As a region deeply committed to fostering friendship and strengthening bonds, ASEAN actively promotes initiatives that connect diverse communities. Through mutual interests in cultural exchanges, partnerships, inclusive dialogue platforms, and other relevant efforts, ASEAN works to build a stronger sense of regional unity and shared identity, reflecting its dedication to peace and collaboration.

This commitment finds further expression in ASEAN’s collaboration with its Dialogue Partners, including China. In a landmark effort to deepen ties, ASEAN and China jointly declared 2024 as the ASEAN-China People-to-People Exchange Year, an initiative that extended into 2025. The two-year celebration highlighted a shared aspiration to enhance mutual understanding and interpersonal connections across borders. As 2025 comes to a close, it is a timely moment to reflect on the achievements of this initiative and consider how its lessons can guide future efforts to strengthen regional bonds.

One of the most vibrant examples of this collaboration is the 4th ASEAN-China Short Video Contest. This initiative demonstrated the enthusiasm of both sides in promoting people-to-people ties and offered a creative platform for cultural exchange. Building on the success of previous contests held since 2020, the 2023 edition embraced the theme “Connection for a Better Future” and further deepened mutual appreciation and understanding between ASEAN Member States and China.

Supported by the ASEAN-China Cooperation Fund (ACCF) and endorsed by the ASEAN Senior Officials Meeting Responsible for Information (SOMRI), the contest has become a testament to the growing strength of ASEAN-China relations. The short video contest was implemented as a collaboration between Mission of the People’s Republic of China to ASEAN and China Center for International Communication Development, with the support of the ASEAN Secretariat.

A Resounding Response

Launched in September 2023, the contest received overwhelming enthusiasm from participants across the region. Over 20,000 entries were submitted by contestants from China and all ten ASEAN Member States, exceeding previous participation levels and reflecting strong regional interest and enthusiasm for cultural exchange. The contest generated significant attention, with media coverage spanning more than 300 platforms and achieving over 60 million views on various media outlets and 8 million views on social media platforms. This extensive outreach amplified the contest’s visibility, enhancing mutual understanding among ASEAN and Chinese communities.

Milestone: In-Person Celebration

In a significant milestone, the contest’s awards ceremony was held in-person for the first time since its inception in 2020. Hosted in Nanning, Guangxi, China, on 26 March 2024, the event drew over 200 participants, including nine minister-level officials, award winners, representatives from universities, international organizations, enterprises, and media from ASEAN Member States and China.

This vibrant gathering highlighted the contest’s importance in fostering direct exchanges and provided a unique opportunity for cross-cultural dialogue, networking, and collaboration. An eye opening discussion session among the video creators showcase how the videos were produced and what they mean to the creators in terms of ASEAN-China friendship.

Beside attending the awards ceremony, the delegation of young short-video creators on a “Visit and Research” trip in China. This journey was focused on deepening understanding of industrial, logistical, and cultural facets of the region, emphasizing China-ASEAN cooperation.

The short video creators visited key hubs of modern exchange and development, including the China-ASEAN Information Harbor, the bird’s nest base in the China–Malaysia Qinzhou Industrial Park, and the China–Singapore Nanning International Logistics Park. Their journey also captured rich local culture, such as experiencing the Nixing pottery-making process at the Qinzhou Nixing Pottery Experience Center.

Collaboration for Greater Reach of Audience

The success of this initiative was greatly enhanced by fruitful partnerships. Major media organizations, including Cambodian National Television, Laos National Radio, Myanmar National Radio and Television, and the Voice of Vietnam Radio, collaborated with the National Radio and Television Administration of China and China International Communications Group. Their joint efforts maximized visibility and engagement, amplifying the reach and effectiveness of the contest.

What the Videos Show: A Living Testament of ASEAN-China Friendship.

The award-winning videos highlight the deep cultural and developmental ties between China and ASEAN. The Golden Prize–winning film follows Pham Thi Thuy Linh from Viet Nam, whose love for poets Li Bai and Nguyen Du led her to study Chinese literature, symbolizing shared artistic heritage. The Silver Prize–winning “The Patterns, A Sign of Culture Exchanges” reveals parallels in brocade motifs across Guangxi and ASEAN, showcasing art as a bridge of understanding.

Other entries focus on cooperation and progress, a Cambodian video on infrastructure supported by China reflects gratitude and improved connectivity, while a Malaysian video shows an NGO and CSCEC, a state corporation from China, bringing solar power to Tuali Village, a village of indigenous highland people in Malaysia, balancing modernization with nature. Together, the videos capture the enduring and evolving friendship between China and ASEAN.

Building Bridges Through Video: Deepening People-to-People Ties Between ASEAN and China

The short video contest has shown that the power of storytelling through video has opened new avenues for cultural connection and mutual appreciation. During the roundtable discussion among video creators at the Award Ceremony, a participant from Viet Nam, Nguyen Trang Thi , shared how a simple yet meaningful observation inspired their creative journey:

“So the choice of this theme is because I found that many supermarkets in China sell Vietnamese dragon fruit all year round. The Vietnamese dragon fruit in China is unparalleled in sweetness, winning the love of countless consumers.”

This everyday encounter sparked a deeper reflection on the openness and inclusivity of the Chinese market. It also revealed how trade and cultural familiarity can foster emotional resonance between communities. The creator saw an opportunity to highlight not just the fruit, but the spirit of cooperation and shared prosperity.

“I chose to shoot this theme to tell the touching story of Vietnamese dragon fruit in China, while also looking forward to the mutually beneficial results of cooperation between China and Vietnam.”

The contest also generated strong buzz on social media, with videos widely shared and viewed over 8 million times, and this is not just statistic. It shows impact beyond numbers by inspiring audiences across borders. Nguyen Trang Thi also highlighted the lasting value of cultural exchange and the growing role of digital platforms in connecting nations which was also shown in this contest.  

“For me, self-media is the Silk Road in the new era. I also hope that I can build a bridge of communication for China and Vietnam culture with my strength.”

Furthermore, other creators, also expressed how the video contest has become a strong platform for them to contribute in deepening the ties between ASEAN and China. Jhon Kenneth Reinaldo, from The Philippines, showed his optimism: “We are showcasing [the friendship between ASEAN-China] to the people, not only in ASEAN but to the whole world.” He also added:

“I hope I am able to not only tell China’s stories, but become a bridge between cultures, practise the Global Civilization Initiative and contribute to China-ASEAN cultural exchanges, friendship and cooperation.”

Chief creator of the silver-award-winning work “The Road to a China–Cambodia Future,” Chea Thyrith from Cambodia, at the roundtable discussion, expressed confidence that the contest and the videos would pave the way for articulating a shared future for both nations. As he noted:

“We can get the benefit and share our future together”

Looking Forward

The contest has proven itself a powerful platform for promoting cultural dialogue. As ASEAN and China celebrated 2024 as the ASEAN-China Year of People-to-People Exchanges, which is extended to 2025, initiatives like the ASEAN-China Short Video Contest continue to play a pivotal role in fostering a dynamic and harmonious community that appreciates cultural diversity and strengthens regional bonds.