At Jimbaran Hijau, AXEAN Festival demonstrates how thoughtful development can bring culture, commerce and community together.

Jimbaran Hub took on a different character on 29–30 August. Its courtyard, usually part of the daily rhythm of a contemporary village centre in South Bali, became a meeting place for musicians, music industry professionals and audiences from across the region. The occasion was AXEAN Festival 2026, an event that brought Southeast Asia’s creative community into the heart of Jimbaran Hijau.

Over two days, 49 musicians and 230 industry delegates from 24 countries gathered in Bali. Alongside participants from across Southeast Asia, representatives from Korea, Japan, France and other international markets joined the festival, turning Jimbaran Hub into a hub for musical performances, industry discussions and creative exchange.

For Jimbaran Hijau, the event represented an opportunity to put its development philosophy into practice: creating a destination where people can do more than live, work or visit. They can also connect, collaborate and contribute to a growing community.

The idea is central to Jimbaran Hijau’s vision of an integrated ecosystem built around three pillars: Work, Play and Learn. Through hospitality, residences, business, education, wellness, recreation, food and the arts, the development aims to bring different aspects of contemporary life together in one place.

Culture has an important role in this vision. Rather than treating artistic events as occasional attractions, Jimbaran Hijau sees them as part of what gives a destination its identity and creates meaningful experiences for the people who inhabit it.

“Jimbaran Hijau is an ecosystem built on the pillars of Work, Play and Learn,” says Cheryl Marella, Senior Manager of Corporate Communications at Jimbaran Hijau. “Hosting AXEAN Festival is an important milestone for us because it aligns closely with our vision of supporting creative communities and world-class events.”

The partnership also reflects the changing landscape of Southeast Asia’s music industry. With digital platforms expanding the reach of regional artists, opportunities for collaboration and international exposure are becoming increasingly important. Festivals such as AXEAN provide a platform for musicians to connect with industry professionals, discover new audiences and explore opportunities beyond their home markets.

This year’s edition introduced SEA URBAN, a programme highlighting the region’s hip-hop, rap, R&B and urban music scenes. Through performances and industry conversations, the programme explored the growing influence of these genres and the possibilities for collaboration across Southeast Asia.

“Bali has always been an epicentre of creativity in the region, and is the perfect testing ground for export-ready music from Southeast Asia,” says Satria Ramadhan, Co-Founder of AXEAN Festival. “We are very excited to partner with Jimbaran Hub. Their support and world-class facilities have helped us bring the AXEAN Festival vision to life.”

For Jimbaran Hub, hosting an international festival is part of a broader ambition to establish the destination as a place where different communities and industries can meet. Its spaces are designed to accommodate a range of activities, from business and education to food, wellness, sport and the arts. The aim is to create an environment that remains active throughout the day and continues to evolve with the people who use it.

AXEAN offered a glimpse of what this approach can make possible. A courtyard became a performance venue, while the wider development provided a setting for conversations and connections that extended beyond the festival itself. For visiting artists and delegates, it was also an opportunity to experience a different side of South Bali.

As Bali continues to grow, the relationship between development and culture is becoming increasingly relevant. New destinations have the opportunity to contribute to the island’s social and creative landscape, providing spaces where local communities, international visitors and creative industries can come together.

For Jimbaran Hijau, the ambition is to make that interaction part of everyday life. AXEAN Festival was one expression of this vision, demonstrating how a development can provide the setting for cultural experiences while supporting the people and industries that bring them to life.

Ultimately, the character of a destination is shaped not only by its buildings and facilities, but also by the activities, relationships and communities that develop within it. With Jimbaran Hub, Jimbaran Hijau is creating room for those connections to take shape, giving Bali’s creative community another place to gather, share ideas and find new opportunities.

CM