January 17th, 2011
03:57 AM GMT
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Hong Kong, China (CNN) – So you have a business and you want to expand into the thriving markets of Asia.  How do you start?

There's no one cookie-cutter model, but American business owner Robert Esser can draw from his own experience. After living in Asia for more than 20 years, he's overseeing the franchise expansion of Pantry Magic, a specialty cookware shop that he founded in 2006 with three other investors in Hong Kong.

Here are some key points to successfully bringing a new business to Asia:

Esser's first piece of advice: Break the region down.

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