The ASEAN-UK Advancing Creative Economy programme today launched the first-ever Regional Perception Poll on the ASEAN Creative Economy, unveiling both strong public optimism and key challenges faced by creative professionals across Southeast Asia.
Commissioned by the ASEAN Secretariat and ASEAN Member States through the Senior Officials Responsible for Culture and Arts (SOMCA), the poll offers a comprehensive snapshot of public attitudes and industry realities across the 10 ASEAN member states and Timor-Leste. It assesses awareness of the creative economy, perceptions of its growth, and the ecosystem supporting it.
Key Findings:
▪ Optimism for Growth: 60% of respondents believe the creative economy is growing significantly, with 43% seeing its positive impact on regional economic development and community wellbeing.
▪ Cultural Influence: 54% agree that local wisdom and culture play a vital role in shaping creative products and services.
▪ Barriers to Access: 53% of the public cite high costs as a major barrier to accessing creative goods, while 50% of professionals highlight a lack of regional coordination.
▪ Awareness Gap: Only 47% of the public are ‘somewhat familiar’ with the term “creative economy,” indicating a need for greater advocacy and education.
These insights provide a valuable evidence base for ASEAN Member States and partners to design more inclusive and sustainable strategies for a thriving creative sector.
Helen Fazey, Ambassador, UK Mission to ASEAN:
“This poll shines a light on the ambition to build a thriving creative economy throughout ASEAN. The UK’s own experience shows how creativity drives innovation and growth – contributing over £124 billion annually to our economy. Through our partnership with ASEAN, we’re committed to unlocking similar potential across Southeast Asia.
Summer Xia, Country Director Indonesia and Director South East Asia, British Council:
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“Data is only powerful when it sparks action. This poll gives us a clear picture of what matters most to creative communities across Southeast Asia — and where the gaps still lie. We’re turning that evidence into practical guidance through the forthcoming ASEAN Creative Economy Sustainability Framework Companion Guide, helping policymakers and partners design interventions that are relevant, inclusive, and built to last. The British Council is proud to stand alongside ASEAN and the UK in shaping a creative economy that truly works for everyone.”
With support from the UK, ASEAN Leaders adopted the Creative Economy Sustainability Framework at the 46th Summit in Malaysia on 26 May 2025. The framework sets a shared vision for a culture-driven, inclusive, and sustainable creative economy, guiding collaboration across sectors to address challenges and unlock opportunities. It outlines 13 strategic priorities, with top focus areas including evidence-based evaluation, raising awareness of the creative economy’s value, and promoting creative education through arts and critical thinking.
San Lwin, Deputy Secretary-General of ASEAN for Socio-Cultural Community, underscored the significant milestone in ASEAN’s steadfast partnership with the UK in promoting the development of the ASEAN Creative Economy. He called for greater commitment towards building “a future where innovation and creativity are our greatest connectors — driving prosperity, deepening cultural unity, advancing social equity, and promoting sustainable and inclusive development for the benefit of all our peoples — in forging an ASEAN Community of Opportunities for All.”
The ASEAN Creative Economy Sustainability Framework Companion Guide, also developed under the ASEAN–UK Advancing Creative Economy programme, will be published later this year. It will translate the framework into actionable steps for policymakers, creative professionals, and industry partners.
Through this programme, the British Council and the UK Mission to ASEAN continue to support ASEAN’s leadership in advancing the creative economy – fostering collaboration, shared knowledge, and inclusive growth for a sustainable creative future.
