Eurovision Asia, an Asia-Pacific version of the beloved kitschy annual song contest, is officially on its way.

The European Broadcasting Union, which produces the Eurovision Song Contest, launched an official website and media campaign announcing the coming event.

The contest is set to feature 20 countries from the Asia-Pacific region, who will compete in a live annual grand final.

"With its brilliant pop stars, its glamorous fashion, and a huge passion for pop music, Asia and Eurovision are made for each other," an official statement said.