DTI-CITEM, CDAP partnership to push forward PH communication design sector

Industry veterans to lead communication design talks at CREATE Philippines
Create01Veteran Filipino designers and CDAP co-founders Brian Tenorio (left) from Brian Tenorio & Co. and Dan Matutina (right) from Hydra Design Group share a light moment during a discussion at the last CREATE Philippines 2017.

The Center for International Trade Expositions and Missions, the export promotion arm of the Department of Trade and Industry, has partnered with the Communication Design Association of the Philippines to enhance the country’s pool of creative talents through CREATE Philippines.

For its second edition, CREATE Philippines, the country’s first international creative industry trade event, will host a series of masterclasses designed to develop the artistic and entrepreneurial skills of professionals and students alike in the communication design industry.


DTI Undersecretary Nora K. Terrado.


The event seeks to contribute to the industry’s growth for the international market by enhancing the talent pool in the country. It will serve as a hub for creatives to engage amongst themselves to better their skills and learn more on how they can contribute to the development of this new industry.

“The masterclasses will be led by some of the most influential voices in the communication design industry whose experiences and insight are definitely valuable not only to the students and young professionals but even to the veterans of the industry,” she added.“We have an abundance of creative talents in the Philippines and through CREATE Philippines, we are working towards developing the industry to become a viable source of income and contributor to the country’s GDP,” said DTI Undersecretary for Trade and Investment Promotion Nora K. Terrado.

CREATE Philippines provides a unified voice to the industry through the collective participation of various agencies, industry players of public and private sectors, and other key stakeholders.

In its first edition in 2017, the three-day trade event welcomed professionals from across different creative fields, including music, advertising, dance, graphics, and visual arts.

CDAP President Jowee Alviar.

“I think it’s the time we organize ourselves and engage everyone to develop the sector in terms of design standards, training, and education up to engagement with the government to support the development of the industry,” said CDAP President Jowee Alviar.This year’s edition will focus on the communication design industry with support from the Communication Design Association of the Philippines (CDAP).

“We want CREATE Philippines to be an inspiration for future designers or creative entrepreneurs from all over the country to succeed and lead the industry. We want to give them the opportunity to grow through CREATE PH,” he added.

Communication Design is defined as using visuals to communicate content to target audiences via print and digital media, including print and publications, commercials and logos, to app design and front-end websites.

Formed last year at the maiden edition of CREATE Philippines,  CDAP seeks to elevate Communication Design for the Philippine Creative Economy, and for national progress through the development of local designers and communities, rediscovering Filipino design culture and heritage, and by bringing Philippine design to the world and the world of design to our shores.

Launched by President Jowee Alviar, CDAP members include Vice-President Dan Matutina, Designer, Co-founder, Plus63 Design Co.; Secretary Angel Guerrero, Founder & President, adobo magazine, the word on creativity; Treasurer Brian Tenorio, Founder and Chair/CEO, Brian Tenorio & Co.; Director AJ Dimarucot, Designer, Owner, Love & Madness Clothing Corp.; and Director Robert Alejandro, Artist, Designer, RAA Art & Design, Papemelroti.

For those interested in joining CREATE Philippines 2018, kindly visit http://www.createphilippines.com and register now.

You may also follow CREATE Philippines on Facebook, Twitter and Instagram to get more updates on its upcoming events and activities.


Discover Asia’s exotic flavors at IFEX Philippines


Featuring world-class ingredients and food selections from the Philippines’ Asian neighbors, the International Food Expo Philippines (IFEX Philippines) cements itself as Asia’s premier ethnic and ingredients food show held from 25-27 May 2018 at the World Trade Center Metro Manila and the Philippine Trade and Training Center, Pasay City.

Exhibitors from Thailand, Indonesia, Korea, and China brought local food products that highlighted the rich and distinct taste of their countries. This includes specialty food, preserved fruits and seafood, and bakery and confectionery products, as well as natural, organic, and healthy food products.

This year saw the biggest delegations of Chinese Exhibitors in the trade event with 54 Chinese companies participating under the efforts of the People’s Republic of Long Hai and Jinjiang, and the Center for International Trade Expositions and Missions. IFEX Philippines also saw the rise of Chinese guests this year.

The Chinese Pavilion showcased the best of food products and services from Long Hai, China’s famous snack food city, and Jinjiang, the leading city in the food industry of China. Quality marine products, fruit snacks, and local delicacies are available for buyers to sample and buy under the pavilion.

“[This is] very timely now that our President Rodrigo Duterte and your President Xi Jinping have taken the bilateral relations of Philippines and China onto new greater heights with the recent mutual developments in trade, investments, and finance,” said Department of Trade and Industry’s Undersecretary for The Trade and Investments Promotion Group and Officer-in-Charge of CITEM Nora K. Terrado.

