The 11th ARC-RAC International Conference on “South East Asian Cultural Values: Culture-Green Growth and Tourism” Sub-themes: 1-Culture and Southeast Asian Identity; Full paper Topic: Building up ASEAN Identity in the process of realizing ASEAN Community Prof.Dr Phan Thi Hong Xuan1 and Le The Hien2 * Introduction The Association of South East Asian Nations (ASEAN) was established in August 8th, 1967, based on the desire of the five founding countries (Indonesia, Malaysia, Singapore, Thailand and Philippines) to create a regional organization and the fundamental principles such as: to accelerate the economic growth, social progress and cultural development; to promote regional peace and stability; and to promote active collaboration and mutual assistance in the Post-Cold War period After more than 48 years of establishment and development, ASEAN has built up its identity as a “Southeast Asian region of peace, stability and cooperation” Through many ups and downs, the key element which makes ASEAN a strong linkage is the common purpose to collaborate for development The ASEAN today consist of ten countries in the region, becoming an important political-economic model in the world, with its strategic location in Asia-Pacific Southeast Asia has geographic features as: a total area of 4.5 millions square kilometer, stretching from the West to the East of Asia (almost ½ of the continent), with the population of 610 million (accounting for 1/10 of the world population, more than the Europe) The process from the Association to Community of ASEAN is being conducted by its member countries Hence, it is quite early to claim the prospect of a successful ASEAN Community As researchers in the field of area studies, we hope to contribute some more ideas of creating the ASEAN cultural identity during our time to establish the ASEAN Community Key words: ASEAN Community, socio-cultural values, Southeast Asian identity ASEAN Identity: a review from the traditional culture Geographically, Southeast Asian region, since the old days, has been known as the “junction”, a “corridor” or the bridge between the East Asian world with the Wester part and the Mediterranean Then, it is said that Southeast Asia does not have a distinctive identity, but it is just like basket of the other cultures such as: China, India, Arab, and later America or European countries, which have an enormous influence on the local culture In the modern time, thanks to archaeological items and relics, the evidences of the history have proved that Southeast Asia also has a specific native culture Southeast Asian region, since the ancient time, is a large area, stretching from the South of Yangtze River (China) to archipelago kingdoms - bordering with the Australia continent Its Vice Dean of Anthropology Faculty, University of Social Sciences and Humanities, VNU-HCM Graduate student, Oriental Studies Faculty, University of Social Sciences and Humanities, VNU-HCM western part is close to India and the Eastern part faces to the vast Pacific Ocean Southeast Asia is separated into two parts: the continental portion (or the Indochine Peninsula), which consists of Myanmar, Thailand, Cambodia, Laos and Vietnam; the rest is “the area of thousands of islands”, including Malaysia, Singapore, the Philippines, Brunei, Timor Leste and Indonesia Geographically, it comprises a patchwork of highlands, lowlands and intervening seas and different natural factors in each portion In the field of demography, since the dawn of human history, Southeast Asia is well-known as an early cradle of humankind This is the land of the first Melanesian or Indonesien people (as the mixture of the two typology ethnics: Southern Mongoloid and Australoid) and later on, became the dominated residents in the region It is this common origin of Southeast Asian peoples that proves the relationship of all ASEAN citizens today, which is a part of the cultural identity of Southeast Asia region Besides, the feature of diversity in Southeast Asian society is presented by the number of ethnic peoples, linguistic groups and local cultures in each ASEAN’s nations Hence, most of ASEAN member countries are multi-racial, for example, Indonesia with more than 300 ethnic groups and 742 languages/dialects3, the Philippines with 80 languages and hundreds of ethnic groups4, as well as Vietnam with 54 ethnic people and three different regions (North-CentreSouth), and Malaysia - a “truly Asia”5 is also a mixture of many races such as Malaysian, Chinese, Indian and other native residents; while Laos - “the land of millions elephants”, although with a quite small population, also differentiates into smaller groups: Lao-Loum (57%), Lao-Theung (34%), Lao-Soung (9%)6 All these factors bring ASEAN the variety in natural structure, geography and climate, which are the foundation to create distinctive identity, particularly in the term of culture and society of the communities in the Southeast Asian region In term of socio-economics, Southeast Asia has been known as one of the world’s five biggest plant-centers, which supplies the large market from Asia to the western land When mentioning about Southeast Asia, people