ASEAN Business Alliance Marks 5 Years of WA–Southeast Asia Trade, Partnerships, & Progress

Western Australia’s vital relationship with Southeast Asia was celebrated in full force this week as the ASEAN Business Alliance (ABA) hosted its ASEAN Day Celebration 2025, marking a powerful 5-year milestone of trade, diplomacy, and cultural exchange.

Held at the DoubleTree by Hilton Perth Waterfront, the event welcomed over 160 guests, including consuls general, trade officials, government leaders, and business representatives, affirming Western Australia’s growing economic and people-to-people ties with ASEAN.

Opening the evening, Dr Sandy Chong, Chairperson of the ASEAN Business Alliance, reflected on the Alliance’s journey:

“Five years ago, we envisioned a coalition that could unite the ASEAN business diaspora in WA. Today, we celebrate not just longevity, but purpose — the advancement of inclusive, values-led trade relationships between Australia and Southeast Asia.”

The Premier of Western Australia, The Hon. Roger Cook, delivered the keynote address, underscoring ASEAN’s position as WA’s second-largest trading partner and highlighting the region’s dynamism, growth, and strategic importance to the State’s future prosperity.

Echoing these sentiments, City of Perth Deputy Lord Mayor Bruce Reynolds and Chair of TourismWA Di Bain, spoke to the human side of the partnership, emphasising the exchange of people, culture, and enterprise that makes ASEAN vital to the City’s future.

Reflecting the spirit of cross-sector partnerships, the event welcomed the Chairs of two of WA’s leading Indigenous business organisations — the Noongar Chamber of Commerce and Industry (NCCI) and the WA Indigenous Tourism Council (WAITOC). Their presence reflected the long-standing partnerships between the ASEAN Business Alliance and First Nations leaders working to open new trade, tourism, and investment pathways — and to renew centuries-old trading relationships across the Asia-Pacific region.

As President of the Indonesian Chamber of Commerce (ICCWA), which holds the 2025 Presidency of the ASEAN Business Alliance, Agata Dharma delivered remarks highlighting the strength of collaboration across the region.

“Like ASEAN itself, our Alliance is a coalition built on diversity and trust. The way our member organisations have come together — each unique, but working as one — is a testament to what’s possible when we lead collectively,” she said.

With the theme “Unity in Diversity”, the evening paid tribute to multicultural collaboration as a strength in navigating global trade challenges. Proceeds from the event were directed to UNICEF, in support of children affected by the recent earthquake in Myanmar, adding a deeply meaningful humanitarian focus to the celebration.

Cultural performances and regional cuisines reflected the depth of ASEAN community life in WA, and the lively networking sessions brought together business leaders and regional partners — reinforcing the WA-ASEAN opportunities ahead.

The ASEAN Business Alliance is proud to have a diverse and respected council of member organisations and leaders from across the region, including:

• Indonesia Chamber of Commerce (ICCWA)
• WA-Singapore Business Council (WASBC)
• Myanmar Business Council of WA (MBCWA)
• Australia-Philippines Business Council (APBC)
• Australia-Thailand Business Council (ATBC)
• Australia-Laos Business Advisory
• Brunei Business Council WA (BBCWA) 

Thanks were extended to the evening’s sponsors and supporters whose generosity made the celebration possible:
Invest & Trade WA, City of Perth, Perth Airport, Singapore Airlines, Philippine Airlines, Golden Road Australia, Orelian Capital, Adelphi Living, Crown Resorts, COMO The Treasury, Barbagallo Maserati, Juniper Wine, Hilton Hotel, Intrepid Travel, The Perth Mint, Karibee Honey, Keiko Uno Jewelry, and more than a dozen beloved Southeast Asian restaurants from across Perth.

Now five years strong, the ASEAN Business Alliance remains the only formal coalition of ASEAN-linked business councils in Australia, with its roots firmly planted in WA aligned in the same time zone as our ASEAN neighbours. The group continues to forge new pathways for trade, investment, cultural exchange, and regional dialogue, and long-term collaboration between WA and ASEAN businesses.   

“We’re not just here to celebrate a milestone,” Dr Chong said. “We’re here to shape the next chapter — where ASEAN and Australia grow forward together.”