Netflix Boosts Southeast Asian Storytelling with New Partnerships

Netflix is enhancing its commitment to Southeast Asian storytelling through a series of strategic initiatives announced at the Jogja-Netpac Asian Film Festival (JAFF) in Indonesia. The streaming platform has entered into a two-year partnership with the Indonesian Producers Association (APROFI) and introduced its Creative Asia program to the region, reflecting its dedication to local talent and production capabilities.

The collaboration with JAFF coincides with the festival’s 20th anniversary, emphasizing Netflix’s long-term vision for the region. The company reported a nearly 50% increase in global view hours for Southeast Asian titles from 2023 to 2024, with over 40 regional titles appearing in Netflix’s Global Top 10 in 2025. According to Malobika Banerji, senior director of content for Southeast Asia at Netflix, “Even as the streaming world has changed, our support for this region has stayed consistent — and proudly local.”

APROFI and Netflix formalized their partnership through a memorandum of understanding aimed at bolstering Indonesia’s production ecosystem. This collaboration will fund workshops for both above- and below-the-line talent, provide job training on Netflix projects, and facilitate industry dialogue. A notable outcome of this partnership is Indonesia’s first national guidebook on production safety, designed to enhance operational safety and sustainability in film production.

Irene Umar, Indonesia’s vice minister of creative economy, praised the initiative during the signing ceremony, stating, “The Indonesian film industry is a significant engine of our economy. Netflix has played a major role in the global film and television ecosystem, and I truly appreciate its contribution to Indonesia.” She emphasized the importance of a collaborative approach among stakeholders, noting that this memorandum marks the beginning of a promising partnership.

In addition to its work with APROFI, Netflix has brought the Creative Asia program to Southeast Asia for the first time, following its successful debut at the Busan International Film Festival. The initiative connects emerging filmmakers with established creators, including notable figures such as Joko Anwar and Erik Matti. As Ifa Isfansyah, founder and executive director of JAFF, remarked, “What’s truly meaningful is that Netflix, BIFF, and JAFF all share a common vision: to nurture Asian cinema as a reflection of the dynamic and vibrant societies in our region.”

The festival programming featured a conversation between Anwar and Matti focused on navigating creative risks and cultural specificity. It also included a panel discussion on the emerging zombie genre in Southeast Asia, featuring filmmakers like Kulp Kaljareuk and Carlo Ledesma. The title “The Elixir,” directed by Stamboel, recently achieved the distinction of being the number one non-English film globally for two consecutive weeks.

Netflix is also continuing its commitment to practical training through the second season of the Reel Life Film Camp at JAFF, following a successful inaugural year. Supported by the Netflix Fund for Creative Equity, the camp received over 800 applications across both seasons and hosted nearly 100 participants, offering intensive training in various aspects of filmmaking.

In a significant announcement regarding upcoming content, Netflix revealed plans to adapt three best-selling novels by celebrated Indonesian author Dee Lestari into original series. The adaptations will be led by female filmmakers, with Sabrina Rochelle directing “Rapi Jali” and Kamila Andini taking on “Aroma Karsa.”

The ongoing efforts culminated in the world premiere of “Lupa Daratan” (Lost in the Spotlight), an Indonesian comedy that explores the challenges faced by an award-winning actor. To date, more than 100 Southeast Asian titles have featured in Netflix’s Global Top 10, demonstrating the growing international appeal of regional content, which has ranked in the Top 10 lists of over 80 countries this year.

With these initiatives, Netflix is not only reinforcing its presence in Southeast Asia but is also making a significant investment in the future of the region’s film industry, aiming to empower a new generation of creators.