I questioned the merits of making a currency for that region of the world- yes, combining all those countries as if you are making something like the euro but for that region- and having it for the merchants to use, over something like bitcoin or litecoin or dash. " the local merchants want to use something in their language " was my response. Now go to their website- see if you can find anything written in any other language apart from... english.
Do you follow their Facebook, Twitter or Youtube, I guess you missed this stuff in Thai:
https://www.blognone.com/node/93100
https://twitter.com/BitAseanTeam/status/877561331548684293
https://th-th.facebook.com/BitAsean/
BTW: I'm pretty sure English is the 2nd official language of Thailand.
It may be that a certain percentage of the population speaks english, though it isn't great at all, but if you think all those merchants in the various regions it's trying to unify speak english and therefore can go on their website and see what they are all about then you are mistaken. Whatever, we all live in our own bubbles anyway. Your dollar to fritter as you like!