The WAVES Bazaar–Bharat Pavilion was formally inaugurated late last week at the Asian Contents & Film Market (ACFM) 2025, held alongside the Busan International Film Festival (BIFF), in Busan, Korea.

The Pavilion, according to an official statement, has been set up by India’s Ministry of Information & Broadcasting and Embassy of India, and is part of the Waves Bazaar outreach programme.

It is a dedicated space to showcase India’s vibrant media and entertainment sector, foster co-productions and build international collaborations across film, television, gaming and emerging creative technologies. The Pavilion will remain open for four days, until September 23, facilitating continuous engagements and showcasing opportunities, the MIB statement stated.

The inauguration ceremony witnessed the presence of leading international dignitaries and industry leaders including Kang Sungkyu, Director, Busan Film Commission; Ms. Agnieszka Moody, Head of International and Industry Policy, British Film Institute (BFI) and  Ferdinando Gueli, Trade Commissioner, Seoul, Italian Trade Agency.

Indian film industry celebrities like filmmaker Arfi Lamba,  Pradip Kurbah, Ms Tannishtha Chatterjee too joined the event, representing the creative energy of contemporary Indian cinema. From the Government of India, the ceremony was graced by Prithul Kumar, Joint Secretary, MIB, along with Nishi Kant Singh,  Chargé d’Affaires, Embassy of India, Seoul, apart from other senior officials, highlighting the government’s commitment to positioning India as a global content hub.

The dignitaries emphasized the growing importance of India in the global content economy and the role of WAVES Bazaar in creating a dynamic bridge between Indian creators and international markets.

The Pavilion will serve as a platform for:

• Showcasing Indian films, stories and digital content to global buyers.
• Facilitating B2B meetings between Indian and international producers, distributors, and content platforms.
• Exploring partnerships in new-age domains such as animation, VFX, gaming, and immersive storytelling.

The inauguration marks another milestone in India’s active participation in global film markets, further strengthening India’s creative economy and international collaborations in media and entertainment, the government asserted.