Şekib Avdagiç, President of Istanbul Chamber of Commerce (ICOC): Every country where Turkish series are watched becomes a market for products labeled “Made in Türkiye” – Exclusive Interview

For our ATF Singapore issue, we had the opportunity to sit down with Istanbul Chamber of Commerce President Şekib Avdagiç to discuss the Chamber’s strategic vision for 2025 and more.

Avdagiç highlighted ICOC’s record-breaking achievements in 2024, including 47 trade fairs across four continents, and outlined ambitious goals for expanding Turkish content and products in the Asian market. With ICOC’s continued presence at key events like ATF Singapore, Avdagiç foresees new partnerships that will strengthen ties between Türkiye and Asia, driving mutual growth and opening doors for Turkish businesses worldwide.

How was 2024 for the Istanbul Chamber of Commerce (ICOC)? Could you provide a detailed evaluation of ICOC’s activities in various trade fairs across different sectors around the world?

Şekib Avdagiç: At ICOC, our most significant initiative to enhance the competitiveness and productivity of our members has been to take our products and business community to international trade shows, a tradition we have maintained since the 1893 Chicago Fair. Back in those days, we were only able to organize participation in one fair at a time. However, in 2024, we reached a record by organizing 47 trade fairs.

This year has been our most productive yet. Through these 47 trade fairs, we facilitated the participation of 1,300 Turkish companies, providing them with approximately 40,000 square meters of exhibit space to showcase their products and services on an international stage. For example, we set a new record at the Paris SIAL Expo with 294 companies participating and a total exhibition area of 7,983 square meters. Similarly, our national participation in Phase 2 of the Canton Fair saw a threefold increase compared to the previous year.

In summary, in 2024, we were present at global trade shows across all sectors: from lighting to textiles, promotional products to digital transformation, construction to stationery, TV and film content to mobile communication technologies, composites to automotive. We participated in numerous fairs across 17 different countries on 4 continents.

In 2024, ICOC also participated in numerous global content fairs. What can you share about this year’s developments in the export of Turkish content?

Şekib Avdagiç: First, let me emphasize this: Türkiye’s TV industry functions as a driving force for the Turkish economy and continued this praiseworthy role in 2024. The success of our dramas has helped create a billion-dollar industry for Türkiye. Beyond that, it has strengthened Türkiye’s global soft power. Research shows that Türkiye is now the world’s second-largest exporter of scripted TV series, following the United States. We see that our content exporters play a significant role in the upward trend of our exports.

In this regard, I think data from Parrot Analytics, a research firm, will be insightful: Between 2020 and 2023, global demand for Turkish dramas rose by 184%, while Korean series saw a 73% increase. Turkish series attract attention even at the script stage, with 80% of them being sold before they even air. Turkish productions have now reached their 18th year in the Middle East and Gulf countries and their 11th year in Latin America. The characters of Turkish series have even become an inspiration for novelists worldwide.

Şekib Avdagiç: I believe that, alongside the Turkish TV drama and content industry, the pioneering projects and initiatives led by the Istanbul Chamber of Commerce (ICOC) since 2011 have made a significant contribution to achieving this success. Since then, we have been facilitating the participation of companies in various content fairs across Europe, the Middle East, Asia, America, and Africa. I am pleased to say that our efforts, which began with MIPCOM, have helped foster a robust export culture in this field.

In 2024, we participated in Content Americas, MIPTV, NATPE Budapest, MIPCOM, Dubai International Content Market, and ATF Singapore, and we will continue our work at the same pace in 2025.

We’re now at ATF, one of the most important fairs for the Asian market. How does ICOC evaluate ATF, and what are your goals for this year’s market?

Şekib Avdagiç: We consider ATF Singapore to be the most significant content fair in the Asian region. For this reason, we are organizing Türkiye’s national participation for the 9th time. We see ATF Singapore as the gateway for the Turkish content industry to reach Asian markets. It’s a two-way exchange… Because this fair also provides the strongest platform for our content collaborations with Asian countries.

The uniqueness of the Turkish content industry, its emotional depth and the life motifs it portrays, meets Asia’s strengths at this fair. I believe that Turkish companies, which have established a solid target audience at ATF Singapore under the principle that “Content is everything,” will become a sought-after partner for new successes and collaborations. Therefore, bringing together the Turkish content industry with professionals from the Asian sector is incredibly exciting for us.

