The Rising Dragon: ASEAN’s Digital Economy and Cultural Exchange
Well, well, well—look who’s made their way onto the economic stage! ASEAN, with a GDP approaching $4 trillion, is sitting pretty at the fifth-largest economy globe-trotting alongside the bigwigs: the U.S., China, Germany, and Japan. Almost 700 million people populate this dynamic region, and you’d best believe a hefty chunk of them are of working age, ready to engage with the global market. Can I get a “making it rain” for ASEAN?
But it’s not just about the numbers; it’s the digital economy that’s really making waves! Valued at about $218 billion in 2023 and projected to rise to $295 billion by 2025, ASEAN is riding the high-speed internet wave like a surfer on steroids. Who wouldn’t want in on that? With internet penetration expected to scale up to nearly 92% by 2029, it seems like the region might as well change its name to “Binary Land.”
Now, here’s where it gets interesting: ASEAN is on track to leapfrog Japan by 2030, snagging that coveted fourth-place spot in the world economy. You can almost hear the collective gasp from the land of sushi right now! But along with this ranking, ASEAN is showing off its tech muscle, creating a digital cultural storm that should leave everyone with fuzzy feelings towards this region.
Take, for example, the critically acclaimed Chinese video game “Black Myth: Wukong.” While high-quality translations might have Bowser’d out in some places like Vietnam due to budget constraints, that didn’t stop local fans from forming community translation teams, smashing down language barriers like they were flimsy piñatas. That’s digital cultural prowess for you! It’s like Sonic the Hedgehog broke into a traditional cultural dance party!
Speaking of cultural parties, following the game’s launch, music searches for the iconic “Celestial Symphony” from the 1986 “Journey to the West” skyrocketed. It’s like the early ’90s when you just had to reconnect your cassette tape to those gooey nostalgia vibes. It’s become a cultural phenomenon across ASEAN, affecting places from Vietnam to Singapore. Even the late Nguyen Phu Trong, a big cheese in Vietnam, gave a nod of approval, which is basically the equivalent of receiving a Grammy in the world of cultural acclaim.
Chinese entertainment platforms are gyrating into the ASEAN market like they’ve just discovered TikTok. Tencent, iQIYI, and Youku are some of the heavyweights, while TikTok and Bilibili are keeping everything fresh and trendy. Check it out: Tencent’s WeTV is reaching over 70 million followers, which is 10% of ASEAN’s population. If that’s not a social media flex, I don’t know what is! It seems like the dramas could be running marathons. From the heartwrenching saga of “Story of Yanxi Palace” to the suspenseful “Reset,” there’s enough drama to fuel a soap opera for a century!
And what about “Street Dance of China” having its local rendition in Vietnam, complete with Vietnamese contestants? It’s like a talent face-off that not only highlights the talents of both nations but also gets kids googling in Mandarin. “Genshin Impact” and “Honor of Kings” are contributing to an insatiable youth interest in the Chinese language. Talk about a digital revolution where no one gets left behind!
As if soap operas and video games weren’t enough, traditional broadcasters are also stepping up their game. Hunan TV is doing its part with local content in Vietnamese through its Mango TV streaming service. And let’s not forget, the “Chinese Restaurant” series has become a culinary hit across ASEAN! I mean, who can resist drooling over mysterious dishes being prepared, right?
Now, for the cherry on the top: China’s Premier Li Qiang and Malaysia’s leaders are teaming up to immortalize the “lion dance” as part of UNESCO’s Intangible Cultural Heritage list. This is practically a cultural love letter! If that’s not a public display of affection between nations, I don’t know what is. It’s the ultimate cultural mash-up: a fusion revolution wrapped in digital pixels and shimmering cultural heritage!
As exams go, it’s pretty clear that both China and ASEAN are nursing their respective strengths within a collaborative digital landscape. The RCEP is shaping a unified market, and it’s absolutely essential for ASEAN to grab a hold of those digital opportunities without letting their unique needs slip through the cracks.
In a nutshell, we’re seeing a compelling case for the Global Civilization Initiative, which is urging everyone to get on the “Mutual Respect and Understanding” train. Let’s build bridges through cultural exchanges, not walls! So here’s hoping that ASEAN and China keep serving up this digital cultural stew that not only dazzles the eyes but also enriches the lives of their citizens.
The author is an associate researcher at the Central Academy of Culture and Tourism Administration.
The views don’t necessarily reflect those of China Daily.
If you have a specific expertise, or would like to share your thought about our stories, then send us your writings at [email protected], and [email protected].
