The 11th Annual ASEAN Marketing Summit : Lean & Agile Growth in the AI Era

The 11th Annual ASEAN Marketing Summit, organized under the auspices of the Asia Marketing Federation (AMF), was successfully convened on 10 December 2025 at the Ritz-Carlton, Jakarta, Indonesia. Bringing together senior marketing professionals, government leaders, diplomats, and industry experts from across Asia, the summit provided a high-level platform for strategic dialogue under the theme “Lean & Agile: AI and China in Focus.”

The summit addressed the rapidly evolving economic and technological landscape shaping Asia today. With artificial intelligence accelerating transformation across industries and China playing an increasingly influential role in global and regional markets, speakers emphasized the need for ASEAN and Asian businesses to adopt lean, agile, and innovation-driven marketing strategies to remain competitive and resilient.

ASEAN Caucus Declaration

A major milestone of the summit was the ASEAN Caucus Declaration, led by Mr. Roger Wang, 1st Vice President of the Asia Marketing Federation (Singapore). The declaration reaffirmed AMF’s commitment to strengthening regional collaboration, advancing marketing professionalism, and encouraging the responsible adoption of technology to support sustainable economic growth across ASEAN member states.

Distinguished Speakers and Regional Perspectives

The summit featured an esteemed lineup of speakers from both the public and private sectors, reflecting the breadth and depth of regional participation:

• Mr. Tiger Cao, CEO, Kotler Marketing Group (KMG) China, shared valuable insights on China’s dynamic market environment and the integration of AI into modern marketing strategy and execution.
• H.E. Ambassador Evangeline T. Ong Jimenez-Ducrocq, Permanent Representative of the Philippines to ASEAN, highlighted the importance of regional cooperation and alignment between economic policy, technology, and marketing development.
• H.E. Francisco Kalbudi Lay, Deputy Prime Minister of Timor-Leste, discussed opportunities for emerging economies to leverage technology and innovation for inclusive growth.
• H.E. Denny Abdi, Secretary General of the Ministry of Foreign Affairs of Indonesia, emphasized the role of diplomacy, digital transformation, and cross-border collaboration in enhancing regional competitiveness.

AMF Member Engagement

Panel discussions were enriched by active participation from AMF members from Indonesia, Bangladesh, and Sri Lanka, who shared practical market insights and experiences from their respective countries. These sessions underscored how economic shifts, technological disruption, and evolving consumer behavior are reshaping marketing leadership across Asia.

Advancing AMF’s Regional Mission

The 11th Annual ASEAN Marketing Summit reinforced AMF’s mission to serve as a unifying platform for marketing professionals across Asia. By fostering dialogue between business leaders and policymakers, the summit highlighted the critical role of marketing in driving economic progress, embracing technological innovation, and strengthening ASEAN and Asian cooperation.

The Asia Marketing Federation extends its appreciation to all speakers, delegates, and partners who contributed to the success of the summit and looks forward to continued collaboration in shaping the future of marketing in Asia.