As the public demand for a low carbon pathway increases, markets in Asia are slowly responding. China, South Korea, and Thailand have moved to increase their shares of natural gas at the expense of coal. Even Vietnam, which traditionally has relied heavily on coal, is taking steps to build up its gas infrastructure. As global LNG supply continues to grow, the need to find new markets is increasingly pressing. However, LNG contracting activity remains predominantly in its traditional markets of China, Japan, and South Korea. If low LNG prices are not enough to incentivize new demand, what else can be done? As other gas markets across Asia also undergo market liberalization, what are companies doing to prepare themselves for this challenge?