JAKARTA, 22 October 2025 – The first-ever Regional Perception Poll on the ASEAN Creative Economy was officially launched today under the ASEAN–UK Advancing Creative Economy programme, revealing both strong public optimism alongside pressing challenges faced by creative professionals across Southeast Asia.
Commissioned by the UK Mission to ASEAN, the British Council and the ASEAN Secretariat with support of the Senior Officials Responsible for Culture and Arts (SOMCA), the poll provides the region’s first comprehensive snapshots of perceptions of the creative economy, from public attitudes to industry realities. It captured sentiments across the 10 ASEAN Member States (AMS) and Timor-Leste, evaluating the understanding of changes in the cultural and creative sector, and examining the region’s creative economy ecosystem.
Key findings from the poll include:
- Strong growth optimism: 60% of respondents believe the creative economy is experiencing significant growth, and 43% believe that creative economy development is positively affecting economic growth in ASEAN, benefiting communities at the regional level.
- Macrosystem – support the environment: 54% agree that local wisdom and culture significantly affect the development of creative and cultural products and services.
- Coordination and cost challenges: 50% of creative professionals identify a lack of regional coordination as a major challenge, while 53% of the public cite high costs as the main barrier to accessing creative products and services.
- Knowledge gap: Only 47% of the public are ‘somewhat familiar’ with the term creative economy, suggesting a need for stronger awareness and advocacy.
The data contributes towards building an evidence base for AMS and partners to design more effective, inclusive, and sustainable creative economy strategies.
Developed with support from the UK and adopted by the Leaders at the 46th ASEAN Summit on 26 May 2025 in Malaysia, the ASEAN Creative Economy Sustainability Framework sets a shared vision for a culture-driven, inclusive, and sustainable creative economy in the region. It identifies opportunities and challenges, and guides collaboration among policymakers and stakeholders to drive social, cultural, economic, and environmental progress.
The framework aims to achieve a balance across four interdependent outcomes — Social, Cultural, Economic, and Environmental — and outlines 13 strategic priority areas. Among these, the top priorities are: (1) developing evidence-based methods of measurement and evaluation, (2) raising public and government awareness of the creative economy’s value and potential, and (3) promoting creative education through arts and critical thinking at every stage of learning.
To further operationalise the framework, the British Council, through the ASEAN–UK Advancing Creative Economy programme co-funded by the UK’s Foreign, Commonwealth and Development Office (FCDO), is working with the ASEAN Secretariat in developing a Companion Guide — a practical handbook that translates the framework and supporting data into actionable steps to support ASEAN Member States and partners in advancing the creative economy for inclusive and sustainable growth.
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.”
Helen Fazey, Ambassador, UK Mission to ASEAN, highlighted the UK’s long-term commitment to ASEAN’s creative agenda:
“This poll is a clear testament to the dynamic ASEAN–UK partnership. We are supporting the creative economy not only through programmes, but with data and evidence that empower policy action. The UK remains committed to helping ASEAN unlock the full potential of this vibrant sector through evidence-based policymaking.”
Summer Xia, Country Director Indonesia and Director Southeast Asia, British Council, added:
“Our role is to transform data into insight. The poll serves as a diagnostic tool to ensure our future interventions, including the forthcoming ASEAN Creative Economy Sustainability Framework Companion Guide, are relevant, practical, and impactful. This underscores the British Council’s commitment as a trusted partner in shaping an inclusive and sustainable creative economy.”
The ASEAN Creative Economy Sustainability Framework: From Ideas to Impact – A Companion Guide, developed under the ASEAN–UK Advancing Creative Economy programme, will be published later this year. The guide will translate the ASEAN Creative Economy Sustainability Framework into practical and actionable steps for policymakers, creative professionals, and industry partners.
Through the ASEAN–UK Advancing Creative Economy programme, the British Council and the UK Government continue to support the Senior Officials Responsible for Culture and Arts (SOMCA) in advancing creative economy development across the region — fostering stronger collaboration, shared knowledge, and inclusive growth for a sustainable creative future.
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Photo credit: British Council
About ASEAN:
The Association of Southeast Asian Nations (ASEAN) was established on August 8, 1967, and comprises ten Member States: Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Viet Nam. On 31 December 2015, the ASEAN Community was formally established. The ASEAN Secretariat is based in Jakarta, Indonesia
About the British Council
The British Council is the UK’s international organisation for cultural relations and educational opportunities. We support peace and prosperity by building connections, understanding and trust between people in the UK and countries worldwide. We do this through our work in arts and culture, education and the English language. We work with people in over 200 countries and territories and are on the ground in more than 100 countries. In 2024–25 we reached 599 million people.
For media inquiries, please contact:
Annisa Fauzia Communications Manager, Southeast Asia (based in Indonesia) British Council Tel: +62 812-19800-205 Email: Annisa.Fauzia@britishcouncil.or.id
Mustika L. Hapsoro, Media Officer, ASEAN Secretariat
Email: mustika.hapsoro@asean.org
