According to Asialink Business<\/a>, the University of Melbourne\u2019s centre that offers commercially focused solutions for leaders, entrepreneurs and employees, South East Asia is projected to reach $10.63 trillion in consumer spending in the next five years, providing First Nations businesses with unmatched opportunities.\u00a0<\/p>\n One First Nations female-owned food manufacturer in Victoria has been working with Asialink Business to build its capability in the region, assisting the business with navigating regulations and connecting them with suitable partners in preparation to export its range of native-ingredient infused chocolates and teas to Japan, Singapore and Malaysia.<\/p>\n Founder of Jala Jala Treats<\/a>, Sharon Brindley believes that consumers in countries in the South East Asia region are attracted to her products because they tell a story.\u00a0<\/p>\n \u201cJapan, Singapore, and Malaysia show the strongest interest in First Nations products like mine because they value authenticity, provenance, and unique ingredients, especially when tied to cultural storytelling,\u201d she said.<\/p>\n The proud Yamatji\/Noongar woman began her chocolate business in January 2020. According to her website, Brindley developed her love of cooking and knowledge of Indigenous ingredients from her grandmother, who was a member of the stolen generation.\u00a0<\/p>\n \u201cI love that, many years later, I am sharing the same excitement that was kindled in me back then, using some of the same ingredients and flavours in my business,\u201d she reveals. \u201cI\u2019ve seen first-hand how food plays an integral part in connecting family and people regardless of their background, culture or religion.\u201d<\/p>\n Today, it is Victoria\u2019s largest First Nations female-owned food manufacturer.<\/p>\n \u201cIt was my hope and dream to launch overseas, but I obviously didn\u2019t know if I could pull it off,\u201d she told Women\u2019s Agenda. \u201cIt was my vision to get my language out to the world.\u201d\u00a0<\/p>\n She\u2019s now working with Asialink Business<\/a> in Melbourne to build her Asia capability ahead of plans to export to Japan, Singapore and Malaysia. Brindley believes it\u2019s helped her build relationships and networks as she shares her story and culture. It\u2019s also helped her understand their taste palate to adjust her packaging and labelling to cater to their market.<\/p>\n \u201cBecoming Asia capable has meant starting to build meaningful relationships and networks, respecting their culture and sharing ours, mutual trust, understanding their taste palate, packaging, labelling and marketing trends and adjusting as needed,\u201d she said.<\/p>\n \u201cAsialink Business has helped expand my global outlook while reinforcing the importance of cultural intelligence, reciprocity, and authenticity in leadership\u2014values that are central to First Nations ways of doing business.\u201d<\/p>\n The entrepreneur is now hoping to create a tourism experience in Australia whilst also working on exporting to more countries within the next two to three years.\u00a0<\/p>\n Leigh Howard, Chief Executive of Australia\u2019s National Centre for Asia Capability, Asialink Business<\/a> at the University of Melbourne, said First Nations\u2019 businesses resonated with markets in the Asia-Pacific like never before.<\/p>\n \u201cJala Jala Treats represents the best of what Indigenous Australian entrepreneurship has to offer through innovation, authenticity and community, and we are proud to support their journey as part of a broader push to help First Nations businesses succeed in Asia,\u201d Howard said.<\/p>\n \u201cBuyers are seeking products with a clear story, ethical sourcing and natural ingredients, and First Nations businesses stand out, especially when stories of land care, cultural heritage and community are central to the brand.\u201d <\/p>\n Howard noted that Asia\u2019s rising middle class \u2013 expected to reach 1 billion households over the next decade \u2013 and projected consumer spending of more than $10 trillion present unmatched opportunities.<\/p>\n \u201cThe growing affluent class across Asia is reshaping demand. As those markets continue to steam ahead, there\u2019s a lot businesses can do to access opportunities in the region,\u201d he said.<\/p>\n According to him, less than half of Australia\u2019s 56,000 exporters currently send goods to Asia, indicating significant growth potential. <\/p>\n \u201cBeyond China, Southeast Asia as a bloc is Australia\u2019s second-largest trading partner. Yet, government figures show that 250 exporters make up 90 per cent of our goods exports to the region. This concentration suggests there\u2019s considerable room for more Australian businesses to engage,\u201d he said.<\/p>\n As a passionate advocate for other First Nations women who wish to pursuit their own business, Brindley has some advice: \u201cDon\u2019t doubt yourself, always back yourself, I did even through the hard times.\u201d<\/p>\n \u201cFind your people and your community \u2013 I couldn\u2019t have done any of these without their support. Connecting with like- minded people who will support each other grow is the main part.\u201d\u00a0<\/p>\n Become a Women\u2019s Agenda Foundation member and support our work! We are 100% independent and women-owned. Every day, we cover the news from a women\u2019s perspective, advocating for women\u2019s safety, economic security, health and opportunities. <\/strong>Foundation memberships are currently just $5 a month<\/strong><\/a>.\u00a0Bonus: you\u2019ll receive our weekly editor\u2019s wrap of the key stories to know every Saturday.\u00a0<\/strong>Become a member here<\/strong><\/a>.\u00a0<\/strong><\/p>\n![](\"https:\/\/www.europesays.com\/us\/wp-content\/uploads\/2025\/07\/Social-Tile-1.png\"\/)
<\/a><\/p>\n