SONG CHEN/CHINA DAILY
With an impressive GDP nearing $4 trillion, the Association of Southeast Asian Nations (ASEAN) has solidified its position as the fifth-largest economy in the world, following powerhouses like the United States, China, Germany, and Japan. This economic stature is underpinned by its vast population of around 700 million, characterized by a large proportion of working-age individuals that positions ASEAN as a pivotal player in the global marketplace.
In tandem with this demographic advantage, ASEAN’s consumer market is seeing rapid transformation, particularly in the digital economy, which has emerged as a dynamic driving force. In 2023, the estimated value of ASEAN’s digital economy reached approximately $218 billion, with forecasts predicting expansion to $295 billion by 2025. This exponential growth is fueled by increased internet penetration, a blossoming youth demographic, and steady economic conditions across ASEAN member nations. Notably, ASEAN’s internet penetration now surpasses the global average, with projections indicating it will reach 91.97 percent by 2029.
Significantly, by the year 2030, ASEAN is on track to surpass Japan, positioning itself as the fourth-largest economy globally.
Much like China, ASEAN’s advancements in digital technologies and infrastructure are catalyzing the growth of various industries and enriching digital culture. This technological evolution is sparking “chemical reactions” within multiple sectors, yielding noteworthy ripple effects across the globe. A quintessential example is the Chinese video game Black Myth: Wukong, which has garnered international acclaim. Similarly, ASEAN’s digital cultural landscape is thriving, facilitating the creation and global sharing of local cultural products, thereby enhancing appreciation for cultural diversity and encouraging equitable dialogue between civilizations.
Despite financial limitations that hindered Black Myth: Wukong from achieving flawless translations for certain markets such as Vietnam, local gamers wholeheartedly embraced the title. Following its launch, a grassroots community translation team dedicated itself to localizing the game, introducing signs and voiceovers. This underscores the remarkable influence of digital cultural products, which allow cultural expressions to be disseminated widely through digital media.
Moreover, the release of the game triggered a notable surge in online searches for Celestial Symphony, the English rendition of the iconic 1986 Journey to the West theme song. The cultural resonance of this show across ASEAN countries like Vietnam, Cambodia, Myanmar, Malaysia, and Singapore is well-documented. It was even highlighted by Nguyen Phu Trong, the late general secretary of Vietnam’s Communist Party. Actor Liu Xiao Ling Tong, famous for portraying the Monkey King, has visited Vietnam multiple times, each time receiving enthusiastic receptions. Today, ASEAN’s burgeoning digital cultural sector is actively nurturing a shared cultural identity with China.
Chinese entertainment platforms such as Tencent, iQIYI, and Youku, alongside influential short-video applications like TikTok and Bilibili, have established significant presences in ASEAN. Tencent’s WeTV, bolstered by over 70 million social media followers in the region, reaches more than 10 percent of ASEAN’s populace. Popular Chinese dramas such as Story of Yanxi Palace and Reset are enjoyed by many, while reality shows like Street Dance of China and Sisters Who Make Waves ignite social media discussions. Furthermore, successful games like Genshin Impact and Honor of Kings have significantly contributed to the increasing use of Mandarin and simplified Chinese among younger audiences.
In Vietnam, Street Dance of China achieved remarkable viewership, with its local version becoming a sensational hit. The Vietnamese champion even made an appearance as a contestant in the Chinese iteration of the show. Collaborative projects, like Chuang Asia between China and Thailand, draw talent from across ASEAN, showcasing the region’s rich cultural diversity.
As China’s long-form video platforms evolve, traditional broadcasters such as Hunan TV are discreetly adapting to this trend. Its streaming service, Mango TV, has localized content in Vietnamese, and its series Chinese Restaurant has resonated strongly throughout ASEAN. These digital cultural initiatives not only appeal to the youth of ASEAN but also contribute to broader cultural exchange efforts across Asia.
In June 2024, during a landmark visit to Malaysia by Chinese Premier Li Qiang commemorating the 50th anniversary of diplomatic relations, both nations agreed to jointly propose the “lion dance” for inclusion on UNESCO’s Intangible Cultural Heritage list. This cultural partnership builds upon earlier successes such as the collaborative application for the Wangchuan ceremony’s heritage recognition in 2020. Such initiatives exemplify the deepening cultural ties between China and ASEAN, as both seek to safeguard and promote their shared legacies in the context of the digital era.
Therefore, it is imperative to advocate for a collaborative and inclusive digital environment, nurturing fair and open competition in the marketplace. As the Regional Comprehensive Economic Partnership advances the development of a unified regional market, it’s essential for ASEAN to capitalize on the opportunities presented by the digital economy, while simultaneously identifying development models tailored to their specific contexts.
