As part of the Open Day of the English-language Pan-Asian MBA program of the Center for International MBA Programs of FESS, a master class was held from Nikita Ponomarenko, former Trade Representative of Russia in Malaysia in 2019-2024. He recently returned to Russia and shared his impressions of business development in Southeast Asia.
The expert’s presentation combined several relevant topics:
-
Promising niches for exporting products to Southeast Asia and ASEAN countries
-
State strategies and high-tech priorities of Southeast Asian countries
-
Infrastructure and mega-projects of the regions
-
Industrial development
-
Successful and unsuccessful cases of entering local markets
The speaker noted that Southeast Asian countries, including Malaysia, Vietnam, Indonesia, Philippines, etc., are interested in strengthening friendly relations with Russia, whose technologies and services are becoming increasingly in demand. It also makes sense for the business community to pay special attention to the Russia-ASEAN dialogue, which involves a comprehensive action plan in such sectors as security, economics, and the socio-cultural sphere. Among the promising niches are wholesale and retail trade, oil and gas, machinery and equipment, e-commerce, chemical industry and other areas.
As a recommendation for those who are just planning to implement business projects in the Southeast Asian markets, Nikita Ponomarenko advised to carefully study the national strategies of countries and focus on such high-tech priorities that Asian investors pay attention to, such as artificial intelligence, robotics, hydrogen technologies , quantum technologies, Internet of things, etc.
Infrastructure projects, often implemented on the principles of public-private partnership, can become a characteristic feature and at the same time an entry point into Asian markets. Such projects, for example, are projects in the field of transport and logistics, data centers, development and construction of facilities. Economic corridors, special economic zones and technology parks help businesses receive tax benefits and reduce costs, which domestic companies also actively use.
Questions and comments from the audience were raised by information about the Russian presence in the region, namely about successful cases of Russian companies entering the Malaysian market. Among such examples are Rostec Group of Companies, Orgkhim, Maxim Taxi, etc. Nikita shared personal stories related to these brands, as many of them implemented their projects in Malaysia with the active participation of the Russian Trade Representation in Malaysia.
In conclusion, Nikita shared the peculiarities of conducting negotiations with national specifics — in particular, the details of a correct greeting, presentation of the company’s capabilities, cultural and gastronomic nuances, on which the outcome of the negotiations can directly depend.
The Center for International MBA Programs of FESS RANEPA – has been cooperating with trade missions of different countries for several years to organize bilateral contacts and business internships. Thus, with the assistance of the Trade Representation of Russia in Malaysia, a business internship for students of the Center’s programs was organized in 2021, during which they visited the country’s largest industrial enterprises and development institutions, the port of Johor - one of the largest ports in the world.
