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The dominant narrative of the COVID-19 pandemic in Southeast Asia barely gives attention to the many social and cultural dimensions of the crisis, and humanities and social science experts remain at the margins of containment decisions. This short commentary highlight our potential contribution based on our disciplinary core principles and what has been learned from other epidemics, foremost HIV. It argues that we can help broaden the current epidemiological approach to understand and impact on the social drivers of vulnerability and risk for diverse populations in specific contexts, while promoting transformative change. We can achieve this through paradigmatic adjustments as well as a more daring and engaged role on our part.