There is no doubt that Fintech is a hot topic today with many unicorns appearing from the woods, however, there is also no doubt that the first battle ground for any successful Fintech company is APAC. Having a unique product in Europe does not mean that it will work in Asia. Take for example a different industry but good example of size doesn’t always matter. Pizza Hut in Thailand, ignored advise to regionalise their ingredients which resulted in a competitor taking advantage and growing to 1000 shops leaving Pizza Hut dead in the water. It is important for companies looking to expand into APAC to understand the regional differences not just from Asia to the West, but even differences within the countries within APAC.