The Busan International Film Festival (BIFF, previously Pusan International Film Festival, PIFF), held annually in Haeundae-gu, Busan (also Pusan), South Korea, is one of the most significant film festivals in Asia. The first festival, held from 13 to 21 September 1996, was also the first international film festival in Korea. The main focus of the BIFF is to introduce new films and first-time directors, especially those from Asian countries. Another notable feature is the appeal of the festival to young people, both in terms of the large youthful audience it attracts and through its efforts to develop and promote young talent. In 1999, the Pusan Promotion Plan (renamed Asian Project Market in 2011) was established to connect new directors to funding sources. The 16th BIFF in 2011 saw the festival move to a new permanent home, the Busan Cinema Center in Centum City. The Busan Cinema Center is an about USD 150 million structure designed by Austria-based architecture collective Coop Himmelblau. The about 30,000 m² Cinema Center includes a 4,000-seat outdoor theatre; four indoor screens under an LED-covered roof; media centre; archive space; and conference rooms; allowing the festival to include industry forums and educational activities.