not found
InfographicInfographic

How the creative economy is igniting
APAC's economic and social growth

The creative economy is one of the great powerhouses of our time—and with its diverse countries and vibrant industries, Asia-Pacific is a big player with even bigger potential. It’s also a region known for its stories, and these tales of success show us what’s possible when ideas and creativity are part of the agenda.
Creative economy (CE) snapshot
>$2tn1
Global creative industries market size
30m2
The number of jobs created worldwide
$743bn3
The revenue amount of the creative industries market in APAC

Creative and Cultural Industries (CCIs)*

$681.3bn10Fashion

$53.4bn15Computer games

$3.53bn14Performing arts - Australia

$49.2bn4Film & video

$20bn11Photography

$169.9bn8Arts and crafts

$200bn6Advertising

$102.1bn16Publishing/
electronic publishing

$114.3bn7Architecture

$249.5bn9Design

$232.9bn5Paid TV

$6.6bn12,13Music

*Based on 2022/23 figures
Why the creative economy matters
Economic growth and job creation
International trade and cooperation
Regional technological innovation
Heritage preservation and conservation
Cultural diversity and understanding
International visitors and tourism
Social inclusion and empowerment
Focus on eco-friendly practices
Sense of community and well-being
Four countries, four creative stories
650k+18
The number of people employed
$679m17
CCI
South Korea
K-Pop and the Korean Wave (Hallyu)
Huge rise in the global popularity and influence of South Korean popular culture, including K-pop, k-dramas, k-movies, k-fashion, beauty and cuisine.
Cast and Crew of Squid Game celebrate Emmy wins
Ted Sarandos, Co-CEO and Chief Content Officer, and Director Hwang (Squid Game)
  • Tourism boost
  • Export of cultural products
  • Increased investments
  • Better cultural understanding
  • Increased global appreciation
Four countries, four creative stories
$36.2bn19
CCI
8%
The percentage of the workforce in CCIs20
India
New golden age of entertainment
A diverse range of content and innovative storytelling with global reach that’s seen the rise of fresh talent, new genres and socially relevant narratives.
Monika Shergill, VP, Content, Netflix India (left) and Akshaye Widhani, CEO, Yash Raj Films celebrate a new multi-year partnership.
A scene from The Big Day: Collection 1: All You Need Is Love
  • Tourism boost
  • Increased investments
  • Local job creation
  • Better cultural understanding
  • Increased inclusivity/tackling taboo issues (women's rights, caste system, LGBTQ+)
Four countries, four creative stories
$64bn21
CCI
$700
Average monthly CCI income 22
Thailand
Creative tourism agenda
Focus on engaging tourists in creative and cultural experiences (art, craft, dance, food, textiles and more), allowing them to actively participate beyond traditional sightseeing.
Charoenkrung district featured in: Midnight Asia: Eat. Dance. Dream
Michelin-starred crab omelet by Chef Jay Fai featured in in Street Food: Asia
  • Tourism boost
  • Increased investments
  • Income for local artisans and entrepreneurs
  • Preservation of heritage
  • Increased cultural diversity
Four countries, four creative stories
19.39m
The number of people the CCIs employ 24
$82bn23
CCI
Indonesia
Fast and sustainable fashion
One of the top 10 textile producers in the world 25 with a rich and diverse industry, known for producing various fabrics, garments and fashion accessories.
A scene from A Perfect Fit
  • Increased investments
  • Technological developments
  • Fashion market growth
  • Preservation of ancestral crafts and textiles 26
  • Focus on sustainability through upcycling 27
How to keep building APAC's creative economy
Establish consensus on creative economy definition/scope
Increase government investment in creative infrastructure, funding and supportive policies
Address unequal digital readiness levels
Build strong talent pipeline with specialised education and training
Encourage entrepreneurial activity in creative industries
Develop local creative ecosystems/hubs for SMEs
Strengthen and support the rights of freelancers
Boost global reach and influence through international collaboration/partnerships/export
Promote indigenous arts and festivals, traditional crafts, and cultural exchange
The future is bright
With the right collective focus and strategic investment on the creative economy, the future of the APAC region is bright. Economies will boom, cities will undergo vibrant transformations, and creative initiatives will be a catalyst for social change.
Produced by EI Studios for Netflix
References
1https://www.marketwatch.com/press-release/latest-2023-creative-industries-market-trend-forecast-by-2030-with-112-pages-2023-05-11
2https://aimp2.apec.org/sites/PDB/Lists/Proposals/DispForm.aspx?ID=3219
3https://aimp2.apec.org/sites/PDB/Lists/Proposals/DispForm.aspx?ID=3219
4https://www.financialexpress.com/business/brandwagon/asia-pacific-online-video-industry-revenue-will-grow-by-16-year-on-year-in-2022-report/2605481/
5https://advanced-television.com/2022/12/05/forecast-apac-pay-tv-revenues-at-35bn-by-2027/
6https://www.statista.com/topics/3943/advertising-in-asia-pacific/#topicOverview
7https://www.globaldata.com/store/report/apac-architecture-services-market-analysis/
8https://www.marketwatch.com/press-release/asia-pacific-handicrafts-market-outlook-2023-2028-industry-analysis-2023-06-01
9https://www.thebusinessresearchcompany.com/report/design-services-market
10https://www.statista.com/outlook/cmo/apparel/asia
11https://www.mordorintelligence.com/industry-reports/asia-pacific-photography-service-market
12https://ifpi-website-cms.s3.eu-west-2.amazonaws.com/GMR_2023_State_of_the_Industry_ee2ea600e2.pdf
13https://www.musicbusinessworldwide.com/apac-isnt-a-region-to-apply-a-one-size-fits-all-strategy/
14https://liveperformance.com.au/wp-content/uploads/2023/03/LPA-submission_Stheast-Asia-Economic-Strategy_final.pdf
15https://www.statista.com/topics/2196/video-game-industry-in-asia/#topicOverview
16https://www.marketresearch.com/MarketLine-v3883/Publishing-Asia-Pacific-Summary-Competitive-30493985/
17https://www.investkorea.org/ik-en/cntnts/i-326/web.do
18https://en.unesco.org/creativity/sites/creativity/files/kfit-en-new2021.pdf
19https://www.thehindubusinessline.com/opinion/indias-creative-economy-may-drive-the-next-wave-of-growth/article65487350.ece
20https://www.adb.org/publications/creative-india-tapping-full-potential
21https://www.bangkokpost.com/business/2197575/creative-industries-set-to-hit-b1-51tn
22https://www.bangkokpost.com/business/2197575/creative-industries-set-to-hit-b1-51tn
23https://www.kemlu.go.id/kuwaitcity/en/news/23423/creative-economy-book
24https://drive.google.com/file/d/1QTUhBtJk2bmeptLw6sAV0sLpzI133VW-/view?pli=1
25https://brightindonesia.net/2022/03/24/discovering-the-opportunities-of-the-indonesian-fast-fashion-industry-in-indonesias-growing-e-commerce-industry/
26https://www.unesco.org/en/articles/youth-embraces-sustainable-fashion-wastra-nusantara-virtual-market
27https://www.taylorfrancis.com/chapters/oa-edit/10.1201/9781003372486-59/exploring-sustainable-fashion-market-indonesia-case-study-sukkha-citta-setali-indonesia-tukarbaju-febriani
Download PDF