As Reel Asian looks ahead to its 30th anniversary in 2026, the organization is proud to share several internal staff appointments that mark a period of exciting transformation and forward momentum!
In a newly created role, Kelly Lui has been appointed Associate Director. Lui brings over seven years of experience with Reel Asian, having begun as Programming Coordinator before serving as Shorts Programmer, where she championed short-form cinema and emerging voices. She also brings industry experience as the former Acquisitions Lead at Ouat Media, where she supported the international distribution of award-winning short films. As Associate Director, she will work closely with the executive team to help shape the organization’s strategic direction and guide future planning.
In their new role, Lui says, “It’s a privilege to help guide Reel Asian’s next chapter as we continue building a more inclusive and sustainable future for Asian Canadian filmmakers and artists.”
Abby Ho, who joined Reel Asian in 2018 as Communications Assistant and most recently served as Marketing Coordinator, is now Marketing Manager. Ho will work with Christine Vu, Director of Creative Marketing and Communications, helping to strengthen the organization’s community presence and audience engagement.
Samir Ballou, formerly Industry and Education Programmer, is now Industry and Education Manager. In this expanded role, Ballou will oversee the development of a new writers’ program and support the launch of new XR initiatives, supported by funding from the Canada Media Fund.
“These appointments are a reflection of our belief in cultivating leadership from within and building an organizational culture rooted in care, collaboration, and creativity,” said Deanna Wong, Executive Director of Reel Asian. “Kelly, Abby, and Samir each bring a unique vision and dedication to their work. They have been integral to growing Reel Asian into what it is today, and we’re excited for the ways they will shape its future.”
Julie Chang, Board Chair of Reel Asian, added, “As we prepare to celebrate three decades of Reel Asian, it’s inspiring to see this remarkable group of leaders deepen their commitment to our community and mission.”
With continued community support and strong leadership, Reel Asian is poised for its most ambitious chapter yet—honouring legacy while championing the next generation of Asian Canadian storytellers.
Toronto Reel Asian International Film Festival enters its 29th edition November 5–15, 2025 in-person in downtown Toronto and online across Canada.
