Netflix's Southeast Asia Expansion: A Commitment to Local Talent and Storytelling
Netflix is taking its Southeast Asia storytelling efforts to the next level with a series of exciting initiatives unveiled at Indonesia's Jogja-Netpac Asian Film Festival. The streaming giant is partnering with the Indonesian Producers Association (APROFI) for two years and launching its Creative Asia program in the region, marking a significant investment in local talent and production infrastructure.
The partnership with JAFF, timed to the festival's 20th anniversary, showcases Netflix's long-term commitment to Southeast Asia. Global view hours of Southeast Asian titles skyrocketed by nearly 50% from 2023 to 2024, with over 40 regional titles cracking Netflix's Global Top 10 in 2025 alone. This explosive growth highlights the region's potential for captivating storytelling.
Malobika Banerji, senior director of content for Southeast Asia at Netflix, emphasizes the company's dedication to both established and emerging creators. "Our support for this region remains unwavering and proudly local," she says. "We're not just backing creators already in the spotlight; we're equally passionate about nurturing the next generation of filmmakers, storytellers, and crew who will shape the future of Southeast Asian cinema."
The Netflix-APROFI partnership focuses on strengthening Indonesia's production ecosystem. It includes workshops for above- and below-the-line talent, on-the-job training opportunities on Netflix projects, and industry dialogue. A significant outcome of this collaboration is the introduction of Indonesia's first national guidebook on production safety, designed to enhance safety and sustainability on film sets.
Irene Umar, Indonesia's vice minister of creative economy, expressed her appreciation for Netflix's initiative during the signing ceremony. "The Indonesian film industry is a vital driver of our economy," she stated. "Netflix's global influence in the film and television ecosystem is undeniable, and I'm grateful for its contribution to Indonesia. Our community-driven approach, gotong-royong, thrives through in-depth collaboration among stakeholders. The film industry, associations, and key players like Netflix and APROFI exemplify this spirit. I believe this memorandum of understanding marks the beginning of a long-term partnership."
Creative Asia, a Netflix initiative, connects emerging filmmakers with established creators like Joko Anwar, Erik Matti, Kimo Stamboel, Kulp Kaljareuk, Carlo Ledesma, and Indonesian author Dee Lestari. The program's debut at JAFF featured a creator conversation between Anwar and Matti, exploring creative risk and cultural specificity. A panel on Southeast Asia's emerging zombie genre, featuring Kaljareuk, Ledesma, and Stamboel, also took place, with Stamboel's film 'The Elixir' recently ranking No. 1 among non-English films globally for two consecutive weeks and entering the Top 10 in 75 countries.
Netflix's commitment to Southeast Asia extends beyond Creative Asia. The streamer hosted the second season of Reel Life Film Camp at JAFF, providing intensive training to nearly 100 participants in production, post-production, visual effects, editing, and screenwriting. A still photography workshop and a second season of the Screenwriters Fellowship in collaboration with Soda Machine Films further showcase Netflix's dedication to nurturing local talent.
Netflix also offered a glimpse into its Southeast Asian pipeline, including behind-the-scenes footage from the highly anticipated remake of Thailand's period drama 'Ploeng Phra Nang.' Matti confirmed his upcoming Filipino series 'BuyBust: The Undesirables' will stream next year. In a major literary adaptation announcement, Netflix will partner with Dee Lestari to adapt three of her best-selling novels into original series, with female filmmakers at the helm.
The festival celebrated the world premiere of 'Lupa Daratan' (Lost in the Spotlight), an Indonesian comedy about an award-winning actor who loses his ability to act just as he's cast to play the president of Indonesia. These initiatives and partnerships solidify Netflix's commitment to Southeast Asia, fostering local talent and storytelling that resonates globally.
