Insights

The dairy industry in Asia-Pacific can seem like a goldmine to international brands. But those who’ve actually entered Japan or Korea know it’s more of a maze, and one you can’t run through.

When I led commercial operations in these markets for one of the world’s largest cheese brands, I quickly learned that success had very little to do with global marketing playbooks. What mattered most? Relationships with local distributors, flexibility on SKUs, and being humble enough to adapt.

Korea responded best to emotional messaging and fast market response. Japan valued precision, consistency, and long-term proof of reliability. The product might be the same, but the approach couldn’t be more different.

Now, with WeEngage, we help other F&B companies find the right lane from day one. Instead of wasting 12 months figuring out what doesn’t work, we help them shape a strategy that’s culturally aware and commercially viable.

There’s no cheat code. But there is a right rhythm, and that’s where most Western brands fall flat.

The APAC dairy market is still growing. But it’s not growing for everyone. It’s growing for those who know how to localize, listen, and lead.