Asia is the continent where a large share of consumption growth will take place in the coming years. For Made in Italy it is a huge opportunity, but also complex territory: languages, buying cultures, health rules and distribution channels change radically from one country to another. The question companies ask us most often is simple: where do we start? In this article we explain how we approach it.
There is no "Asia", there are Asian markets
The first mistake to avoid is thinking of Asia as a single market. Japan and India have little in common, and neither do South Korea and Vietnam. That is why, with the companies we support, we almost always choose a first pilot market on which to focus resources and attention, before expanding to neighbouring countries.
A decisive criterion in the choice is the existence of a free trade agreement with the European Union, which reduces or removes tariffs and protects designations of origin.
Japan: quality and loyalty
Japan is one of the most mature and quality-conscious markets in the world. Japanese consumers value authenticity, attention to detail and brand consistency over time. The EU-Japan Economic Partnership Agreement, in force since 2019, removed or reduced tariffs on a great many European products, including many agri-food products, and protects a broad list of geographical indications, many of them Italian.
Who it suits: high-end food, wine, fashion and accessories, design, cosmetics. What it takes: patience, a reliable local partner and carefully crafted materials in Japanese. Business relationships take time, but once built they tend to last.
South Korea: a dynamic market
South Korea was the first Asian country to sign a new-generation free trade agreement with the European Union, applied since 2011. It is a young, digital market, very receptive to European trends in food, fashion and beauty. E-commerce and social networks play a central role in purchasing decisions.
Who it suits: brands with a strong identity and a well-managed digital presence. What it takes: an online strategy designed for local platforms and quick reactions.
India: the big news of 2026
On 27 January 2026 the European Union and India concluded negotiations for a free trade agreement, after almost twenty years of talks. It is a historic agreement covering a market of around one and a half billion people, until now among the most protected in the world.
The prospects for Made in Italy are significant. Among other things, the agreement provides for reducing the very high duties on wine, which reached 150%, towards levels of 20-30% over several years, as well as cuts on olive oil, pasta, chocolate and other processed food products. On the industrial side, duties of up to 44% on machinery and 22% on chemicals will be largely removed.
Timing matters, though: a concluded agreement must then be finalised and ratified, and many tariff cuts are gradual. That is why we always check the state of application when setting up a project. Our advice is to start preparing now: study the market, identify partners, register trademarks, so you are ready when conditions become fully operational.
Southeast Asia: growing markets
The European Union has agreements in force with Singapore and Vietnam and has also concluded an agreement with Indonesia. These are markets with rapidly growing middle classes and increasing interest in European products. Singapore in particular is often used as a logistics and commercial hub for the whole region.
The practical aspects we handle
- Trademark registration in the target countries before you start selling. In Asia the risk of third-party registrations is real.
- Health and labelling requirements, which vary widely from country to country, especially for food and cosmetics.
- Rules of origin to benefit from the reduced tariffs under the agreements.
- Partner selection: in many Asian markets the importer or distributor is decisive and must be chosen carefully.
- Contracts and payments, with clear clauses on exclusivity, prices and collection terms.
How we work
- We assess the markets best suited to your products, comparing demand, competition, tariffs and barriers.
- We choose the pilot market and set realistic goals.
- We prepare the product: compliance, labels, sales materials in the local language.
- We look for partners and organise meetings, trade fairs and missions.
- We finance the project with the subsidised instruments available.
Let's talk
Asia requires method and patience, but it can become one of the pillars of your company's growth. At Di Stasi Group we help you choose the right market and enter it on the right foot. Get in touch for an initial assessment.
Further reading
- Our business internationalisation consulting
- Marketing consulting: website, e-commerce and campaigns
- Exporting to Canada with CETA
- SIMEST Fund 394: how we finance an SME’s growth abroad
Frequently asked questions
Why should I not think of Asia as a single market?
Asia is not a single market because countries like Japan and India have little in common, and neither do South Korea and Vietnam. Languages, buying cultures, health rules and distribution channels change radically from one country to another. That is why it is better to choose a first pilot market to focus resources on before expanding to neighbouring countries.
What are the benefits of the EU-Japan Economic Partnership Agreement?
The agreement, in force since 2019, removed or reduced tariffs on many European products, including agri-food products, and protects a broad list of geographical indications, many of them Italian. This makes it easier for Made in Italy companies to export to Japan.
What kind of products suit the Japanese market?
High-end food, wine, fashion and accessories, design, and cosmetics suit the Japanese market. Japanese consumers value authenticity, attention to detail and brand consistency over time.
Why is South Korea considered a dynamic market?
South Korea is a young, digital market very receptive to European trends in food, fashion and beauty. E-commerce and social networks play a central role in purchasing decisions, making it suitable for brands with strong identity and well-managed digital presence.
What changed with the EU-India free trade agreement concluded in 2026?
The agreement covers a market of around one and a half billion people, until now among the most protected in the world. It provides for reducing very high duties on wine from 150% towards 20-30%, and cuts on olive oil, pasta, chocolate and other products. However, tariff cuts are gradual and the agreement must still be finalised and ratified.
What should I do before starting to export to India?
You should start preparing now by studying the market, identifying partners, and registering trademarks so you are ready when conditions become fully operational. It is important to check the state of application of the agreement when setting up a project.