We help companies from Taiwan, Korea, Japan and Southeast Asia assess, enter and grow across European markets — from EU readiness and market selection to pricing, distribution, retail access and local commercial execution. CEE can be a strong first cluster when the product and economics support it.
We combine market assessment with route-to-market execution. The objective is not simply to “find a distributor”, but to determine whether the proposition can work commercially and then build the structure needed to sell.
Product documentation, EU labelling, shelf life, certifications, customs/origin questions, category fit and a practical go/no-go assessment.
Explore Europe market entry02 · CommercialCompetitive shelf-price benchmarking, market-back pricing, retailer economics, assortment preparation and buyer-facing commercial logic.
Explore retail access03 · ExecutionDefine the right operating model, identify relevant partners, support negotiations and, where appropriate, provide commercial representation.
Explore partner searchThese roles are often mixed together, but they solve different problems. The correct model depends on the product, market, legal responsibilities, logistics and how much commercial control the brand wants to retain.
Handles the import flow and may carry regulatory, customs or local operator responsibilities. An importer may also distribute, but not always.
Usually buys stock and resells into local channels. The right distributor needs category relevance, coverage and a workable margin structure.
Represents the brand in market, develops accounts and negotiates commercially without necessarily taking title to stock.
The supplier contracts directly with a retailer while import, logistics, invoicing or local support may still be handled separately.
We compare markets using the variables that determine whether an FMCG proposition can actually survive on shelf.
What consumers already pay and which price points are realistic for the category.
How developed the category is, how concentrated competition is and whether the proposition fills a real gap.
Retail concentration, distributor economics, promotional intensity and route-to-market requirements.
Freight, customs/origin, storage, local handling and the operating structure required to serve the market.
Ambient, chilled and frozen products require different lead-time and stock models.
The market must work for the supplier as well as for the local partners and retailers.
Each page answers a specific decision a brand faces before committing to Europe.
Market selection, regulatory readiness, pricing and route-to-market.
Read guideGuide 02Define, screen and structure the right local commercial partner.
Read guideGuide 03Assess CEE as a potential first cluster based on category and economics.
Read guideGuide 04Prepare for buyer discussions, commercial terms and retail execution.
Read guideGuide 05Assess Romania as a possible first market or regional operating base.
Read guideIdentify which products justify deeper European assessment.
Compare competition, shelf price, economics and route-to-market.
Build landed-cost and market-back pricing, then adapt the offer.
Approach partners and retailers, negotiate and develop the account.
Asia-Europe is built around more than 15 years of FMCG commercial leadership across retail, export, pricing, portfolio development and trade marketing. The focus is practical: what a European buyer, importer or distributor needs in order to take a product seriously.
We work with food, chilled, frozen, ambient, plant-based, functional and other consumer categories, and can support market assessment, partner selection, retail access and ongoing commercial development.
Tell us what you sell, where you already export and what you want to achieve in Europe. We will first assess whether there is a commercially credible route worth developing.
contact@asia-europe.eu