China was the Philippine’s top trading partner in 2017 with a total bilateral trade valued at $23/82 billion. Additionally, the same year marked the first time the Philippines has ever shipped sugar to China, amounting to $8 million in sales, and a 50 percent increase in fruit exports, in particular bananas and pineapples.

“These milestones have made Philippine companies in the food and other sectors bullish on the renewed prospects in the Philippine-China trade. That is why CITEM is also taking some of them to exhibit in the upcoming China-ASEAN Expo or CAEXPO on September and the first-ever China International Import Expo in November,” added Terrado.

President Duterte had visited China last month for the Boao Forum for Asia where he brought back $9.8 billion in investments, which will provide employment opportunities for more than 10,000 Filipinos.


Additionally, IFEX Philippines is creating mutual opportunities for Thailand and the Philippines through the Thailand Pavilion.

Of note, the fruit snacks and baking ingredients of Preserved Food Specialty are a standout. Their snacks range from mango, mangosteen, and longan with a few selections of preserved crab and corn.

“I am confident that the knowledge, technologies and trade opportunities from our foreign exhibitors that you will impart will open more avenues for mutual cooperation between the Philippines and our international partners,” said Terrado.


IFEX Philippines 2018: PH’s Biggest Food Trade Show Opens May 25-27 at WTCMM, PTTC

IFEX Philippines rounds up nearly 450 int’l, local firms in a grand showcase of Asian flavors

IFEX PH 2018 01

The International Food Exhibition (IFEX) Philippines, Asia’s ethnic food and ingredient show, welcomes food buyers and enthusiasts as it opens for its 12th edition on May 25 to May 27 at the World Trade Center Metro Manila (WTCMM) and the Philippine Trade Training Center (PTTC).

Organized by the Center for International Trade Expositions and Missions (CITEM), IFEX Philippines is the country’s biggest and most respected food trade show for Asian heritage food and ingredients. It is the premier export food event for emerging micro, small and medium enterprises (MSMEs), as well as esteemed large companies, in the country.

“Now an annual event, IFEX Philippines continues to be the largest and widely anticipated food trade event in the country,” said Nora K. Terrado, DTI Undersecretary for Trade and Investments Promotion Group and CITEM Officer-in-Charge (OIC).

This year, IFEX Philippines will showcase food products from 11 different sectors, including Fresh and Processed Seafood, Alcoholic and Non-Alcoholic Beverages; Coffee, Herbal Teas and Cocoa Products; Confectionary and Bakery Products; Fresh and Processed Fruits and Vegetables, Grains, Cereals and Commodities; Herbs and Spices, Sauces and Condiments; Meat and Poultry; Natural, Healthy, Organic Products; Specialty, Ethnic and Gourmet Products; and services from the Allied Industries.

“For its 12th edition, IFEX Philippines will feature ‘the Best of the Seas’ highlighting the Philippines’ finest seafood products and cuisines to satisfy the growing global demand for marine exports, along with other exquisite food products across the globe,” added Terrado.

The three-day trade event will also host live cooking demonstrations and seminars of food experts, artisans, chefs, culinary historians, and gourmet enthusiasts from across the globe, each bringing along distinctive product offerings, knowledge, and skills at the much-awaited gustatory fete.

Last year, the three-day event was attended by nearly 11,000 international and local visitors, including 2,057 high-profile trade buyers from top global retail giants and supermarkets. These buyers came from different regions across the globe, such as Europe, China and SARs, Middle East, East Asia, America and Southeast Asia.

“For this coming May 25-27, buyers and visitors will saunter through a deeper experience and understanding of Philippine food through its multi-faceted origins in history, geography, and culture. It’s going to be one unique and exciting food journey for all our visitors,” said Terrado.
Galleries of Flavors

IFEX Philippines will house four major exhibition halls, namely the Food Philippines Hall, International Hall, Food Artisans Hall, and The Marketplace—making up a spectrum of flavors from the Philippines and all over the world.

The Food Philippines Hall features the top and emerging Philippine exporters and business support organizations (BSOs) in the food industry. Here, buyers will be able to sift through the mainstream, as well as the latest product offerings from the Philippines’ leading and promising brands.

Meanwhile, the International Hall presents the top food products and ingredients from top companies and manufacturers across the world. It will feature renowned firms from around the world, including China, Thailand, Korea, Indonesia, Japan, Taiwan, Singapore, Malaysia, Vietnam, Russia and Spain.

“FEX Philippines will again take global trade buyers and visitors in a gastronomic overdrive that will not only satisfy their cravings for various Asian flavors, but also their thirst for a dynamic experience of the Philippine food culture, which had evolved from centuries of cross-cultural fusions and regional influences,” said Terrado.

