This chapter highlights the growing influence of Asia in business. Driven by economic powerhouses such as China, India, and Japan alongside Vietnam, Thailand, Indonesia, and Bangladesh, Asian countries contribute to over 40% of the global GDP and are projected to increase to 60% by 2030. Despite its prominence, business research has predominantly focused on Western markets. This introduction chapter provides a foundation for the book—Future of Business in Asia—by highlighting the business landscape in Asia. It outlines the key themes explored in this book and sets the stage for how businesses, policymakers, and researchers can analyse the business practices in Asia and leverage the insights for strategic growth.