European companies are increasingly eyeing ASEAN as their next major growth market. In this episode of Enterprise Explores, we dive into EU-ASEAN trade dynamics — what’s fueling optimism but also what could hold things back. With insights from the 10th annual EU-ASEAN Business Sentiment Survey, we speak with Chris Humphrey, Executive Director of the EU-ASEAN Business Council, to unpack why European firms are bullish on ASEAN’s economic potential, the barriers to further investment, and the strategic opportunities in the region. Key Areas of Conversation: - What’s driving European businesses to boost trade and investment in ASEAN. - The inefficiencies in regional supply chains and how ASEAN can improve infrastructure. - The impact of the lack of a region-to-region Free Trade Agreement (FTA) between the EU and ASEAN. - How European firms are navigating challenges like non-tariff barriers and digital economy regulations. - The role of sustainability, the European Green Deal, and the Carbon Border Adjustment Mechanism (CBAM) in shaping EU-ASEAN relations. Tune in to discover what’s on the horizon for EU-ASEAN business relations and how Southeast Asia is positioning itself as a top destination for European trade and investment.Image Credit: Shutterstock See omnystudio.com/listener for privacy information.