ASEAN businesses are shifting their hiring and investment strategies in response to a complex economic landscape, according to a recent study by Reeracoen Group and Rakuten Insight. The survey, which involved 3,630 consumers and business leaders across six ASEAN countries, reveals a trend towards selective hiring and a focus on operational efficiency and AI investment.
The study, titled *The Great Restructuring: ASEAN Consumer & Business Pulse Survey 2026*, indicates that 32% to 47% of businesses are adopting selective hiring practices, whilst only 7% to 16% are expanding their workforce. This suggests a strategic focus on building long-term capabilities rather than increasing headcount. Operational efficiency emerged as the top growth priority, with 35% to 43% of businesses prioritising it, followed by AI and technology investments at 24% to 33%.
Distinct market strengths are shaping growth across the region. Singapore leads in AI and technology investment intent, Indonesia shows the highest business confidence, and Vietnam records the highest consumer optimism and hiring expansion rate. Meanwhile, income diversification is a key financial strategy for consumers in Indonesia and the Philippines, with 71% and 70% respectively seeking additional income.
Kenji Naito, Group CEO of Reeracoen Group, emphasised the importance of talent strategy, stating, “The companies that will win the next cycle are not the ones that wait for certainty—they are the ones investing in their people, their processes, and their readiness today.” Cheryl Ng, Country Director of Rakuten Insight Singapore, added that the report highlights ASEAN’s adaptability amidst economic challenges.
