Despite cultural barriers, the leaders of the ‘New Asia’ are often women.

In 2004, the book Winning in Asia by Peter J. Williamson foresaw the changes in attitudes and approaches that Western multinational corporations would have to adopt in order to compete in a stronger, more economically dependent and self-assured Asia. In the past, Western multinationals focused on establishing operations in Asia for the purpose of increasing current profits through cheap labor and materials, but did not view the foreign locations as a key to global prosperity in the future. Plants and subsidiaries opened, moved and closed as economic conditions dictated, and the talent pool was largely ignored.

Much has changed in the last decade as New Asia emerges as a global competitor offering its own talented leaders. Much to the surprise of many, those leaders are women. Past cultural biases and taboos are slowly but surely falling by the wayside. It has been like a curtain pulled back to reveal a remarkable stage filled with women leaders who are ready to help businesses succeed in the 21st century.

One of the interesting facts of women Asian leaders is that they have emerged despite the odds. Cultural limitations, religious beliefs, and struggling economies have kept an enormous talent pool in the shadows, while tending to give Asian women an image of weakness and submission. Interestingly, it is the political successes they are accruing that have accelerated the reshaping of the role of Asian women as leaders. Yingluck Shinawatra is Thailand’s first female Prime Minister. Gloria Arroyo was the Philippine’s second female President and was in office for 10 years (2001-2010). Prime Minister Hasina Wazed heads Bangladesh, and South Korea elected President Park Guen-hye in December 2012, the first woman to hold this office. There is no doubt that women are rising to positions of power in what has been dubbed the ‘New Asia.’

Strong Leaders with Social Concerns

In the 1980s and 90s, Asia was mostly acknowledged for its low cost labor and exports. Western multinationals established subsidiaries and manufacturing operations that were extensions of the corporation in a hub-and-spoke approach, rather than being distinctly Asian. During the 2000s, the economies saw a shift to increasing domestic demand, which meant greater local business opportunities and greater opportunities for Asian companies to extend their global competitive reach into neighboring countries, Europe, and North America. Asia is now an economic engine playing an essential role in driving the global post-recession recovery. This one-minute history lesson serves as the background for understanding the emergence of powerful women in this New Asia who are assuming leadership positions at the government level and in businesses and NGOs.

Traditionally, Asian cultures presented significant barriers for women working outside the home, particularly in male dominated positions and industries. However, despite the hurdles placed on their paths, there are a growing number of women who are sitting on Board of Directors, serving as heads of companies, expanding family enterprises, and starting their own businesses.

Forbes recently assembled a list of Asia’s 50 power businesswomen. The criteria for inclusion on this particular list included being actively engaged in a for-profit business. Interestingly, some of the women did not want to be singled out for inclusion on the list because it is gender specific. Reading the list makes it abundantly clear that these barrier-breaking women are in their positions because of experience, talent and leadership abilities. They also represent a wide variety of industries, but also quite interesting is the social responsibility many bring to their positions.

For example, Vinita Bali assumed the position of Managing Director of Britannia Industries in India. She proved her business acumen by turning the troubled biscuit making company around, doubling the marketing capitalization to $1.1 billion. In addition, she made the biscuits healthier for consumers, removing trans fats and adding iron, minerals, and vitamins. Using her position as a springboard for helping a struggling nation, she started the Britannia Nutrition Foundation, which addresses child malnutrition by selling food products at cost to public schools.

Shinta Widjaja Kamdani is the Managing Director of the family-owned Indonesian firm Sintesa Group, and was one of 13 Indonesians who recently met with U.S. President Barack Obama to discuss the development of an initiative to promote entrepreneurship in developing countries. Kim Sung-Joo defied her parents who ordered her to not enter business. Instead, she began her own fashion business, Sungjoo Group, and is recognized as a champion of women in business and promotes small business development.

Winds of Change are Blowing Stronger

Simply reading the business achievements of these corporate leaders without knowing the names of the companies or their locations would not make a reader suspect they are started, owned, led, and/or operated by Asian women. That fact alone is testament to their leadership abilities in cultures that have largely discouraged women in business. However, the Asian winds of change are blowing stronger. The Asia Society has been working for more than 50 years to connect Asians and Americans in areas of culture, business, and global affairs. The Asia Society launched the Women Leaders of New Asia initiative, dedicated to developing a network of Asia-Pacific region women leaders who will inspire the next generation of Asian women.

Asia is growing as a dominant force in the global economy, and increasingly the New Asia women are assuming the leadership positions. Until now, they have quietly become powerful government and business leaders, because they simply love what they do. How else do you explain a woman like Chua Sock Koong, President of Green Electric Appliances in China, who has not had a day off in 20 years? The focus and dedication of the New Asia women leaders have enabled them to reach positions in spite of many barriers. It is difficult to even begin to predict what the new generation will be able to accomplish thanks to today’s leaders clearing the way for their success.