ASEAN Film Festival 2026 Opens with Film, Music, and Cultural Exchange Taking Centre Stage

Bringing together partners, filmmakers and audiences through over 30 free screenings,
the Festival celebrates stories and creative voices from across ASEAN and beyond.
Phase 2 tickets are now available on the official website

HONG KONG, Aug. 24, 2026 /PRNewswire/ -- The ASEAN Film Festival (AFF) 2026, organised by the Hong Kong-ASEAN Foundation Limited (HKAF), has officially opened, presenting a vibrant programme of films and related activities across Hong Kong. The Festival commenced on 20 August with an opening event attended by government officials, Consuls-General, cultural partners, filmmakers, and guests from across the region, marking the start of a citywide celebration of storytelling, creativity and cultural dialogue.

From now until 27 September, over 30 films, including works from all 11 ASEAN countries, will be presented at free screenings across Hong Kong. This year's edition also highlights a strong musical dimension, with many ASEAN selections weaving sound and music into their storytelling. Phase 1 ticketing saw an enthusiastic public response; Phase 2 tickets are now available on the AFF website.

Celebrating cultural exchange through film, music and storytelling

The opening ceremony was attended by esteemed guests including Mr Hua You, Deputy Commissioner of the Ministry of Foreign Affairs of the People's Republic of China in the Hong Kong Special Administrative Region (HKSAR), Miss Rosanna Law, JP, Secretary for Culture, Sports and Tourism of the HKSAR, Miss Vivian Kong Man-wai, SBS, MH, Legislative Council Member (Functional Constituency - Tourism), Mr Muzambli Markam, Dean of the ASEAN Consuls-General in Hong Kong and Consul-General of Malaysia in Hong Kong, alongside the Consuls-General or representatives from participating countries, Mr Nicholas Ho Lik-chi, Commissioner for Belt and Road of the Commerce and Economic Development Bureau of the HKSAR Government, Miss Pamela Lam, JP, Commissioner for the Development of the Guangdong-Hong Kong-Macao Greater Bay Area of the Constitutional and Mainland Affairs Bureau of the HKSAR Government, Miss Drew Lai, Commissioner for Cultural and Creative Industries, Culture, Sports and Tourism Bureau of the HKSAR Government, Miss Grace Kwok, JP, Deputy Secretary for Commerce and Economic Development of the HKSAR Government, and representatives from co-presenters, venue partners and supporting organisations.

Miss Rosanna Law, JP, Secretary for Culture, Sports and Tourism of the HKSAR, said that the ASEAN Film Festival 2026 is about far more than screening of films, it is fundamentally about connection and collaboration between ASEAN and Hong Kong, which resonates profoundly with Hong Kong's strategic positioning as the East-meets-West centre for international cultural exchange. Miss Law also reiterated the commitment of the Hong Kong Special Administrative Region Government to backing local filmmakers with targeted initiatives, and, through the Film Development Fund, supports creative local productions and international co-productions, nurtures young talents and showcases Hong Kong cinema on the global stage.

Mr Muzambli Markam, Dean of the ASEAN Consuls-General in Hong Kong and Consul-General of Malaysia in Hong Kong, said the Festival highlights the diversity of cultures and creative voices across ASEAN and beyond. He added that this year in particular, with music woven throughout much of the programme, audiences are not only experiencing traditions, stories and aspirations on screen, but also hearing the sounds, voices and music that shape these communities. He expressed delight at welcoming Timor-Leste to take its place on this stage for the first time, reflecting both ASEAN's continued growth and the strong friendship that has developed between ASEAN and Hong Kong over the years.

Mr Nicholas Ho Lik-chi, Commissioner for Belt and Road of the Commerce and Economic Development Bureau of the HKSAR Government, said the Belt and Road Initiative is fundamentally about building sustained connections among people, places and ideas across a wide geography, and that Hong Kong has a unique role to play in that network. He noted that the Festival offers Hong Kong audiences an opportunity to discover the creativity and cultural richness of ASEAN and other participating regions, and that through cinema, people can gain a deeper understanding of different communities and the stories that connect them.

AFF 2026 programme highlights and special screenings

AFF 2026 offers Hong Kong audiences a curated selection of films that reflect the stories, traditions, and contemporary life of participating countries and regions. This year's expanded lineup features two Hong Kong films supported by the Cultural and Creative Industries Development Agency of the Culture, Sports and Tourism Bureau, highlighting Hong Kong's creative talent and fostering cultural dialogue and deeper cross-regional appreciation. Film and music together form the emotional core of this exchange, conveying the cultures of ASEAN and beyond in distinct ways and providing audiences with an accessible platform to learn about and explore varied perspectives.

