Spain landed at the Shanghai International Film & TV Market in a big way this week, driven by the Audiovisual From Spain initiative’s push to share with the world the “diversity, creativity and global ambitions” of the country’s creatives.

The June 21 appearance at the Shanghai festival market by the country’s Where Talent Ignites presentation from ICEX — the Spanish trade and investment body — followed earlier stops in Cannes, Mexico City and Madrid. The Asian presentation took place as Spanish producers look to do more international co-productions to widen the impact of their homegrown content, while Spain also expands as a production hub for global studios and streamers making their own originals locally. Each short film explores different sides of contemporary and traditional Spanish creativity through cinema, performance, fashion, animation and design.

The Where Talent Ignites presentation is underpinned by three original short films that debuted in Cannes: Flamenco, directed by Carla Simón and exploring the classic Spanish dance; the animated La Llama, directed by Pau López and Gerard del Hierro and exploring Spanish design; and La Tarara, a Canadian-produced short directed by Nicolás Méndez that combines fashion and cinema.

“Conceived as a cross-disciplinary celebration of Spanish creativity, Where Talent Ignites expands the conversation around audiovisual storytelling by connecting cinema with music, fashion, design, animation, dance and contemporary visual culture,” ICEX said in a statement.

The Spanish content showcase also featured Spanish literary works eyeing potential screen adaptations and an informal conversation between director Albert Serra and moderator Bi Gan on artistic creation and cultural exchange between Europe and Asia.

While Serra is known globally for a two-decade-long career that has includes the Palme d’Or competition title Pacifiction (2022), Bi is among the rising stars of Chinese cinema, and further established his international reputation when last year’s Resurrection picked up the Prix Spécial at Cannes.

“The event reflects Audiovisual From Spain’s commitment to building long-term international relationships and expanding opportunities for Spanish talent across strategic global markets,” the ICEX statement reads. “The Shanghai presentation takes place at a particularly dynamic moment for Spanish audiovisual production, which continues to gain visibility across major festivals, markets and international platforms.”

Making stops at international markets and co-production forums aims to expand the international collaboration and cultural impact of content coming out of Spain.

“With a growing presence in Cannes, Annecy, the Academy Awards and leading co-production forums worldwide, Spanish creators are increasingly recognized for their ability to combine artistic ambition with international appeal,” the organization said. “Where Talent Ignites contributes to this momentum by offering a contemporary portrait of Spain’s creative ecosystem and its capacity for innovation, collaboration and cultural impact.”

Mathew Scott contributed to this report.