Tinder rolls out Group Hangouts in select US markets, letting a user form a group of three to 15 friends around shared activities, as it courts younger users (Samantha Kelly/Bloomberg)

TOKYO, Sept. 29, 2026 - A new recruitment guide by Reeracoen Group reveals significant differences in hiring strategies and workforce priorities across ASEAN's six key markets. The Great Restructuring: ASEAN Consumer & Business Pulse Survey 2026, conducted in June 2026, surveyed 3,630 consumers and business leaders in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

Leadership indicators varied across markets, with Vietnam leading consumer optimism (48%), Indonesia driving business confidence (66%), Thailand's business investment growth (28%), Singapore leading AI and technology investment intent (33%), and Indonesia offering the highest career mobility (29% considering a change).

Indonesia's business confidence (66%) and career mobility (29%) stand out, while Malaysia shows a strong domestic-market orientation, with 75% of businesses seeing their home market as the top growth opportunity. The Philippines maintains strong business confidence (65%).

Singapore leads in AI and technology investment (33%), while Thailand tops business investment growth (28% of businesses increasing investment). Vietnam leads consumer optimism (48%), with 16% of businesses expanding headcount and 46% reporting revenue improvements.

Hiring strategies across ASEAN are more selective, with 32% to 47% of businesses focusing on selective hiring, and 7% to 16% actively expanding headcount. Vietnam records the highest hiring-expansion rate at 16%.

Vietnamese consumers (39%) most often cite AI and automation as primary motivators for career change, surpassing income growth and work-life balance. Singapore and Indonesia also show notable interest in AI (32% and 30%, respectively). Income diversification is another trend, with 71% of Indonesian consumers and 70% of Filipino consumers seeking additional income to cope with economic pressures.

Kosuke Soejima, Managing Director at Reeracoen Japan, emphasized the importance of treating ASEAN as multiple distinct markets rather than a single entity. Cheryl Ng, Country Director at Rakuten Insight Singapore, echoed this, stressing the need for Japanese companies and professionals to understand market-level differences when assessing opportunities and workforce needs.

The full report, including country-specific profiles and strategic priorities for regional expansion, is available at https://www.reeracoen.co.jp/en/events/ra-asean-not-one-market-2026-japanese-companies-need-to-know?utm_source=jp_pr&utm_medium=referral&utm_campaign=asean_whitepaper_2026_japan.