Eurovision, the live song contest that has launched the likes of Abba, Celine Dion and Olivia Newton-John onto the world stage, is set to make its Asia debut in Bangkok this weekend, with a coterie of singers from South Korea and Bangladesh to Malaysia, Thailand and Vietnam.
Organisers of the 11-country contest are hoping to tap Asia’s thriving fan culture and love of music – and at the same time sidestep some of the gaffes and geopolitical controversies that have made the European event an annual cause for humour, intrigue and dispute.
Saturday night’s contest promises a battle between some of Asia’s leading pop brands – with K-pop (South Korea), T-pop (Thailand) and V-pop (Vietnam) all represented. Yet it remains to be seen if the mainly Gen Z singers can carry their large online fan bases with them to build a hitherto unknown brand.