In Southeast Asia, the rapid growth in the developing countries as well as the stable growth in the more developed countries has increased potential of the local consumer market in the region. It requires considerable knowledge and research, however, to understand each local market because of the diverse regional backgrounds. It is generally viewed that consumer preference is largely determined by income level, but it is not necessarily clear how cultural elements such as tradition, history and ethnicity have influenced consumptive orientation. This study examines relationships between consumer behaviour, lifestyle and regional characteristics in four countries in Southeast Asia: Thailand, Indonesia, Laos, and Myanmar. A questionnaire survey was conducted in order to collect data on expectation and demand for Japanese products and service in each country. One of the findings of this comparative analysis is that although expectation for “safety” and “durability” of Japanese products is a norm, consumers’ interest in “style”, “trend” and “function” increases as they gain experience in modern retail market. It also finds that consumer trend seems to be determined by region rather than income level. This study suggests that it is essential to localise products and service suitable for the region in order to promote Japanese products and service successfully in Southeast Asia.