The Regional Perception Poll on the ASEAN Creative Economy explores the evolving landscape of the cultural and creative sectors within the Association of Southeast Asian Nations (ASEAN). Adopting an ecosystem approach, it examines the challenges and opportunities within these industries and underscores the intricate relationships among stakeholders. It also reveals the complex interconnections inherent in cultural and creative practices and highlights the need for tailored and context-specific creative economy strategies.
The study captured perceptions from a total of 4,117 respondents, both producers and consumers, across ten ASEAN Member States and Timor-Leste to assess public understanding of developments in the creative economy and to examine the broader ecosystem supporting it.
Key findings
- The report reveals the need to increase awareness of the creative economy. Only 47% are familiar with the term, but respondents strongly perceive it as important. Many see the possible benefits for the communities at a regional level and affirm the sector's growth.
- The report recognises differences among countries in consumption and engagement with creative products and services, which indicate possible barriers to accessibility.
- Aside from the common challenges of low public awareness, high production costs, and varying consumption levels, further obstacles identified include underdeveloped creative thinking and problem-solving soft skills, marketing and branding, IP management, and limited access to international markets. There is also a need for stronger regional coordination amongst member states, fostering a more unified and supportive creative ecosystem.
The results emerged with several recommendations, including to:
- Maximise the use of technologies for design, marketing, promotion, and production.
- Strengthen skills and expertise through schools, universities, and other formal educational institutions.
- Harness local wisdom, which significantly shapes a country’s creative economy.
Citation
British Council (2025). Regional Perception Poll on ASEAN Creative Economy. https://doi.org/10.57884/S1NY-T022. Regional Perception Poll on ASEAN Creative Economy by the British Council is licensed under CC BY-NC 4.0.