usually think of the rice-cultivation as a constant of the cultural basics of this region While Thailand and Vietnam are the world’s two biggest rice producers, in every ASEAN countries such as Indonesia, Malaysia, Myanmar or Philippines, we can easily find large green fields as rice is the daily food of ASEAN residents In their spiritual life, Southeast Asian peoples all have an ancient native culture, which performs in different superstitions like nature-worshipping practices (the worshipping of natural phenomenon and creatures such as: the sky and earth, the moon and sun, Gods of the sea and mountain, an old tree or a big rock, etc.) and Lingaism (the worshipping of human sex organs representing the harmony combination of ying and yang, male and female, as well as the productivity of the daily life: the meaning and usage of rice mortar, playing the gong and mallet, or the traditions of rural village games such as: the couple swing, tug of war, the love market, leaf horn performance ) Besides, the tradition of worshipping ancestor and former community leaders http://www.om.org/es/perfil-del-pais/indonesia Language Policy and Modernity in Southeast Asia, Antonio L Rappa, Springer, 2006 Malaysia’s tourism slogan since 1999 Foreign Investment Data in Laos, Department for Domestic and Foreign Investment of Lao PDR, 2005 are also popular as a national religion in Vietnam With a certain level of economic development, Southeast Asian residents have created a unique local culture before their integration and exchanges with the outsiders such as the Chinese, Indian, Arabian and the Western countries As local people of the Southeast Asian tropical land of water-rice cultivation, fruit plantation and cattle/ live stocks farming, the residents usually keep the traditional habits of their daily meals with rice, meat and aqua-products, vegetable and fruits, as well as their dressing customs (wrapped and draped garments like sarong/ pajamas or skirt appear to be the oldest form of attire in South Asia) besides living in stilt houses with saddle rattan roof, wooden walls for flexible settlement of various terrains and the prevention of wild animals and floods In terms of social network, Southeast Asian people always praise the public relationships and community values: families of multi-generations (grandparents living with parents and their children) as well as the matrilineality system in rural areas, especially in old villages, are the other typical indicators of the Southeast Asian traditional culture These examples are also the proof of the characteristic “unity in diversity” of the ASEAN Community, which can be referred as the spiritual life, the traditions of eating habit, dressing customs and settlement, or any daily activities and customs Changes of Southeast Asian Culture: a movement towards western style With the strategic location in terms of political geography, history and economy, Southeast Asia is the important region which connect the Pacific and Indian Ocean, or the transitional zone between China and India as well as China and Japan-Korean Peninsula Southeast Asia is also the key connection for the trading and transportation, making the ASEAN become one of the most important actor in international relations in the Asia The scale and scope of cooperation of the ASEAN has been enlarged in various fields, including the internal and external of Southeast Asian Since the colonials from Western countries first came to Southeast Asia in the sixteenth century, laying the foundation for trading and commercial activities as well as Christian missionary-atrocities, the native culture of Southeast Asian countries has had a rapid change First of all, it results in the cultural accumulation and social transmission, the emerging and influence in awareness, lifestyle, languages, religions and belief, etc Obvious changes in society can be seen in Singapore and Philippines: a mixture of Eastern and the Western culture, a modern educational system, their dynamic lifestyle, the popularity of English as the official language and the practice of Christian of a majority of people, etc In the case of Vietnam, the national language (Latin system) which was introduced by a French evangelist during his missionary stay in Vietnam in the seventeenth century was actually an important change in the Vietnamese society - one of the Asian countries influenced the most by Confucianism and Chinese culture In addition, the change in Vietnamese community also resulted from the comprehensive reform of the socio-political system and the revolution to liberate the country, putting an end to the thousands years of feudal time On the other hand, many of the reforms and social revolutions in Thailand, particularly the Mongkut’s reforms known as a European-style education and the administrative development, as well as Chulalongkorn’s sociopolitical reforms, has brought this royal Buddhist kingdom a new way of leadership, social management and influence in a modern Western style Nowadays, the impact of the advanced technology and the modern Western lifestyle is obvious in Southeast Asian society First of all, it is the cultural change