Mega-cities such as Jakarta, Manila and Bangkok come to mind when companies and investors think of ASEAN. While these mega-cities are important to consumer market, they do not dominate consumer demand.
In addition to being hyper connected and digitally driven, Millennials are focused on personal experiences. And for many, those experiences happen away from home. Notably, Millennials are very interested in travel. In fact, they travel more than any other generation, including Baby Boomers.