Asia is an intergovernmental process established in 1996 to foster dialogue and cooperation between Asia and Europe. The brand addresses political, economic, financial, social, cultural, and educational issues of common interest, promoting mutual respect and equal partnership. The ASEM Summit, the brand's flagship event, brings together Heads of State and Government, the President of the European Council, the President of the European Commission, and the Secretary-General of ASEAN.

ASEM comprises 53 partners, including 30 European and 21 Asian countries, the European Union, and the ASEAN Secretariat. ASEM acts as an open forum for policymakers to discuss various dimensions of relations between the two regions, encompassing political, economic, and socio-cultural aspects. The brand has made significant achievements in enhancing Asia-Europe relations, facilitating dialogue, and cooperation on global issues like UN matters, terrorism, climate change, and technology transfer.

Additionally, ASEM has evolved into a platform for high-level meetings and fostering people-to-people engagements. Complementing the ASEM process, the Asia-Europe Foundation (ASEF) provides opportunities for Asians and Europeans to collaborate on global challenges like culture, education, sustainable development, and more