《东盟经济》新书推介礼于吉隆坡圆满举行
（吉隆坡13日讯）由说墨出版社（SOMO Sdn Bhd）主办、渝贸通担任战略合作伙伴的《东盟经济》新书推介礼，今日下午于渝贸通海外综合服务平台马来西亚运营中心圆满举行，活动时间为下午2时至4时。现场汇聚来自产业、金融、地产、科技与政策领域的嘉宾及企业家，共同见证这本聚焦东南亚市场实战决策的重磅新书正式与公众见面。
活动包含五大领域专家分享会、《东盟经济》新书揭幕仪式，以及渝贸通展厅参观，为出席者提供了一个从知识获取到资源对接的完整体验。
东盟崛起，企业出海为何需要一套系统方法论？
东盟正加速崛起，成为全球经济增长与产业转型的重要引擎。然而，面对十国各异的政策体系、文化差异、市场节奏与营商生态，许多企业在布局东南亚时，往往面临“想进去、不知从哪里开始”的困境。
《东盟经济》正是为了填补这一缺口而生。全书以六大关键决策指标为核心架构，从宏观区域格局到微观市场落地，为企业提供一套系统、可操作的实战决策框架，核心主题为——洞察区域格局，布局东南亚新机遇。
三位作者：从实战中提炼的东盟洞察
《东盟经济》由三位深耕东南亚市场的实战专家联合撰著：
王赫奇 Hedki Heng——SOMO说墨集团执行董事、出版人、资本战略与企业发展战略顾问，多家企业首席文化官（CCO）。拥有超过十年出版与国际合作经验，曾推动出版《一带一路》、《昌明经济》等国家级出版项目，多次受邀出席东盟国家峰会与政策论坛，推动企业与政策的国际对接。
陈垚卉 Ravenna Chen——Intrinsic SEA 本质海联首席执行官、中国科协“海智专家”、全球化战略咨询与投资专家、福布斯中国最具影响力华人TOP100。曾任全球最大科技孵化器启迪之星（TusStar）亚太区总负责人与东盟科技峰会主席，主导多个东南亚项目，投资多个早期硬科技项目，致力于推动科技企业全球化与区域政策协同。
王禹衡 Alec Wang——战略顾问，深耕企业国际化战略规划与东盟市场布局。
三位作者从各自不同维度的东南亚实战经验出发，将分散在产业、政策、资本与文化层面的市场洞察，整合成一套逻辑清晰、可供企业直接落地参考的决策框架。
五大领域专家分享会：从资金、税务、电商到金融，全方位拆解出海门槛
推介礼现场同步举行五大领域专家分享会，五位来自不同专业领域的业界领袖，就企业进入东盟市场时最关键的现实挑战，深度分享各自领域的实战洞见：
黄金兴 Ng Kim Heng （NKH Chartered Accountants 创始人、常务董事兼高级合伙人）
从财税与企业合规架构角度，黄先生深入分析企业进入马来西亚或东盟市场前须注意的核心议题，包括公司架构设计、税务规划与减免策略、公司秘书与法定合规，以及企业法律合规管理，协助企业合理利用政策优势，建立清晰稳健的运营基础，确保企业从落地第一步起便走在合规轨道上。
吴晓燕 Goh Xiao Yen （Rurutiki Sdn Bhd 创始人兼董事总经理）
从品牌、电商与市场落地角度，吴女士分享跨境品牌进入马来西亚及东南亚市场时，在平台入驻、店铺运营、客服管理、订单处理、仓储管理及本地配送方面的全流程实战经验，帮助企业在无需自建电商团队或物流体系的情况下，高效开展线上业务，快速建立本地化电商运营能力。
张宇仁 Adrian Teow （INF Group 创始人）
从跨境资金安全与合规管理角度出发，张先生深入剖析企业在国际化进程中面临的外汇管制、税务申报与跨境结算风险。他分享如何通过专业的资金通道规划，为企业建立稳定、合规、可持续的资金流通体系，有效避免因程序或合规漏洞导致资金冻结或法律风险。
曾匯颐 Mandy Chen（Juwai IQI 国际销售负责人）
从房地产与企业落地角度，曾女士分享海外企业进入马来西亚时，在产业选址、投资环境评估及长期发展潜力方面的系统考量。其涵盖工业园区选址、厂房规划与总部办公选择，并结合全球房地产网络资源，协助企业找到最符合发展战略的物理落地方案。
郭原俊 Eva Guo（Standard Chartered 渣打银行全球华人业务高级总监）
从跨境金融与国际银行服务角度，郭女士分享企业进入东盟市场后，在远程企业开户、跨境多币种结算及跨国薪资与资金管理方面的实务要点，帮助企业降低国际化发展的金融门槛，让资金运作更加顺畅高效。
活动亮点：新书启动仪式与渝贸通展厅参观
活动高潮为下午3时30分举行的《东盟经济》新书启动仪式暨合影环节，由出席作者王赫奇、陈垚卉与各联合出版伙伴代表共同见证新书正式亮相。现场气氛尤为热烈，与会嘉宾纷纷表达对这本新书的期待与肯定。
仪式结束后，与会嘉宾受邀参观渝贸通展厅，深入了解这一面向东盟市场的一站式企业出海综合服务平台。渝贸通的服务涵盖公司注册、法律财税、产品认证、商务考察、市场推广、物流仓储、通关协调、海外仓及产业资源对接等全方位支持。其致力于协助企业降低进入东盟市场的门槛，高效拓展区域业务，实现国际化布局与长期发展。
联合出版伙伴与战略合作伙伴
《东盟经济》的诞生，离不开多方伙伴的鼎力支持。本书联合出版伙伴（Co-Publishing Partners）包括：INF Group、Rurutiki、NKH Chartered Accountants及Juwai IQI，四家机构分别代表跨境资金合规、电商运营、财税架构及产业选址四大出海核心能力领域，为本书提供实战内容支撑与专业背书。
战略合作伙伴（Strategic Partner）渝贸通，作为面向东盟市场的一站式企业出海综合服务平台，为本次推介礼提供场地与资源支持，代表出席嘉宾为负责人姚远波。
关于说墨出版社 SOMO Sdn Bhd
说墨出版社（SOMO Sdn Bhd）是一家以内容建立信任的企业成长加速器，结合品牌策划、企业文化、国际资源及商业咨询，协助企业打造长期品牌价值，并推动企业迈向东盟及国际市场。旗下服务涵盖品牌出版与内容策划、企业品牌与文化建设，以及国际商业与出海服务。