in daily activities: the habit and tradition of local people has been influenced by the American and European culture Traditional costumes of Southeast Asian people are very complicated, colorful and reflects the various unique cultures However, most people prefer the Western attire such as formal suits, flexible T-shirts and jeans or just a simple white collar semi and trousers, suitable with the modern lifestyle in the industrialization era and busy personal activities The traditional costumes which are the representative indicators of each national culture is rarely used in daily life in Southeast Asian countries Today we can only see the splendid costumes: Thai’s Phasin, Cambodian Sampot, Vietnamese Ao Dai, Burmese Thummy, Kebaya of Indonesian people and Baju Kurung of Muslims in Malaysia and Brunei in some special occasions like wedding ceremony, New Year celebrations, national holidays or festivals Hence, if we don’t have appropriate policy or a strong community awareness to encourage and keep these traditional dressing manners like the Batik day on every Friday in Indonesia, the distinctive and diversified identity of cultures in Southeast Asia would be in the fade Along with the dressing way, the rituals and customs of funerals, weddings have changed through the time: the celebration procedure is much simplified and modified by modern technology This trend is gradually replacing the superstition and complicated spiritual life of the former time of agricultural society and less developed economy For example, in big cities in Vietnam, wedding parties mostly take place in conventional centers or luxury restaurants where the ceremony to introduce the brides and grooms is always performed with champagne and wedding cakes, with the modern music of many types like rock, jazz or bolero And the parties are served with European menu, beer and wine, soft drinks of brand names like Pepsi, Coca Cola, cakes and deserts, etc To mention about dining habit, fast food shops and convenient stores - with American or European style: KFC chicken, Mc Donald’s hamburger or Italian spaghetti, together with Star Buck or Highland, Coffee Bean are now a new taste of the young generation As the modernization and urbanization are taking place so fast day by day, Southeast Asian prefer to live in apartments, condominium or European-style villas for their convenience while they can also enjoy life in five star convenient hotels and resorts Therefore, traditional houses with countryside architecture can be found rarely in the mountainous areas or rural villages One typical example is the cultural tour in Lam Dong province in Vietnam, which gives tourists a chance to visit the villages of ethnic people and experience the community activities However, the minorities’ houses are rebuilt and changed a little bit to welcome the visitors, offering other hospitality services Since then, it looks like a resort or a hostel but not an ethnic village with traditional cultural characteristics any more Besides, the traditions of community gathering or festivals is becoming fewer in the modern life, when people tends to be much busier with their own entertainments and addicted to work Thanks to the advanced technology, urban citizens are working more from days to nights, using various modern facilities to meet their daily demands Online classes and home shopping are the common examples of the modern lifestyle, together with smartphones, computers, or kinds of entertainment such as cinema, music concert, box coffee shops, videos games stations, online newspapers, eBooks, etc Particularly, big shopping malls, trading centers, supermarkets or convenient stores are the new habits of shopping nowadays The social network at the present are mentioned with Facebook, twitter, LinkedIn, google , but not a community meeting in the village’s temple or long house This serious social issue is making the people more ignorant, less sensitive and stressful Creating the ASEAN Identity: a mission of the ASEAN Community Since the very first establishment of the Association of Southeast Asia - the foundation of a regional linkage and an important object of international cooperation in the modern world, it is obvious that ASEAN has made a great progress in their awareness and action Many particular historic documents have been published such as: the ASEAN Charter (2008), Vision 2020, Initiative for ASEAN Integration (work plan 2002-2015), the social-cultural norms: the “ASEAN Way”, and other important principles The mission to build up the ASEAN Socio-Cultural Community has been implemented as detailed actions and plans: ASCC POA (2004), Vientiane Declaration (VAP 2004) and the current ASCC master plans I and II in two periods: 2005-2009 and 2009-2015 The current ASEAN’s master plan II for Socio-Cultural Community sets the goals in six key areas, including human development, social welfare and insurance, rights and social equality, sustainable environment, ASEAN identity, and the narrowing of the development gap, together with 40 compositions and 340 activities7 The Identity of ASEAN has been considered as the factor of regional linkage and cooperation