SEOUL   –   Known for its glitzy stage costumes and sometimes outlandish performances, the Eurovision Song Contest is now launching its first ever Asia edition. Broadcasters from 10 countries in the region, including South Korea, Thailand and the Philippines, have confirmed that they will be taking part. According to the contest’s website, which lists the participating countries, there are “more to follow”. These countries will first host their own national selections before the grand final in Bangkok which will be broadcast live on 14 November. First held in 1956, Eurovision has grown into the world’s longest running international music competition. With 2026 marking its 70th anniversary, it felt “especially meaningful to open this next chapter with Asia, a region rich in culture, creativity and talent”, explained Martin Green, director of the Eurovision Song Contest at the EBU, in a statement. The idea of an Asian version of Eurovision, conspicuously not named “Asiavision”, has already generated some excitement on social media, with people rooting for their home countries to win the contest. “Philippines will win every year,” read an X post, while another questions why major Asian markets such as China and Japan are not yet a part of the competition. This is not the first time Eurovision has tried to expand beyond its core competition. In 2022, it held the American Song Contest, which saw representatives from all 50 US states. However this stateside edition, hosted by Snoop Dogg and Kelly Clarkson, suffered from poor viewership and was not renewed for a second year.

It seems organisers hope an Asian contest will be more successful. After all, this is a region which really loves its music.

Rising incomes, thriving social media and young people who adore K-pop and karaoke have all given Asia’s music business a boost over the years. Global music labels have also been investing in the continent, while there has also been a growing number of collaborations between Asian artistes and Western names.

The region’s most celebrated pop culture export is undoubtedly K-pop, which is taking the world by storm after having dominated Asian markets for decades.

But that is far from the only offering.

In Thailand there’s the T-Wind, the homegrown parallel to K-Wave. And of course, there’s Bollywood, although India has not confirmed its participation in Eurovision Asia.

As of now, the 10 participating countries are Bangladesh, Bhutan, Cambodia, Laos, Malaysia, Nepal, Philippines, South Korea, Thailand and Vietnam.