The New Trade Agreement between Southeast Asian Countries, often known as the ASEAN Free Trade Agreement (AFTA), is a strategic economic collaboration package aimed at increasing economic integration between member countries. ASEAN, which consists of ten member countries, namely Indonesia, Malaysia, Singapore, Thailand, Philippines, Brunei, Vietnam, Laos, Cambodia and Myanmar, aims to stimulate trade and investment in the region. One important aspect of this agreement is the elimination of import tariffs between member countries. This gives businesses the opportunity to expand their market without a high tax burden. By reducing trade costs, AFTA encourages local production, as well as increasing the competitiveness of products in domestic and international markets. Member countries are committed to accelerating the elimination of tariffs by the agreed deadline, thereby increasing the flow of goods within the region. In addition, this agreement also includes non-tariff aspects aimed at reducing other trade barriers. This includes technical regulations, security standards and simpler licensing procedures. Member countries collaborate to harmonize product standards, making things easier for exporters and importers. With uniform norms, business actors can more easily understand the terms and conditions that apply in each country. AFTA also creates an innovative approach through the regulation of foreign investment. In an effort to attract direct investment, ASEAN countries agreed on protection for investors by providing guarantees of legal rights and reducing financial risks. A commitment to ensuring transparency and fair treatment for investors is a key factor making the region more attractive to global investors. On the other hand, the importance of cooperation in the field of training and capacity development is highlighted in this agreement. Member countries are expected to share knowledge and technology with each other to improve local industrial capabilities. Training programs designed to improve workforce skills are the main focus, thereby producing competent human resources who are ready to compete in the global era. The main challenge in implementing AFTA is ensuring that all countries are not left behind in implementing the necessary reforms. Member states with weaker economic status often face difficulties in fulfilling treaty obligations. Sustainable development strategies and technical support from more advanced countries in ASEAN are expected to play an important role in empowering all members to reap maximum benefits from this agreement. Recent analysis shows that this agreement could generate significant trade potential between ASEAN countries, with projected trade growth of up to 25% in the next decade. This indicates that regional integration efforts through AFTA are not just jargon, but real steps towards a better economic future for the Southeast Asian region.