Buyers and visitors can also relish the various local flavors and visual treats from different provinces in the Food Artisans Hall presented by the Department of Agriculture through the Agribusiness Marketing and Assistance Service (DA-AMAS) and the Bureau of Fisheries and Aquatic Resources (BFAR).

Buyers and visitors can also drop by the Marketplace to avail in retail the premium food products ranging from fruits and vegetables to meat and poultry, seafood products, processed foods, homemade regional delicacies, as well as personal care and wellness products and allied services.

Gastronomic Adventure Across the Philippines

IFEX Philippines will also stage the Mindanao Pavilion to highlight the native flavors and in-demand products from the southernmost island region of the Philippines, in collaboration with the Mindanao Development Authority (MinDA), Department of Trade and Industry (DTI) and Department of Agriculture (DA) regional offices, and local government offices in Mindanao.

In the Visayas Pavilion, the trade event will also feature the top food products and commodities from the provinces of Cebu and Negros Occidental as part of efforts to promote internationally the heirloom flavors and culinary tradition of the Cebuanos and Negrenses in the Visayan region.

Presented by East‐West Seed, the special exhibit of The Garden: Origin of Flavors will also put an accent in the trade event as it presents the farm‐to‐table story behind the healthy and nutritious vegetables and other crops that we eat every day to give us a full understanding and appreciation on how a good seed can change the lives of millions.

Meanwhile, the Food and Agriculture Organization of the United Nations (UN-FAO) will also showcase in an exhibit called Agrobiodiversity Project the agri-commodities developed under the community-based enterprise initiatives in Hingyon and Hungduan in Ifugao Province and Lake Sebu in South Cotabato Province as part of the dynamic conservation and sustainable use of agro-biodiversity in traditional agro-ecosystems of the Philippines.

Inspiring Food Innovations and Seminars

Another exciting special setting is the Seafood Innovation Hub, where the Department of Science and Technology (DOST) showcases the innovative processing methods and packaging presentation of the country’s distinct seafood products developed under the Food Innovation Centers (FICs) nationwide.

The FICs were established across the country as a support to local micro, small and medium enterprises (MSMEs) to help move them up the value chain and boost their productivity towards global competitiveness.

For those in want of more inspiration and adventure, the three-day export event will also conduct cooking demonstrations of celebrated international and local chefs under IFEX Kitchen: Summit of Flavors. It will also conduct free food and beverage tasting activities.

Buyers and visitors can also take part in a series of exciting and engaging discussions on the latest trends and innovations in the food industry with renowned experts, researchers and lecturers, in coordination with the Department of Trade and Industry-Export Marketing Bureau (DTI-EMB), Department of Agriculture (DA), Management Association of the Philippines – AgriBusiness and Countryside Development Foundation, Inc. (MAP-ABCDF), East‐West Seed, Organic Producer Trade Association, Hong Kong Productivity Council and other institutional partners.

he 12th edition of IFEX Philippines is organized by the DTI‐CITEM in partnership with the Department of Agriculture (DA), through the Bureau of Fisheries and Aquatic Resources (BFAR) and the Agribusiness and Marketing Assistance Service (AMAS).


Negros Occidental returns to PH biggest international food trade event

Negros Occ LGU to showcase Negrense food and culinary culture at IFEX Philippines 2018


The province of Negros Occidental is set to drumbeat their local distinct food products and agri-commodities as they return in the 12th edition of IFEX Philippines 2018 on May 25 to 27 at the World Trade Center Metro Manila (WTCMM) and the Philippine Trade Training Center (PTTC).

Led by the provincial government of Negros Occidental, 25 Negros-based companies and agricultural groups will look for new market opportunities in the country’s biggest international food trade event as they stage a holistic presentation of their famous and high-demand food products.

The Negros Occidental Pavilion will offer locally sourced premium products and agri-commodities which include their famous muscovado sugar and other sugarcane derivatives, chorizo, gourmet tuyo, dried seafood varieties, healthy and organic brews, processed peanuts, mushrooms and other native treats.

 “We keep on coming back since we have received a positive reception from the visiting international and local buyers since we began participating in 2013 when Negros Occidental became a partner province in IFEX Philippines,” said Negros Occidental Governor Alfredo Marañon, Jr.

Negros Occidental Governor Alfredo Marañon, Jr.

“IFEX Philippines proves to be a great platform in exposing our producers to market dynamics that helps them further strengthen their market-readiness,” he said. “Last year, one of our producers, Muy Bien Ventures, became a 2017 Katha awardee in the Beverage Category for their innovative Iida Farms’ turmeric powder with calamansi.”

