Introduction
Source of Asia (SOA) proudly joined the Global NY Export Promotion Tour 2025, organized by Empire State Development (ESD). The tour was organized from September 3rd to 11th, 2025. This landmark initiative is designed to connect New York companies with international opportunities while deepening trade and investment ties with key global partners, including Southeast Asia, and vice versa.
As the local partner supporting Empire State Development (ESD) in advancing its trade and investment promotion efforts across ASEAN, SOA provides operational and strategic support to ESD’s initiatives, facilitating U.S. business engagement in Southeast Asia and helping connect ASEAN investors with opportunities in the U.S.
A Series of Trade Promotion Stops Across New York
The Global NY Export Promotion Tour 2025, hosted by Empire State Development NY, is a series of trade promotion stops across New York State. The program connects New York companies with ESD trade representatives and shows opportunities for international growth.
Hope Knight (the lady standing at the center), President, CEO, and Commissioner of Empire State Development, with regional directors and the organizing committee. Photo taken at the New York Genome Center, NYC, September 3rd. | Source: Source of Asia
The 2025 Global NY Export Tour was more ambitious than ever. It covered 10 cities across New York State over 7 working days (September 3–11, 2025).
As a result, the program drew over 479 attendees (an increase of 29% compared to the previous year), including 75 brand-new companies, and generated 850+ one-on-one meetings in total, with over 50 meetings focused on ASEAN markets.
By joining the tour, SOA highlighted Southeast Asia, especially Vietnam, as a strategic gateway for U.S. businesses.
Mrs. Tra Le, Market Expansion Director at Source of Asia, during presentations held across 10 cities on the ESD tour. Locations shown: Albany and New York City | Source: Source of Asia.
Directly Connect to Global NY Export‘s Business Experts
Through the NY Global program, participants connect directly with NY’s international business experts, including SOA experts. Guests gain access to:
- Export assistance programs, including loans and grants.
- Upcoming trade missions and trade shows that open doors to global buyers.
- In-depth market intelligence tailored to industry and region.
- One-on-one consultations with trade experts.
- Guidance on finding qualified sales representatives and distributors abroad.
Therefore, the tour provides New York companies with not only market knowledge but also practical tools to expand their exports. At the same time, ASEAN companies have direct opportunities to expand strategic cooperation.
Global NY Export Promotion Tour 2025 – Group photo with delegates and partners in Rochester | Source: Source of Asia.
Global Partnerships for the Future
For Source of Asia, the NY Global tour was not only about participation but about shaping strategic opportunities for the years ahead.
APAC Directors (from left to right: Australia, South Korea, Vietnam, Taiwan, China, Japan, India). Photo taken in Lake Placid, New York | Source: Source of Asia.
In particular, ASEAN, with Vietnam as a key hub, stays one of the fastest-growing regions for U.S. trade and investment. By facilitating targeted B2B meetings, SOA ensured that New York firms gained actionable insights into:
- Foreign Direct Investment (FDI) opportunities in manufacturing, green energy, and digital services etc.
- Southeast Asia’s supply chain integration, driven by the China+1 strategy, offers cost-competitive alternatives for businesses seeking to diversify beyond China.
- Trade advantages from ASEAN’s Free Trade Agreements, which improve U.S. companies’ access to 600+ million consumers in this region.
Mrs. Tra Le, SOA Market Expansion Director, with the APAC Director for South Korea (left picture), the ESD Vice President (center), and OCO Global’s representatives (right). Source: Source of Asia
Through this collaboration, SOA and ESD continue to reinforce a two-way business corridor: supporting New York companies seeking entry into ASEAN and guiding ASEAN firms exploring opportunities in the U.S.
Furthermore, this vision goes beyond exports. It focuses on long-term partnerships, technology transfer, and sustainable investment, which are critical to future trade competitiveness.
About Empire State Development – Global NY
Empire State Development (ESD) is New York State’s main economic development agency. Through Global NY, ESD connects New York businesses with international markets. The program offers trade promotion services, financial support, and export missions. In short, the Global NY Export Promotion Tour is part of this mission to help New York companies expand worldwide.
About Source of Asia
Source of Asia (SOA) is an international business accelerator based in Ho Chi Minh City, Vietnam. With over 20 years of experience in ASEAN, SOA supports global companies in market entry, supply chain diversification, and investment expansion.
With Source of Asia’s support, Empire State NY companies can now explore ASEAN markets more effectively and build strong trade bridges, while companies in Asia find more opportunities to expand into New York State.
Contact SOA to explore market opportunities in ASEAN and the U.S.
Look Ahead
The Global NY Export Promotion Tour 2025 proved the value of connecting New York companies with fast-growing markets like ASEAN. Looking forward, Empire State Development (ESD) and Source of Asia (SOA) will strengthen this two-way trade bridge, creating more opportunities for U.S. exporters and ASEAN investors.
With Vietnam at the center of the China+1 supply chain strategy, Southeast Asia offers cost-efficient and resilient options for global businesses. For New York firms, this means access to more than 600 million consumers and a dynamic middle class. For ASEAN companies, it ensures smoother entry into the U.S. market. Together, ESD and SOA will continue to drive sustainable growth, cross-border investment, and stronger global partnerships.
📊 Discover ASEAN at a Glance
Gain market insights before you expand. Download our FREE country profiles for data, insights, and sector highlights:
- Singapore Country Profile 2025
- Vietnam Country Profile 2025
- Thailand Country Profile 2025
- Malaysia Country Profile 2025
- Indonesia Country Profile 2025
- Cambodia Country Profile 2025
Start exploring ASEAN today with Source of Asia’s market insights!
