European Investors Bullish on ASEAN, Thailand Boosts SME Support
European investors show strong confidence in expanding trade and investment in ASEAN, with 78% planning to increase their presence. Thailand is pushing to harmonise regulations and support local MSMEs to capture these opportunities, while advancing the Thailand‑EU FTA talks and strengthening ties with the UK and Russia.
Ms. Kirida Pheajikit, Assistant Minister at the Ministry of Commerce, disclosed that in late September 2026 she was assigned by Deputy Prime Minister and Commerce Minister Supanee Sutthaphan to attend the ASEAN Economic Ministers meeting with dialogue partners in Manila, Philippines. Key outcomes included updates on the ASEAN‑EU trade and investment work programme and the drafting of the Digital Trade Principles (DTP), which cover promoting digital trade, free and reliable data flow, an open, transparent and fair digital market, and building trust in digital trade, with a target completion date of November 2026 ahead of the ASEAN Leaders Summit to strengthen digital economic cooperation. The meeting also exchanged views with the EU‑ASEAN Business Council (EUABC); a survey of European businesses found that 78% plan to expand trade and investment in ASEAN, while 61% view ASEAN as the region with the highest economic potential but cite regulatory barriers, supply‑chain challenges, and the lack of a regional free‑trade agreement as disadvantages for European firms. Thailand stressed that regulatory differences are a major obstacle to supply‑chain integration, urged harmonising regulations, and promoted the participation of local micro, small and medium enterprises (MSMEs). Kirida and Thai Trade Representative Weerapong Prapa held bilateral talks with Ditte Juul Jorgensen, Deputy Director‑General for Trade and Economic Security at the European Commission, to advance the Thailand‑EU FTA negotiations toward substantive outcomes in the 10th round, scheduled for 28 September to 6 October 2026 in Phuket; the EU expressed confidence and praised Thailand’s policy commitment. Thailand also emphasised the need to assist farmers and MSMEs so they can fully benefit from the forthcoming FTA. Additionally, ASEAN held its sixth meeting with the United Kingdom, adopting a joint declaration on future economic cooperation and an updated economic work plan to accelerate economic integration, improve trade infrastructure, and drive digital and green transitions by combining the UK’s financial, technological and regulatory strengths with ASEAN’s growing economy. Finally, discussions with Russia resulted in the adoption of the ASEAN‑Russia Strategic Programme on Trade and Investment Cooperation (SPTI) 2026‑2035, covering eleven key areas including digital transition, science, technology and innovation, the circular economy, and the creative economy.