between the Southeast Asian countries It is designed for the regionalization and unification of ASEAN, which is conducted in a different way The ASEAN Community will no longer consider and accept “the unity in diversity” of member countries as a matter of fact; but they are showing their determination of “turning the variety of cultures and the differences of ASEAN into the prosperity and more chances to equally develop in an environment of solidarity, self-confident and a harmony region” Therefore, the purpose which ASEAN is to aim at creating a family of Southeast Asian peoples living in harmony, embracing and helping each other to develop together In the ASCC master plan, ASEAN has proposed many strategic goals, measures and roadmap to create the ASEAN identity Some specific activities are: to set up a new communication and propaganda plan in the region towards a common identity and a mutual, cooperative aid for local development and conservation of cultural heritages in each ASEAN member country; to encourage the creativity and the cultural industry; to call for the whole community to improve the awareness of ASEAN through education The ASEAN culture today is not only the heritage and the renovation of the local culture and its traditions, but it is also the selective acculturation of some outside features, from both the East and the West In the enormous cultural background of the Southeast Asia, there are many things in common, which build up the framework of Southeast Asian culture However, there are more than a few outstanding and distinctive indicators which are the represented particularly by each country and each people The ASEAN’s heritages are the inherent traditional values of each nation All the ten ASEAN member countries are multi-rational and multi-layer, hence, the ASEAN Charter affirms the consensus and unity in diversity as an identity of the Association It is this attribute of ASEAN Master Plan on ASEAN Connectivity, ASEAN Secretariat, 2010 makes the organization be different from other regional cooperation structures, such as the European Union or Ummah (Islamic community) in the Arabian countries or in the Middle East Asia The mission of reservation, maintenance and promotion of ASEAN cultural values is considered as an important task and essential requirement in the process of creating and realizing the ASEAN Community When the time seems to go by faster, the society has changed dramatically in the 21 st century, then the gap between generations are widening between: grandparents or parents - the people who are taking care of the conservation of the traditional values and the children - the young generation who are receiving the benefits of the modern life In order to implement the ASEAN’s motto: “Our people, our community, our vision”, it is important for ASEAN’s national leaders to answer these questions: “Have we ever defined the term ASEAN identity?”, “What should we to create these cultural identities?” These topics has been raised in the ASEAN Charter and other official documents, as well as in many discussion and meeting of high-ranking leaders or event in local forums However, most of the results are still in general and unclear Without these careful and responsible members of the Community, maybe after December 31st, 2015, even though the ASEAN Community’s establishment has been announced, there would be no active or valid member because no one would define themselves as ASEAN citizens Later, when they are asked: “Who are you?” most of them will definitely answer as usual: “I am from Indonesia”, or “I am Vietnamese” or “I am living in Cambodia.” Then, how would the typical Southeast Asian cultural specialty be described by the look or characteristics of these ASEAN citizens? In the overview awareness about the Southeast Asian culture, the acculturation and mixture between traditional values and the modern culture will result in a changing ASEAN identity So, how would the changes present? That issue also depends on any policy of governments or the particular move of ASEAN citizens - the main subject of ASEAN Community In his talk at Hitachi Young Leader Initiative (HYLI 2013), former ASEAN Secretary General Surin Pitsuwan insisted that “ASEAN is for the youth - not for my generation, not for the people who have been trying to build this community for the last 46 years”8 Some of the important missions to improve the education for the awareness and mutual understanding between peoples in the ASEAN Community are: conservation and promotion of historic sites (including famous landscapes, typical architecture and traditional art items) as well as many valuable cultural intangible heritages of ASEAN (for example, the traditions and customs, festival and spiritual activities - as products of the rice-cultivation, the structural organization of villages and community This is also to prove the ASEAN identity: unity in diversity and a culture deeply imbued with national identities We also need to aim to more practical and effective goals for the ASEAN Socio-Cultural Community, which are really beneficial and meaningful for all the ASEAN residents as stakeholders Some