Once your startup has taken off in your local market, expanding geographically is a natural next step. Asia is likely to be on your target list given its promising consumer market that comprises a burgeoning middle-class with a high spending power, as well as increasing mobile and internet connectivity.

I’ve seen startups going down this path but risks that emerge in Asia can prove to be a deal-breaker if not managed from the onset. Cultural risk Asia comprises over four billion people. It’s a diverse region with multiple languages and various preferences. One case in point is the varied preference…

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