Netflix strengthens its dedication to Southeast Asia through partnerships with JAFF and APROFI, as well as new creative projects.

Netflix is deepening its focus on Southeast Asian storytelling through a series of strategic initiatives unveiled at Indonesias Jogja-Netpac Asian Film Festival (JAFF). Highlights include a two-year collaboration with the Indonesian Producers Association (APROFI) and the regional launch of its Creative Asia program.

Coinciding with JAFFs 20th anniversary, Netflixs expanded partnership underscores a long-term dedication to developing local talent and production infrastructure in Southeast Asia, a region where Netflix viewership is rapidly growing. From 2023 to 2024, global watch hours for Southeast Asian content increased by nearly 50%, with over 40 regional titles making Netflixs Global Top 10 in 2025.

Even as the streaming landscape evolves, our support for this region remains steadfast and locally rooted, said Malobika Banerji, Netflixs senior director of content for Southeast Asia. We are committed not only to creators already recognized but also to the next generation of filmmakers, storytellers, and production crews shaping the regions future.

APROFI Partnership to Boost Indonesias Film Industry

Netflix and APROFI formalized a two-year memorandum of understanding aimed at strengthening Indonesias production ecosystem. The collaboration includes workshops for both above- and below-the-line talent, hands-on training through Netflix projects, and platforms for industry dialogue. A key component is Indonesias first national guidebook on production safety, designed to promote safer and more sustainable filmmaking practices.

Irene Umar, Indonesias vice minister of creative economy, praised the initiative: Netflix has significantly contributed to the global film and television ecosystem, and we are grateful for its engagement in Indonesia. This MoU exemplifies effective collaboration across the industry and marks the beginning of a long-term partnership.

Creative Asia Program Debuts in Southeast Asia

Netflix partnered with JAFF to bring its Creative Asia program to Southeast Asia for the first time, following its 2024 launch at the Busan International Film Festival. The program links emerging filmmakers with established regional creators, including Joko Anwar, Erik Matti, Kimo Stamboel, Kulp Kaljareuk, Carlo Ledesma, and Indonesian author Dee Lestari.

Hosting Creative Asia at JAFF after its inaugural run in Busan is an honor, said Ifa Isfansyah, JAFF founder and executive director. Netflix, BIFF, and JAFF share a vision to nurture Asian cinema, reflecting the diversity and vibrancy of our societies.

The festivals programming featured a discussion between Anwar and Matti on creative risk and cultural specificity, as well as a panel exploring Southeast Asias emerging zombie genre with Kaljareuk, Ledesma, and Stamboel. Stamboels The Elixir recently held the No. 1 spot among non-English films globally for two weeks and ranked in the Top 10 in 75 countries.

Training Programs and New Projects

Netflix hosted the second season of its Reel Life Film Camp at JAFF, following a successful inaugural season. Supported by the Netflix Fund for Creative Equity, the program drew over 800 applicants across both seasons and trained nearly 100 participants in production, post-production, visual effects, editing, and screenwriting through online, in-person, and on-set programs.

Additional initiatives included a unit still photography workshop to help local photographers expand into new creative roles, and a second season of the Netflix Screenwriters Fellowship in collaboration with Soda Machine Films.

Netflix previewed its Southeast Asian slate, showcasing behind-the-scenes footage from the Thai period drama remake Ploeng Phra Nang and confirming Erik Mattis upcoming Filipino series BuyBust: The Undesirables for next year. In a major literary adaptation effort, Netflix announced collaborations with Indonesian author Dee Lestari to adapt three of her novelsRapi Jali, Aroma Karsa, and Perahu Kertasinto original series directed by female filmmakers.

Festival Highlights

JAFF also hosted the world premiere of Lupa Daratan (Lost in the Spotlight), an Indonesian comedy by Ernest Prakasa about an actor who loses his ability to perform just as he is cast to play the president of Indonesia. To date, more than 100 Southeast Asian titles have appeared in Netflixs Global Top 10, with regional content ranking in over 80 countries this year.

Author: Sophia Brooks