EFP operates a EUROPE! UMBRELLA at the Asian Contents & Film Market (ACFM) 2022 during the Busan International Film Festival for European world sales companies representing European films. The UMBRELLA is a cooperation with Unifrance and will be available onsite as well as online. The ACFM takes place in a hybrid format from 8th to 11th October. In preparation for the market, EFP will put in place its annual pre-market EUROPE! SHOWCASE for the sales agents, offering them the chance to present their newest European films to invited buyers from Asia.

The Asian Contents & Film Market has established itself as one of the leading film business markets in Asia on a par with the FILMART in Hong Kong, providing an exhibition area for the film industry, triggering production, acquisition, sales and investment of films. The Asian Project Market (APM) is a strong component of the market offering business exchanges. EFP has been running a European umbrella in Busan since 2006.

In 2021, the Asian Contents & Film Market took place online only from 11th to 14th October where EFP set up an online EUROPE! UMBRELLA for all European world sales companies interested to join and conduct business online. EFP helped 37 European sales companies to present and promote 103 of their newest titles from Europe. During the EUROPE! SHOWCASE, 66 buyers from throughout Asia had the chance to be introduced to the various line-ups of European films. 25 of the promoted films were sold to Asia.

European world sales companies may also apply for FILM SALES SUPPORT (FSS) from EFP for the promotion of European films at the Asian Contents & Film Market, covering 50% of costs in relation to digital and physical marketing campaigns. (FSS Guidelines).