Millions across Asia know nothing about the Bible. How can we reach them?

In the 1990s, the term ‘10/40 Window’ became a familiar rallying cry in evangelical circles, highlighting the region stretching from North Africa to East Asia – home to many of the world’s least-reached peoples. The phrase refers to the band of countries located between 10 and 40 degrees north of the equator, often characterised by poverty, limited religious freedom, and minimal access to the Christian message.

Today, we hear less of such terminology in the West. Our language has shifted, focusing more on justice, diaspora, and contextual witness. Perhaps that reflects changing times – but the underlying need remains. 

New findings from Bible Society’s Patmos World Bible Attitudes Survey offer a sobering reminder: vast populations across Asia have little or no awareness of the Bible, let alone access to its message. This is especially evident in Patmos Cluster 6, which comprises 19 countries and territories across Asia. 

Here, 76 per cent of people say they know nothing about the Bible, and 56 per cent have never even heard of it. In nations such as Indonesia, India, Vietnam,  Cambodia, and Thailand, the gaps are especially striking. Among Muslims surveyed, 90 per cent reported no knowledge of the Bible; among Hindus, 80 per cent. In a digital age where scripture is widely available online, millions still remain untouched by it. 

What does this mean for Christian mission today? 

The Patmos Survey reveals a complex, often overlooked picture: religious diversity does not necessarily equate to openness. Audiences in Patmos Cluster 6 fall broadly into two categories – those aware of the Bible and those completely unaware. Among the aware, some openness exists, especially among people from secular or non-traditional religious backgrounds. But even here, genuine curiosity is rare. Among the unaware, indifference dominates, often combined with a lack of interest in any religion. 

Yet, amid this, the Christian minority in Patmos Cluster 6 emerges as a bright spot. Though small, it is often deeply engaged with the Bible – using it regularly and confidently. These Christians are not merely recipients of mission, they are agents of quiet faithfulness. However, many face social and political constraints that limit overt evangelism, as well as a lack of resources to assist in outreach. 

Where do opportunities lie? 

Beneath the surface, the data reveals hopeful signs. In Segment 1 (Bible Aware–Active–Open, 4 per cent of the population), 54 per cent still want to learn more, despite 89 per cent already considering themselves knowledgeable. This suggests a hunger for deeper discipleship even among the well-engaged. 

In Segment 2 (Bible Aware–Open, 5 per cent of the population), a striking 89 per cent enjoy learning from people who think differently – indicating potential for relational, dialogical engagement. 

Meanwhile, Segment 6 (Bible Unaware–Receptive, 16 per cent) shows perhaps the most promise. Nearly 9 in 10 are searching for a sense of meaning, and 65 per cent express interest in learning about other beliefs. These individuals may represent the ‘low-hanging fruit’ for thoughtful, respectful mission efforts. 

The Bible is still good news. People are still waiting for it

So what should Christians do? 

First, we must recover missional attentivenessm — not anxiety. This is not a call to return to 1990s-style messaging, but to embody a fresh, relational presence – one that is humble, faithful, and culturally sensitive. Evangelism and discipleship must go hand in hand, and both remain essential in Patmos Cluster 6, religiously diverse Asia. 

Churches and mission agencies, especially those embedded in or connected to the region, continue to have a vital role. Opportunities include: 

• Reaching diasporic communities, who may be more open abroad than in their home countries 
• Developing contextual discipleship resources, grounded in local culture and language. 
• Investing in Bible engagement, translation and digital storytelling, which can bridge both linguistic and ideological divides 
• Equipping Christian leaders who embody wisdom, resilience, and vision 

Prayer and posture: responding with humility

Above all, prayer is essential. In the West, this means praying not just for open doors, but for open hearts – and a spirit of humility. For believers in Patmos Cluster 6, it is a call to courage, creativity, and collaboration. 

We must also guard against self-serving agendas. Bible engagement cannot be imposed, it must be invited – through relationship, relevance, and respect. We must keep asking the hard but necessary questions: What does Bible-centred mission look like in an age marked by pluralism, fragmentation, decolonisation, and digital saturation? 

In a digital age where scripture is widely available online, millions still remain untouched by it

The Patmos research does not offer answers, but it presents a clear challenge: if millions have never even heard of the Bible, how will they come to embody its story of grace and salvation? While it is possible to encounter the gospel without reading the scriptures, meaningful and sustained engagement with the word of God is a key pathway to spiritual maturity.  

The time has come to move beyond slogans. The ‘10/40 Window’ may have faded from our vocabulary, but the challenges it identified remain – now more complex, and more urgent. 

The Bible is still presenting good news. The people of Patmos Cluster 6 are still waiting – some searching, many unaware. The question is no longer whether mission is needed. The question is: are we still listening? Are we ready to respond – wisely, faithfully, and together?