Asia is indeed a crucial market for Turkish content. What can you say about our content exports and potential collaborations with Asian countries in other sectors?

Şekib Avdagiç: I agree with your observation that Asia is an essential market for Turkish content. There are actually two seemingly contrasting reasons for this: Turkish content resonates with global tastes and emotions, appealing to a wide international audience. Secondly, the content Turkish produce have the ability to preserve local values while presenting them with a universal touch. So this is a significant richness…

Undoubtedly, when a society with Asian heritage creates content infused with modern values, and this content reaches the right audience on the right platform, success naturally follows. Türkiye is now acting as a bridge between Asia and Europe in the TV and content sector; not only bringing these two ancient continents together with its young content but also helping to keep them connected.

This, in particular, will enable collaborative production between Asian countries and Türkiye, not only for their own markets but also for a world of 8 billion people. I believe that ATF Singapore will bring us even closer to achieving this goal.

Beyond content exports, we have numerous collaborations and exports across various sectors in Asian countries. Could you provide a general assessment of these as ICOC?

Şekib Avdagiç: The world has truly become a global village. Despite challenges like the pandemic, the inhabitants of this village rely on one another and must engage in mutual exchange. The key point here is ensuring that these connections continue uninterrupted, in other words, maintaining the supply chain. For this reason, the Istanbul Chamber of Commerce places great importance on every corner of Asia, from East Asia to Central Asia, South Asia to West Asia. As we strengthen our relations with every country from China to Kazakhstan, we believe that Asia’s integration into global trade will contribute to a more equitable world with fairer distribution of wealth.

Şekib Avdagiç:  “With 142 years of experience and over 800,000 members, the Istanbul Chamber of Commerce is one of the world’s two largest chambers. Our long-standing mission and guiding principles remain unchanged: to position the Turkish business community at the heart of global trade and production.”

The export of Turkish content has a very positive impact on many sectors, from fashion to tourism. We’re certain that ICOC has observed these effects and outcomes closely. Could you share your insights on how Turkish content influences Turkish exports and other sectors?

Şekib Avdagiç: Turkish TV series and content are acting as free consultants guiding Turkish businesses to the right markets. Türkiye’s soft power serves as a key that opens the doors of global markets for our exports. In other words, every country where Turkish series are watched becomes a market for products labeled “Made in Türkiye.” This is because the Turkish content industry vividly shows Türkiye’s diverse product and service sectors, from food to technology, automotive to healthcare, to audiences worldwide. As a result, we have a private sector that can export to nearly every country in the world.

We’re preparing for a new year. In your opinion, what goals should be set for Turkish content exports in 2025?

Şekib Avdagiç: In fact, our goals for participation in content fairs, which we’ve planned together with the industry’s stakeholders, clearly outline our targets. Let me tell you this much about the goals: in January 2025, the Istanbul Chamber of Commerce will be organizing participation in a content fair in the United States aimed at the Latin American market. We plan to be present at every quality series fair on every continent, further elevating Türkiye’s content industry which serves as a driving force for the country’s service industry. Because we believe that just as Türkiye is advancing in industries like manufacturing, agriculture, and technology, it must also continue to grow in the TV series and content sector to engage with the world. When the content industry becomes one of the strongest pillars of Türkiye’s global trade ambitions, its achievements will be lasting and unbreakable.

What are ICOC’s goals and plans for global fairs and organizations in 2025?

Şekib Avdagiç: With 142 years of experience and over 800,000 members, the Istanbul Chamber of Commerce is one of the world’s two largest chambers. Our long-standing mission and guiding principles remain unchanged: to position the Turkish business community at the heart of global trade and production.

We’ve set our 2025 global fair participation goals in this spirit. We will continue to be present in every fair and sector where trade, new markets, competition, innovation, and collaboration thrive, alongside Turkish companies. Therefore, in 2025, our Chamber will keep paving the way for Turkish businesses at global fairs and events, helping them reach new heights.

This exclusive interview with Şekib Avdagiç was featured in Episode Magazine’s ATF 2024 issue.