Why Asia Matters for Canadian Business?

How can Canadian businesses turn opportunities in Asia into lasting commercial relationships, and what role can the Trade Commissioner Service play in helping them succeed?

As Canadian businesses consider how to diversify their markets and strengthen their international competitiveness, Asia is an important part of the conversation. Engaging effectively with the region requires an understanding of local markets, business cultures, and the relationships that support long-term success.

Join Sara Wilshaw, Canada’s Chief Trade Commissioner and Senior Assistant Deputy Minister, International Trade, at Global Affairs Canada, and Stewart Beck, Executive Lead of the LINC Asia Micro-credential Program, for an armchair conversation on the importance of Asia for Canadian business and the role of the Trade Commissioner Service in supporting engagement with the region.

• Why Asia matters to Canadian businesses and Canada’s trade diversification efforts
• Opportunities and challenges for Canadian companies entering or expanding in Asian markets
• How businesses can engage with the Trade Commissioner Service for market insights, connections, and help addressing commercial challenges
• The importance of local partnerships, cultural understanding, and sustained engagement
• Practical considerations for businesses taking their next steps in Asia

• Business leaders and practitioners exploring opportunities in Asia
• Policymakers, analysts, and advisors focused on Canada’s global strategy
• Students and professionals interested in Asia-Pacific business and policy
• Anyone considering enrollment in the LINC Asia Micro-credential Program

Sara Wilshaw is Canada’s Chief Trade Commissioner and Senior Assistant Deputy Minister, International Trade, at Global Affairs Canada. She brings extensive experience in international trade, diplomacy, and public policy, including postings in Asia and senior roles supporting Canada’s international economic engagement.

Previously, she served as Director of Operations in the Foreign and Defence Policy Secretariat at the Privy Council Office and as Director General for North America at Global Affairs Canada during the renegotiation of NAFTA. Her diplomatic experience includes serving as Consul General in Dallas and Senior Trade Commissioner in New Delhi, as well as postings at Canada’s Permanent Mission to the World Trade Organization in Geneva and the Embassy of Canada in Japan.

Stewart Beck is one of Canada’s leading experts on Asia, with over four decades of experience as a diplomat, trade commissioner, and policy leader. As Executive Lead of the LINC Asia Micro-credential Program at the Jack Austin Centre for Asia Pacific Business Studies, Beedie School of Business, SFU, he plays an active role in supporting education and outreach initiatives focused on Canada–Asia relations.

Previously, as President and CEO of the Asia Pacific Foundation of Canada, he championed Canada’s engagement with the region by convening thought leaders and fostering partnerships across sectors. His distinguished diplomatic career includes serving as Canada’s High Commissioner to India and Consul General in Shanghai and San Francisco. Mr. Beck has devoted much of his career to advancing Canada’s strategic interests and economic ties in the Indo-Pacific region.

• Registration: Closes on November 8, 2026 at 11:59 p.m. PCT
• Location: 2300, Segal Building, 500 Granville Street, Vancouver, BC, V6C1W6
• Admission: Free | Light Lunch will be provided

The Jack Austin Centre for Asia Pacific Business Studies at SFU’s Beedie School of Business is dedicated to fostering greater understanding between Canada and the Asia-Pacific region through education, research, and dialogue.

Led by Dr. Jing Li, Professor of International Business and Director of the Centre, the Jack Austin Centre serves as a hub for collaboration among academia, government, and industry. It leads initiatives such as the LINC Asia Micro-credential Program, which helps prepare the next generation of Canadian leaders to engage effectively with Asia’s dynamic markets and policy environments.

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Segal Graduate School of Business, 500 Granville Street, Vancouver, Canada

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