The global lighting industry is transforming, not just in how we design or power lights, but also in where the biggest opportunities lie. While mature markets continue to evolve, it’s the emerging markets that are rapidly lighting up with potential. For brands in the lighting and design space, this shift opens up exciting new possibilities, if you know how to approach them.

Emerging markets across Southeast Asia, South Asia, and parts of Africa and the Middle East are witnessing massive urban development, infrastructure expansion, and a growing appetite for smart, sustainable, and stylish lighting. But to succeed here, it takes more than just great products. It takes a thoughtful market approach, cultural sensitivity, strategic timing, and the ability to adapt.

Whether you’re a lighting manufacturer, design-led brand, or an innovator in smart lighting solutions, here’s how you can position your brand for long-term success in these fast-growing regions.

Understand the Local Pulse

No two emerging markets are the same. The lighting needs in Vietnam, for example, are not identical to those in the Philippines or India. Climate, architecture, energy infrastructure, consumer habits, and even cultural preferences all vary significantly.

Start with research. Dig deep into:

• Local regulations and building codes
• Energy policies (e.g., incentives for LED or solar solutions)
• Urban planning priorities (smart cities, green buildings, etc.)
• Consumer preferences (bright vs. warm lighting, minimal vs. ornate design)
• Economic indicators (middle-class growth, retail expansion, tourism focus)

Lead with Purpose: Sustainability as a Differentiator

Sustainability is no longer just a global buzzword, it’s fast becoming a key purchasing driver, especially in emerging markets experiencing the side effects of rapid urbanization.

Brands that lead with energy-efficient solutions, circular product design, and sustainable sourcing are gaining trust and traction. Governments in several Southeast Asian countries are promoting green building certifications and encouraging eco-conscious infrastructure.

Position your lighting brand as a problem solver. How do your solutions reduce energy use, cut emissions, or improve the quality of life in urban environments? Clear answers to these questions can create strong brand affinity — and open doors in large commercial and infrastructure projects.

Offer Customization, Not Just Products

One-size-fits-all doesn’t work in dynamic markets. Emerging economies often have hybrid needs — balancing modern aesthetics with local preferences and budget considerations.

Offering customizable lighting solutions (modular fixtures, adaptable designs, tunable white, etc.) gives you a significant edge. So does flexibility in pricing models or delivery options — for example, offering project-based quotes, scalable solutions, or smart lighting-as-a-service models for institutions and businesses.

Forge the Right Partnerships

In markets where distribution networks are still developing and government processes can be complex, local partnerships are key.

These could be with:

• Architectural firms working on urban development projects
• Retail and commercial real estate developers
• Government contractors and infrastructure bodies
• Distributors and value-added resellers who know the terrain

Having local allies helps with faster market entry, credibility, and on-ground intelligence. It can also ease logistics, procurement, and post-sales support — especially in regions where establishing your own base may be resource-intensive.

Prioritize Visibility at Industry Platforms

In fast-evolving markets, visibility matters as much as capability. Lighting brands that are consistently present at regional trade shows, design expos, and B2B networking events tend to build stronger recognition and relationships.

These platforms act as launchpads to:

• Showcase innovations to a qualified audience
• Connect with decision-makers across sectors
• Understand real-time market shifts
• Benchmark against competitors
• Form new alliances

They also help you stay relevant, especially in regions where face-to-face interaction still holds value in building business trust.

When participating in a regional platform, ensure your brand storytelling is aligned with local priorities — smart technology, sustainability, wellness, or aesthetics.

Embrace Smart Lighting and IoT Integration

Many emerging markets are leapfrogging traditional development phases — going straight into smart cities, IoT-driven infrastructure, and digitized homes and offices.

If your brand is innovating with:

• Connected lighting systems
• Voice or app-controlled features
• Motion-sensor or daylight harvesting tech
• Interoperability with broader smart home ecosystems

The key is to communicate these benefits in a way that’s meaningful to buyers in the region. Don’t just talk about the tech, talk about how it makes spaces more livable, efficient, secure, or cost-effective.

Develop a Scalable Market Strategy

Success in one city or region doesn’t always translate to success everywhere. Emerging markets often grow in clusters, urban hubs connected by economic zones, infrastructure corridors, or policy initiatives.

Instead of trying to enter everything at once, consider a “hub and spoke” approach:

• Establish presence or partnerships in a major city (like Bangkok, Jakarta, or Manila)
• Build brand trust through localized campaigns
• Then expand into smaller but high-growth regions from there

Keep your supply chains flexible, your marketing adaptive, and your customer service culturally tuned. Scalability is about being strategic, not just ambitious.

Speak the Language of Design and Wellness

Lighting is no longer only about illumination — it’s about ambience, mood, and human-centric design.

In emerging markets with booming hospitality, healthcare, co-working, and residential sectors, there’s rising demand for lighting that enhances well-being. Think circadian lighting in hospitals, warm tones in boutique hotels, dynamic lighting in retail spaces.

Designers, architects, and developers in these regions are actively seeking brands that understand the psychology of light — not just its function.

Final Thoughts

Emerging markets are no longer just optional targets — they are central to the global growth story of lighting and design. As urban skylines expand and infrastructure ambitions rise, lighting brands have an unprecedented opportunity to shape these spaces and create long-term business value.So if your lighting brand is ready to expand its impact, evolve with global trends, and become a part of tomorrow’s most exciting growth stories — this is your moment to act.

The ASEAN Light + Design Expo 2025 is where the region’s lighting, architecture, design, and innovation sectors converge. Taking place in Bangkok, Thailand, on 17-19 September 2025, the event connects professionals across Southeast Asia and beyond, creating a powerful platform for business development, trend discovery, and future-forward conversations. It’s your chance to plug into a fast-evolving market, showcase your innovations, and spark meaningful partnerships. Don’t just watch the future unfold — come be part of it.