The second edition of the JAFF Market opened in Yogyakarta with a traditional Hanoman dance performance before market director Linda Gozali – who is also a producer with Magma Entertainment – formally began the program, setting the tone for a year she described as a strategic phase in the platform’s development.
“It’s a baby — JAFF is 20 years old, and our market is only in its second edition,” Gozali said, referring to the Jogja-Netpac Asian Film Festival, the long-running Yogyakarta festival whose industry platform is the JAFF Market. “But we believe it is a reliable and structured, future-oriented industry platform.” She announced a major increase in participation: “This year we have 116 exhibitors, 122 companies, and more than 1,400 accreditation badges… Last year it was only about 900 to 1,000.” Encouraging attendees to move through the expanded venue, she said, “One thing I would like to remind everybody — you have to walk to every single corner of this venue. You cannot miss even a single thing.”
Gozali positioned the JAFF Market as a regional and global connector. “JAFF Market exists as a strategic bridge connecting projects, talents, companies and investors from Indonesia to the regional and even global industry,” she said. “Ideas find direction, strategies find momentum, creative ambition meets real pathways in production, distribution and even beyond.” The festival, now in its 20th year, presents its top honor, the Golden Hanoman Award, to the best Asian feature in competition.
Gozali then introduced Ahmad Mahendra, Director General of Cultural Development, Utilization and Fostering at the Ministry of Culture of the Republic of Indonesia, who delivered greetings from the Minister of Culture. Mahendra noted that JAFF Market provides essential visibility: “JAFF Market is more of a transactional or pitching forum. This is where the ecosystem finds room to meet,” he said, calling it “the only showcase we have to be more visible internationally.”
Mahendra detailed the ministry’s initiatives over the past year: “We have facilitated 85 filmmakers to six international festivals… 13 film festivals within Indonesia… 27 Indonesian films entering nominations at international festivals… five films receiving international recognition.” He added that four Indonesian filmmakers served as jurors at major global events and highlighted talent development efforts: “More than 1,200 talents have been produced… 18 of them have received international recognition in Busan, Hong Kong, Singapore, Berlin and Rotterdam.”
He praised Yogyakarta’s cultural ecosystem and said, “Indonesia owes JAFF and JAFF Market. This is our showcase to be more visible internationally.”
Sultan Baktiar Najamudin, Chair of the Regional Representative Council of the Republic of Indonesia, followed with remarks framing JAFF Market within the cultural and economic fabric of Indonesia. He opened by acknowledging the recent disasters in Sumatra: “The voice of nature has become louder than humans… This is an ecological alarm for all of us.”
He described JAFF Market as “a reflection of the long journey of Indonesia’s film ecosystem,” saying, “Ideas meet craft, craft becomes opportunity, and opportunity creates hope.” Najamudin emphasized the industry’s economic impact: “If the national film industry grows, regional economies will also advance.”
Calling Indonesia “the greatest cinematic stage God has given us,” he invoked landscapes “from Sabang to Merauke… from the beaches of Mentawai to the jungles of Sumatra.” Addressing young filmmakers directly, he said, “The world is waiting.”
JAFF Market 2025 is held in Yogyakarta from Nov. 29 to Dec. 1.