ASEAN (the Association of Southeast Asian Nations) is facing calls to overhaul its rules of origin under the ATIGA (ASEAN Trade in Goods Agreement), the framework that determines which products qualify for preferential trade treatment within the bloc. Analysts argue that the current rules are ill-suited to an era of rising geopolitical tensions, supply chain fragmentation, and growing pressure on countries to align their industrial policies with shifting global trade dynamics. A strategic revision, advocates say, is essential for Southeast Asia to remain competitive and resilient as major powers increasingly weaponise trade and investment flows.