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ASEAN 20/20 VISION PROJECT
Participating in the ASEAN Identity Discourse
For a geopolitical bloc that has prevailed for more than five decades despite the many economic and political crossroads the populous region has faced, perhaps returning to the question of identity is not only long overdue but also more relevant than ever. Envisioning or imagining the future of the ASEAN region in an official communiqué adopted by the ten ASEAN member states in 1997, the statement ‘ASEAN Vision 2020’, arguably goes beyond mere aspirational talk; state leaders must understand the regional policy implications of this act and they must strive to deliver its promise. However, decades after the signing of this important agreement, literature and research on its community building efforts still lack compelling information and action.
Several participants from ASEAN countries and the UK engaged in participatory photography and curatorial collaborations to critically reflect on what it means to identify as Southeast Asian and a member citizen of the ASEAN in 2020 — the year of ‘ASEAN Vision 2020’ and, incidentally, the year totally locked down by the Covid-19 pandemic. Their main challenge was to analyse and even challenge the various ways Southeast Asians might see, recognise, and belong to the ASEAN using images of everyday life, almost stripping the grand narrative of geopolitics down to what can be imagined and observed using only their cameraphones and Zoom.
Here, the term ‘photography’ is broadly used to describe image-making through the use of convenient, innovative tools (e.g., digital camera and cameraphones, as well as digital imaging apps) that resemble the function and output of analogue photographic media. Moreover, ‘writing’ and ‘reading’ images (i.e., photo-elicitation) is an important method or tool that allows reciprocal communication. Therefore, the photographs produced for this study must be met with the same careful eye or critical lens as in any dialogue or text. Photographs are not manifestos, solutions, or truths — images are insufficient substitutes to these. In reality, they pose even more questions that perhaps the ASEAN still must ask, or answer.
8 August 2021 (9:00 GMT / 5:00 GMT+8)
On ASEAN Day, curators Kristian Jeff Agustin (Philippines), Amy Matthewson (Canada & UK), Yen Ooi (UK & Malaysia) and Martin Vidanes (Philippines) re-adopt the ASEAN Declaration (1967) into today’s sociopolitical climate to challenge what is archaic and historic about ‘Southeast Asia’ as both an identity and a geopolitical bloc. Dubbed ‘ASEAN MANIFESTO’, the collaborative performance piece serves as a culmination of a series of paracuratorial experiments initiated by Agustin in 2020.
Read curatorial statement
The ASEAN Declaration (1967)
15 November and onwards
MADE IN ASEAN Online Exhibition was bookended by the 37th ASEAN Summit in Ha Noi (virtually hosted by Viet Nam as ASEAN Chair for 2020) and the 23rd anniversary of the ASEAN-wide adoption of the ASEAN Vision 2020 declaration in 1997. The online exhibition features the outcomes of a months-long participatory photography project with contributions from: Andy Chan (Singapore), Faizul H. Ibrahim (Brunei), Freya Chow-Paul (UK & Singapore), Katrine Hong (China & Philippines), Dr Kathryn Kyaw (Myanmar), Kerrine Goh (Singapore), Martin Vidanes (Philippines), Dr Nursalwa Baharuddin (Malaysia), Phát Nguyen (Viet Nam), Phynuch Thong (Cambodia), Prach Gosalvitra (Thailand), Rodrygo Harnas Siregar (Indonesia), Yammy Patchaya Teerawatsakul (Thailand), and an anonymous participant (Lao PDR).
Read curatorial statement
View the virtual exhibition
20, 22 & 29 November 2020 (9:00 GMT / 5:00 GMT+8)
Curator Kristian Jeff Agustin’s MESA SA KWARTO is literally a desk in his room which serves as his only workspace while observing the Covid-19 pandemic lockdown in Manila, Philippines since March 2020. He makes do with this desk (mesa) in his room (kwarto) to offer an expandable ‘exhibition space’ in a live Zoom Gallery.
