Kuala lumpur: The Small and Medium Enterprises Association Malaysia (SAMENTA) has urged ASEAN leaders to deepen intra-ASEAN trade through collaboration rather than competition, noting that trade within the bloc has remained around 20 percent for more than a decade. In a statement, SAMENTA national president Datuk William Ng highlighted that the issue extends beyond just tariffs or non-tariff barriers, emphasizing that the region’s supply chains are primarily designed for markets outside of ASEAN.

According to BERNAMA News Agency, Ng stated that Malaysia, as this year’s chair, should spearhead efforts to reframe ASEAN’s economic priorities by shifting the focus from protecting national markets to building regional industries and shared prosperity. He also stressed that ASEAN’s digital economy initiatives, such as cross-border payment systems and the upcoming Digital Economy Framework Agreement (DEFA), must be inclusive of the region’s micro, small and medium enterprises (MSMEs).

Ng further elaborated on the need for a regional digital ecosystem that includes interoperable e-commerce platforms, shared cybersecurity standards, and simplified data flows. He believes these elements will enable MSMEs to innovate, collaborate, and compete effectively. Additionally, he called for the recognition of creative industries, many led by small and women entrepreneurs, as part of the regional value chain, supported by intellectual property protection, talent mobility, and cross-border creative clusters.

SAMENTA also suggested that ASEAN should shift its focus from individual national key performance indicators (KPIs), such as export numbers or domestic industrial output, to regional performance indicators. These would measure how well the bloc’s economies complement each other. The association advocated for a regional supply chain perspective, encouraging member states to specialize based on comparative strengths and collaborate for collective competitiveness.

In its statement, SAMENTA highlighted the importance of ASEAN helping its MSMEs evolve from being mere suppliers or original equipment manufacturers to becoming brand owners and value creators within the region and beyond. Ng concluded that such measures would aid ASEAN in achieving long-term competitiveness and resilience, particularly as larger economies around the region continue to scale and consolidate. He emphasized the need for ASEAN to move beyond the narrative of ‘removing barriers’ and instead focus on actively building bridges between businesses within the region.