This article is based on the updated ASAE ForesightWorks Driver of Change, China’s Expanding Global Influence, and reflects insights gathered during two analysis sessions with association professionals who explored new forecasts, trends, and strategic insights. Their perspectives directly informed the themes, risks, opportunities, and strategic considerations presented below.

China’s expanding global influence is reshaping the professional and business landscape. Regardless of an association’s service scope, the question is no longer if China will affect its strategies and operations, but how. As China’s economic, technological, cultural, and political influence rises, associations may encounter opportunities and risks that vary depending on their current situation, whether:

• Already operating in China and have a presence there
• Thinking about entering the Chinese market and considering how deeply to engage
• China is not part of their current strategy

Associations Already in China: Managing Complexity and Uncertainty

Associations with a current presence in China already understand the market’s potential and likely have a good handle on the strategies needed to succeed in the region. However, the landscape is changing rapidly and becoming more uncertain. Compliance is becoming more complex with new data and cybersecurity rules and tightening state supervision of associations. Amid rising geopolitical tension, associations must navigate shifting local regulations, protect intellectual property, and maintain member trust. For associations that engage in policy or advocacy, China’s growing influence may also intersect with evolving debates on trade, export controls, and national security, creating additional considerations to monitor.

Despite these challenges, China remains a robust market with a rising professional class, swiftly advancing technology, and growing participation in international standards-setting bodies. Associations already established there can play a significant role in shaping education, credentialing, and professional practice.

To succeed, CEOs should focus on flexibility in the moment and long-range goals. Develop parallel tech systems that comply with Chinese internet and data laws, prepare contingency plans in case sudden changes affect operations or require a quick exit, and regularly monitor changes in an unclear environment. At the same time, invest in relationships and decade-long outcomes. In China, long-term trust and consistency often matter more than speed or short-term gains.

Associations Thinking About Entering China: Proceed Cautiously

Associations considering the Chinese market might focus on manageable steps, cultural understanding, and patience. China’s commitment to research and innovation, its fast-evolving AI and green technology sectors, and its growing professional population make it a massive potential market for education, credentialing, and partnerships. Chinese professionals increasingly seek internationally recognized standards and credentials. Focusing here may be a natural way for many associations to test the waters rather than trying a membership-first approach.

However, the barriers to entry are high. Success in China requires more than market interest; it demands a crisp understanding of cultural norms, the regulatory landscape, local partnerships, and an ability to localize programs and governance. Some associations, especially those representing industries with both domestic-focused organizations and globally active firms, may also encounter differing member perspectives on how (or whether) to engage with China which can create added complexity in governance and strategic alignment. Staff and volunteer leaders will need to understand how business practices, decision-making, and communication differ from most Western approaches.

Before entering the market, CEOs should learn from other associations already in China and engage local advisors who can make introductions. They can also provide direction on differing paths, including partnerships with Chinese universities or professional societies, regional hubs, or hybrid models that reach Chinese audiences digitally without a physical presence. Enter only when the association’s risk tolerance, operational readiness, and connection to mission are well-established.

Associations That Have or Will Not Consider China: Understand Hidden Exposures

Even associations with no intention of entering China are already affected by it. China now plays a central role in global supply chains, technology standards, and AI development. Associations should also be aware that Chinese professional societies and state-supported industry groups are becoming more active in global standards-setting and international forums, which may influence expectations and market dynamics in ways that ripple across sectors. Members, vendors, or event sponsors may already be connected through second-degree relationships. Conduct a “China exposure audit” to identify those indirect links and develop safeguards to protect the association’s assets. Ignoring China can become a strategic mistake as the world divides into competing spheres of influence.

The Universal Imperative to Learn and Adapt

All associations can take advantage of improving their awareness and adaptability to a future world where China’s influence grows. Continue to build an internal understanding of how China’s policies and industries intersect with the field or industry. Track shifts in trade, technology, and education to anticipate their impact. Consider how standards set in Asia might shape professional and business practices worldwide.

Associations have always been bridge-builders that connect people, ideas, and standards across borders. As China continues to reshape the world, the most successful associations will not simply react to these shifts; they will learn from them, adapt their models, and find new relevance in a multipolar world.

Want to learn more? ASAE’s ForesightWorks driver of change, China’s Expanding Global Influence, has been newly released with updated forecasts, strategic insights, and recommended actions. You can purchase the updated driver as part of the “Just the Updates Fall 2025 Collection,” or—if you already own the “Essentials Collection”—the new version will appear automatically in your member account.