Global-is-Asian' (Lee Kuan Yew School of Public Policy 1 ). This bold statement on the school's flagship digital platform encourages the dissemination of research and advanced discussion by scholars on the new dynamics in this part of the world. We too argue that we are witnessing the 'Asianization of Asia' (Funabashi, 1993), where there is raised consciousness and an establishment of identity that has seen Asia emerging as a force to be reckoned with. As many analysts have observed, there is

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... economic shift from West to East where the 'global' financial crisis did not see massive losses in Asia; in fact, many South East Asian nations began to thrive in this new world order. With a potential consumer network of over 620 million, the region has deep cultural diversity, some ethical leadership challenges and a strong community. As cross-cultural academics in Japan, we are able to witness first-hand the globalization of Japan while simultaneously observing massive change and development in the region surrounding us. Fascinated with Japan's position in this new Asia, our research led us to explore how Japanese SIEEs are themselves taking advantage of the current economic climate in Asia (Fig. 3 .1). In this chapter, we will introduce the context of South East Asia before taking the reader on a journey of entrepreneurship as explored through the narratives of Japanese SIEEs living and working in the region. As we go through each case, it is essential to consider the environment in which these SIEEs live and work, how that compares to the Japanese context we outlined in Chap. 2 and what implications that has for the future development of transnational entrepreneurship in Asia. We will begin with an overview of the context of South East Asia before presenting cases of Japanese SIEEs in Cambodia, China, Hong Kong, Indonesia, Myanmar, the Philippines, Thailand and Vietnam, illustrating how Japanese SIEEs are developing 1 https://lkyspp.nus.edu.sg/.