Actually, the ZED agreement states that the airline may, at its discretion, either reissue the existing ticket or issue an entirely new one. The primary responsibility for exchange and reissuance falls to the original ticketing airline (generally the employing airline). If the ticketing airline is not present (i.e., the employee is at an off-line location) then a request can be made to the airline shown on the ticket but they have every right to refuse, and most will, given that the process can a bit complicated and, in some cases, contrary to what that airline might do for their own staff.
Also, I'm not sure that its fair to make a blanket statement that airlines within Asia will only accept ZED travelers on the ticketed routing. Most tell their staff that they can accept on alternate routines, within certain guidelines. As to whether the agents follow the recommendation is another story, but ultimately up to the individual agent (as is the case with many things).
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