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Effective supply chain risk management is vital for the consumer products industry, as demonstrated by research on 385 entrepreneurs. Supply chain performance, ensuring end-customer demands are met, hinges on factors like commodity availability, on-time deliveries, and inventory maintenance. Partial Least Squares Structural Equation Modeling (PLS-SEM) shows a strong correlation between supply chain performance and risks, emphasizing the need for robust risk management. In the ASEAN context, understanding diverse economic development, infrastructure, and regulations is key. Leveraging the ASEAN Economic Community (AEC) and regional trade agreements can mitigate risks and enhance performance. Collaboration with governmental bodies is crucial due to regulatory complexities, cross-border logistics, and geopolitical risks. Tailoring strategies to each ASEAN country's unique characteristics, including cultural nuances and market variations, is essential. Optimizing logistics and infrastructure further aids in risk management. Alignment with regional and national governments enables proactive issue resolution and opportunity exploitation, fostering resilience and growth in the ASEAN consumer products industry.