Eurovision’s Asian adventure begins in Bangkok. Can it find a new audience?

Bangkok, Nov 9 — Eurovision launches its inaugural Asia edition this Saturday, extending the European song contest's unique blend of kitsch and geopolitics to the world's most populous region, spanning Laos to Mongolia and the Philippines. Eleven countries, including Vietnam, South Korea, Bangladesh, Nepal, and Malaysia, will compete in Bangkok on November 14 and broadcast live on television and YouTube.

While Eurovision traditionally garners 131 million viewers annually, the Asia edition's potential reach remains uncertain amid sluggish ticket sales. Executive producer Assaf Blecher acknowledges the show's novelty in Asia but attributes the public's newfound interest to three years of preparation. "Eurovision is very big in Europe and it's very new in Asia," he noted.

"It's a window to other countries, to music, to people, to costumes." The finalists hail from varied backgrounds, with Vietnam's Toc Tien favored to win her pop-dance track, while Bangladesh sends an all-male a cappella beatbox collective. Despite controversy surrounding Eurovision's participation in Israel and Russia's exclusion, the show has always been marked by political intrigue.

This Asia edition, organized by commercial broadcasters, features mostly love songs, lacking the provocation or meaningful messaging that makes Eurovision special in Europe. Budget cuts have forced organisers to issue a statement, but Blecher remains optimistic, citing interest from China, Hong Kong, and Taiwan for the 2027 edition.