It doesn't have to be the biggest market, really. What it has to be is the most relevant market for your brand. Study the culture of your next consumer. For a food brand which is catering to kids, our target group is parents. So, we did our homework well. What are other countries consuming and why is a question any food brand must ask before drawing an itinerary of their travel abroad.
Just to cite an example, in South Korea, new mothers stay at home for the first 3 months post-delivery. In China, the grandparents move in with new parents for at least the first 3 years after they have children. These important cultural facts can really help the brand decide when and where to enter first. Types of cultural norms could make or break certain product launches if brands don't know about them.
Read More: https://www.entrepreneur.com/article/331389