Why Hong Kong film market is crucial for Pinoy cinema

Filipino creatives pitch films, court global partners, and push for international recognition at Hong Kong International Film & TV Market (FILMART) 2026.

The Philippines is making a strong showing at the Hong Kong International Film & TV Market (FILMART) 2026, with the local film industry pushing for global partnerships, wider distribution, and a bigger creative footprint on the international stage.

Leading the Philippine delegation is Jose Javier Reyes and the Film Development Council of the Philippines (FDCP), bringing together a mix of producers, directors, and writers to the market, which runs until March 20 in Hong Kong.

The FDCP chair underscored the importance of FILMART in an exclusive interview with radar Entertainment, calling it a key platform for the country’s film and television sector.

“The Hong Kong Filmart is very important because it is one of the two biggest film and television markets in Asia—this and the one in Busan,” he said, referring to the Asian Contents & Film Market.

Targeting co-production deals with other countries

For the Philippine delegation, the agenda goes far beyond simply showing up.

“It’s good because a lot of Filipino producers are coming here. And they have different reasons,” Reyes explained. “They are selling their films. They are looking for co-producers. TV networks are selling their programs and series. And the FDCP is meeting with film councils from different countries for engagements and co-production deals.”

Even just two days into the market, activity has been brisk. The delegation has already conducted business-to-business meetings, including discussions with Italian producers, with hopes of opening new co-production avenues. Negotiations are also underway to finalize a co-production agreement with Spain, following an existing partnership with France. Interest from other territories, including South Africa, has also emerged.

Making PH a viable global production partner

These efforts tie into a broader strategy to position the Philippines as a viable global production partner, with upcoming initiatives such as an ASEAN Film and Television Summit and the Asean Film Alliance Network (AFAN) Bootcamp for young filmmakers slated this August.

Still, Reyes acknowledged the realities of the global market, where competition is steep and sellers often outnumber buyers.

“It’s true that more people are selling than buying,” he said, noting that global economic pressures—including ongoing geopolitical tensions—continue to affect the industry.

Thinking beyond, going global

For Filipino filmmakers, the challenge is clear: think beyond the domestic audience.

“When we make products, it’s not enough that our product is only for Filipinos, but also for the whole world,” Reyes said. “If we only rely on the Philippine market, it’s very limited. But if you expand and make the whole world your market, you have a better chance.”

He added that building a strong national identity through film is key to long-term success.

“Movies and culture are what you call secondary imports. Before people embrace your food, your music, your abilities, they need to believe in what you bring. Film is a major source of how the Philippines will become a strong brand,” he said.

“And that will come not only from creators but also from the audience. Filipinos need to believe in what Filipinos do in order for the world to believe in them.”

Philippine projects at HAF 2026

At the Hong Kong–Asia Film Financing Forum, three Filipino projects are being showcased:

• “Sentinel” (by Carl Papa)
• “Zsazsa Zaturnnah” (Avid Liongoren)
• “Ria” (Arvin Belarmino)

Philippine companies at FILMART 2026

Among the production companies and networks representing the Philippines this year are:

• ABS-CBN
• Viva Communications
• GMA Network
• Quantum Films
• Gushcloud
• Epicmedia
• Mandala Productions

Alongside them are several other Filipino firms forming part of one of the country’s most robust delegations to FILMART in recent years, all aiming to bring Filipino stories to a wider global audience.

 

 

When we make products, it’s not enough that our product is only for Filipinos, but also for the whole world.

Jose Javier Reyes

 

 

READ: