The globally renowned Eurovision Song Contest is expanding beyond Europe with the launch of its first-ever Asian edition, marking a major step in the contest’s evolution.
Broadcasters from 10 countries—including South Korea, Thailand and Philippines—have confirmed their participation. Additional countries are expected to join. Each nation will first hold its own selection process before competing in the grand final, scheduled to take place in Bangkok on 14 November.
A new chapter for a historic competition
First held in 1956, Eurovision is the world’s longest-running international music competition. Its organisers, including the European Broadcasting Union, say launching an Asian edition during the contest’s 70th anniversary year is a natural next step.
The goal is to showcase Asia’s diverse musical talent and cultural richness on a global stage, while maintaining Eurovision’s core identity as a celebration of original live performances.
Building on past expansion efforts
This is not Eurovision’s first attempt to expand internationally. In 2022, the American Song Contest brought together performers from across the United States. Despite high-profile hosts like Snoop Dogg and Kelly Clarkson, the show struggled with low viewership and was not renewed.
Organisers are optimistic that Asia—home to some of the world’s fastest-growing music markets—will deliver a stronger response.
A region rich in music and pop culture
Asia’s music industry has seen rapid growth in recent years, driven by rising incomes, social media and a strong youth audience. Genres like K-pop have achieved global success, while regional movements such as Thailand’s “T-Wind” and the influence of Bollywood continue to shape the cultural landscape.
The initial list of participating countries also includes Bangladesh, Bhutan, Cambodia, Laos, Malaysia, Nepal and Vietnam, reflecting a broad regional mix.
Format and expectations
While full details are still emerging, Eurovision Asia is expected to follow the traditional format: original songs performed live, with results determined by a combination of expert juries and public voting.
The contest has historically launched major international careers, including those of ABBA and Celine Dion, raising expectations for what the Asian edition could achieve.
Challenges and global context
Despite its popularity—drawing over 160 million viewers annually—Eurovision has also faced political tensions. Recent editions have seen boycotts linked to geopolitical disputes, and countries like Russia have been excluded following international conflicts.
These dynamics highlight both the influence and the challenges of hosting a global cultural event.
Looking ahead
After several failed attempts to create an Asian version in the past, organisers are confident this edition will succeed, backed by partnerships with regional and international production companies.
If successful, Eurovision Asia could become a major platform for emerging artists across the continent—and further cement the contest’s status as a truly global music phenomenon.
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