Public optimism high for ASEAN creative economy growth

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The ASEAN-UK Advancing Creative Economy programme has launched the first-ever Regional Perception Poll on the ASEAN Creative Economy, revealing strong public optimism alongside significant policy and awareness gaps across Southeast Asia.

Commissioned by the ASEAN Secretariat and ASEAN Member States through the Senior Officials Responsible for Culture and Arts, the poll captures public perceptions and industry insights from all 10 ASEAN nations and Timor-Leste.

Findings show that 60 percent of respondents believe the creative economy is experiencing significant growth, while 43 percent see a positive impact on economic development and community well-being.

More than half of those surveyed—54 percent—agree that local culture and wisdom are key to shaping creative products and services in the region.

However, access remains a concern, with 53 percent of the public citing high costs as a major barrier to consuming creative goods and services.

Meanwhile, 50 percent of creative professionals point to the lack of regional coordination as a hindrance to sector growth and integration.

Only 47 percent of the public are “somewhat familiar” with the term “creative economy,” highlighting an urgent need for advocacy and education to broaden understanding.

“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,” the ASEAN-UK programme stated.

Helen Fazey, ambassador of the UK Mission to ASEAN, emphasized the importance of the findings, saying, “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 GBP 124 billion (approximately USD 151 billion) annually to our economy.”

“Through our partnership with ASEAN, we’re committed to unlocking similar potential across Southeast Asia,” Fazey added.

British Council Country Director for Indonesia and Director for South East Asia Summer Xia noted that the poll will serve as a launchpad for policy guidance.

“Data is only powerful when it sparks action,” Xia said. “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,” Xia added.

The ASEAN Leaders officially adopted the Creative Economy Sustainability Framework at the 46th ASEAN Summit in Malaysia on May 26, 2025, with UK support.

The framework sets out 13 strategic priorities, emphasizing evidence-based evaluation, raising awareness of the creative economy’s value, and integrating arts and critical thinking into education.

San Lwin, deputy secretary-general of ASEAN for the Socio-Cultural Community, hailed the partnership with the UK as a pivotal step toward a united and innovation-driven region.

He called for broader commitment to 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 is expected to be released later this year and will offer actionable steps for governments, industry professionals, and civil society actors.

The ASEAN–UK Advancing Creative Economy programme remains a central driver of regional cooperation, supporting shared knowledge and fostering inclusive, sustainable growth in the creative industries.