The Jogja-Netpac Asian Film Festival (JAFF) is gearing up for the second edition of JAFF Market at the Jogja Expo Center in Yogyakarta.
The industry platform returns following a successful inaugural run in 2024 that drew 6,700 participants from 19 countries, featured 151 exhibition booths, and facilitated 63 business deals totaling around IDR36 billion ($2.2 million). The event forms part of JAFF’s 20th anniversary celebrations as one of Asia Pacific’s leading film festivals.
“JAFF Market was born from JAFF’s long-standing commitment to champion Asian independent cinema,” said Ifa Isfansyah, festival director of JAFF. “We now expand that vision by building an industry-facing space designed to meet today’s demands – one that helps Indonesian stories thrive and compete globally.”
The second edition maintains the six core programs designed to activate the creative value chain: JAFF Future Project for project incubation, Content Market for IP showcase and business matchmaking, Talent Day for emerging talent mentorship, Film & Market Conference for industry dialogues, Market Screening for private buyer screenings, and Film Lab for project development workshops.
The 2025 edition will present 12 films across three days in the JAFF Future Project, targeting Asia-Pacific region participants who incorporate Indonesian elements. The Content Market will showcase 10 IPs for adaptation opportunities, while Talent Day continues its collaboration with major industry players following last year’s partnership with Netflix.
Film Lab opens to five selected development-stage projects focusing on international co-production opportunities, targeting first or second-time feature directors. The Film & Market Conference partners again with APROFI (Indonesian Film Producers Association) to cover themes from talent and creativity to financing, innovation, and regulations.
Vice Minister of Culture Giring Ganesha said: “The government sees JAFF Market as a key partner in driving sustainable growth within the film industry. This platform brings together industry players, as well as laying the foundation for much-needed cross-sector collaboration – essential for positioning Indonesian cinema as both a cultural force and an economic driver in the region.”
Indonesian cinema faces structural challenges despite growing interest. As of May 2025, cinema admissions reached 35 million – 44% of 2024’s 80+ million total – but the country operates with just over 2,200 screens nationwide, creating distribution and IP monetization bottlenecks.
“Our goal is to position JAFF Market as a catalyst for growth across the national film ecosystem – from generating ideas and developing talents to distribution strategies and long-term partnerships,” said Linda Gozali, market director of JAFF Market. “We’re here to bridge Indonesian content with real-world opportunities – both locally and internationally.”
Alumni from JAFF Market 2024 have already made global impact. “Pangku,” a feature by Reza Rahadian, was selected for HAF Goes to Cannes at Marché du Film 2025, while three IP titles – “Bandits of Batavia,” “Jitu,” and “Locust” – successfully participated in the IP Pitching Forum in Cannes.
Early indicators show strong momentum for 2025, with more than 50% of booths already secured and rising sponsor interest. The event positions itself strategically at the end of Southeast Asia’s industry market calendar.
JAFF Market 2025, powered by principal sponsor Amar Bank, runs Nov. 29-Dec. 1. Submissions open July 15-Sept. 10 for most programs, with Content Market submissions closing Aug. 15. The full JAFF festival runs Nov. 29-Dec. 6.
