Hong Kong FilMart 2025: Five Takeaways From Asia’s Recharged Global Content Market

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At FilMart 2025 and EntertainmentPulse, held in Hong Kong, more than 7,600 professionals from 42 different countries gathered together, signaling a strong return. The combined event sent out a powerful message: Asia’s entertainment sector is not just functioning—it’s speeding up, expanding into fresh markets, innovative formats, and cutting-edge technologies.

The four-day event, known as FilMart, was organized by the Hong Kong Trade Development Council (HKTDC). It attracted over 760 exhibitors, with a significant increase in participants from Southeast Asia. This market is renowned for its co-production matchmaking, innovative AI applications, and showcasing of Hong Kong’s film music legacy. Once again, FilMart demonstrated why it’s recognized as the leading film and TV marketplace in Asia.

The four-day FilMart event, overseen by the Hong Kong Trade Development Council (HKTDC), saw more than 760 exhibitors attend, with a marked increase in Southeast Asian representation. This market is known for facilitating co-production partnerships, featuring advanced AI technologies, and highlighting Hong Kong’s film music heritage. FilMart continues to prove why it holds the title of Asia’s premier film and TV marketplace.

Here are the top takeaways from this year’s edition.

1. ASEAN Presence Explodes as Southeast Asia Takes Center Stage

One notable news story this year was the emergence of ASEAN nations as significant players in terms of market size and aspirations for content. The number of exhibitors from this region surged by over 50% compared to the previous year, and buyer attendance also saw a 15% increase.

At the beginning of FilMart 2025, Malaysia’s national film body, FINAS, completed a collaboration agreement with Korea’s KOFIC and negotiated market access with Cambodia. Dato’ Azmir Saifuddin Bin Mutalib, CEO of FINAS, commented that it was an excellent start on the first day, especially as discussions with the HK Cultural & Creative Development Agency about co-production funding were successfully concluded.

In other venues, Thailand and Indonesia showcased their pavilions and discussions, highlighting their creative talents and worldwide aspirations, indicating that Southeast Asia is no longer just a supporting role — it’s now an integral part of the headliners.

2. Producers Connect Sparks Co-Production Momentum

Launched this year, the Producers Connect program has rapidly transformed into a bustling platform for in-depth discussions and effective networking. This program is supported by several organizations including the Culture, Sports and Tourism Bureau, the Creative Industries Development Agency (CCIDA), the Hong Kong Film Development Council, and the HKTDC. The initiative managed to attract over 1,300 participants.

A key discussion, labeled “International Co-production: Striking the Balance between Risk and Benefit,” delved into the aspects of collaborative creativity, financial variations, and the practicalities of working internationally. The panel featured Gabriela Tocchio (Gullane Films), Justin Kim (CJ ENM), and Natacha Devillers (Les Petites Lumières). They shared insights on handling cultural differences and production challenges.

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The program’s Fireside Chats delved deeper into topics such as Intellectual Property growth and strategies for new markets. This program served as a platform where international film producers, alongside local filmmakers like Oliver Chan, Tenky Tin, and Jill Leung, came together to share insights. These discussions aimed at nurturing collaborative partnerships across regions and increasing global cooperation in the film industry.

3. Asian Animation Finds Its Global Voice

In recent times, the animation sector in Asia has seen rapid expansion, with discussions abuzz about which movie will be the successor to “Ne Zha 2.” This animated film has amassed over $2 billion and holds the record as the highest-grossing animated movie of all time, also ranking fifth among the highest-grossing films ever. Chinese production companies are actively exploring traditional stories for content.

As a cinephile, I’ve noticed an intriguing trend in the world of animation: studios in Southeast Asian countries, such as Indonesia, are experiencing a surge in demand due to their ability to deliver high-quality animations at significantly lower labor costs compared to powerhouses like Japan and South Korea. However, Japan remains appealing, despite its higher production costs, because the quality it delivers is just unparalleled.

