Eurovision arrives in Asia, with the hope of riding the K-pop wave

Europe is no longer enough. After the victory of the Bulgarian singer DARA last May with her title “Bangaranga”, the musical competition is coming to Asia. This Saturday, the Thai capital hosts the first edition of the “Eurovision Asia Song Contest”. To hope to win the title of best Asian song, 11 countries including South Korea and Bangladesh responded. And if the organizers are turning to Asia, it is not by chance.

A Eurovision “Made in Asia”

No need to introduce Eurovision. The musical competition which celebrated its 70th anniversary this year has become cult. Broadcast in Europe but also in Australia, South Korea and South Africa, the competition for the “best European song” is everywhere. Enough to give ideas to the organizers. Since for the first time, Eurovision is exported to another continent. However, the idea is not new. Since 2008, an Asian version has been in the works of the European Radio and Television Union, which is in charge of the competition. Several attempts fell through before Voxovation, a production company and Thai partners, allowed the project to see the light of day.

New continent does not mean new rules. Like the original, the votes of the public and a jury of professionals each count half. And among the 11 participants, some are already favorites like the Vietnamese singer Toc Tien with her title or South Korea who is betting on Junhee, a K-pop singer to win the trophy. And if the artist is among the favorites it is also thanks to the popularity of his country on the music scene. The precise choreographies and the proximity with the fans have propelled the idols (Korean artists) to the rank of world celebrities. In 2023 alone, more than 200 million people around the world were passionate about Korean style, according to a report from the Korea Foundation.

Asia, a fertile land for music

According to Martin Green, director of Eurovision for the European Broadcasting Union, the Asian edition was shaped to show “the world the richness of Asian voices, languages and cultures when united through music”. Because South Korea is not the only one to promote the continent internationally. The Japanese group BABY METAL reached the top 10 of the prestigious Billboard 200 last year with its album METAL FORTH. Even North West, the daughter of Kim Kardashian and Kanye West, is participating in the promotion of their single. An international craze in which all the neighbors are getting involved. From Indian pop called B-Pop to C-Dramas, Chinese series popular on social networks, all hope to benefit from their neighbor's spotlight.