Located at Booth 2-01, the VFDA created an interactive meeting point for Vietnamese filmmakers and international partners. The pavilion introduced production collaboration avenues, distribution opportunities, and prime filming locations across Vietnam.
TIFFCOM ranks as one of Asia’s premier content markets, convening producers, distributors, investors, and copyright holders from diverse markets. This year, the marketplace hosted 322 exhibiting entities and nearly 4,600 trade visitors representing 46 countries and territories. Maintaining a consecutive footprint at an established industry marketplace like TIFFCOM carries significance that goes far beyond a basic promotional exhibition.
A Shared Gathering Space for Vietnamese Cinema in Tokyo
Building upon its inaugural 2025 presence, the VFDA expanded this year’s pavilion with a larger footprint, enriched showcases, and a central location surrounded by leading international studios and distributors. From film promotional materials and festival showcases to filming location briefs, the pavilion allowed visitors to explore resources and discuss projects directly with Vietnamese delegates.
Panoramic view of the pavilion at the TIFFCOM 2026 Content Market. Photo: VFDA
Dr. Ngo Phuong Lan, President of the VFDA, chaired the opening ceremony. The event welcomed Mr. Pham Quang Hieu, Vietnamese Ambassador to Japan; Mr. Dao Trong Duc, Vice Chairman of the Hai Phong City People’s Committee; Ms. Nguyen Thi Hanh, Head of the Propaganda Department of the Quang Ninh Provincial Party Committee; alongside film executives, creators, and international partners.
Dr. Ngo Phuong Lan explained that the association aims to maintain an annual presence for Vietnamese cinema at both TIFF and TIFFCOM. To achieve this vision, the VFDA actively connects local provinces, private enterprises, and supporting units to pool resources for sustained promotion. The booth serves not merely as a national showcase, but as a shared home where Vietnamese directors and producers can pitch projects, meet buyers, and foster cross-border ventures whenever they visit Tokyo. Crucially, this institutional footprint does not depend on whether a Vietnamese film is selected for official festival screenings that year. Maintaining an ongoing base in the marketplace sustains industry visibility within global networks while unlocking commercial access for emerging filmmakers.
The pavilion also served as a launchpad for Vietnamese creators seeking global market access. Notably, producer Luong Minh Hang introduced the animated project “Secret Academy: The Comet Race,” directed by Nguyen Phi Phi Anh, co-produced with Dee Dee Studio, and distributed strategically by CGV.
From Industry Interest to Substantive Film Collaboration
On opening day, the pavilion welcomed producers, sales agents, and content executives from Japan and international territories. Prominent industry visitors included Gateway Entertainment, NTT DOCOMO Studio & Live from Japan, and TVB Limited from Hong Kong.
The VFDA highlighted three core priorities at TIFFCOM 2026: the 5th Danang Asian Film Festival (DANAFF V); the Production Attraction Index (PAI); and visual showcases of prime filming locations across Quang Ninh, Da Nang, and Hai Phong. Direct participation by provincial leaders linked landscape presentations with tangible local production support policies. Meanwhile, DANAFF offered an enduring bridge for international filmmakers to build collaborative partnerships.
Alongside exhibition operations, the VFDA organized an industry seminar titled “Vietnamese Cinema in a Connected Asia: Cultural Identity, Creativity, and International Cooperation” on October 29. The forum brought together creators, producers, and industry analysts from Japan, Vietnam, and global markets. Discussions framed Vietnamese storytelling within practical regional frameworks: preserving cultural distinctiveness while securing co-production deals, development capital, and global distribution pathways.
Following promotions at the Busan International Film Festival and a return to TIFFCOM in 2026, the VFDA continues a steady strategy: keeping Vietnamese cinema visible wherever major international financing, production, and distribution decisions occur. While these interactions do not always yield immediate contracts during a single trade fair, they lay the groundwork for Vietnamese storytellers to enter overseas markets and attract foreign crews to Vietnam through concrete productions.
The VFDA organized these promotional campaigns independently, showcasing Vietnamese cinema, landscapes, and culture across major international forums, including the Busan International Film Festival (BIFF), the Asian Contents & Film Market (ACFM), TIFF, and TIFFCOM.
Key VFDA initiatives include operating the Vietnam Cinema Pavilion, hosting the Vietnam Night gala, organizing specialized panels, and curating professional networking mixers. These activities move beyond standard country branding, establishing a practical space where Vietnamese filmmakers pitch ideas, negotiate with co-producers, and secure foreign distribution deals.
Dr. Ngo Phuong Lan, President of the VFDA, discusses Vietnamese cinema promotion and international networking opportunities with Ms. Kaori Ikeda, CEO of TIFFCOM.
As an independent socio-professional organization operating without state budget allocations for these specific trade missions, the VFDA demonstrated strong institutional initiative in fundraising, relationship building, and global event execution.
VFDA programs received strong backing from Vietnamese diplomatic missions overseas. The association also mobilized leading domestic production companies from its membership, alongside independent filmmakers, technical specialists, and international partners.
Through these steps, the VFDA solidified its role as a proactive industry driver taking Vietnamese cinema global. These efforts expand professional networks, improve market access, build national cultural standing, and create practical commercial opportunities for Vietnamese film enterprises.
Following its presence in Busan, the VFDA organized promotional initiatives during the 39th Tokyo International Film Festival and TIFFCOM 2026, encompassing the Vietnam film development seminar, the Vietnam Night reception, and the national pavilion. The booth focused on promoting DANAFF V, the PAI framework, and diverse filming locations across Quang Ninh, Da Nang, and Hai Phong with local provincial officials. This dual presence in Tokyo and Busan reflects a strategic shift in VFDA promotional priorities: moving from basic image promotion toward targeted deal-making, co-production acceleration, and establishing Vietnam as an attractive filming hub for international studios.
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Source: Vietnam Insider