At the Digital Entertainment Summit, they emphasized the ongoing animation boom in this region. With the topic “Exploring Opportunities in the Vibrant Animation Market and Production in Asia,” they delved into the swift expansion of the industry’s landscape through two discussions.

As a movie critic, I recently attended two enlightening panel discussions at an animation conference:

1. The first session, dedicated to industry trends, featured the participation of Catherine Ying (CMC Inc./Pearl Studio), Francesco Prandoni (Production I.G.), Kang Yue (Bilibili), and Mia Angelia Santosa (Visinema). They shared valuable insights into the ever-evolving market landscape and its impact on the animation world.

2. The second session, focusing on creative and production perspectives, invited speakers such as Karyabudi Mohd. Aris (Les’ Copaque Production Sdn.), Nao Hirasawa (ARCH Inc.), Polly Yeung (Point Five Creations), and Yu Zhou (Light Chaser Animation Studios). They delved into the innovative and technology-driven pipeline that’s shaping the industry, emphasizing the growing importance of collaboration in animation production.

4. AI Isn’t Just the Future — It’s Now

Artificial Intelligence didn’t merely gain popularity; it took over. Given Hong Kong’s strong focus on becoming a center for AI, it’s no wonder that FilMart included an AI Hub to highlight advanced film production tools. Creatives are eager about how AI might influence dubbing. By reducing the need for multiple voice actors and potentially decreasing post-production time, AI could bring significant changes.

Among Japanese animation creators, there’s a sense that studios have been hesitant to integrate AI solutions broadly, with many believing the effects on creative roles would be negligible. In contrast, Sony Pictures aims to leverage AI technology as a means to reduce production expenses.

At AI Hub, Sony presented an AI-equipped camera offering automatic framing and remote control features such as pan, tilt, and zoom. On the other hand, Lenovo introduced a six-legged AI robot dog, equipped with autonomous learning and adaptive abilities, designed for navigating rough terrain while transporting cargo.

The launch of the AI Hub attracted attention from ten different exhibitors, each demonstrating practical uses of artificial intelligence in various aspects such as production, editing, distribution, and marketing. Over 3,900 industry experts participated in the exhibition and interactive discussions.

A seminar titled, “Preparing for AI Opportunities,” featured talks by Hong Li Animation Studios and Heguang Post-Production. They shared insights on how advanced AI technologies were employed for exceptional special effects and automation in the production of high-end animation and visual effects (VFX), as demonstrated in the box office hit “Ne Zha 2.”

Liu Baoyu, the deputy head of Heguang, advised: “It’s important to effectively utilize artificial intelligence while preserving the dignity of traditional art.” Jihong Chen, a partner at Zhong Lun Law Firm, further emphasized that mastery of AI has become “essential for keeping up with the competition.

5. FilMart’s Global Map Gets Bigger (and Broader)

For the initial time this year, participants hailing from Armenia, Kazakhstan, and the Czech Republic joined us, while buyers arrived from Argentina, Kyrgyzstan, Pakistan, and Bulgaria – broadening the event’s scope far beyond its typical Asia-Pacific and North American participant base.

The 23rd Hong Kong – Asia Film Financing Forum gathered 48 potential film projects for negotiation, with participation from more than 35 different nations. During this event, 24 films were screened on-site, including ten that were premiering for the first time worldwide. Additionally, an online catalog showcasing over 1,600 projects remains accessible until April.

From my perspective as a cinephile, I’d say it like this: “For me, FilMart serves as the perfect platform to display New South Wales’ artistic greatness, nurturing international collaborations and opening up exciting opportunities along the way.

At FilMart 2025, it underscored its position as the region’s most impactful marketplace. This wasn’t only due to the announcements made, but also because of the energy and drive it generated. From geopolitical changes, joint funding across borders, groundbreaking technology, and cultural breakthroughs, this event left a lasting impression.

In Southeast Asia, AI deployment, growth, and advancements in Asian animation are propelling Asia’s screen industries to new heights. Not only is the narrative of these industries persisting, but it’s also expanding, modernizing, and venturing beyond previous limits like never before.

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2025-03-21 15:20