Answering myself: I should use:
\ctxlua{lpdf.addtonames("EmbeddedFiles", lpdf.reference(22))
\ctxlua{lpdf.addtocatalog("PageMode", lpdf.constant("UseOutlines"))}
(Apparently I can't do that directly with \pdfbackendsetname/catalog, the
second argument is taken as a string.)
I hope that's the correct answer and not a hack.
Best,
Paul
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