Philippines to lead Asia‘s Gen Alpha boom by 2030

Philippines to lead Asia‘s Gen Alpha boom by 2030

Louella Desiderio
Philstar Global
02 November 2025

MANILA, Philippines — The Philippines is expected to have the biggest proportion of Gen Alphas among major Asian economies by 2030, a demographic that will define future consumer trends, according to research and analysis firm BMI.

In a report, the Fitch Solutions unit said that Asia is expected to have the biggest population of Gen Alphas across all years due to its already large population.

BMI said Asia is expected to have around 935.7 million Gen Alphas or almost 50 percent of the global Gen Alpha population in 2030.

Gen Alpha refers to those born between 2010 and 2024.

Within Asia, BMI said that “the proportion of Gen Alphas will be highest in the Philippines, making up 27 percent of total population in 2030.”

This will be followed by Malaysia and Vietnam, where Gen Alpha will account for 21 percent of the population in both markets.

In contrast, Japan and South Korea are expected to have the smallest proportion of Gen Alpha consumers at 12 percent and 11 percent, respectively, due to their aging population and low birth rates.

Those part of Gen Alpha are considered digital natives as they were born in a highly digitalized world and exposed to technology at a young age.

As the generation becomes increasingly integrated into the consumer market, BMI said that consumer trends would be in line with Gen Alphas’ preferences.

“Parents of Gen Alphas are predominantly millennials and older Gen Zs, whose spending habits and attitudes will set the foundation of how Gen Alpha evolve into the market,” BMI said.

At present, Gen Alpha accounts for 24 percent or two billion of the world’s total population of around 8.3 billion.

BMI said Gen Alpha is expected to remain at the two billion mark until 2050 due to the growing share of other generational cohorts such as Generation Beta (2025 to 2039) and Gamma (2040 to 2054) to the total population.