Preface

Association of Southeast Asian Nations (ASEAN) is the seventh-largest economy in the world. In 2015, members of ASEAN agreed to establish the ASEAN Economic Community (AEC), a regional economic integration. This economic integration opens vast opportunities as the market size is huge with a combined GDP reaches US$2.6 trillion. Collectively, AEC is the third-largest economy in Asia and the seventh-largest in the world. ASEAN has a young population as half of its 640 million people are less than 30 years old. The growing number of the middle-class segment, which will reach 400 million in 2020, couple with its more than 339 million active Internet users (more than 300 million access the Internet from mobile devices) has made ASEAN an attractive digital consumers.