MIFFest Founder Joanne Goh Boosts KL as SE Asia Film Hub

Joanne Goh, the founder of the Malaysia International Film Festival (MIFFest), is making a concerted push to position Kuala Lumpur as a premier film hub for Southeast Asia. With a slate of initiatives ranging from expanded festival programming to infrastructure discussions, Goh aims to attract regional and international film productions to the Malaysian capital.

At the core of her strategy is the belief that Kuala Lumpur offers a unique blend of cultural diversity, competitive production costs, and a growing pool of talent. "We have everything it takes to become a central point for filmmakers across the region," Goh said in an interview. "The challenge is connecting the dots between local resources and global opportunities." MIFFest, under her leadership, has increasingly focused on networking events and co-production markets designed to foster cross-border collaboration.

The festival itself has evolved into a key platform for this ambition. Goh has emphasized programming that highlights works from across Southeast Asia, including nations such as Vietnam, Indonesia, Thailand, and the Philippines. By curating films that reflect the region's varied storytelling traditions, she hopes to create a marketplace where regional filmmakers can find distribution and financing. "We are not just screening movies," she added. "We are building an ecosystem where a Thai producer can meet a Malaysian distributor and an Indonesian director can find a co-producer from Japan." This regional focus, she argues, makes Kuala Lumpur a natural gateway for the broader Asian film market.

Beyond programming, Goh has been vocal about the need for improved infrastructure. She has engaged with local government and private investors about developing state-of-the-art soundstages and post-production facilities in and around Kuala Lumpur. Currently, many Malaysian productions travel to other regional capitals for high-end visual effects or specialized sound design. Closing that gap, she believes, would keep more production value local while attracting foreign shoots. "If we want to compete with Bangkok or Singapore, we need to offer not just beautiful locations but also the technical capabilities," Goh said. "That means investment in hardware and, just as important, training for the next generation of technicians."

The push comes at a time when Southeast Asia is seeing a surge in film and streaming service investment. Global platforms are increasingly looking to the region for content, and Goh argues that Kuala Lumpur has been undervalued compared to its neighbors. She points to the city's multilingual workforce and its status as a multicultural crossroads as distinct advantages. "A film shot in Kuala Lumpur can easily cast actors who speak Mandarin, English, Malay, and Tamil," she noted. "That flexibility is invaluable for productions targeting multiple Asian markets."

MIFFest has also launched initiatives to support emerging talent, including workshops and pitching sessions led by established international filmmakers. These programs aim to create a pipeline of local directors, writers, and producers who can staff regional productions. Goh is particularly focused on developing female filmmakers, a demographic she says remains underrepresented in the industry. "We are seeing more women in film schools, but they need support to stay in the industry and make their first features," she said. "That’s where a festival like ours can act as a launchpad."

The founder’s vision extends beyond just the annual festival calendar. She is exploring the possibility of creating a year-round film office in Kuala Lumpur that would serve as a one-stop resource for incoming productions. Services would include location scouting, permit facilitation, and crew referrals. "A filmmaker should be able to land in Kuala Lumpur and have everything organized within a week," Goh explained. "That kind of efficiency builds trust and makes us a repeat destination."

Challenges remain, including competition from established hubs like Hong Kong and Singapore, as well as regulatory hurdles that can slow international co-productions. However, Goh remains optimistic. She points to recent successes of Malaysian films on the global festival circuit as proof that the country’s creative potential is being recognized. "What we lack in history, we can make up for in energy and ambition," she said. "I want Kuala Lumpur to be the first city that comes to mind when a producer in Los Angeles or Paris thinks of Southeast Asia."

Source: Variety