The Global Civilization Initiative proposed by China underscores the significance of mutual understanding and respect, fostering peace and cooperation through cultural exchanges. It is our aspiration that ASEAN and China, leveraging digital culture, will continue to forge shared experiences that enhance the lives of their people.
The author is an associate researcher at the Central Academy of Culture and Tourism Administration.
The views don’t necessarily reflect those of China Daily.
If you have a specific expertise, or would like to share your thoughts about our stories, then send us your writings at [email protected], and [email protected].
Interview with Dr. Mei Chen, ASEAN Digital Economy Expert
Editor: Thank you for joining us, Dr. Chen. ASEAN’s digital economy is experiencing significant growth, with projections indicating it could reach $295 billion by 2025. What factors do you think are driving this rapid expansion?
Dr. Chen: Thank you for having me! The growth of ASEAN’s digital economy can be attributed to several key factors. First and foremost is the remarkable increase in internet penetration, which is predicted to reach nearly 92% by 2029. Alongside this, we have a young, tech-savvy population that is eager to engage with digital platforms. This demographic advantage creates a vibrant consumer market ripe for various digital products and services.
Editor: Interesting! It seems like culture plays a major role in this digital revolution as well. Can you tell us about the cultural exchange happening within ASEAN that is being influenced by the digital economy?
Dr. Chen: Absolutely! The digital landscape has become a dynamic platform for cultural exchange in the region. For instance, the success of the Chinese game “Black Myth: Wukong” not only sparked community-driven translation efforts in places like Vietnam but also reignited interest in cultural classics, such as “Journey to the West.” This shows how digital media can bring diverse audiences together and create a shared cultural experience.
Editor: Fascinating! We also see major Chinese entertainment platforms making significant inroads into the ASEAN market. What impact does this have on local culture?
Dr. Chen: The influx of Chinese entertainment platforms like Tencent and iQIYI is transforming the cultural landscape. These platforms not only share popular dramas and reality shows but also spark conversations and interest in Mandarin, especially among the youth. This cultural intermingling enriches local content while also promoting a deeper understanding of Chinese culture, fostering a sense of connection between countries.
Editor: Turning to future prospects, ASEAN is projected to surpass Japan by 2030 in terms of economic size. How important is this milestone for the region?
Dr. Chen: Surpassing Japan would be a significant achievement for ASEAN, symbolizing its rising influence in the global economy. This shift could lead to increased investment and collaboration opportunities, further enhancing the region’s economic stature. However, it’s crucial for ASEAN to prioritize not just growth, but also inclusivity, ensuring that all member nations benefit equally from this digital transformation.
Editor: Lastly, how do you envision the future of ASEAN’s digital economy and cultural exchange?
Dr. Chen: I am optimistic about the future. If ASEAN continues to embrace its digital opportunities while respecting cultural uniqueness, we can expect a rich tapestry of collaboration, creativity, and economic growth. This alignment with the Global Civilization Initiative could foster mutual respect and understanding among nations, allowing us to build bridges rather than walls.
Editor: Thank you, Dr. Chen, for sharing your insights on this exciting topic! It’s clear that ASEAN stands at the forefront of a digital and cultural renaissance.
Dr. Chen: Thank you! It’s been a pleasure discussing these developments with you.
Japan by 2030 in terms of economic standing. How do you see this shift influencing geopolitical dynamics in the region?
Dr. Chen: Surpassing Japan economically would certainly signal a notable shift in regional influence. It could lead to ASEAN nations having more negotiating power in international forums and trade agreements. This change might also encourage stronger collaboration within ASEAN and with global partners, as countries recognize the importance of working together in a rapidly evolving digital sphere. The Regional Comprehensive Economic Partnership (RCEP) is one example of how ASEAN is capitalizing on collective strengths to enhance its global standing.
Editor: That’s a valuable perspective. Lastly, with the digital economy intertwining so closely with cultural initiatives, what role does the proposed Global Civilization Initiative play in this evolving landscape?
Dr. Chen: The Global Civilization Initiative underscores the importance of mutual respect and understanding through cultural exchanges, which have become essential in the digital age. By promoting collaborative projects and recognizing shared cultural heritage, countries can build bridges rather than walls. This initiative helps to strengthen ties not just within ASEAN but between ASEAN and China, enhancing social cohesion while embracing cultural diversity. The recent proposal to list the “lion dance” as an Intangible Cultural Heritage highlights this collaborative spirit beautifully.
Editor: Thank you, Dr. Chen, for this insightful discussion on ASEAN’s digital economy and cultural exchange. It’s clear that as the region grows economically, its cultural landscape will continue to flourish alongside it.
Dr. Chen: Thank you for having me! I look forward to seeing how these dynamics unfold in the coming years.
