Asia is not just an option for diversification—it’s a growth imperative.

With a rising middle class, accelerated digital transformation, and ambitious governments fueling innovation, Asia is one of the world’s most exciting economic engines. For Canadian businesses looking to expand beyond traditional markets, the region holds immense promise—especially in sectors such as agri-food and agritech, cleantech, life science, critical minerals, and energy innovation.

The key takeaway from our recent webinar on diversifying into Asian markets? Opportunity is abundant—but smart, strategic preparation is what turns potential into long-term success.

Why Asia, why now?

Asia is home to some of the world’s most dynamic economies, including South Korea, Japan, and China. Each presents a unique business environment—and each is actively seeking innovative, trustworthy international partners. What they share is a deep appetite for collaboration and the kinds of superior, values-based offerings that Canadian companies are known for.

Now more than ever, Canadian businesses are well-positioned to bring what Asia needs: trusted know-how, high-quality products and services, and a reputation for integrity.

South Korea, for instance, is an advanced economy with growing demand for innovation—particularly in cleantech and digital transformation. While large conglomerates (or chaebols) dominate the landscape, the government and private sector alike are increasingly open to international collaboration, especially where Canadian expertise offers real value.

Insights from the front lines

Moderated by Benjamin Na, Managing Partner of Gowling WLG’s Toronto office and Leader of the firm’s Asian Sales Initiative, our webinar featured distinguished speakers from the embassies of Canada to China and Korea, and the Embassy of Japan in Canada. These diplomatic experts shared unique insights into how Canadian businesses can thrive in Asia by focusing on market understanding and long-term partnerships.

Such ties have become all the more significant in a shifting trade landscape, noted Kouhei Maruyama—Envoy Extraordinary and Minister Plenipotentiary, Deputy Head of Mission at the Embassy of Japan in Canada—who opened the discussion. “In difficult times, the question becomes: who is a true friend and who is a true partner?” he reflected, underscoring the special relationship and shared values that unite Japan and Canada.

It's a worldview that speaks to the heart of Japanese business culture. “Japanese companies value long-term, trust-based relationships,” said Mineo Hiyazaki, Counsellor of the Economic Section at the Embassy of Japan in Canada. “They are not known for rushing business decisions or partnerships.” For Canadian businesses that prioritize consistency and shared values, this approach represents a promising path to durable growth.

Local knowledge, global growth

Entering new markets always involves a learning curve. And while the opportunities in Asia are vast, success rarely follows a straight line. Understanding cultural nuance, regulatory complexity, and fast-moving political undercurrents on both sides of the Pacific is imperative.  

Vivian Desmonts, Co-Managing Partner of Gowling WLG’s China Practice, put it succinctly: “Very often, Canadian companies don’t do sufficient due diligence.” He encouraged businesses to invest the time to understand local partners, use public registries, and tap into expert advisors who can help navigate the local regulatory and business environment.

While this kind of detailed preparation is essential, having a clear sense of purpose is equally vital before committing to a move to Asia.

“We ask companies to reflect on 'why China?' said Lindsay Margenau, Counsellor and Senior Trade Commissioner at the Embassy of Canada to China. “What are you trying to accomplish in China that you couldn’t accomplish in another market in the region? What are you bringing to a country this size, with this much diversification?”

For Canadian companies eyeing opportunity in Asia, answering these questions with clarity and confidence is crucial—but you don’t have to go it alone. A strong team of advisors, both in Canada and in-market, is an important prerequisite—professionals who can guide you through regulatory landscapes, risk assessments, and the subtle but critical nuances of local business practice. 

There is also support available to Canadian companies through government-backed resources like the Trade Commissioner Service and JETRO (Japan External Trade Organization), which offer practical insight, sector knowledge, and invaluable in-market connections to help businesses progress and reduce risk.

A region of opportunity—built for the long term

One of the clearest themes from the webinar was this: success in Asia isn’t about quick wins—it’s about unwavering commitment. But that’s not a barrier; it’s a pathway to sustainable growth.

As Margenau put it, “Entering any market in Asia requires a long-term commitment and a really specialized and sustained effort.” David Mallette, Commercial Counsellor at the Canadian Embassy in Seoul, echoed this perspective: “Silence shouldn’t be mistaken for disinterest,” he said, underscoring how in South Korea decisions are made over time, as relationships and trust develop.

To be sure, success in Asia won’t come overnight—but for those willing to invest the time, build the right connections, and adapt with intention, the rewards can be substantial.

Let’s connect

At Gowling WLG, we work alongside clients at every stage of their international journey. From market entry to long-term expansion, we provide legal insight, strategic guidance, and cross-border experience to help businesses succeed in Asia’s most promising markets.

Your journey begins with a conversation. Whether you’re exploring new possibilities or taking the next step in your global strategy, we’re here to help.

Contact the authors to start building your future in Asia.