Independent practice · Linköping

Two regions.One truth.

Market entry, sourcing, and operational advisory for European companies in Indonesia, Malaysia, and Singapore. Twenty years operating in the region. One senior principal.

Experience20 years, both regions
LanguagesFive working
EngagementSenior-led, end to end
Paulina Yu
PAULINA YUEST. 2026
Education
LinköpingMSc
LinnaeusMSc
MicrosoftCareer Essentials
Power BISpecialist
HelsinkiAI Foundations
Why Southeast Asia, why now

The market is
not waiting.

Three economies. $2.3 trillion combined GDP. Some of the fastest digital growth on the planet. European companies are entering and sourcing here — most without senior presence on the ground.

GDP 2024
$527B
Trade-dependent advanced economy

Services contribute 70% of output. Manufacturing 21.5%. The regional financial and logistics hub for Asia.

Digital economy
18.6%
$128B value-add

Grew at 12% CAGR 2019–2024 — almost double overall GDP growth. AI adoption accelerating across all sectors.

FDI inflow 2024
$192B
Record high · +5.6% YoY

Finance and insurance lead at 60%+. Projected to exceed $200B by 2028. Asian gateway role intensifying.

Sources · IMDA Singapore Digital Economy Report 2025 · MTI · ASEAN Briefing 2025

SWEDENLINKÖPINGMALAYSIA$419B GDPSINGAPORE$527B GDPINDONESIA$1.41T GDPEUROPE ⇄ SOUTHEAST ASIA$2.3T COMBINED GDP5+ LANGUAGES20 YEARS BOTH SIDES3 ECONOMIES

Europe and Southeast Asia. Three economies. One operational truth.

Paulina Yu portrait
About

Built on both sides
of the gap.

Most cross-border consultants sit on one side and partner with the other. This practice was built operating in both — ERP and finance ops at a Swedish technology company; co-founder of an Indonesian manufacturing operation; e-commerce founder across Singapore, Malaysia, and Indonesia.

Read full bio
A conversation, not a webpage

Operating between Europe
and Southeast Asia?

Send a brief about your situation. Personal reply within forty-eight hours, with a next-step proposal if there is a fit.

Discuss engagement