INTEGRATING PALLIATIVE CARE INTO PRIMARY HEALTHCARE SYSTEMS: ADVOCACY EFFORTS, MILESTONES AND CHALLENGES IN ASIA Palliative care is a vital component of primary healthcare systems, especially in Asia, where the ageing population is expected to increase significantly in the coming years. Integrating palliative care into primary healthcare systems is a crucial strategy for achieving universal access to palliative care. It is necessary to take concurrent actions to achieve this integration, including integrating palliative care into public health policies, educating primary healthcare workers, establishing appropriate service structures and ensuring the availability of controlled medications. Healthcare professionals involved with primary care, often led by physicians, play a significant role in driving the implementation of primary palliative care in Asia, as evidenced by their involvement in community- and home-based palliative care in India and primary palliative care for patients with cancer in Indonesia. However, there are challenges associated with implementing these actions in each country. Therefore, it is crucial to examine the ongoing advocacy efforts, milestones, obstacles and strategies that shape this process in the Asian context.