Throughout the Festival, film enthusiasts can experience special screenings paired with exclusive sharing sessions featuring filmmakers. The opening week featured memorable moments, with audiences meeting the Loboc Children's Choir from the Philippines' "Song of the Fireflies", award-winning director Jill Leung of Hong Kong's "Last Song for You", director Pyae Zaw Phyo of Myanmar's "I Wanna Be Your Lobster…", and the visionary directors behind "New Frequencies: Short Films of Youth and Whimsy" – Adnan Al Rajeev, Ananth Subramaniam and Whammy Alcazaren.

The excitement continues with more highly anticipated upcoming screenings. Internationally acclaimed producer Davy Chou joins Cambodia's "Turn Left Turn Right", while Pakistan's record-breaking blockbuster "The Legend of Maula Jatt" brings director Bilal Lashari and producer Ammara Hikmat to the city. AFF alum Yandy Laurens returns with Indonesia's "Sore: A Wife from the Future", and in a festival first, Timor-Leste makes its debut on 27 August with "Intangible Cultural Heritage: Short Films from Timor-Leste", joined by director Grazela Maria Albino.

Mr Daryl Ng, SBS, JP, Chairman of the Hong Kong-ASEAN Foundation Limited, thanked the participating government officials, Consuls-General and partners, filmmakers and creative talents for their support and contribution to the Festival. He hoped audiences would enjoy the programme and take the opportunity to discover new stories, gain fresh perspectives and learn more about the rich cultural diversity represented on screen.

AFF 2026 is made possible through the support of the Consulates-General of the 18 countries in Hong Kong, and partners across the cultural and business sectors. Co-presenters include the Cultural and Creative Industries Development Agency of the Culture, Sports and Tourism Bureau, M+ and Asia Society Hong Kong Center. Supporting organisations comprise the Belt and Road Office of the Commerce and Economic Development Bureau, Financial Services Development Council, the Hong Kong Trade Development Council, Invest Hong Kong, Our Hong Kong Foundation, and various chambers and associations. In addition to films from all 11 ASEAN countries, this year's programme also includes selected works from Australia, Bangladesh, Belarus, China (Hong Kong and Chinese Mainland), Kazakhstan, Nepal, Pakistan, and Russia, offering audiences a broader range of cultural and cinematic perspectives.

The public is invited to visit the official AFF 2026 website to register for Phase 2 tickets, available on a first-come, first-served basis. For full details on the featured films and screening schedule, please refer to the appendix or visit the AFF 2026 website: https://www.aseanfilmfest.org/.

 

 

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ASEAN Film Festival 2026 Opens with Film, Music, and Cultural Exchange Taking Centre Stage

ASEAN Film Festival 2026 Opens with Film, Music, and Cultural Exchange Taking Centre Stage

Four strategic moves target 5% tourism revenue growth and position Thailand as Asia's No.1 High-Value & Meaningful Destination

BANGKOK, Aug. 24, 2026 /PRNewswire/ -- The Tourism Authority of Thailand (TAT) has unveiled "The Year of Transformation" as Thailand's strategic tourism direction for 2027, built around four strategic moves supporting "The Winning Goal 2027". TAT targets tourism revenue growth of at least 5% over 2026, a 60:40 visitor distribution between major and emerging destinations, and a place among Asia's top three destinations for traveller loyalty, working towards the goal of becoming "Asia's No.1 High-Value & Meaningful Destination".

The four strategic moves comprise Rebalance Market Portfolio, Shape Experience Platform, Build New Growth Engine, and Transform Together.

Ms. Thapanee Kiatphaibool, TAT Governor, said, "The Year of Transformation is a clear commitment to reshape Thai tourism around quality, value and long-term competitiveness. We've moved beyond volume alone, using Thailand's distinctive strengths to create experiences that earn traveller loyalty, distribute income more widely and generate sustainable value. Through these four Strategic Moves, TAT is sharpening the country's tourism ecosystem to innovate, compete and deliver a stronger future."

Presented at Rajadamnern Stadium under "The Ultimate Fight: Transform for the Win!", TAT's 2027 strategic direction used Thailand's historic Muay Thai arena to convey the need for the sector to adapt, sharpen its strategy and compete in a rapidly changing global environment. It also reflected TAT's shift from simply relying on established strengths to converting Thailand's advantages in wellness, culture, gastronomy, meaningful experiences and sustainability into greater market value and competitive advantage.

