In this week’s Letter, we focus on the Asian consumer against the backdrop of recent global developments, alongside longer-running structural trends and economy-specific nuances. At a broad level, demographic headwinds are becoming more binding: as economies mature, population growth is slowing and ageing is accelerating, weighing on the expansion of the consumer base. At the same time, several economies are attempting to pivot toward more consumption-driven growth to help offset these forces (chart 1). More recently, while electoral outcomes in some countries have provided a boost to consumer sentiment, the renewed flare-up in the Middle East poses a near-term risk. Higher oil and energy prices threaten to squeeze household purchasing power, potentially weighing on sentiment and spending.
In China, policy efforts to raise the consumption share of GDP have delivered some early gains, reflected in firmer consumer sentiment and retail sales (chart 2). However, the impact of these measures may prove transitory if deeper structural constraints are not addressed. Encouragingly, authorities are increasingly looking to services as a new driver of consumption, given its relative underdevelopment compared to goods and manufacturing, and its potential for more sustained growth (chart 3). In Japan, post-election optimism surrounding Prime Minister Takaichi’s pro-growth agenda—including a proposed removal of the 8% consumption tax—has supported sentiment. However, rising oil prices risk reintroducing inflationary pressures, which could erode real wage gains and weigh on spending (chart 4).
In South Korea, early signs of such pressures are already emerging (chart 5). Attention is also turning to consumer expectations, particularly around housing prices following recent cooling measures, as well as inflation expectations—especially if they begin to show signs of becoming unanchored. In Thailand, post-election optimism has similarly supported sentiment and consumption (chart 6). Nonetheless, headwinds persist, notably elevated household debt and higher oil prices. While the agreement between Thailand and Iran to allow vessels to transit the Strait of Hormuz is a positive development, it remains uncertain how much relief it will ultimately provide.
The Asian consumer Asia is at a crossroads. On the one hand, as is typical for maturing economies, the region is confronting slowing population growth and rapid ageing. This implies a more slowly expanding—and in some cases shrinking—consumer base, as already evident in economies such as China and Japan. At the same time, consumption patterns are shifting toward goods and services tied to ageing and retirement, as older cohorts account for a larger share of demand. On the other hand, Asia’s household consumption share of GDP has edged higher in recent years. Much of the remaining upside—relative to global averages—is concentrated in a handful of economies, most notably China, which we discuss later. A more decisive rebalancing toward consumption could unlock additional spending power across the region, partly offsetting demographic headwinds, though the net impact remains uncertain.


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