Critically-acclaimed film ‘Ajoomma’ is finally releasing in the Philippines on March 15. If you need a feel-good and light-hearted drama to watch on the big screen, this is something that could tickle your heart and warm your soul. With its easy-to-love characters and irresistibly heartwarming story, ‘Ajoomma’ is a must-see film this week.

After acquiring exclusive theatrical distribution rights in the Philippines to several foreign titles that made noise around the world (‘Everything Everywhere All At Once,’ ‘Nocebo,’ ‘The Whale’), TBA Studios is at the best of its game yet again with their acquisition of ‘Ajoomma’ (which is the Korean term for middle-aged ‘auntie’). It was even selected as Singapore’s entry for the Best International Feature Film at the 95th Academy Awards. 

Check out these snaps from the special advance screening held at Cinema ’76 in Tomas Morato, Quezon City. For booking schedules and venue inquiries, you may contact them at +639777054276 or email them at cinema76filmsociety@gmail.com.

‘Ajoomma’ is the feature debut film of Singaporean filmmaker He Shuming. The story follows the adventures and misadventures of a middle-aged, Korean-drama-obsessed widow from Singapore who travels out of the country for the first time to Seoul, and ends up getting lost. Her journey becomes an unexpected road of self-discovery, as she comes to terms with the life she truly wants for herself, beyond her roles of daughter, wife, and mother.

According to director He Shuming, the story is inspired by his own mother’s fascination with Korean dramas. “While the premise seems to be timely given the popularity of Korean pop culture sweeping through all of Asia and beyond, it merely serves as an undertone for the film, which is about a middle-aged Singaporean woman learning to navigate life beyond her duties as a mother, a housewife, and a caretaker,” the director added.

With its easy-to-love characters and irresistibly heartwarming story, ‘Ajoomma’ is a must-see film on the big screen this week.

The film stars veteran Singaporean actress Hong Huifang as the titular ‘ajoomma’ (Korean for middle-aged ‘auntie’) and is supported by a cast of well-known South Korean actors like Kang Hyung Suk (“Hometown Cha-Cha-Cha”), senior actor Jung Dong Hwan (“Uncontrollably Fond”, “Hotel del Luna”), and Yeo Jin Goo of “Moon Embracing the Sun” and “Hotel del Luna” fame in a special guest role.

“Ajoomma” had its world premiere at the 27th Busan International Film Festival last October 2022. Since then, the film has racked up numerous awards and recognitions, including four nominations at the 59th Golden Horse Awards.

“Ajoomma” is produced by Cannes award-winning director Anthony Chen (“ILO ILO”) and has the distinction of being the first film to be co-produced between Singapore and South Korea. According to Chen, the film “reflects the unique way that Korean pop culture resonates with audiences across Asia and the world.”

TBA Studios’ President and COO Daphne Chiu share the same sentiment. “Filipinos are very passionate about Korean culture and media. We feel that audiences here especially women of all ages would be able to relate to this film. It’s a heartwarming story perfect for families.”

Don’t miss the hilarious adventure of “Ajoomma” as it opens in Philippine cinemas on March 15.

Photo and Video Credits: TBA Studios / Rediance