Norms associated with the “ASEAN Way,” namely non‐interference, respect for sovereignty, informality, and consensus, primarily reflect processes of interaction. Yet these processes have rarely been examined from the perspective of ASEAN's attempts at norm diffusion. To date, greater attention has been placed on ASEAN as a norm recipient. This article asks how and to what extent ASEAN is a norm entrepreneur both within the region and beyond. It provides examples of norm diffusion by ASEAN by offering two diffusion mechanisms – enmeshed and innocuous – and analyzes the challenges associated with norm diffusion. These mechanisms demonstrate how ASEAN diffuses norms as reflected through its normative framework and internal and external pressures.