China-Asean cultural exchanges: Maximizing potential of digital technology, products

KUCHING (Sept 19): From mobile payments to cultural content, digital technology is not only enhancing the convenience of daily life for the region, but also establishing a vital bridge for cultural exchange.

Through various digital applications and products, China and Asean are deepening mutual understanding and fostering greater resonance.

Today, the “Digital Lifestyle and China-Asean Cultural Exchanges” seminar was held in Kuala Lumpur, co-organized by the Guangzhou Institute of the Greater Bay Area (GIG), the Malaysia Belt and Road Initiative Caucus for Asia Pacific (BRICAP), and the Institute of China Studies at the University of Malaya (ICS-UM).

The seminar was attended by Chargé d’Affaires of Chinese Embassy in Malaysia Zheng Xuefang, who also delivered remarks, along with scholars and experts from Malaysia, China, Vietnam etc.

They gathered to discuss the achievements and prospects of digital cultural exchange between China and Asean.

China-Asean Enterprises Collaborate to Facilitate More Convenient Digital Lifestyle

On September 13, Payments Network Malaysia (PayNet) announced its partnership for Malaysia’s national QR standard, DuitNow QR, with Weixin Pay, China’s widely-used QR payment service (commonly known in Malaysia as WeChat Pay).

This partnership enables Weixin Pay users to make payments directly through DuitNow QR in a network of two million merchants, without the need for currency change or separate top-ups.

This partnership marks the first time in Southeast Asia for Weixin Pay to be directly connected to a unified national QR switch like PayNet.

Malaysia, along with other Asean nations have long prioritized the development of the digital economy, actively promoting mobile payments, and launching local e-wallet solutions.

University of Malaya’s Faculty of Business and Economics Associate Professor Wong Seng Yue pointed out that currently more than 60 per cent of Malaysia’s 32 million population have registered for Touch’n Go e-wallet and digital lifestyle is booming.

In 2023, the digital economy across Asean reached US$300 billion, marking a 55 per cent increase from the previous year.

Asean is now accelerating negotiations on the Digital Economy Framework Agreement.

Belt and Road Initiative Caucus for Asia Pacific (BRICAP) prescient and former Transport Minister Tan Sri Ong Tee Keat remarked that digital economic cooperation is a key engine driving collaboration between China and Malaysia, as well as China and Asean.

The vision and scope of regional cooperation has expanded beyond goods trade, progressing into digital innovation and cultural exchange.

With a population of nearly 700 million and a substantial proportion of youth, coupled with increasing internet penetration and a thriving consumer market, Southeast Asia shows significant potential for digital economic growth.

China, with its leading digital technologies and an exceptionally convenient digital lifestyle – featuring the highest mobile payment penetration globally and the continual innovation of digital applications like e-commerce and mini-programmes – presents vast opportunities for digital collaboration with Asean.

At the seminar, experts agreed that the cooperation between Chinese and Asean digital enterprises is not only facilitating smoother flow of people and trade in the region, but also fueling digital technology upgrades and industrial development in the region.

For example, Grab, the leading ride-sharing app in Southeast Asia, has been deepening partnerships with Chinese WeChat Pay and Alipay, creating increasingly diverse digital application scenarios.

Now, Grab is even accessible directly via WeChat mini-programme.

Meanwhile, cloud service providers like Huawei, Alibaba, and Tencent are offering a wide range of digital tools and solutions to accelerate Southeast Asia’s digital economy.

“Digital lifestyle is more than just a series of apps – it serves as a window through which China and Asean can transcend geographic boundaries and explore each other’s cultural charm.

“Digital lifestyle also acts as a bridge, transmitting previously hard-to-share cultural content in more accessible ways”, said Guangzhou Institute of the Greater Bay Area (GIG) Deputy Director, Li Mingbo.

He highlighted that digital technology-driven cultural exchange not only enriches our spiritual lives but also lays a solid foundation for building a shared future for humanity.

Digital Content Wins Popularity in Southeast Asia, Strengthening Youth Exchanges

In April this year, the reality show “Chuang Asia”, a collaborative production between Tencent’s WeTV and local Southeast Asian television station, concluded after a three-month competition.

This show, combining “Chinese IP + Thai local production”, attracted participants from ten countries, including China, Malaysia, Thailand, Indonesia, Japan and South Korea.

Beyond reality shows, digitalization is also propelling TV dramas, literature, and video games to become the ‘new trio’ of China’s digital cultural exports, serving as windows for mutual understanding and cultural exchange between China and Asean.

The TV series A Lifelong Journey, which traces 50 years of China’s development, resonated with Southeast Asian audiences, achieving high ratings and emotional connections.

Historical dramas such as “Story of Yanxi Palace” and “The Untamed” have also sparked a trend in the region, inspiring many to learn Chinese and explore traditional Chinese culture.

At the same time, Chinese tech companies are increasing their investments in Southeast Asia.

For instance, WeTV has collaborated with local producers, actors, and writers to produce TV dramas like Thailand’s “Put Your Head on My Shoulder” and Indonesia’s “Layangan Putus”.

OTT platforms such as iQIYI, WeTV and Youku, along with social media like TikTok and Xiaohongshu, are gaining widespread popularity in Southeast Asia, especially among young people.

“Unlike 5-7 years ago when websites for pirated TV dramas were still prevalent in Vietnam, there have increasingly been official streaming platforms with good services for people to enjoy TV shows around the world.

“Among these, noticeably, there are a few platforms and channels from China like WeTV and Mango TV,” said Vietnam National University Hano lecturer Hoang Thi Thu Ha.

Data shows that WeTV currently has over 40 million monthly active users, primarily in Southeast Asia.

More than 60 per cent of the Southeast Asian audience are under the age of 35.

“For today’s youth, digital products and everyday life are deeply intertwined. Apps such as WeTV and Xiaohongshu have transcended borders to become vital carriers and connectors of cross-cultural exchanges.”

Sun Jiashan, Associate Professor at the Central Academy of Culture and Tourism Administration, which is directly affiliated with the Chinese Ministry of Culture and Tourism, noted that the younger generations in China and Southeast Asia are using digital platforms and apps, creating more common ground, and building a shared cultural understanding.

Looking Forward: Digital Enterprises to Further Empower China-Asean Cultural Exchange

China and Asean, both repositories of rich histories and diverse cultures, have seen their traditional heritage come alive through the lens of digital technology.

This technological infusion has not only preserved cultural essence but also facilitated its cross-border dissemination via innovative media formats.

“With the deepening of digital transformation and the advancement of China’s Asean Comprehensive Strategic Partnership, the two sides will further cooperation in the digital economy, adding strong impetus to consolidating regional connectivity,” said Xuefang, while underscoring that this year is “the China-Asean Year of People-to-People Exchanges”, and hopes to deepen the economic cooperation and cultural exchange within the region.

On the people-to-people front, the introduction of reciprocal visa exemption policies between China and nations like Malaysia, Singapore, and Thailand has streamlined travel processes, thus the hashtag #Chinatravel is becoming a trending topic on social media.

Additionally, in the first half of this year, WeChat Pay and Alipay – pioneers in China’s mobile payment, have fine-tuned their services to better cater to the needs of international visitors to China.

Experts opine that as digital cooperation between China and Asean continues to deepen, interpersonal interactions, emotional connections and cultural integration will be further enhanced.

The future holds immense promise for deeper understanding and cooperation in the region.