Asia is producing some of the world’s wealthiest people, which is what tends to grab the headlines across the European news outlets. However, if one believes the real strength of an economy is measured by the size of its middle-class, these numbers tells the real story of the Asia Rising story.

• In 2010 the American and European middle-class made up 54% of the global middle-class, while the middle-class in Asia made up 28%.

• According to the Singapore based bank DBS, by 2020 the middle-class in Asia will make up 53%, and the combined American and European share will be reduced to 32% of the global middle-class.

• Furthermore, and according to a February 2017 published Price Waterhouse Coopers study, by 2030 four of the worlds five largest economies will be located in Asia. Ranked according to size these will be China, India, Japan, and Indonesia.

• In simple terms, the economic growth created in Asia is equivalent to a new Germany being created every three years.

This shift in the middle-class represents the biggest macroeconomic game changer the world has ever witnessed and one that every European business executive must relate to.

No matter what your business is, not having an Asia strategy is no longer an option.