Netflix is placing a big bet on the future of storytelling from Indonesia and across Southeast Asia. At the recent Jogja-Netpac Asian Film Festival (JAFF), the streaming service announced a multi-part plan to support local creators. The centerpiece of this effort is a new, two-year partnership with the Indonesian Producers Association (APROFI) designed to train the next generation of film talent and make production sets safer across the country. This move comes as global audiences are showing more interest than ever in stories from the region, with Netflix reporting that viewership of Southeast Asian content grew by nearly 50% from 2023 to 2024.
Netflix and APROFI Formalize Two-Year Training and Safety Plan
The partnership between Netflix and APROFI was made official on December 1, 2025, with the signing of a two-year agreement. The deal is focused on practical support for the people who make films and shows happen, from directors and producers to the crews working behind the scenes.
A key part of the plan involves creating workshops and hands-on training opportunities for Indonesian professionals to work on Netflix productions. This includes training for both “above-the-line” roles like writers and directors, and “below-the-line” positions such as camera operators, editors, and production designers. The goal is to help local talent build the modern skills needed to work on large-scale international projects right in their home country.
Perhaps the most immediate outcome of the partnership is the launch of Indonesia’s first national guidebook on production safety. This handbook provides clear rules for operating film and TV sets in a way that protects workers and minimizes environmental impact. Officials hope that establishing strong, standardized safety practices will make Indonesia a more attractive and reliable destination for global film projects.
Indonesian Vice Minister of Creative Economy, Irene Umar, was present at the signing and welcomed the collaboration. She called the Indonesian film industry a “significant engine of our economy” and praised the community-driven approach of the new partnership.
“Our gotong-royong (community driven) approach means in-depth collaboration across stakeholders โ and here we see the clearest evidence of it with the film industry, associations, and key players like Netflix and APROFI coming together,” Umar said.
Why Netflix is Doubling Down on Southeast Asia Now
Netflix’s increased investment is a direct response to major audience growth. The streaming service revealed that more than 100 Southeast Asian titles have entered its Global Top 10 lists since it began tracking the data. In 2025 alone, over 40 titles from the region have charted, reaching the Top 10 in more than 80 countries around the world.
This explosive growth shows that stories from Southeast Asia have a powerful and growing global appeal. For example, the Indonesian horror film “The Elixir” recently held the number one spot for non-English films globally for two weeks in a row and was popular in 75 countries. Netflix’s senior director of content for Southeast Asia, Malobika Banerji, emphasized that the company’s strategy is to stay “proudly local”.
“Our commitment isnโt just to the creators already in the spotlight,” Banerji stated. “We care just as deeply about those who are still finding their voice โ the next generation of filmmakers, storytellers, and crew who will shape the future of this region”.
Creative Asia Program and Hands-On Training for New Filmmakers
Alongside the APROFI deal, Netflix used the film festival to launch several other initiatives aimed at finding and nurturing new talent. The company brought its Creative Asia program to Southeast Asia for the first time, partnering with JAFF to host it. The program connects emerging filmmakers with established directors and writers for masterclasses and conversations about the craft.
This year’s sessions featured well-known creators like Indonesian director Joko Anwar (“Nightmares and Daydreams”) and Filipino filmmaker Erik Matti (“BuyBust”), who discussed taking creative risks. Another popular panel explored the rise of zombie stories in Southeast Asian cinema, featuring creators from Thailand and the Philippines.
Netflix also hosted the second season of its Reel Life Film Camp at the festival. This practical training camp, supported by the Netflix Fund for Creative Equity, received over 800 applications across its two seasons and has provided intensive training in production, editing, and screenwriting to nearly 100 participants. The company even ran a special workshop to help local photographers learn the skills needed to become “unit stills” photographers on film sets.
JAFF founder Ifa Isfansyah expressed honor at hosting Creative Asia, noting a shared vision between the festival and Netflix to support Asian cinema as a reflection of the region’s vibrant cultures.
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A Look at Upcoming Southeast Asian Stories on Netflix
The festival also offered a preview of the new Southeast Asian content coming to Netflix. The company announced a significant literary partnership with celebrated Indonesian author Dee Lestari. Three of her bestselling novelsโ“Rapi Jali,” “Aroma Karsa,” and “Perahu Kertas”โwill be adapted into Netflix original series. In a notable step for representation, these adaptations will be directed by female filmmakers, with Sabrina Rochelle set to direct “Rapi Jali” and Kamila Andini attached to “Aroma Karsa”.
Other upcoming projects include a behind-the-scenes look at the remake of Thailand’s popular period drama “Ploeng Phra Nang” and confirmation that Erik Matti’s Filipino series “BuyBust: The Undesirables” will begin streaming in 2026. The festival itself hosted the world premiere of the Indonesian comedy “Lupa Daratan” (Lost in the Spotlight), a film by writer-comedian Ernest Prakasa.
Netflix’s broader strategy in the region includes significant investment in other countries like Thailand, where it has put over $200 million into content and production over the past four years. Thai originals like the mystery thriller “Master of the House” have contributed to a massive 750 million viewing hours in 2024.
Credits: Content-Technology.com