Read curatorial statement
View curatorial project

(Move the slider)
30 November – 15 December 2020
In ANONYMISED SKIES, co-curator Martin Vidanes (Philippines) invites residents and visitors of Southeast Asian countries to locate their specific co-ordinates while taking pictures of the sky. A panoramic glimpse of the big picture is thus almost made visible: that despite the borders, rifts, and seas within the geopolitics of the region, when looking up at the same sky, we are made one.
Read curatorial statement
View curatorial project
5 – 15 December 2020
Co-curators Kerrine Goh and Andy Chan (Singapore) re/de-construct images into intersections in CROSSWORLD PUZZLE. The popular word game is remade into a visual play to trigger what we make of various photographs taken from places across Southeast Asia — snapshots of crowds, cuisines, cities, shops, and, souvenirs. Look at the clues scattered here and there; solve them pic by pic.
Read curatorial statement
View curatorial project
15 December 2020
Yen Ooi (UK & Malaysia) wrote ‘MOTHER TONGUE’ as a bold and resolute response to those who project ideas onto a person’s skin and fail to see the individual for who they are, in all their cultural, linguistic and ethnic multiplicity. Yen Ooi is a writer-researcher whose works explore cultural storytelling and its effects on identity.
Read the poem here
View the clip on Youtube
Background & Acknowledgements
Whether you are from Southeast Asia or elsewhere, my project colleagues and I thank you for your interest in the ASEAN Vision Project. This ASEAN-wide participatory photography exhibition is a product of my ongoing PhD research at Manchester School of Art as well as my previous studies about Southeast Asia’s cultural integration efforts when I was still starting as a communication research student in Hong Kong.
The online exhibition MADE IN ASEAN actually coincided with the 37th ASEAN Summit | 2020 which was virtually held in Ha Noi, Viet Nam (from 12th to 15th November 2020). Similar to the annual ASEAN summits, our much anticipated exhibition project was supposed to be staged as a physical, on-site international event in Southeast Asia (while simultaneously/virtually being launched in Manchester). However, because of the many restrictions brought about by the COVID-19 pandemic, we eventually decided to launch it online — reminiscent of ‘web art’ — hence, still making it happen in the year 2020. This is also to make our timely response to the bloc’s ASEAN 2020 Vision statement (which the regional organisation initially envisioned in November 1997), and duly signed by the ten member states on 15 December 1997 in Kuala Lumpur, Malaysia.
‘We pledge to our peoples our determination and commitment to bringing
this ASEAN Vision for the Year 2020 into reality.’
ASEAN Vision 2020 via www.asean.org
I believe that such a rhetoric of vision is a question of seeing, recognising, and belonging; this is made more vivid by the ASEAN Motto: One Vision, One Identity, One Community. Hence visual communication and visual culture studies need not be excluded from the ASEAN discourse especially at a time when photographic media and streaming video prove to be the most effective means to convey the purpose of the ASEAN. And now that 2020 is not only upon us but also almost past us, Southeast Asians have yet to witness the promise made by the ASEAN in 1997 to take shape, despite the online meetings and webinars held by state leaders of Southeast Asian countries. To instigate the making of this vision into a reality, I gathered some of my fellow ASEAN member citizens to participate in this collective imagination of the future of Southeast Asia. Thus, we begin with an image-making project that is MADE IN ASEAN.
Apart from the current and previous project participants, I would like to thank many individuals who contributed to the development of this project.
Working on my thesis under the immense pressure of a global pandemic made me realise that the people who have imparted their brilliance with me throughout my PhD life deserve more accolades than what I have accomplished in the last several years. Humbly, I dedicate this extensive piece of work to each and every one of them.
