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BE GOOD AND FOREIGN, NOT GOOD BECAUSE YOU’RE FOREIGN
Global brands should be aware that while Myanmar has been largely cut off from the rest of the world, there is not the same clamor for all things foreign that was seen in other Asian or Eastern European markets when they began opening up. Buying a foreign brand is not a badge of honor here and international names do not instantly command a premium. Being a global brand can be shorthand for product quality or safety, but it is not a magnet in itself. The opportunity for brands in Myanmar is as compelling for local brands as it is for global names.
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