On March 7, 2025, H.E. Mr. Bolbongse Vangphaen, Director-General of the Department of ASEAN Affairs, delivered a keynote speech at the 14th SEADOM Congress, held at the Princess Galyani Vadhana Institute of Music. In his address, he underscored the role of music and culture as powerful tools for diplomacy and regional unity. He also outlined ASEAN’s initiatives in this area through the ”3Cs“ framework, namely (1) Acting as “Coordinator” among ASEAN member states and dialogue partners to showcase the region‘s rich cultural diversity (2) Supporting “Creative Economy” to drive innovation and economic growth, and (3) Promoting “Cultural Connectivity” through youth exchanges to pave ways for a stronger and more connected ASEAN community.