Infocomm Asia is around the corner – the leading ProAV and digital signage show taking place in Bangkok between the 23rd and 25th of July. Alongside the main show, invidis is hosting a dedicated digital signage programme. The ASEAN region is one of the fastest-growing digital signage markets – here are some key insights.
Infocomm Asia 2025: Unlocking Southeast Asia’s Economic Potential
ASEAN is rapidly becoming a global economic powerhouse, fueled by a young, tech-savvy population, a growing middle class, and fast digital adoption. With nearly 700 million people and a digital economy expected to reach USD 2 trillion by 2030, ASEAN is set to transform the future of retail and digital services.
Current ASEAN member states are Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam
Among these, the most important digital signage markets are Indonesia, Thailand, Malaysia, and Singapore.
Retail Transformation: From Traditional Trade to AI-Driven Ecosystems
Retail in ASEAN is undergoing a major transformation. Once dominated by fragmented traditional trade, the sector is now adopting intelligent platforms like Super-Apps, automation, and hyper-personalization.
While low labor costs have previously limited widespread digital signage adoption, the rise of super apps is changing that. Digital signage screens and order terminals are becoming essential touchpoints in restaurants, stores, and other service businesses.
Additional factors driving digital signage growth include:
- AI-powered retail operations: Companies like Central Food Retail Group and Procter & Gamble Thailand are using AI for personalized shopping experiences and real-time shelf analytics.
- Digital loyalty ecosystems: Platforms such as The 1 in Thailand consolidate customer data to deliver tailored engagement across channels.
- B2B digitization: Brands and retailers are transforming wholesale-to-retail value chains with e-ordering and performance tracking tools.
These innovations are not just enhancing consumer experiences at major retail chains but are also enabling micro-retailers to adopt digital signage.
Digital Services: The Engine of Growth
ASEAN’s digital services sector is expanding rapidly, fueled by mobile penetration rates exceeding 130% and a booming e-commerce market. The region’s digital economy reached USD 300 billion in 2022 and is expected to triple by 2030.
The upcoming ASEAN Digital Economy Framework Agreement (DEFA) is a major initiative to harmonize digital trade rules, promote cross-border data flows, and foster a unified digital ecosystem similar to the EU.
Currently, regulations – also for digital signage components and service contracts – differ widely between ASEAN member nations. The new framework agreement will reduce regulatory fragmentation, enhance cybersecurity and consumer protection and is supposed to drive sustainable digital growth.
Conclusion: ASEAN’s Moment to Lead
The ASEAN region has reached a pivotal moment to converge retail reinvention and digital acceleration. Digital signage solutions are becoming mainstream and will be widely adopted across many vertical markets.
