In Leaders Talk, CMG Host He Yanke speaks with ASEAN Secretary-General Kao Kim Hourn about the growing popularity of Chinese brands across Southeast Asia. Kao highlights the rising influence of Chinese films, TV dramas and social media, describing them as key drivers of the "China cool" trend among local consumers. He also points to the widespread presence of Chinese electric vehicles across ASEAN countries, emphasizing that strong value for money ultimately wins over consumers in an increasingly competitive global market.