This paper explores how approaches to new product design can differ nationally when examining large organizational cultures between the East and the West, especially looking at different approaches in the context of ‘openness’. Currently, approaches to new product development in digital landscape have shifted to evolutionary perspectives, which embrace an ‘open’ context in the design process – ‘designing’, rather than single hierarchical and closed strategy for efficiency- ‘controlling’. This paper highlights that NPD process in Far Eastern Asia’s organizational cultures have been underlined in single hierarchical organizational cultures resulting in engineered product design under ‘controlling’, rather than ‘designing’.