Second edition of the magazine YAF Market opened in Yogyakarta with a performance of traditional Hanoman dance in front of market director Linda Gozali, who is also a producer Magma Entertainment — officially launched the program, setting the tone for the year, which she called a strategic stage for the platform's development.
“It’s still a baby—JAFF is 20 years old, and our market is only in its second edition,” Gozali said, referring to Jogya Netpak Asian Film Festivala long-running festival in Yogyakarta whose industry platform is JAFF Market. “But we believe it is a robust and structured industry platform for the future.” She announced a significant increase in the number of participants: “This year we have 116 exhibitors, 122 companies and more than 1,400 accreditation badges… Last year there were only 900 to 1,000.” Encouraging visitors to move around the expanded hall, she said: “One thing I would like to remind everyone: you have to walk to every corner of this hall. You can't miss a single thing.”
Gozali positioned the JAFF market as a regional and global nexus. “The JAFF Market exists as a strategic bridge connecting projects, talent, companies and investors from Indonesia to the regional and even global industry,” she said. “Ideas find direction, strategies gain momentum, creative ambitions meet viable paths in production, distribution and even beyond.” The festival, now in its 20th year, gives its highest award, the Golden Hanoman Award, to the best Asian feature film in competition.
Gozali then introduced Ahmad Mahendra, Director General of Cultural Development, Utilization and Education of the Ministry of Culture of the Republic of Indonesia, who conveyed greetings from the Minister of Culture. Mahendra noted that JAFF Market provides the necessary transparency: “JAFF Market is more of a forum for transactions or presentations. This is where the ecosystem finds a place to meet,” he said, calling it “the only showcase we need to be more visible internationally.”
Mahendra elaborated on the ministry's initiatives over the past year: “We have helped 85 filmmakers participate in six international festivals… 13 film festivals in Indonesia… 27 Indonesian films nominated in international festivals… five films received international recognition.” He added that four Indonesian directors have served as jury members at major global events and highlighted talent development efforts: “More than 1,200 talents were filmed… 18 of them received international recognition in Busan, Hong Kong, Singapore, Berlin and Rotterdam.”
He praised Yogyakarta's cultural ecosystem and said, “Indonesia owes a debt to JAFF and the JAFF market. This is our showcase, which should become more visible internationally.”
Sultan Baktiar Najamudin, Chairman of the Regional Representative Council of the Republic of Indonesia, made remarks focusing on the JAFF market in the cultural and economic structure of Indonesia. He began by acknowledging the recent disasters in Sumatra: “The voice of nature has become louder than man… This is an environmental alarm for all of us.”
He described the 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 economic impact of the industry: “If the national film industry grows, the regional economy will also develop.”
Calling Indonesia “the greatest cinematic stage God has given us,” he cited landscapes “from Sabang to Merauke… from the beaches of Mentawai to the jungles of Sumatra.” Speaking directly to young filmmakers, he said: “The world is waiting.”
JAFF Market 2025 will be held in Yogyakarta from November 29 to December 1.
