Principals in Indonesia have their standards and rules. Even though it has been going on for more than ten years, the standards and regulations are considered not effective yet. Many new problems must be faced in the implementation. This study aims to describe new challenges in the implementation of the principal standard in the AEC era. The study used a qualitative descriptive method. The subject of the study consisted of principals at various school levels in the province of Bengkulu, Indonesia. Data collection techniques through interviews, observation, documentation studies, and focus group discussions. Data is analyzed inductively. The results show that there are a number of new challenges in the implementation of the principal standards in the AEC era. The new challenges include the addition of special qualifications for principals to have a minimum TOEFL certificate with a score of 500 or equivalent. In social competence, it is necessary to add to managing foreign cooperation for the sake of school. The other new challenges are being able to create a curriculum that is ASEAN standard, ASEAN standard school accreditation, able to create schools as a vehicle for study for the ASEAN community, have adaptive skills and create a harmonious educational community in the ASEAN region.
