Contributing to the wider field of studies of international communication strategies by major international fora, this study investigates a scholarly vacuum – the role of visibility in the Asia-Europe Meeting (ASEM). A novelty of this inquiry is that it is carried out on endogenous (i.e. deriving internally in ASEM) and exogenous (i.e. originating externally to ASEM) levels. Addressing the former perspective, this paper examines ASEM’s official discourse and its vision of the role of visibility. Addressing the latter, exogenous perspective, the paper explores a rarely addressed dimension in ASEM studies, namely personal perceptions of the forum among Asian national elites (the opinions expressed by representatives of political, business, media and civil society circles in Japan, China, South Korea, Singapore and Thailand). The main rationale is to assess whether the degree of ASEM’s visibility positively correlates to the direct involvement of the stakeholders into or to the achievement of the process. Positing its inquiry within a social constructivist perspective, this article argues that, instead of being conceptualised as the end-goal, visibility should be understood as an element in the construction of the Asia-Europe relations under the ASEM framework.