With fond memories, I acknowledge the teaching and research faculty at Manchester Metropolitan University (MMU) and Manchester School of Art, and especially thank my PhD supervisors, Dr Beccy Kennedy, Dr Sian Bonnell, and Ms Jane Brake, for their invaluable mentorship in the last three years, most especially during our virtual meetings despite the challenges brought about by the Covid-19 pandemic. My deepest gratitude goes to my PhD thesis examiners Professor Steve Miles and Dr Danielle Child (MMU), and Reuben Keehan (Curator, Asia Pacific Triennial of Contemporary Art QAGOMA), for their invaluable feedback and continued guidance. I also thank Professor Andrew Hunt, Dr Fionna Barber, Dr Myna Trustram, Mr Alnoor Mitha, Dr Nikolai Duffy, Dr Cathy Coombs, and Ms Anne-Marie Walsh for their unwavering support outside my supervisory team. I am grateful to the Office of the Vice Chancellor of MMU for the full three-year scholarship awarded to me for the duration of my PhD studies in the UK. I also thank the Postgraduate Arts and Humanities Centre (PAHC) and the Graduate School, especially the GS Research Support Awards Panel for generously sponsoring my participation in various conferences from 2019 until 2022. I also acknowledge and thank the International Communication Association (ICA), International Association for Media and Communication Research (IAMCR), and the Nordic Summer University (NSU), as well as the brilliant fellow academics who had generously given me their feedback during the conferences where I presented in the last three years.
I must thank Dr Amy Matthewson and Yen Ooi for the creative ideas and curatorial contributions they both lent this project (especially during our ASEAN Manifesto collaboration); Beverly Lumbera for her painstaking assistance in the cataloguing of the participants’ photographs since 2017; my overall co-curator Martin Vidanes and our graphic design collective People Are Visual for patiently assisting me in building and designing the project website (I could not have done it alone); the research participants who helped in the careful translations of the curatorial statements in various ASEAN languages/dialects; our translation contributors, Noor Hamizah Mohamad Basir and Crall Marck Bait (Bahasa), Olida Inthavong (Lao), Phacharaphon Katanyukun (Thai), and Dr Wendy Wing Lam Chan (Cantonese) for their additional translations; my colleagues at the Nordic Summer University (NSU) Circle 7 for helping me reflect on key aspects of the project in 2019; Clara Cheung, Kit Hung, Ross Lap-kin Cheung, and Alice Thickett for contributing to my literature search; Dr Jason Cabañes, Dr Cecilia Uy-Tioco, Dr Wendy Chan Wing Lam, Dr Angela Wang Dan, and Ms Florisa Norina Carada for strongly encouraging me to never give up (and, of course, for their varied theoretical and practical insights); and my former colleagues at the Asia-Europe Foundation (ASEF), at Hong Kong Baptist University (HKBU) School of Communication, Academy of Film (HKBU AF), and Academy of Visual Arts (HKBU AVA), at the European Media and Communication Doctoral Summer School – ECREA (Milan 2017), at the Vargas Museum of the University of the Philippines-Diliman (UPD), and at PhotoVoice UK (especially Matt Daw and Liz Orton) for all their valuable critique and feedback when I was still conceptualising this research project. I am also ever grateful for the generous travel grants I had received from the Metrobank Foundation and the National Commission for Culture and the Arts (NCCA) of the Philippines. Thank you all very much.
Special thanks to Freya Chow-Paul and Joe Rivera for lending their crystal clear, winsome voices for the audio recordings of the MADE IN ASEAN curatorial statement and the MEDI AT ISATION audio guide.
I would also like to acknowledge and thank the Transcultural Leadership Summit (TLS) 2021 organisers and Zeppelin Universität Germany, the host university, for granting me the opportunity and sponsorship to expand the curatorial contributions of this project in Europe. Thank you very much to the TLS 2021 team led by Tobias Grünfelder (Project Manager), Svana Liv Burger, Elena Paß, Jessica Schwengber, and, again, Ross Lap-kin Cheung for making this collaborative endeavour possible.
This research project would not have been possible without the contributions of the first participants and volunteers from the first workshops leading to the ‘Manila Pilot Project’ held from 2017 until 2018 at the UP Vargas Museum: Beverly Lumbera, Dempster Samarista, Detsy Uy, Earl Paulo Diaz, Erick Divina, Ginelle Petterson, Jeffrey Noel Agustin, Jessica Buen, Joe Rivera, Kevin Ross Nera, Khalelha Añouevo, Martin Vidanes, Maxin Laurel, Patrick Jacobe, Randel Urbano, Ryan Reyes, Shekinah Pensica, Veronica Fuentes, and Zionelle Vargas. Thank you for your creative ideas, imaginations, and images. (View some photos here and also here.)