（Kuala Lumpur, 13 August 2026） The soft launch of ASEAN Economy, published by SOMO Sdn Bhd and supported by strategic partner Yumao (渝贸通), was successfully held this afternoon at the Malaysia Operations Centre of Yumao Global Overseas Comprehensive Services Platform, from 2:00 PM to 4:00 PM. The event brought together business leaders, investors and entrepreneurs from across the industry, finance, real estate, technology and policy sectors to witness the official debut of this landmark strategic guide to the Southeast Asian market.
The programme included an expert sharing session, the official ASEAN Economy book unveiling ceremony, and a guided tour of the Yumao showroom — offering attendees a holistic experience from knowledge sharing to resource networking.
Why ASEAN, Why Now — and Why a Systematic Methodology Matters
ASEAN is accelerating its rise as a critical engine of global economic growth and industrial transformation. Yet for businesses seeking to enter the region, the diversity of ten nations — each with distinct policy frameworks, cultural nuances, market rhythms and business ecosystems — creates a complex and often daunting landscape. Many enterprises know they want to enter Southeast Asia, but struggle to know where to begin.
ASEAN Economy was written to bridge exactly this gap. Structured around six key decision-making indicators, the book provides businesses with a systematic, actionable framework — from understanding the macro regional landscape to executing on-the-ground market entry strategies. Its guiding theme: Understanding the Regional Landscape, Positioning for Southeast Asia's New Opportunities.
Three Co-Authors: Real-World ASEAN Insights from the Field
ASEAN Economy is co-authored by three practitioners with extensive hands-on experience across Southeast Asian markets:
Hedki Heng 王赫奇 is the Executive Director of SOMO Group, Publisher, Capital Strategy and Corporate Development Advisor, and Chief Culture Officer (CCO) for multiple enterprises. With over a decade of publishing and international collaboration experience, Hedki has spearheaded national-level publications including Belt and Road and Madani Economy, and has been a keynote speaker at ASEAN summits and policy forums across the region, driving alignment between businesses and policy environments.
Ravenna Chen 陈垚卉 is the CEO of Intrinsic SEA, a China Association for Science and Technology "Haizhi Expert", Global Strategy Consultant and Cross-border Investment Expert, and a Forbes China Top 100 Most Influential Chinese. She previously served as Asia-Pacific Head of TusStar — the world's largest technology incubator — and Chair of the ASEAN Tech Summit. Ravenna has led multiple Southeast Asian projects and invested in early-stage deep tech ventures, with a focus on driving technology enterprise globalisation and regional policy alignment.
