Kuala lumpur: The National Film Development Corporation Malaysia (FINAS) is committed to strengthening Malaysia's position as a leading animation hub in Southeast Asia through an integrated strategy encompassing talent development, content production, marketing, distribution, and the commercialisation of intellectual property (IP) throughout the year.
According to BERNAMA News Agency, FINAS' chief executive officer, Datuk Azmir Saifuddin Mutalib, stated that this initiative aligns with the National Film Policy currently being drafted for the next 10 years, identifying animation as a key focus area. He emphasized that FINAS now plays a broader role beyond funding, acting as an industry driver responsible for coordinating licensing, talent development, marketing, distribution, and IP commercialisation to build a strong and sustainable animation ecosystem.
Datuk Azmir Saifuddin explained that the aim is to ensure all elements come together to form a healthy and competitive industry, not merely focusing on short-term projects or funding. This effort is designed to maintain Malaysia's status as a leading animation hub in the region. The integrated approach includes close collaboration among local companies, universities, television stations, and digital platforms to keep local animation relevant and innovative while expanding homegrown IP.
He further mentioned that the goal is for Malaysia to remain ahead, not just in terms of box office returns, but also by building strategic ties with regional partners, including festivals, studios, and distribution platforms across ASEAN. Such efforts would enable local companies to learn from international experiences, improve production quality, and expand market reach while maintaining Malaysia's relevance at regional and global levels.
Datuk Azmir Saifuddin also highlighted the importance of developing independent content producers so that local animation projects are not overly reliant on television stations or government funding. He encouraged producers to bring ideas and scripts to festivals such as Busan or Tokyo to seek partners, which is crucial for financing and production development.
FINAS is also placing strong emphasis on marketing, distribution, and IP commercialisation, including merchandise, apparel, and licensing, to maximise the economic potential of local animation. He cited examples like Les' Copaque and Didi and Friends, which have shown that animation can generate revenue through multiple channels, expanding across ASEAN markets.
On the subject of talent development, he noted a recent decline in animation student enrolment despite growing industry demand. To address this, FINAS plans to strengthen collaboration with six universities and introduce train-the-trainer programmes to ensure curricula align with industry needs, preparing graduates for both local and regional markets.
Additionally, the MADANI Creative Youth Programme serves as a platform to engage younger generations through animation and digital content, including training in artificial intelligence and modern techniques. This programme aims to keep young people connected to animation, understand modern technologies including AI, and be ready to contribute to a resilient industry ecosystem.