Malaysia is intensifying its public engagement and media outreach efforts for ASEAN 2025, ensuring that both Malaysians and the international community fully grasp the regional bloc’s role and benefits.
Undersecretary of the Communication and Public Diplomacy Division at the Foreign Ministry, Zamshari Shaharan, acknowledged that many Malaysians still struggle to see how ASEAN directly impacts their lives.
“A lot of questions arise – what is ASEAN? How does it benefit Malaysians? We need to simplify our messaging and use clear language so that people understand that without ASEAN, we might not enjoy the regional stability we have today,” he said on The Nation: Diplomatic Dispatch recently.
Social media will play a crucial role in these outreach efforts. Malaysia’s ASEAN National Secretariat, under Wisma Putra, is leading the communication strategy, engaging with businesses, the media, and the general public to ensure a whole-of-nation approach.
“The private sector has its own networks, and we can leverage on them to expand ASEAN’s visibility,” Zamshari added.
Malaysia is gearing up for the 46th ASEAN Summit in May, but Zamshari emphasised that ASEAN 2025 is not a single event—it is a year-long engagement.
“It’s like running a marathon – you need sustained efforts throughout the year to ensure the message reaches all levels of society,” he said.
With over 300 ASEAN-related meetings scheduled throughout 2025, the government is ramping up efforts to ensure smooth logistics, effective messaging, and enhanced media coordination.
Speaking on Malaysia’s preparations, Zamshari described the ASEAN Foreign Ministers’ Retreat in Langkawi as a successful prelude to the bigger ASEAN Summit in May.
“We had over 100 international journalists covering the event, and we expect an even greater media presence in Kuala Lumpur,” he noted.
Zamshari, formerly the Malaysian ambassador to Qatar, highlighted the rising interest from foreign and boutique media outlets looking to cover ASEAN 2025. He encouraged them to engage with Wisma Putra’s official platforms, including the My ASEAN 2025 website and social media channels.
“We need to promote better social media interaction. While emails remain a key communication tool, we want to see greater engagement via platforms like X, Facebook, and Instagram,” he said.
Addressing concerns over managing the expected influx of international media, Zamshari acknowledged the scale of preparations required but expressed confidence in Malaysia’s readiness.
“A bigger event means bigger challenges, but we are prepared. We are expanding our collaboration beyond government agencies to include private sector participation, thanks to Bernama and our strategic partners, including Radio Television Malaysia,” he said.
Zamshari also welcomed the growing youth interest in ASEAN, particularly through cultural content on social media platforms like Instagram and TikTok.
“It’s great that they are exploring ASEAN’s culture. This could be a starting point for them to learn more about the region’s governance, economic cooperation, and diplomacy,” he said.
However, he stressed the need for a structured narrative to ensure that young people and digital influencers have access to accurate information.
“They start with culture, but we need to provide them with deeper insights and answers when they seek to learn more,” he explained.
To facilitate better access to ASEAN 2025 updates, he urged both Malaysians and foreign media to follow Wisma Putra’s social media channels, where official information will be shared.
“We should not rest on our past achievements. Moving forward, we need to continuously refine our messaging to ensure ASEAN’s relevance and engagement,” he said.
