Bringing European Brands to Asia with WPIC’s Director of Growth Emmanuel Poupelle (French Language Episode)

In this special French-language edition of The Negotiation, we welcome Emmanuel Poupelle, WPIC’s newly appointed Director of Growth, for a conversation hosted by Charles Lavoie, VP of Marketing at WPIC.

Emmanuel brings years of on-the-ground experience in China’s retail and e-commerce industry. He has now joined WPIC to help more European brands expand into the dynamic markets of China, Japan, South Korea, and Southeast Asia. In this episode, he shares his unique perspective on how the Asia-Pacific region has evolved, what makes it such a compelling growth opportunity, and why European brands—especially in categories like fashion, beauty, wellness, and home—are particularly well-positioned to thrive.

Charles and Emmanuel also discuss the strategic thinking behind WPIC’s expansion across Europe, the cultural and consumer dynamics shaping retail in APAC, and the practical steps European brands should take to succeed.

🎧 Note: This episode is entirely in French.

Discussion Points:

• Emmanuel’s career journey and how it led him to WPIC
• Why WPIC is doubling down on Europe as a growth region
• Emmanuel’s experience in China and how the e-commerce landscape has evolved
• Strategic shifts required for European brands to succeed in APAC
• Key sectors in China showing promise for European companies
• What drives the success of European brands in the Chinese market
• Emerging opportunities in Japan, South Korea, and Southeast Asia
• WPIC’s support model for international market entry