The Hong Kong Cinema marketing campaign has returned to South Korea, highlighting the latest movies from Hong Kong as well as the city’s production capabilities at the Asian Contents & Film Market (ACFM) in Busan, while creating more opportunities for international exchange and cooperation.
ACFM ran alongside the prestigious Busan International Film Festival (BIFF).
As part of ‘Hong Kong Cinema @ BUSAN 2025’, filmmakers from Hong Kong interacted with peers and explored potential partnerships during exhibitions and networking activities, strengthening ties with South Korea as well as other overseas markets.
A Hong Kong Night, held at Busan’s Paradise Hotel on the evening before ACFM, marked the official start of the promotion, attracting more than 600 industry professionals.
‘Hong Kong Cinema @ BUSAN 2025’ was jointly organised by the Cultural and Creative Industries Development Agency (CCIDA), the Hong Kong Film Development Council (FDC) and the Hong Kong Trade Development Council (HKTDC).
The initiative, run in partnership with local practitioners, shines a spotlight on the vitality and creativity of Hong Kong’s film industry, noted HKTDC’s Deputy Executive Director, Patrick Lau.
“We aim to build an international exchange platform so local filmmakers can engage with their overseas peers, helping them understand the latest global market trends and gain crucial industry information in an ever-changing environment,” Mr Lau added.
A Hong Kong Pavilion at this year’s ACFM hosted several production and distribution companies, including Cappu Films, Golden Network Asia, Mandarin Motion Pictures, Mei Ah Entertainment and One Cool Pictures.
The pavilion, which was funded by the CCIDA and the Film Development Fund (FDF), also showcased Hong Kong films that had been selected for this year’s film festival.
Two productions, The Shadow's Edge and Measure in Love, appeared in the Open Cinema section, which features new releases that blend artistic excellence with broad appeal. Another, Girlfriends, was shown in the Vision - Asia section, which is geared towards independent cinema.
Measure in Love was funded by the FDF’s Directors’ Succession Scheme, which partners experienced directors with up-and-coming talent.
The film was produced by Syliva Chang, who also received the 2025 Camellia Award at BIFF’s opening ceremony. The award recognises women who have made significant cultural and artistic contributions to Asian cinema.
Stronger ties
Meanwhile, connections facilitated by various ACFM luncheons, panel discussions and networking sessions further bolstered international bonds.
Hong Kong film companies and organisations that also visited Busan this year included 32cc, Edko Films, Emperor Motion Pictures, Entertaining Power, Golden Scene, the Asian Film Awards Academy and the Industry Office of the Hong Kong International Film Festival Society.
At this year’s event, the CCIDA – which is part of the Hong Kong SAR Government’s Culture, Sports and Tourism Bureau – signed an MoU with the Busan Asian Film School to collaborate on nurturing film talent.
Josephine Lam, Section Head of HKTDC’s Entertainment Industry, Service Promotion Department, shared insights from the Hong Kong International Film & TV Market (FILMART) during a panel discussion at ACFM’s Asian Film Market Leaders Summit.
FILMART has become a major draw for South Korea’s film and entertainment sector.
More than 45 exhibitors from South Korea took part this year, including major players such as CJ ENM, KBS Media, MBC Plus, SBS Media and the Korean Film Council.
CJ E&M’s Content Business EVP Jang Ho Seo and Justin Kim, the company’s Head of International Film Production, spoke at the concurrent EntertainmentPulse conference.
They also participated in Producers Connect, a new multi-day programme at FILMART – comprising workshops, panel discussions and fireside chats – that aims to foster more cross-border collaborations.
Among various deals this year, Lotte Cultureworks closed key distribution pacts for its action film Holy Night: Demon Hunters covering UK, North America, Japan, Southeast Asia, Australia and New Zealand. Lotte Group sibling Lotte Entertainment secured distribution for its thriller Streaming in multiple territories, including Japan, Taiwan, Southeast Asia and France.
Overall, this year’s edition of FILMART and EntertainmentPulse, both organised by the HKTDC, attracted more than 7,600 industry participants from 42 countries and regions.