Success, he argued, depends less on entering Asia and more on understanding the realities of each market before making the leap. Reflecting on his time working with McDonald’s as it looked to expand into the market, Pereyra recalled how early projections envisioned thousands of restaurants within a relatively short period. Throughout the discussion, Pereyra argued that localisation is often misunderstood. As local brands continue to mature across Asia, international companies can no longer rely on global recognition alone. For companies planning their next phase of Asian expansion, Pereyra's message was clear: Stop searching for an Asia strategy.