The world’s longest-running international song competition is making its first major expansion into Asia, with Eurovision Asia set to hold its inaugural grand final in Bangkok on Saturday, featuring Malaysia’s Aina Abdul among 11 competing countries.
The event marks a significant milestone for Eurovision as it celebrates its 70th anniversary this year. Organisers from the European Broadcasting Union (EBU) have been discussing an Asian edition for two decades, but previous attempts to bring the concept to the region never materialised.
The grand final will begin at 8.30pm local time (1.30pm GMT), with Thailand hosting the competition alongside Malaysia, the Philippines, Vietnam, Cambodia, Laos, South Korea, Mongolia, Bangladesh, Nepal and Bhutan.
However, bringing a competition that has become part of Europe’s cultural identity to Asian audiences has not been without challenges.
Thai singer and Eurovision enthusiast Sarun ‘Note’ Kungbunpot said the contest remained relatively unfamiliar in the region, meaning audiences would need time to understand its format.
He explained that many Asian singing competitions focused heavily on the performers and their popularity, whereas Eurovision placed greater emphasis on the songs themselves.
The original Eurovision Song Contest began in 1956 as an initiative to encourage cultural exchange in a Europe rebuilding after two world wars. Over seven decades, it developed into a major television event known for elaborate performances, extravagant costumes and its distinctive voting system.
Unlike Europe, however, Eurovision Asia is entering a market dominated by digital entertainment, where traditional television formats face difficulties attracting viewers.
The first edition will feature 11 countries, with major Asian markets such as India, China, Japan and Indonesia notably absent. Organisers are reportedly in discussions to bring them into next year’s competition, assuming the event returns.
The production has also faced setbacks, including a sudden budget reduction of US$1 million (about £760,000) just three weeks before the final. The cuts meant several technicians experienced in staging Eurovision were not brought to Thailand, while a number of staff members also resigned.
Rehearsal videos have since drawn criticism from Eurovision fans over sound quality and lighting.
The competition will retain Eurovision’s familiar voting format, with the winner determined through an equal split between public votes and national juries from the 11 participating countries, alongside a 12th category representing the rest of the world.
Registered viewers will receive eight votes each, but cannot vote for their own country’s entry and must distribute their votes among at least three other contestants.
The voting system will then convert public and jury preferences into points, with the most popular entry in each participating country receiving 12 points and the lowest-ranked receiving none.
While neighbouring countries have sometimes been accused of voting for one another in the European contest, political tensions could also influence voting in Asia. One example is the strained relationship between Thailand and Cambodia following their border conflict last year.
Among the contestants hoping to make history is 24-year-old Thukten Nyendra, representing Bhutan with his song Lhayi Semo (The Angel).
With Bhutan having a population of less than one million, the competition offers him a rare opportunity to represent his country on an international stage. Nyendra, who had never travelled abroad or boarded a plane before the event, said winning would mean everything to his country.
Another standout contestant is 19-year-old Carmelle Collado from the Philippines, the youngest performer in the competition. Her entry, Sobra-Sobra (Too Much), celebrates feminine strength and confidence.
Bangladesh’s Beatmosphere will bring a different style with Tumi Ele (You Came), an a cappella and beatboxing performance featuring six men, while Vietnam’s Tóc Tiên is preparing an elaborate routine involving demanding choreography and multiple costume changes.
Laos’ Thinla has also revamped her performance for the final, replacing her earlier sequinned outfit with traditional hill-tribe clothing for her and her backing dancers.
Malaysia, meanwhile, will be represented by Aina Abdul, one of the country’s best-known singers, who is recognised for her powerful vocals and dramatic stage costumes.
Her competing song, Bluest Sky, was inspired by her late cat Hiro and is considered a strong contender for the title.
Aina’s elaborate white outfit, designed by Malaysian fashion designer Melinda Looi, reportedly took 600 hours to complete. Made using materials sourced from Italy and China, its shimmering appearance is intended to represent flowing water.
The Asian edition also arrives with some differences from its European counterpart, particularly regarding its long association with LGBTQ+ performers and representation. Although Malaysia and Bangladesh are among the participating countries where same-sex activity is illegal, there are no visible LGBTQ+ elements in this year’s performances.
Eurovision has previously helped launch international music careers, with ABBA winning in 1974 with Waterloo before becoming global stars, while Celine Dion won the competition in 1988.
However, many of this year’s Asian contestants are already established performers in their respective home markets, reflecting the competition’s relatively limited recognition across the region.
With Asia home to around half the world’s population, organisers are hoping the Bangkok debut will pave the way for Eurovision to build a similarly successful following beyond Europe.