Lastly, with deep admiration, I thank my previous professors for their mentorship: Prof Patrick Flores, Prof Cherian George, Prof Emilie Yueh Yu Yeh, Prof Colin Sparks, Prof Nico Carpentier, Prof Marquard Smith, and Prof Harriet Evans for inspiring and guiding me since I first imagined this ambitious research work.
Very best,
Kristian Jeff Cortez Agustin
Project Lead & Curator
ASEAN VISION PROJECT Participants
(Click to view profile)
Dr Nursalwa Baharuddin
Malaysia
Nursalwa is a malacologist (an expert in the study of molluscs) by profession and a senior lecturer at Universiti Malaysia Terengganu. She obtained her doctoral degree from Universiti Brunei Darussalam and also holds a Master of Science degree from the University of Canterbury, New Zealand and Bachelor of Applied Science from University College of Science and Technology (KUSTEM).
Freya Chow-Paul
United Kingdom / Singapore
Freya Chow-Paul, a British national with Singaporean heritage, works at the Asia-Europe Foundation (ASEF) Education Department. Freya graduated from the University of Sussex, England, with a Bachelor’s degree in International Relations and Development. During her undergraduate, Freya undertook two study abroad exchanges, a summer school in Taipei at the National Taiwan University, and in Malmö, Sweden, for her third year at Malmö University under the Erasmus programme. Through her studies, she focused on peace and conflict studies, as well as education in development. Passionate about theatre, Freya also has 7 years extra-curricular experience in technical theatre where she worked primarily in stage management.
Kerrine Goh
Singapore
Kerrine is an arts management graduate from LASALLE College of the Arts and is currently with the National Arts Council, Singapore. She has been actively involved in the arts since 2015, with a portfolio that extends across a range of art forms, from visual and performing arts to literature and heritage. Kerrine’s research interests lie in cultural diplomacy and the distributional effects of cultural policy. Aside from the arts, Kerrine enjoys reading, writing, exploring and she is also a certified yoga instructor.
Katrine Hong
China / Philippines
A Chinese national with Filipino heritage, Katrine is an avid traveler. She is currently employed at 3M Global Service Center (Philippines). She holds a Bachelore of Science degree in Entrepreneurship.
Faizul H. Ibrahim
Brunei Darussalam
Faizul is a freelance writer and an aspiring cultural anthropologist who is currently pursuing a career in academia. He currently works at Universiti Brunei Darussalam as a Research Assistant for the Special Academic Advisor.

Dr Amy Matthewson
Canada / United Kingdom
Dr Amy Matthewson received her doctorate in History from the School of Oriental and African Studies (SOAS), University of London. Her research explores race relations through visual and material culture, specifically China’s relationship with the global community in the late nineteenth and early twentieth centuries. She has a special interest in British and Chinese contact as well as the processes of ideology and epistemology.
Phát Nguyen
Viet Nam
Phat is the founder of Chay Nhặt in Viet Nam, a project that aims to address marine pollution through cleaning up beaches and educating students. He holds a Bachelor’s degree in Business Administration from University of Economics Ho Chi Minh City (Viet Nam), a Dual Master’s degree in Political Science from Ateneo de Manila University (Philippines) and in Peace Education from University for Peace (Costa Rica). Phat has experience working as a youth programme facilitator for The Earth Charter Initiative and as a programme coordinator for the School for International Training. He is an active member of the GlobalShapers community. He had also attended the regional UNESCO workshop on Education for Sustainable Development and the UNESCO Youth Forum, themed ‘Youth Saves the Planet’.
