Why Do Brands Underperform in Asia?

A practical examination of where global strategies meet friction in Asian markets.

Download The White Paper

Insights drawn from cross-market execution across Greater China and APAC.

Overview

Many global brands enter Asia with proven playbooks, strong products, and active creator campaigns, yet struggle to convert activity into consistent performance across this dynamic region. The problem is rarely the effort or budget. It’s that leadership teams make high-stakes decisions using influence signals that are incomplete, distorted, or interpreted through the wrong market lens. Campaigns can look “successful” on dashboards while trust stays fragile, learning stays unclear, and conversion never stabilises.

 

WHAT THIS PAPER EXAMINES

How fake or inflated engagement disguises real risk

  • Why reach and visibility are often mistaken for persuasion

  • Where platform-provided data creates blind spots in Asia

  • How misaligned briefs across China and Southeast Asia suppress performance

  • Why audience geography, platform culture, and creator roles are frequently misread

  • The early signals that indicate underperformance before results decline

Download The White Paper

Insights drawn from cross-market execution across Greater China and APAC.

WHY THIS MATTERS NOW

Asia’s creator economy is accelerating, but scale can create false confidence. When brands optimise around surface metrics, they don’t just waste money, they contaminate learning, amplify the wrong signals, and lock teams into assumptions that become harder to unwind at regional scale. This whitepaper helps leaders separate activity metrics from decision metrics, identify early warning signs, and build confidence in why something works before committing larger budgets.

 

HOW WE CAN HELP

This whitepaper is designed for CMOs, regional marketing leaders, and brand teams accountable for APAC and Greater China performance, especially those managing cross-market consistency, creator strategy, and governance. 

Comms8 brings cross-border strategy and regional intelligence; InfluenConnect adds transparency, creator governance, and AI-driven discovery and pricing intelligence. Together, we help leadership teams detect risk early, interpret influence signals accurately, and make confident decisions across Asia’s most complex markets.

 

Download The White Paper

Insights drawn from cross-market execution across Greater China and APAC.