On Saturday, the biggest and longest-running international song contest will make a leap into unknown territory.
Eurovision, the pan-European competition famed for zany gimmicks, slick, sometimes over-the-top staging, the drama of its complex voting system and, occasionally, for outstanding music, celebrates its 70th birthday this year.
And to mark it, the European Broadcasting Union is trying out audiences in Asia.
It's an idea that's been talked about for two decades but never materialised, despite many false starts.
Until now - Eurovision Asia will hold its first grand final in Bangkok, starting at 20:30 ICT (13:30 GMT).
Transferring one of the most successful television formulas that has worked in Europe for 70 years to Asia has not been straightforward, says Sarun 'Note' Kungbunpot, a Eurovision enthusiast and Thai singer who has won several competitions in this region.
"It's still very new in Asia. I'm not sure many people have heard about it yet," he says, adding that he thinks it will take a bit of time for audiences to adjust.
"When we look at contests in Thailand, the Philippines and Korea, we actually compete based on the singer.
"It's all about popularity – fans are looking for their idols. But Eurovision is all about the song, not the singer. I think this needs to be communicated clearly."
