Expanding your product brand into international markets can unlock massive growth opportunities—especially in the fast-growing Asia-Pacific (APAC) region. At Retailbound, we help product brands successfully launch with major retailers across North America. For brands looking to expand into Asia, we highly recommend partnering with Unlock APAC, one of the region’s top market-entry and sales agencies.
This month, we interviewed Aurelien Joly, Founder and Managing Director of Unlock APAC, to get expert insights on selling products in Asia, understanding consumer behavior, navigating regulations, and choosing the best strategy for entering this dynamic retail market.
1. Tell Us More About Unlock APAC. What Is Your Role at the Company?
Unlock APAC is a market-entry consultancy that helps innovative brands launch and scale across the Asia-Pacific region. The agency works across multiple sectors—including consumer electronics, smart home, and lifestyle products—and supports brands with tailored strategies for both offline retail and e-commerce.
As Managing Director, Aurelien oversees regional operations, strategic partnerships, and market-entry planning. He works directly with distributors, retailers, and local experts to ensure each brand’s launch is seamless, compliant, and positioned for long-term success in APAC.
2. What Key Cultural and Consumer Behavior Differences Should Brands Consider When Selling Products in Asia?
The APAC region is incredibly diverse, and that diversity is the first major difference compared to Western markets. No single strategy works across all countries. Consumer expectations vary significantly between markets like Japan, South Korea, Australia, Singapore, and Southeast Asia.
Key differences include:
- High value placed on brand trust and reputation
Influencer credibility, online reviews, and peer recommendations often matter more than traditional advertising. - Demand for localized products and marketing
Tailoring messaging, packaging, and positioning to each country is essential. - Preference for personalized and culturally relevant shopping experiences
Local language content and region-specific product variations can significantly increase conversion.
Understanding these nuances helps brands build stronger consumer connections and avoid costly missteps.
3. How Do Local Regulations and Trade Policies Impact Foreign Brands Entering the APAC Retail Market?
Every major APAC country has its own regulatory framework—one of the biggest challenges for foreign product brands.
Examples include:
- China: strict customs rules, import regulations, and required certifications
- Japan & South Korea: mandatory local-language labeling and detailed product disclosures
- Australia & New Zealand: rigorous health, safety, and compliance standards
- Southeast Asia: varying import taxes, duties, and testing requirements
Navigating these regulations is critical for avoiding delays, fines, or rejected shipments. This is why working with an on-the-ground expert—such as a regional distributor or a firm like Unlock APAC—can make market entry far smoother and more predictable.
4. What Role Does E-Commerce Play in Entering the Retail Market in Asia?
E-commerce is one of the most powerful retail channels in Asia. In many APAC countries, online shopping adoption surpasses that of the West.
Key platforms include:
- China: Tmall, JD.com, and WeChat
- Southeast Asia: Shopee and Lazada
- Japan & South Korea: Rakuten, Amazon Japan, Coupang
- Australia: Amazon and major local retailers
However, the ideal balance between online and offline varies by country:
- Japan & South Korea: brick-and-mortar retail remains extremely influential
- Southeast Asia: e-commerce is often an easier, cost-effective entry point
- Australia: strong omni-channel retail landscape
A hybrid strategy—starting online to build brand awareness, then expanding into retail—is often the most effective.
5. What Is the Best Market-Entry Path for Smaller Brands Entering Asia?
Smaller brands should focus on starting with one or two “easier” high-potential markets before expanding broadly.
Aurelien recommends:
- Japan: ideal for innovative, high-quality products with tech-savvy consumers
- Australia: a Westernized retail environment that serves as a strong gateway into the APAC region
Additional tips for smaller brands:
- Learn local consumer preferences and competitive dynamics
- Understand regulations before launching
- Start with e-commerce (Amazon Japan or Amazon Australia) to test demand
- Partner with experienced local distributors or agencies with on-the-ground support
- Invest in localized marketing and customer service to build trust
By establishing success in one or two core markets, smaller brands can scale into Southeast Asia, China, and beyond with far more confidence and efficiency.
6. What Do You Like About Retailbound? How Are We Different From Other Agencies?
Aurelien highlights Retailbound’s deep expertise in launching innovative products with major North American retailers such as Walmart, Best Buy, and Target.
What makes Retailbound different?
- A full-service, hands-on approach
- Support across the entire retail lifecycle—from pitch preparation to in-store growth
- A long-term partnership mindset
- A genuine commitment to client success
Retailbound’s personalized support helps brands not only launch with retailers but stay on shelves and scale sustainably.
Ready to Launch Your Product Brand in the U.S. Retail Market?
If you’re considering expanding your brand into the U.S., our team at Retailbound can help. Since 2008, we’ve helped hundreds of product brands launch and grow in major retailers across the U.S. and Canada.
Contact us today to learn how we can support your retail expansion strategy.
About the Author
Yohan Jacob is the President and Founder of Retailbound, a retail channel management consultancy that helps product brands launch and scale in more than 150 retailers across North America. Retailbound bridges the gap between product creators and retailers by offering services in retail strategy, buyer engagement, sales management, and channel marketing. Whether you’re a startup or an established brand, Retailbound provides the guidance needed to increase retail presence and drive growth both online and in stores.