good examples can be: the regional cooperation in education (based on the current foundation: the ASEAN University Network), the common labour market where ASEAN citizens can live together, work together and freely travel in the region, making it a harmony of The 12th HYLI White Paper, Hitachi Asia Ltd., 2013 multi-cultural and multi-racial community The ideas of a common currency and the need to speak a united language or choosing a logo/symbol representing the whole Community are a practical and essential for the citizens Therefore, it should be criteria or the requirement to tighten the relations among the members of ASEAN Community Though, due to different reasons and disadvantages, as the result of the history, the economic and socio-cultural context in each member country, these strategic plans are still under consideration and research In order to attain these visions, we need to have specific roadmap, especially the promotion plan, the introduction spreading out to the public, enterprises and organization, and the young generation in particular Regarding our research for this ARC-RAC International Conference, we did a small survey of 140 samples on the Southeast Asian youths and students to analyze the theme “Culture and Southeast Asian Identity” The questionnaire consists of 20 questions of the two matters: the awareness and understanding of young citizens about ASEAN and their opinions of building up the ASEAN Community and Identity The result comes out as followed: Most of ASEAN young citizens quite understand about the general information of the Association as well as the region where they are living in On the average, 67-70% of the interviewees know the full name of ASEAN, its 10 members and its establishment in 1967, the term “Southeast Asia” which has been used since World War II, the ASEAN Chair in 2015 and composition of ASEAN Community (3 pillars) and the common motto of ASEAN Figure 1: portion of the responses know about ASEAN’s foundation and its 10 members Figure 2: portion of the responses know about the term “Southeast Asia” Fig.1 Fig.2 However, in some specific information such as the origin of Southeast Asian people in term of anthropology, the subject which ASEAN focus on and ASEAN official song, the correct answers are fewer than their general knowledge of ASEAN It seems to be complicated for them to define Southeast Asian people as Indochine (30%) or Southern Mongoloid (50%) The Association’s theme song “ASEAN Way” is still an unpopular name (40% of the interviewees know it) Also, 55% interviewees know that ASEAN mainly focus on people while the other 30% claim that ASEAN’s subject is economic Fig.3 Fig.4 Fig.5 Figure 3: portion of responses know about the three pillars of ASEAN Community (66.2%) Figure 4: portion of responses know about ASEAN’s them song: The ASEAN Way (40.3%) Figure 5: ASEAN’s motto and 2015 Chairmanship (64.4%) About the perception of ASEAN culture and identity, there was a variety of answers: only 33% of the interviewees would like to introduce themselves as ASEAN citizens, while more than 50% would prefer their introduction as usual (with their nationality and hometown or birthplace) Therefore, 60% of them know clearly about their national identity and willing to show it to the world Only 45% answers define ASEAN Identity as a region of peace, solidarity, cooperation and development, with the feature “unity in diversity” As 35% of the interviewees see that ASEAN members have tight relations, good solidarity and common activities while other 42% are proud of their close relations in term of neighborhood and solidarity, 50% of the interviewees criticize of any discrimination against the moral of society and the principles of solidarity of ASEAN; and they insist that the duty and responsibility of ASEAN members is to help each other and live in harmony to build up the Community, due to the inequality of economy and socio-infrastructure of ASEAN members (75% answers) A higher rate of answer, 60% of them believe that ASEAN Community will become an ideal society, in which ASEAN is a big family of solidarity and development Then, there are different ideas of which benefit is the most important that ASEAN will bring to its citizens: 31% are looking forward a better educational opportunity, 35% expect more cultural, sports and tourism exchange activities in the region while 23% care for the free movement of labours in the region, although 75% would recognize that the Identity is an important factor in realizing the ASEAN Community Hence, 45% admits that all ASEAN citizens should have a full awareness and understanding about the Association and the Community Fig.6 Fig.7 Fig.8 Figure 6: 42.1% responses define ASEAN identity as “Unity in Diversity” Figure 7: 47.4% responses think that government’s action is the most important for ASEAN Community Figure 8: biggest challenge of creating ASEAN Community is the gap between countries Hereby, we would give some suggestions for improving the awareness of ASEAN identity: ASEAN cultural exchange and arts festivals (folk songs, dances, instruments, traditional arts and performances), community festivals which recall