#Japan #Tokyo #ASEAN #ZUMA #Japan ASEAN Center

Collaboration with YouTuber ZUMA: Educating Youth on ASEAN

The Japan ASEAN Center, located in Minato, Tokyo and led by Secretary-General Kunihiko Hirabayashi, has launched a noteworthy initiative aimed at increasing understanding of ASEAN (the Association of Southeast Asian Nations) in Japan. The center conducts various activities, such as video productions, web communications, and events, to foster stronger ties between Japan and ASEAN.

Recently, they unveiled their first-ever PR song and music video titled "What is ASEAN?" featuring the talented YouTuber ZUMA. This energetic track was written and performed by ZUMA himself, drawing inspiration from the ASEANPEDIA website, which serves as a valuable educational resource about the history and culture of ASEAN member states. You can check out the music video here: What is ASEAN?.

Why Focus on Youth?

The primary goal of the Center is to make the term “ASEAN” more familiar to Japanese middle and high school students, as well as those in their twenties. In response to this goal, ZUMA collaborated with the Center to create a song that resonates with young audiences, encouraging them to explore and become interested in ASEAN’s rich history and cultural diversity.

ZUMA, known for his ability to create catchy tunes with remarkable speed, has a substantial following of over 3.5 million across various social media platforms, with around half of his audience being aged 18 to 34. This makes him an influential voice for the youth demographic, making this collaboration particularly impactful.

ZUMA's Thoughts on the Project

In ZUMA’s own words, "I had learned about ASEAN in school, but I discovered so much new information on ASEANPEDIA. It’s incredibly informative and engaging, and it sparked a desire in me to share this knowledge through music. Creating this song was a thrilling and enjoyable experience. I hope this song encourages more people to feel familiar with ASEAN countries and inspires them to explore the website. It’s a fantastic site for learning in a fun way!"

Objectives of the Music Video

The music video aims to achieve more than just memorizing the name “ASEAN.” It seeks to highlight the 50-plus years of relationships between Japan and ASEAN while showcasing the rich diversity and culture of the people living in the ASEAN region. The Center hopes this project will be a crucial first step for Japan's younger generations to feel closer to ASEAN and deepen their international understanding.

Featured in Expo 2025 Osaka

For a limited time, the music video was also showcased at the ASEAN Pavilion during the Osaka-Kansai Expo, further promoting ASEAN culture and understanding.

About the Japan ASEAN Center

The Japan ASEAN Center, formally known as the ASEAN-Japan Centre for Trade, Investment and Tourism Promotion, was established in 1981 by the governments of ASEAN member states and Japan. This international organization aims to facilitate trade, investment, tourism, and personal exchanges, contributing to the strengthening of Japan-ASEAN relations. For more information, you can visit their website at asean.or.jp.