European business leaders are calling on the European Commission to deepen ties with ASEAN, accelerate trade deals, and expand cooperation in strategic sectors ahead of the 50th anniversary of EU-ASEAN relations next year.
Executives from more than 20 European companies, speaking during a three-day visit to Brussels, stressed the need for sustained high-level engagement with ASEAN to match the bloc’s growing strategic importance.
Key priorities highlighted included progress on EU trade agreements with ASEAN countries, along with practical cooperation in digital trade, green finance, energy transition, transport, and sustainability. Business leaders argued that stronger EU engagement is vital as rivals like China, Japan, and India expand their influence in Southeast Asia.
EU-ASEAN Business Council (EU-ABC) Chairman Jens Ruebbert said: “The EU is one of ASEAN’s largest investors, yet it often lags behind other partners whose leaders maintain a strong presence. If the EU wants a permanent seat at the table, its leaders must show up.”
Executives also urged momentum on a region-to-region EU-ASEAN free trade agreement (FTA), citing the upcoming 50th anniversary as an ideal moment to launch negotiations. EU-ABC Executive Director Chris Humphrey added: “Starting FTA talks next year would be a milestone for EU-ASEAN relations.”
Meanwhile, the council called for the swift signing of the EU-Indonesia Comprehensive Economic Partnership Agreement (CEPA) and speedy FTA conclusions with the Philippines, Malaysia, and Thailand.
Beyond trade, business leaders emphasized practical cooperation, including investments in ASEAN’s Power Grid, sustainable transition projects, and development initiatives supported by the European Investment Bank, Global Gateway programs, and EU capacity-building efforts.
During their visit, EU-ABC members met with Commissioners Dan Jørgensen and Olivér Várhelyi; cabinet members of EVP Stéphane Séjourné, Commissioners Wopke Hoekstra and Jessika Roswall; officials from multiple DGs including TRADE, ENER, and INTPA; European External Action Service Asia Director Erik Kurzweil; advisors to European Council President António Costa; and MEP Wouter Beke.
Ruebbert concluded: “Brussels shows strong interest in ASEAN. The challenge is turning that interest into sustained engagement and practical cooperation that benefits both regions.”