Rebalance Market Portfolio, the first move, will create a more balanced structure across markets, traveller segments and destinations while reducing reliance on any one market source or destination. TAT will strengthen domestic tourism as a core foundation and manage international markets through Retain to sustain growth while expanding quality segments and spending; Reshape to attract higher-value travellers through wellness, luxury, family and lifestyle experiences; and Recover to rebuild confidence through safety, convenience and value. New opportunities in Eastern Europe, Latin America and new origin cities will be supported by stronger air and multimodal connectivity.

Alongside this, TAT will refine its Segmentation Portfolio around Mainstream, Experience, High Value and Premium Travellers, with products shaped around motivations ranging from gastronomy, culture and nature to wellness, longevity, sport and luxury. At destination level, "The Link Plus" will match suitable markets and traveller segments with 19 priority areas, targeting a 10% increase in international arrivals to these destinations.

Shape Experience Platform, the second move, will strengthen the Amazing Thailand brand by shifting perceptions from a Value for Money Destination to a Meaningful Destination under "Healing is the New Luxury". TAT will introduce new characters "Nong Sukjai" and "Nong Rak Yim" to communicate Thai charm and build emotional connections with travellers. For the domestic market, "365 Thai Thiao Thai – Thiao Dai Thang Pi" (literally, "Thai people can travel domestically throughout all 365 days of the year") will be promoted through "Suk Thanti Thi Thiao Thai – Toem Mueang Thai Hai Jai Dai Heal" (literally, "Thai people can find instant happiness when travelling in Thailand and let their hearts heal").

TAT will also develop themed experiences reflecting each region's distinct identity, extend the UNESCO Thailand Network across 29 areas and more than 55 community tourism destinations, and build Signature Destination Branding, initially in Chiang Rai, Ubon Ratchathani, Songkhla, Trat and Samut Songkhram.

Build New Growth Engine, the third move, will convert Thailand's tourism strengths into new economic value through four Life Economy growth engines. Theme Product Experience will develop nine experience groups, led by the early-2027 launch of "Unseen Luxperience 2027" for Premium Travellers, combining hidden gems with private and exclusive experiences rooted in Thai textiles, gems and jewellery, Thai massage and Muay Thai, with a special guest joining the unveiling. Well-being Tourism will position Thailand as a Global Health & Healing Destination through Medical Excellence, Science-Based Wellness and Science-Based Local Wisdom, helping travellers Heal Better, Live Longer and Feel Better.

Festival Economy will position Thailand as a year-round events destination under "365 Days of Celebration", spanning World & International Events, Pride, music festivals such as S2O, Wonderfruit and Tomorrowland, art and design, sport and adventure. TAT will elevate the Ubon Ratchathani Candle Procession, Nakhon Phanom Illuminated Boat Procession and Sakon Nakhon Christmas Star Parade — towards "Must-Experience in Thailand" status. Future Sustainability will expand sustainable tourism destination prototypes to Nan and Wellness Valley areas, extend the CF Hotel low-carbon network and encourage wider use of the Sustainable Development Goals' (SDGs) assessment framework.

Transform Together, the fourth move, reflects TAT's evolving role from Tourism Promoter to Tourism Ecosystem Orchestrator, connecting traveller demand with partners across the wider Visitor Economy to develop higher-value products, services and experiences. This approach recognises tourism as an ecosystem extending beyond leisure travel into wellness, sport, festivals and other special-interest journeys, with growth requiring stronger collaboration across the public and private sectors.

Through Tourism Value Intelligence, TAT will analyse visitor and tourism revenue data, supported by 45 domestic offices, two coordination centres and 29 overseas offices. A TAT-supported tourism leadership programme, now under development, will strengthen industry capability and collaboration, while support for start-ups, technology and AI will improve the traveller journey.

TAT's 2027 direction is designed to strengthen Thailand's competitiveness as it advances towards Asia's No.1 High-Value & Meaningful Destination status. TAT will work across the tourism sector guided by four principles: integrity to build trust, safety to strengthen confidence, quality to create lasting impressions, and experiences that inspire visitors to return. TAT aims to generate higher-quality growth, spread tourism income more widely and strengthen community benefits, carrying the spirit of "Transform Together, Win Together" into the next phase of Amazing Thailand.

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TAT defines The Year of Transformation as Thailand's 2027 tourism direction