Internet adoption in Asia-Pacific will rise from 65.8% in 2025 to 70.2% in 2030, thanks to rapidly expanding infrastructure—particularly in the Philippines, India, Indonesia, and Vietnam. But parts of the region are still lagging.

Nvidia woos global AI partners, HP shifts output to Mexico and Vietnam, and Lenovo pivots to India—clear signs that risk mitigation now outweighs China’s diminishing cost advantage.

Apparel brands and manufacturers fear hit from Trump tariffs: The duties will disproportionately affect the industry, as 97% of the apparel and shoes sold in the US is imported from countries like China and Vietnam.

Sense of urgency: While SKU rationalization has been a priority at Levi Strauss since CEO Michelle Gass took over in 2024, US tariffs on key production hubs like Vietnam are spurring the company to speed up its efforts. It recently agreed to sell Dockers to Authentic Brands Group for $311 million, freeing it up to focus on its core denim and Beyond Yoga businesses.

Retail: Philippines (9.5%), India (8.7%), Vietnam (7.5%), Thailand (6.0%), Malaysia (5.5%). Ecommerce: Philippines (23.0%), Thailand (20.0%), India (17.5%), Malaysia (15.5%), Vietnam (13.0%). Digital buyer penetration and ecommerce sales share of total retail vary widely in Asia-Pacific. About one-third of retail sales in Asia-Pacific are conducted online in 2025.

Vietnam also contributed to the March spike, though its trade future remains uncertain as the tariff situation could change. Apple’s move to India pays off: Apple, which has led the shift away from Chinese production, has clearly benefited in the short term from its early investments in India and Vietnam, but the India pipeline is getting pushback from President Donald Trump.

Over half (52%) of gamers in the US, the UK, Germany, Vietnam, and Japan would quit playing if they encountered multiple disruptive ad features, per Deloitte’s Quality Drives Value: A Look into Mobile Gaming Ads survey. 20% would play a title more frequently if in-game ads were high quality. The same number would abandon a game entirely after seeing disruptive ads.

The news: TikTok, Meta, and Snap are facing unprecedented regulatory pushback in the Asia-Pacific region as Vietnam, Malaysia, Indonesia, Pakistan, and Australia enact laws to protect children.

As much as 35% of what the retailer sells comes from China, while another 40% originates from countries like Vietnam and India—making it particularly exposed to tariffs. As of mid-May, the retailer has made the necessary pricing adjustments to account for increased costs, although Barry stressed that increases are a “very last resort.”.

But it’s a risky tactic given the company’s reliance on manufacturers in Vietnam, Cambodia, and India—all of which could be subject once again to heavy duties once the current pause on reciprocal tariffs ends on July 9. However, the alternative could be just as problematic.

Content ID is effective when used, but scammers exploit platform lag times, often originating from countries like India, Vietnam, and Pakistan. Our take: Social media (53%) and digital video (40%) are the most concerning brand safety areas for US marketers—so these YouTube issues can’t come as a total surprise to most marketers, but it’s a black eye nonetheless.

Other markets, including Vietnam, Malaysia, Indonesia, and Pakistan, are enacting sweeping child safety laws that could challenge TikTok, Meta, and Snap.

The vast majority of apparel and footwear sold in the US comes from overseas, with China, Vietnam, and Bangladesh accounting for the majority—and collectively responsible for over half of apparel imports to the US in the first two months of 2025.

Our analysis: The Trump administration has so far secured only two preliminary trade deals—with the UK and Vietnam—and both are light on substance. That falls far short of trade advisor Peter Navarro’s once-promised goal of “90 deals in 90 days.” With few concrete wins to point to, the administration appears to be using these letters as a pressure tactic to regain leverage as negotiations continue.

Anything higher than that could be a problem for the company, given that it relies heavily on Vietnam (previously subject to 46% duties) for sourcing. The opportunity: Even with its tariff exposure, On has more breathing room than its peers thanks to its premium positioning, the strength of its niche, and growing popularity with consumers.