Alec Wang 王禹衡 is a Strategic Advisor specialising in corporate internationalisation strategy and ASEAN market positioning.
Together, the three authors have synthesised their diverse frontline experience across industry, policy, capital and culture into a clear, structured decision-making framework that businesses can directly apply to their ASEAN market entry strategies.
Expert Sharing Session: Breaking Down the Real Barriers to ASEAN Market Entry
An expert sharing session was held alongside the launch event, bringing together five industry leaders to share practical insights on the most critical challenges businesses face when entering ASEAN markets:
Ng Kim Heng 黄金兴 (Founder, Managing Director & Senior Partner, NKH Chartered Accountants)
From a tax and corporate compliance architecture perspective, Kim Heng outlined the critical considerations for businesses entering Malaysia or ASEAN markets, including corporate structuring, tax planning and relief strategies, company secretarial and statutory compliance, and legal compliance management. His session highlighted how businesses can leverage policy advantages while ensuring rigorous compliance from day one of their market entry.
Goh Xiao Yen 吴晓燕 (Founder & Managing Director, Rurutiki Sdn Bhd)
From the perspective of branding, e-commerce and market localisation, Xiao Yen shared the end-to-end experience of helping cross-border brands enter Malaysia and Southeast Asia — covering platform onboarding, store operations, customer service management, order fulfilment, warehouse management and last-mile delivery. Her insights showed how businesses can build effective local e-commerce operations without the need to establish their own teams or logistics infrastructure.
Adrian Teow 张宇仁 (Founder, INF Group)
Speaking from the perspective of cross-border fund security and compliance management, Adrian offered an in-depth analysis of the foreign exchange controls, tax declaration requirements and cross-border settlement risks that businesses face during internationalisation. He shared how professional capital flow planning can help businesses build a stable, compliant and sustainable fund management structure — protecting against the risk of fund freezes or legal exposure arising from procedural or compliance gaps.
Mandy Chen 曾匯颐 (Head of International Sales, Juwai IQI)
Speaking from a real estate and business landing perspective, Mandy shared a systematic framework for evaluating industrial location, investment environment and long-term development potential when entering Malaysia. Her insights covered industrial park and factory selection, headquarters and office space planning, and access to global real estate networks — helping businesses identify the optimal physical base aligned with their strategic goals.
Eva Guo 郭原俊 (Senior Director, Global Chinese Banking, Standard Chartered)
From the perspective of cross-border finance and international banking, Eva shared practical guidance on remote corporate account opening, multi-currency cross-border settlement and international payroll and fund management for businesses expanding into ASEAN. Her session demonstrated how Standard Chartered's global network can help businesses lower the financial barriers of internationalisation and ensure seamless capital operations across borders.
Event Highlight: Book Unveiling Ceremony & Yumao Showroom Tour
The highlight of the afternoon was the official ASEAN Economy unveiling ceremony, held at 3:30 PM. Co-authors Hedki Heng and Ravenna Chen, joined by representatives from all co-publishing partners, formally unveiled the book in a ceremony that drew enthusiastic applause from the audience. The atmosphere was warm and celebratory, with guests expressing strong anticipation for the book's impact on the business community.
Following the ceremony, guests were invited to tour the Yumao showroom, gaining firsthand insight into this all-in-one overseas business services platform for ASEAN markets. Yumao's comprehensive service offering includes company registration, legal and tax advisory, product certification, business study tours, marketing, warehousing, logistics, customs coordination, overseas warehousing and industry resource networking — all designed to help businesses lower the barriers to entering ASEAN markets and build a sustainable international presence.
Co-Publishing Partners & Strategic Partner
The publication of ASEAN Economy was made possible through the support of multiple key partners. Co-Publishing Partners include INF Group, Rurutiki, NKH Chartered Accountants and Juwai IQI — four organisations representing the four core pillars of successful ASEAN market entry: cross-border fund compliance, e-commerce operations, tax and corporate architecture, and industrial location strategy.
Strategic Partner Yumao (渝贸通), a comprehensive one-stop overseas business services platform focused on ASEAN markets, provided venue and resource support for the event, represented by General Manager Yao Yuanbo 姚远波.
About SOMO Sdn Bhd
SOMO Sdn Bhd is a business growth accelerator that builds trust through content. By integrating brand strategy, corporate culture, international resources and business consulting, SOMO helps enterprises build lasting brand value and expand into ASEAN and international markets. Its services span brand publishing and content strategy, corporate branding and culture building, and international business and market entry services.
