The extant body of literature regularly describes the internationalization pattern of born globals as haphazard, random, chaotic, unstructured or nonlinear at best. Moreover it is said that born globals often venture abroad in an opportunistic fashion and that their internationalization efforts are often triggered by an unsolicited request of a potenti al client. Analyzing a group of eight Swiss born globals and born - again globals and their expansion trajectory into Southeast Asia we argue that the internationalization pattern of these firms is far more sophisticated than previously assumed. By systemati cally building local hubs in ASEAN countries the internationalization behavior of our sample firms contrast s the predictions of the leading literature. The purpose of this paper is to draw attention to this phenomenon and to complement the existing literat ure on the internationalization behaviors of born global and born - again global firms