Nollywood Targets $10bn Asian Market In Landmark Nigeria-China Film Deal
Nollywood is positioning itself for a major international breakthrough following a landmark Nigeria-China film partnership aimed at opening direct access to the Asian market, including China’s multibillion-dollar cinema industry.
The strategic alliance, unveiled in Abuja, seeks to establish a direct commercial theatrical distribution pathway between Nigeria and China, potentially expanding the global reach of Nigerian films while creating new investment and employment opportunities for the country’s creative industry.
The initiative was announced at the China Cultural Centre during the opening of the Chinese Film Exhibition in Nigeria 2026, held alongside the 23rd Abuja International Film Festival (AIFF).
Founder of AIFF, Fidelis Duker, described the partnership as a significant economic opportunity for African cinema, stressing the need to reduce dependence on Western distribution networks and connect Nigerian productions directly with international audiences.
“For too long, African stories have travelled to the world through third parties. Today, we are building a bridge directly from Lagos to Beijing,” Duker said.
He noted that combining Nollywood’s storytelling strength with China’s film technology, capital and distribution expertise could unlock enormous opportunities for both industries.
According to him, the agreement goes beyond securing screening rights, with plans for film co-productions, technology transfers, skills development and broader access to international markets.
Duker added that the partnership would create fresh opportunities for Nigerian youths to develop their creative and technical skills while helping local filmmakers reach audiences across Asia.
The collaboration has brought together representatives of the National Film and Video Censors Board (NFVCB), Nigerian cinema distributors and leading Chinese film industry executives.
Chairman of Huaxia Film Distribution Co. Ltd., Dai Yiming, said the Chinese market was increasingly receptive to diverse international stories, expressing confidence in Nollywood’s potential to attract Chinese audiences.
He said the Chinese distribution company would contribute its distribution networks and technical expertise to ensure that the partnership delivers commercial benefits for both countries.
The parties are currently holding strategic discussions to simplify regulatory processes, establish co-production arrangements, facilitate technology exchanges and create pathways for theatrical releases in both markets.
A major component of the initiative is content localisation, including plans to dub films into indigenous African languages to improve accessibility and encourage cross-cultural viewership.
Director of the China Cultural Centre in Nigeria, Yang Jianxing, said the collaboration aligned with China’s Global Civilisation Initiative, describing cinema as a powerful tool for promoting cultural understanding and international cooperation.
Yang disclosed that joint efforts had already produced encouraging results, including the dubbing of Chinese productions into Hausa and other local languages.
The 2026 festival features several Chinese films, including The Lychee Road, Blades of the Guardians and Shadow Edge, while five Chinese feature films are competing for awards at Saturday’s AIFF ceremony.
The partnership is expected to create new commercial avenues for Nigerian filmmakers and strengthen cultural ties between the two countries, although its ultimate impact will depend on the successful implementation of distribution agreements, regulatory arrangements and audience-development strategies.