the folk games or bartering market, traditional types of business (floating market or street vendors) as well as traditional cuisine and handicrafts, etc Why don’t we think of a model of the ASEAN tourism village, where all the daily activities of Southeast Asian residents are stimulated with the original lifestyle in the house on stilts or long community house and ancient transport by horse-cart or sam-pan or sculptured wooden boats? Besides, we need to think further about new projects to encourage the creativity and dynamic of the new ASEAN identity through its integration into the modern world, such as the initiative of ASEAN Youth Friendship Network, Greater Mekong Sub region Youth Forum, ASEAN University Network, the Ship for Southeast Asian Youth Program, and many other interesting activities In this regard, all the schools and educators should play an important role in raising the awareness of citizens about ASEAN identity, through the introduction of ASEAN information to the public (for both children and adult), the compulsory and unified education at schools, from primary/elementary to university level, teaching languages of ASEAN member countrries so that all ASEAN citizens can benefit the same education and all the educational institutions can connect with each other The ASEAN flag should be displayed in all schools in the region as well as government offices In addition, more promotion activities should be implemented from the national level to the local one, through banners, posters, newspaper and media channels * Conclusion: Regarding the foundation of ASEAN, both governments and residents of the member countries have always expected a successful regional cooperation model, towards the ASEAN Community of solidarity, peace and prosperity That linkage should be composed by many factors to make the Community come into reality This is to mention the leadership of the Association, the role of national governments of the member states in the macro management, and most of all, the contribution of every local organizations, public groups and all ASEAN citizens Among many activities, missions and work plan of the roadmap for the ASEAN Community’s realization and the Association in general, it is important to create ASEAN identity by introducing its image to the world, improve the education and propaganda of ASEAN information for all citizens, especially, the preservation and promotion of the common values of a diversified Southeast Asia region Let the “ASEAN Way” become a popular song in all the ten member countries or in any Summit and Festival of the region There should be more opportunities such as SEA Games or ASEAN Student Festival or ASEAN Youth Forum for the young citizens, the future of ASEAN to get together and make friends, strengthen the relationship as well as to share their experience of the common issues, especially joining together in social activities and exchange programs for a deeper mutual understanding Due to many different reasons, which may originate from the history, the cultural and economic status of the member countries, these matters of ASEAN situation has been under consideration and research to get an appropriate action plan or solution In order to reach the goals, what we need to essentially is the propaganda campaign to praise and spread the values of ASEAN linkage so that the whole community, enterprises, social organizations and particularly the young generation can enhance their awareness of ASEAN identity * References: About ASEAN: http://www.asean.org/asean/about-asean/overview Antonio L Rappa, 2006 Language Policy and Modernity in Southeast Asia Springer ASEAN Secretariat 2010 ASEAN Vision 2020 Jakarta ASEAN Secretariat 2010 Master Plan on ASEAN Connectivity Jakarta ASEAN Secretariat 2008 Charter of the Association of Southeast Asian Nations Hoang Khac Nam 2015 The Prospects for the ASEAN Community in the Next Decade “The ASEAN Community after 2015: Opportunities and Challenges” Seminar, DTU Indonesia country profile: http://www.om.org/es/perfil-del-pais/indonesia Jones, Michael E 2004 Forging an ASEAN Identity: The Challenge to Construct a Shared Destiny Contemporary Southeast Asia 26, No1: 140-154 Legge, John 1992 The Writing of Southeast Asian History The Cambridge History of Southeast Asia Vol.1 Cambridge University Press Mary Somers Heidhues 2000 Southeast Asia: A Concise History Thames & Hudson Mai Ngoc Chu 1999 Oriental Cultures and Languages, Vietnam National University Nguyen Huy Hoang 2013 Assessing the establishment of the ASEAN Community, Encyclopedia Publishing House Pha Le 2014 Traditional costumes of ten Southeast Asian countries, Vietnamnet: http://english.vietnamnet.vn/fms/art-entertainment/97197/traditional-costumes-of-ten-southeastasian-countries.html Pham Duc Duong - Tran Thi Thu Luong 2001 Southeast Asian Culture Education Publish house The 12th HYLI White Paper 2013 Hitachi Asia Ltd., Vilayvong Bouddakham 2005 Foreign Investment Data in Laos Department for Domestic and Foreign Investment of Lao PDR Wolters O.W 1999 History, Culture and Region in Southeast Asian Perspective Revised edition Cornell University Southeast Asia Program 10