Vietnamese presence on the rise at Hong Kong International Film and TV Market

The four-day film and television market, organized by HKTDC, gathers global film and entertainment industry leaders to showcase new productions and cutting-edge technologies, while fostering discussions on international market trends and opportunities.

This year’s FILMART has attracted a record number of participating countries and regions, which Ng called “the most international edition of all.”

The event presents productions of over 790 exhibitors across a record high participation of 38 countries and regions, connecting them with 7,700 business visitors from about 50 countries and regions.

Last year, FILMART showcased a wide variety of cross-regional, cross-media and cross-industry content from over 760 exhibitors from 34 countries and regions.

The market gathered more than 7,600 industry practitioners from 42 countries and regions, highlighting the growing international presence that connects global industry players.

Vietnam’s growing visibility

The HKTDC’s director of service promotion spotlighted the Vietnamese film industry's growing capacity to produce export-ready content, noting that international buyers are taking increased interest.

"I'm sure the buyers from different parts of the world are also looking at suitable Vietnamese content for their local economies," he said. "That's why we do see an increasing number of Vietnamese film producers."

"But of course, we need more."

Ng also noted that the growing Vietnamese presence extends beyond exhibitors to include a rising number of buyers, who are increasingly looking for TV content in addition to feature films, fueled by the expansion of OTT platforms.

“That's why our office in Ho Chi Minh City is arranging for more and more Vietnamese buyers to come here,” Ng said.

Ng also expressed his hope that FILMART will provide a useful platform for producers from Vietnam in particular, and Southeast Asia as well as Asia more broadly, to take advantage of the 'ecosystem' of buyers and exhibitors at the event.

"We hope it will be able to help producers from Vietnam to come here to enrich their resources and to have them come up with more exciting content," Ng said.

“FILMART is a film and entertainment industry exhibition, a marketplace that brings together producers, distributors, investors, and entertainment professionals to connect, to do business, and to stay updated on new trends,” said Tina Phan, director, Indochina of HKTDC.

“Vietnam has been participating in FILMART for over 20 years, returning annually to showcase the country's film industry."

This year, BHD unveils the first look after wrapping its feature film 'Spirit Guardians - The Last Secret of The First Emperor,' with displays featuring costumes from the movie, while 'Mocking Bird Pictures' holds a world showcase for their horror film 'Phi Phong – The Blood Demon.'

"It's a massive production, gathering 50 actors with dialogue, 100 action performers, and approximately 5,000 extras," said Ngo Thi Bich Hanh, vice-president of BHD, referring to the company's 'flagship' production at FILMART 2026.

Hanh also revealed that the company received two offers for two major markets on the very first morning of FILMART on Tuesday.

This year, BHD is attending FILMART alongside the Vietnam Film Development Association.

“This reflects Vietnamese films' expanding reach into international markets and the increasing recognition of Vietnamese cinema abroad,” Tina Phan said.

Meanwhile, a representative of Mockingbird Pictures told Tuoi Tre News that international clients have been approaching their booth seeking both upcoming and released films for distribution across multiple territories.

Participating in FILMART this year as a sales agent, distributor and exhibitor, the company is visiting other exhibitors' booths to acquire films to bring back to the Vietnamese market.

Tina Phan also highlighted Cambodia's significantly expanded presence at this year's FILMART, with seven exhibitors taking part.

FILMART's 30th-year milestone

The Hong Kong International Film and TV Market, now in its 30th year, takes place from Tuesday to Friday at the Hong Kong Convention and Exhibition Center.

Within the framework of FILMART, Producers Connect returns this year for the second time, with the aim of fostering cross-cultural exchange and unlocking new collaboration opportunities. 

Partnering with ten international film institutions, including those from mainland China, Indonesia, Italy, South Korea, Malaysia, the Philippines, Slovenia, Spain, the UK, and Vietnam, the program brings together more than 100 producers from Hong Kong and across the globe.

“Our FILMART is not only for acquisition, but also for cultivation and collaboration among our participants. So, we launched Producers Connect,” said Ng.

“Last year, we had 40 producers participating, and this year, we have more than 100 producers joining us from Hong Kong and around the world.”

The AI Hub, first introduced at last year’s FILMART, makes its return this year with an expanded presence, bringing together exhibitors who present their latest applications and technological breakthroughs in areas such as AI-generated content (AIGC), AI-generated short dramas, and AI animation.

To further strengthen industry capabilities in AI adoption, this year’s edition introduces the AI Academy.

Through 18 thematic workshops, industry experts will explain practical applications and emerging trends of AI technologies across the filmmaking process, helping practitioners navigate transformation and upgrading across multiple stages, from creative development and filming to post-production and content promotion.

As every year’s tradition, FILMART's opening day hosted a ceremony to officially kick off the month-long Hong Kong Entertainment Expo, which features a series of eight major Hong Kong entertainment events, including both FILMART and EntertainmentPulse conference.

Held alongside FILMART, the fifth edition of EntertainmentPulse examines some of the most pressing issues in today’s film and entertainment market, including the global expansion of short dramas, opportunities and future directions for international co-productions, emerging models of collaboration between AI and film production, and the creation and expansion of global animation intellectual property.

Other events of Hong Kong Entertainment Expo include Hong Kong International Film Festival (HKIFF), Hong Kong Film Awards, Asian Film Awards, Digital Entertainment Summit, Hong Kong-Asia Film Financing Forum (HAF), and Microfilm Production Support Scheme (Music).