TH +97%, PH +471%. BYD passenger exports 2022: **55,916** (+>300% vs industry +62.9%). SAIC / Great Wall / Geely also accelerating. PTR: ASEAN AC chargers → ~**1.173M by 2026** — charging infra is the long-cycle bottleneck.

## 01.2–01.3 Region & chain

SEA pop >650M (2021) → >700M by 2027 (IMF/Statista); ASEAN GDP → >$5T by 2027. ID/PH/VN largest pop; SG GDP ~$400B leads; SG GDP/capita >$75k (2022), +>30% over 3 yrs. Post-COVID growth rebound; MoC: ~4–5% avg annual next decade. Industry transfer + digital/logistics/healthcare investment heat — ID hottest for VC/PE, then VN/MY. Political stability → relatively lower default risk / better ratings overall.

## 02–03. Investment & outlook

Digitization, healthcare, logistics attract more capital. Aliyun: >220k Chinese firms helped go abroad; “China Go-Abroad” joint plan with Mobvista, Wondershare, Meiyou. Policy + cloud/compliance platforms lower landing friction.

**Summary:** Huge pop + consumption upside + friendly FDI policy → ecommerce, games, NEV and more sectors will accelerate SEA layout; Chinese brands still have room to find fit paths.

_27 CN images/charts; attach on ingest. Author: Xiaorui; review Ski / Huajia._

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Editorial English edition published on UniqueCapital: https://ffcap.cn/en/research/20230510a05c0r00
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