ASEAN member states have invested substantially in cooperation on humanitarian assistance and disaster relief (HADR). Despite broad support for the idea of 'localizing' HADR governance, the rise of regional agency has in practice led to uncertainty and frictions between humanitarian stakeholders. The article makes sense of these tensions by investigating the narratives through which intra-and extraregional agents construct the role of the ASEAN Coordinating Centre for Humanitarian Assistance on Disaster Management (AHA Centre). Based on the assumption that narratives are central legitimating practices when new agents enter a governance arena, it analyzes textual material produced by different humanitarian organizations that operate in Southeast Asia, as well as interviews with representatives from these organizations. Their accounts of the AHA Centre's role can be grouped into four narratives that are bound up with competing ideas about regional humanitarian order: an affirmative one, a skeptical one, a critical one and a transformative one. The article thus rejects characterizations of regional HADR as a rationally designed 'architecture' and instead defines it as a deeply political arena where different conceptions of order are asserted, contested and negotiated.