The Asian Contents & Film Market (ACFM) has launched its new Country of Honor, the highest tier within its country partnership framework, with Thailand joining as its inaugural country.

The Country of Honor is a strategic, country-level industry partnership that directly connects ACFM’s market functions with the content ecosystem of a participating country. Through dedicated promotional opportunities designed to enhance market visibility and presence across ACFM, it helps the country’s content and industry participants reach wider attention while aiming to foster cross-border investments, international co-productions, and IP business.

Through the Country of Honor, ACFM will present Thailand’s content, companies, and creators across its Sales Market, project, IP, and investment networks, while expanding business touchpoints between industry professionals from both countries.

From a Dedicated Pavilion to Remake IP

and International Co-Productions

During ACFM 2026, Thailand will host a dedicated pavilion featuring promising companies from its film and content industries, providing a focused setting for business and international co-production discussions. In addition, highlight its newly launched 'Remake IP' section, presenting five feature film IPs with strong remake potential at the 'Busan Story Market Pitch & Match - Thailand Remake IP' session. The Business Meetings are expected to further increase opportunities for global rights transactions and remake deals.

Meanwhile, Thai producers will take part in Producer Hub to explore practical avenues for international co-production with producers from around the world. The Market Conference will also present a seminar on stories, IP, and co-production for the global market. It will spotlight Thailand’s distinctive original IP and emerging producers and showcase the country’s vast potential as a global partner.

ACFM will also create a dedicated Country of Honor page on its official website and conduct multifaceted outreach to industry professionals worldwide.

Thailand: An International Production Base

with Competitive Content

Thailand is strengthening government support for the creative and cultural industries, nurturing creative talent, reinforcing its industry ecosystem and infrastructure, and expanding the international reach of content rooted in Thai culture.

In 2025, Thailand hosted more than 540 foreign productions, while eligible foreign productions can receive cash rebates of up to 30%. With Netflix continuing to invest in local content and Thai titles entering the Netflix Global Top 10, Thailand is drawing attention as a major Asian market with both an international production base and competitive local content.

ACFM Director Ellen Y.D. Kim said, “Thailand has developed content as a key pillar of its national soft power strategy, and ACFM is where that strategy meets the global market.”

She added, “Through the inaugural Country of Honor program, which moves beyond program-specific partnerships toward a comprehensive country-level partnership, we aim to connect Thailand’s soft power strategy with concrete business opportunities in sales, investment, and co-production, while serving as a bridge for its expansion beyond Asia and into the global market.”

A Longstanding Partnership Between ACFM and Thailand

ACFM and Thailand have built a longstanding relationship spanning project discovery, production support, festival screenings and awards, and private-sector sponsorship.

Pen-ek Ratanaruang’s Ploy, selected for the Pusan Promotion Plan (PPP), the predecessor of APM, in 2006, screened at the Busan International Film Festival in 2007. Aditya Assarat’s Wonderful Town received support from the ACF Post-Production Fund in 2007 and won the New Currents Award at BIFF that same year.

Jakrawal Nilthamrong’s Anatomy of Time, selected for APM 2018, was completed in 2021 as a Thailand, France, Singapore, Netherlands co-production and was invited to the Orizzonti section of the Venice International Film Festival. Thapanee Loosuwan’s Lost and Cow was selected for APM 2025. This year, Panu Aree’s FĀTIMAH was selected for APM 2026, continuing the ties between Thai projects and Busan.

Chookiat Sakveerakul, President of the Thai Film Directors Association (TFDA), said, “Thailand is deeply honored to be named the first Country of Honor at ACFM 2026. For many years, ACFM and the Busan International Film Festival have played an important role in bringing Asian stories to the world and supporting the growth of the region’s film and creative industries.”

He added, “We believe this opportunity will open new doors for Thai films and content to reach wider international audiences, while strengthening collaboration between Thailand, South Korea, and partners across the global industry.”

Registration is also underway for ACFM 2026, where participants can take part in this year’s key ACFM programs. Market Badge holders can access ACFM 2026 Online from Tue, 6 October, the opening day of BIFF, to browse sales lineups and Online Booths, access Online Market Screenings, and watch selected titles from BIFF’s Official Selection.