Dr Yen Ooi
Malaysia / United Kingdom
Yen is a writer-researcher whose works explore cultural storytelling and its effects on identity. She obtained her PhD at Royal Holloway, University of London, and is specialising in the development of Chinese science fiction by diaspora writers and writers from Chinese-speaking nations. Her research delves into the critical inheritance of culture that permeates across the genre.
Yen is narrative director and writer on Road to Guangdong, a narrative-style driving game. She is also author of Sun: Queens of Earth (novel) and A Suspicious Collection of Short Stories and Poetry (collection). When she's not writing, Yen also lectures and is a mentor in marketing and publishing.
Yammy Patchaya Teerawatsakul
Thailand
Yammy speaks 4 languages, spent her last 1.5 decades in over 60 countries, and is an author of bestselling guidebooks about Finland and Central & Eastern Europe. She obtained her first degree with honours from Chulalongkorn University, exchanged at National University of Singapore and obtained her MBA from the University of Nottingham (UK), under a full scholarship. Her past companies included UN, ExxonMobil, Minor, Ogilvy, TED and Google. Outside work, Yammy helps organise TEDxBangkok, dubs and translates TED-Ed Thai, runs various clubs, co-coaches natural running, watches movies, enjoys rearranging rooms, and tries minimalising various aspects of her life. Yammy is currently the founder and managing director of Flying Bear Co., Ltd., a content production company based in Bangkok, and runs her exclusive travel agent Flying Bear Club, using its social media under the same name with 400,000+ online followers. You may want to follow her on Facebook, YouTube or Instagram (@FlyingBearClub) for some travel doses of the day!
Phynuch Thong
Cambodia
Phynuch Thong is an international civil servant and content strategist. He has been advocating for people's ingenuity, social innovation, and creative problem solving toward development challenges. He is a founder of Cambodia’s ASEAN Youth Leaders Association and has also worked for the US Peace Corps Cambodia, Our Own Projects and as a United Nations Volunteer in Cambodia. He has represented Cambodia at UNDP and UNESCO events and focuses on areas such as youth empowerment, higher education access, water sanitation, and sustainable development.
Martin Vidanes
Philippines
Martin Vidanes is a multimedia designer. Currently working at the Asia-Europe Foundation (ASEF) Communications Department, he brings with him his seven years of experience in design and marketing from a variety of industries. He is well-versed in both print and digital work, but specialises in graphic and motion design as well as video editing. Prior to joining ASEF, Martin was employed by two multi-national companies over a span of five years. He also worked in the editing room of several award-winning independent Filipino films as an assistant editor or a colourist. As a consultant, he has worked on several projects with organisations such as the Bank of the Philippine Islands, Nickelodeon, The Asia Foundation, the Office of Chief Justice Artemio V. Panganiban (Ret.), and Accord, Inc. Martin is a graduate of the University of the Philippines-Diliman with a BA degree in Interdisciplinary Art Studies. Outside of work, Martin enjoys reading young adult fiction, and people.
Lead Curator
Dr Kristian Jeff Agustin
Philippines
Originally from Manila, Philippines, Kristian has also lived in Singapore (during a stint at the Asia-Europe Foundation), in Hong Kong (for his PhD research at Hong Kong Baptist University School of Communication / Academy of Film), and in London (for his postgraduate studies at the University of Westminster). In 2023, he obtained his PhD degree at Manchester Metropolitan University - Manchester School of Art. His current and previous academic and professional affiliations include the following: International Communication Association (ICA), International Association for Media and Communication Research (IAMCR), Association of Southeast Asian Studies in the United Kingdom (ASEASUK), Nordic Summer University (NSU), Association for Cultural Studies (ACS), and Japan Association for Cultural Economics (JACE).
His creative practice includes exhibition design and information design (print/online media and websites), filmmaking and photography.
Previous funding (2020-2022) granted by

Contact information
Kristian Jeff Agustin, PhD (Art & Design)
Project Lead & Curator, ASEAN 20/20 Vision
Email: info@aseanvisionproject.com


Andy Chan
Prach Gosalvitra
Dr Kathryn Kyaw
Rodrygo Harnas Siregar
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