This report is part of SYNC Southeast Asia, a thought-leadership series about keeping in tune with the consumers of tomorrow. Through this series, Bain & Company and Meta take business leaders deeper into the emerging trends and rising opportunities shaping the vibrant region.

The digital consumer landscape of today exists amid different circumstances compared with just a year or two ago, when Covid-19 spurred more home-centric lifestyles and accelerated the shift from offline to online. As we move beyond the pandemic phase and continue to reopen, the region is faced with many uncertainties and challenges—inflationary pressures, geopolitics, and other global macroeconomic headwinds.

How have these developments affected the digital consumer landscape in Southeast Asia? What are the consumer behaviors and trends that have taken shape now, and how will they continue to change in the years to come?

In this year’s report, we look closely at these questions to understand what the digital consumer landscape in the region looks like, and how we expect it to evolve over the next several years.

About Meta

Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram, and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology.