Netflix is stepping up its investment in storytelling in Southeast Asia with the announcement of comprehensive industry initiatives, including a two-year partnership with the Association of Indonesian Producers (APROFI) and the debut of its Creative Asia program in the region, announced at the Jogja Netpac Asian Film Festival in Indonesia.
The streaming giant’s expanded collaboration with JAFF to coincide with the festival’s 20th anniversary signals a long-term commitment to fostering local talent and production infrastructure across Southeast Asia, where Netflix content is experiencing explosive growth. Global viewing time for Southeast Asian titles jumped nearly 50% from 2023 to 2024, with more than 40 regional titles ranking in Netflix’s global top 10 in 2025 alone.
“As the streaming world changes, our support for the region remains consistent and we’re proud to call it home,” said Malovica Banerji, Netflix’s senior director of content for Southeast Asia. “Our work goes beyond creators already in the spotlight. We care just as deeply about those who are still finding their voices – the next generation of filmmakers, storytellers and crew members who will shape the future of our region.”
Netflix and APROFI have officially signed a two-year memorandum of understanding aimed at strengthening Indonesia’s production ecosystem. The partnership will fund workshops for top and top talent, provide on-the-job training opportunities on Netflix projects, and foster industry dialogue. As part of the collaboration, the partners introduced Indonesia’s first national guidebook on production safety, designed to help production operate more safely and sustainably.
Indonesia’s Deputy Minister of Creative Economy Irene Umar welcomed the initiative at the signing ceremony. “The Indonesian film industry is a key driver of our economy. Netflix plays an important role in the global film and television ecosystem, and we sincerely thank them for their contribution to Indonesia,” Umar said. “Our gotong royong (community-led) approach means in-depth collaboration across stakeholders, and here we see the clearest evidence of that, bringing together the film industry, associations and major companies like Netflix and APROFI. I believe this MoU marks the beginning of a long-term partnership.”
Netflix is partnering with JAFF to bring Creative Asia to Southeast Asia for the first time, following the program’s debut at the 2024 Busan International Film Festival. The initiative connects emerging filmmakers with established creators such as Joko Anwar, Eric Matti, Kimo Stamboer, Kurup Karjaruk, Carlo Ledesma and Indonesian author Dee Lestari.
JAFF Founder and Executive Director Ifa Isfanshah said, “We are honored that JAFF will be the next film festival to host Creative Asia, following the first Creative Asia held at BIFF in 2024.” “What’s really significant is that Netflix, BIFF and JAFF all share a common vision of cultivating Asian cinema as a reflection of the region’s dynamic and vibrant societies.”
The program included a creator conversation between Anwar (“Nightmares and Daydreams”) and Matti (“BuyBust”) about managing creative risks and cultural specificity, as well as a panel discussion on Southeast Asia’s emerging zombie genre featuring Karjarek (“Xiam”), Ledesma (“Outside”) and Stambor (“Elixir”). The latter title recently ranked No. 1 among non-English language films in the world for the second week in a row and was in the top 10 in 75 countries.
Netflix hosted the second season of Reel Life Film Camp at JAFF, following the success of the first edition last year. This hands-on training initiative, supported by the Netflix Creative Equity Fund, received more than 800 applications across both seasons, with nearly 100 participants participating in intensive online, in-person, and hands-on training that included production, post-production, visual effects, editing, and screenwriting. The streamer also launched a unit still photography workshop aimed at helping local photographers transition into new creative roles, and collaborated with Soda Machine Films on a second season of a screenwriting fellowship.
Netflix has released a first look at its Southeast Asian pipeline, including behind-the-scenes footage of the much-anticipated remake of Thai period drama “Purun Pranang.” Matty confirmed that his upcoming Philippine series “BuyBust: The Undesirables” will be released next year.
In a major literary adaptation announcement, Netflix will partner with renowned Indonesian author Dee Lestari to adapt three of her best-selling novels, “Lapi Jali,” “Aroma Khalsa,” and “Pelahu Kertas,” into an original series. The project will be helmed by female filmmakers, with Sabrina Rochelle directing ‘Lapi Jali’ and Camila Andini working on ‘Aroma Khalsa’.
The festival also hosted the world premiere of the Indonesian comedy “Rupa Dalatan” (Lost in the Spotlight) by writer and comedian Ernest Prakasa. The film tells the story of an award-winning actor who loses his acting ability when he is selected to play the role of the president of Indonesia.
To date, more than 100 Southeast Asian titles have appeared on Netflix’s global top 10, with regional content appearing in the top 10 list from more than 80 countries this year.
