Talent Without Borders: It's time to set it free

"Talent is universal, but opportunity is not." — Nicholas Kristof

When Piyapong Muenprasertdee (Py) and his friends from across Southeast Asia founded AXEAN, they weren’t just building another music festival. They were “sensing” an untapped opportunity—a future where independent artists in ASEAN could perform freely across borders, collaborate with peers, and build sustainable careers beyond their home markets. Yet, despite this clear demand, creative professionals still face regulatory barriers that prevent them from expanding their reach. ASEAN has made strides in trade and investment integration, but the creative industries remain fragmented by inconsistent national policies. If ASEAN is serious about regional integration, why not extend its economic ambitions to the creative sector?

ASEAN has successfully implemented frameworks like the ASEAN Free Trade Area (AFTA) and the ASEAN Framework Agreement on Services (AFAS), enabling businesses to operate with fewer restrictions. However, no equivalent framework exists for the creative economy, leaving musicians, filmmakers, and artists navigating a maze of differing visa policies, performance permits, and copyright laws. Unlike other industries that benefit from regional agreements, creative professionals must still deal with complex national regulations that limit their ability to collaborate across borders.

The Creative Economy: More Than Just Culture

The creative sector is not just about artistic expression—it is an economic powerhouse. According to UNESCO, the global creative economy contributes over 3% of GDP and employs 30 million people worldwide. In ASEAN, Indonesia’s music streaming market grew by 35% in 2023, with local artists gaining millions of global listeners (Statista, 2024). Meanwhile, Thailand’s film industry, backed by government incentives, generated over $900 million in revenue in 2023 (Thailand Film Office, 2024).

The potential for cross-border impact is already evident. Take the Thai film How to Make Millions Before Grandma Dies, which became a regional sensation. When the actress who played the grandmother visited Indonesia, she was met with enthusiastic fans eager to take pictures with her—a clear sign that Southeast Asian creative works resonate beyond national borders. The problem? While the content travels easily, the artists themselves do not.

Why ASEAN Needs a Creative Economy Framework

ASEAN’s Mutual Recognition Arrangements (MRAs) allow skilled professionals in fields like engineering and medicine to work across the region with fewer restrictions. Yet, no such arrangement exists for creative professionals. This forces independent artists to deal with excessive bureaucracy when they try to perform, exhibit, or produce their work across borders.

For example, a Thai indie band looking to perform in Malaysia faces a labyrinth of performance permits and visa regulations, just as Singaporean musicians struggle with securing festival approvals in Indonesia. Similarly, regional filmmakers face hurdles in securing funding for co-productions because each country has different subsidy rules and film classification systems.

Just as Teece’s Dynamic Capabilities Theory (2019) suggests that economies must "sense, seize, and transform" opportunities to stay competitive, ASEAN policymakers must actively seize the momentum of the region’s thriving creative industries. Instead of passively acknowledging creative potential, ASEAN must take steps to remove barriers and enable artistic mobility.

Meanwhile, Adner’s Ecosystem Exchange Theory (2017) highlights that industries thrive when interconnected stakeholders—governments, investors, and creatives—work in alignment. ASEAN has successfully applied this principle in trade and investment. Why not extend it to cultural industries? The ASEAN Centre for Creative Economy, launched in Bali in 2023, is a promising start, but discussions must now shift toward concrete policy actions.

Small-Scale, High-Impact Integration

Instead of pushing for immediate regulatory overhauls, ASEAN could start with low-risk, high-reward initiatives—just as emerging sports must go through exhibition stages before being included in the Olympics. Supporting existing initiatives like AXEAN, or piloting a regional creative showcase festival, would allow governments to test the feasibility of a larger mobility framework without committing to complex agreements.

Unlike broader economic policies, easing restrictions for artists does not require massive infrastructural changes or political overhauls. Governments could begin by offering temporary visas or simplified performance permits for certified creative professionals. By testing mobility in controlled environments, policymakers can gather real-world data on the benefits of regional creative exchange before implementing formal policies.

Strengthening Regional Identity

Beyond its economic contribution, the creative sector plays a critical role in shaping well-being, innovation, and social cohesion. As Piyapong argues in his blog (2023), art is not a luxury—it is an essential part of life that fosters mental well-being, cultural preservation, and communal connection. Governments often focus on direct economic benefits, but the creative economy's true value extends far beyond revenue generation. Music, film, and visual arts serve as cultural bridges, strengthening regional identity and enhancing social capital. Public investment in the creative sector is not just about supporting artists—it is about investing in society's collective well-being.

A thriving creative exchange fosters deeper cultural understanding, aligning with ASEAN’s long-standing goal of unity in diversity. The phrase "Tak kenal maka tak sayang" (You can’t appreciate what you don’t know) is especially relevant here—exposure to each other’s artistic expressions builds familiarity, appreciation, and stronger regional ties.

The popularity of Thai films, Indonesian indie bands, and Malaysian theater productions beyond their home countries proves that ASEAN citizens are eager to engage with each other’s cultures. Encouraging cross-border collaborations is not just about economics—it’s about shaping a shared cultural identity.

AXEAN and similar community-led efforts prove there is demand for regional creative collaboration. However, without institutional support, these initiatives will remain limited in scale. ASEAN has the opportunity to take the lead by supporting small-scale pilot projects that pave the way for a broader creative mobility framework.

By aligning policies, reducing barriers, and fostering exchange, ASEAN can empower a new generation of artists to move freely, share their work, and expand Southeast Asia’s creative economy. As Malaysia takes the ASEAN chair in 2025, this could be the right moment to start the conversation—and take the first step toward a truly borderless creative region.