They open branches in other countries and cater more to the locality in product. It is not shocking. In fact, it happens IN the US too, so it goes both ways. In fact, I’m now interviewing with a very small American office of an Italian company. Guess who the majority customers are? They like the workers to be locals to blend more with their market and respond to local needs.
My wife works for a huge Italian multinational which is the leader in its industry.