The ASEAN-Japan Centre has been implementing various communication activities to deepen understanding of ASEAN and its Member States among younger generations in Japan.
This time, the Centre collaborated with a popular YouTuber with over 3.5 million followers across social media platforms, Nijiiro Zamurai (hereinafter “Zuma”), to produce our first-ever PR song in Japanese language and music video titled “What is ASEAN?”.
The music video is now available on ASEANPEDIA website operated by the Centre and the Centre’s social media channels.
▶ Watch the Music Video (YouTube)
Click the image to play the video.
Why a PR Song?
ASEAN has been one of Japan’s key partners, with diplomatic relations spanning over 50 years. However, a survey conducted by the Centre in 2024 revealed that many Japanese teenagers and young adults in their 20s are still not familiar with ASEAN.
To address this, the Centre adopted a step-by-step approach: “Know the name” → “Get curious” → “Deepen understanding.” We therefore chose music and music videos, which are media familiar to younger audiences, as a way to engage them in a more approachable and enjoyable format.
Working with YouTuber Zuma
Zuma is known for his ability to compose songs in only five seconds when given a theme, capturing the attention of many viewers with his improvisational skills. He has amassed over 3.5 million followers, with nearly half of them aged between 18 and 34.
For this collaboration, Zuma created the lyrics and performed the song based on the Centre’s educational website ASEANPEDIA, which introduces the ASEAN Member States and their cultures, the history of ASEAN-Japan relations, and more.
Comment from Zuma
I’m Zuma, the creator of the song.
I had learned about ASEAN in school before, but when I explored the website ASEANPEDIA, I found so many things I didn’t know. It was easy to understand, and the more I read, the more interested I became. That naturally made me want more people to learn about ASEAN. The process of turning that learning into a song was inspiring and truly enjoyable.
In the future, I believe we will have even more opportunities to meet people from different countries around the world. I hope this song will be a chance for people to feel closer to ASEAN countries.
Please take a look at ASEANPEDIA, it’s a wonderful website where you can enjoy learning as you explore!
What the Music Video Aims to Convey
Through this music video, we hope to encourage young people not only to recognize the name “ASEAN,” but also to learn that:
- Japan and ASEAN have maintained a partnership for over 50 years, and ASEAN is an important partner for Japan
- ASEAN is home to diverse communities and vibrant cultures
- ASEAN is a regional community that embraces its diversity and strives for collective development across the region
We aim for this project to spark curiosity among younger generations and serve as a gateway to international understanding.
Featured at the Osaka-Kansai Expo
In October 2025, the music video was showcased on screens at the ASEAN Pavilion of the Osaka-Kansai Expo, although it was for a limited time.
Moving forward
The music video will continue to be promoted primarily on social media, with the goal of encouraging young audiences to at least remember the name “ASEAN.” It is also available at any time on the ASEANPEDIA website as part of its video content. In addition, the Centre is considering its use in school classes and global education settings, and plans to include the lyrics and QR code in the next printed edition of ASEANPEDIA.
