Eurovision launches its Asian version, with the first edition announced for Bangkok in November.

Bangkok is about to step into the spotlight. The organizers of Eurovision are preparing an Asian version of their competition, dubbed "Eurovision Asia," with the first edition scheduled for November in the Thai capital. The information, reported on March 31, is based on details provided by the project's promoters, who promise a competition built with production partners in Asia.

Ten countries have already announced their participation, and registration remains open. Behind the scenes, a figure is circulating that speaks volumes about the ambition: a target of 600 million viewers, far exceeding the 166 million claimed for Eurovision 2025 in Europe. However, the crux of the matter isn't just the audience; it's the mechanics: the voting format, the complete list of broadcasters, the precise rules… several pieces of the puzzle are still missing.

A European brand is taking on Asian audiences.

On stage, Thailand will be playing on home soil, but the competition will be fierce. The Philippines, Nepal, and South Korea are among the participants, and the shadow of K-pop inevitably looms over the event, given how much its industry has imposed its codes and stars far beyond Seoul. One can already imagine the choices: should they copy the carefully crafted energy of Asian shows or retain the Eurovision signature, that blend of performance, unabashed kitsch, and suspenseful voting that has been its hallmark since 1956?

This launch is not a coincidence. As Eurovision celebrates its 70th anniversary, the brand continues to expand beyond Europe, following its entry into Australia in 2015 and the experience of the "American Song Contest" in the United States in 2022. The idea of ​​an Asian version has been circulating for over a decade, first mentioned in 2009 but never taking hold permanently; this time, the schedule is set, the location too, and the gamble is clear: to transform a European heritage into a global event, with all the risks that such a change of scale entails.