Asian brands are adopting a cautious approach to massive exodus from Russia following its invasion of Ukraine. As per an Al Jazeera report, of the more than 370 global companies that have withdrawn, suspended or scaled back operations in Russia, majority of them belong to Europe or North America. On the other hand, Asian brands are being more pragmatic about the issue.

Asian brand are protesting in more subtle and less activist way, says Martin Roll, a brand strategy consultant who advises Asian family-owned firms and family offices. Indeed, several of the prominent brands are making pledges to UN agencies and charities working in Ukraine. Other firms have simply kept quiet. Taiwanese tech brands ASUS, MSI and Acer have all declined media inquiries on the issue,

Although crucial US allies such as Japan and South Korea have followed Washington in imposing sanctions, most countries in the region have declined to join the pressure campaign against Moscow. Some, including China and Myanmar, have taken the crisis as an opportunity to accuse the US and its allies of stirring up tensions and conflict.