For this edition, the Negros Occidental Pavilion will have a twin-exhibit at IFEX Philippines with four local companies joining the fray of top exporters in the Visayas Pavilion at the WTCMM. These exhibitors are HLS Aqua Products, New Wave Exporters Inc., Fishta Seafood, Inc.(formerly, Orient Cold Storage), and Gems Foods International, Inc.

Meanwhile, Negros Occidental will also stage another exhibit in the Marketplace at the PTTC, showcasing a wide array of products and delicacies from 21 companies, namely Muy Bien, MFK Agri Products and Technology, Norgie’s Food products, Anyol’s Food Products, Bobette’s Delicacies, Oyen’s Food Products, Melva’s Food Products, Shiena’s Homemade Products, Virgie’s Homemade Products Corp., Ereneta Manaloto Chorizo,  JA & R, T-Flavors, Kusina Jamora, Sir Jess Suarez Enterprise, Ely’s Food Product, Jarvis Gourmet Foods, Fresh Star Organics, Ofelia’s Food, and Ading’s Gourmet Tuyo.

Also joining in the retail area are the Organic Producers in the Island of Negros (OPTION) Multi-purpose Cooperative, Sagay Toboso and Calatrava Agrarian Reform Cooperative (SATOCA), and the municipal office of Himamaylan.

Negrense Chef Don Angelo Colmenares.

Aside from the Negros Pavilion, the Negros Occidental LGU will also host a culinary demonstration of their iconic heirloom cuisines prepared by top local chefs Nico de Asis Millanes and Don Angelo Colmenares at the first day of the “IFEX Kitchen: Summit of Flavors.”

With the theme ‘Slow Food and the Negros Heritage,’ Millanes will make his own rendition of the classic Negrense dish called tambo or bamboo shoots in coconut milk. Meanwhile, Colmenares will cook up ‘tomlaw’—his food fusion of the homegrown kilawin using tanigue as meat base mixed with the popular Thai dish tom yum.

Negros Occidental is known as the Sugar Capital of the Philippines allocating more than 50 percent of its agricultural land to sugarcane plantation and producing around 60 percent of the country’s total sugar and molasses output as of 2017.

Going Beyond Sugar

Besides being the country’s top sugar producer, Negros Occidental is also a home to some of the in-demand agri-commodities, including bananas, pineapple, coco water, prawn, dried fish, organic rice and coffee.

“Currently, we are breaking away from monocrop culture and strengthening our agri-diversification efforts as we further drive and promote our local coffee and cacao, coconut, aquaculture,” said Marañon. “We are also scaling up small businesses so they can penetrate even bigger markets like what we wanted to do at IFEX Philippines.”

According to Marañon, joining IFEX Philippines is part of their broader efforts under their Provincial Economic Development and Investment Center (PEDIC) and the Technolocy Livelihood Development Center (TLDC).

“We are working to enhance the market access of micro, small, and medium enterprises (MSMEs) by facilitating and subsidizing their participation in trade fairs and trade missions, packaging and labelling referrals, market outlets, providing technical assistance and advisory services for the acquisition of permits and licenses,” explained Marañon.

Among some of their local MSME services and initiatives is also to provide more access to finance and resources, information and facilitate linkages to financing institutions and conduct product development and enhancement seminars, among others.

The 12th edition of IFEX Philippines is organized by the DTI‐CITEM in partnership with the Department of Agriculture (DA), through the Bureau of Fisheries and Aquatic Resources (BFAR) and the Agribusiness and Marketing Assistance Service (AMAS).


PH brand Snowtime excites global market with ‘Chilli Pops’ and other colorful chillers

Miesto International Food Corp’s ice pop, drinks and jellies delight at the world’s biggest food event in Dubai


Chilli Pops of Miesto.

A chili-flavored ice pop made in the Philippines has grabbed the attention of global buyers and food enthusiast in the recently held Gulfood 2018, the world’s biggest food trade event, in Dubai, United Arab Emirates (UAE) last month.

In a story published by Dubai‐based Albawaba, the Miesto International Food Corporation’s Chilli Pops has been named one of the ‘Top 10 Best Foods and Drinks on Display at Gulfood 2018.’

“Ice pops, jellies and chilled drinks manufacturer Miesto from the Philippines is showcasing its Chilli Pops, specially produced for the Gulf in response to regional consumers’ fondness for a little zing in their food. Spicy mango and spicy cola are cool flavors worth trying,” stated in Albawaba’s story.

Under their Snowtime brand, Chilli Pops is just one of Miesto’s wide assortments of ice pops, jellies and drinks—each developed and designed to cater to the demand and taste of their clients from the different international markets.

“With a goal of delighting taste buds all over the world, we are constantly adapting to the changes in consumer preference and new flavors coming up in the international market,” said Ernesto Dacay Jr., the Chief Executive Officer of Miesto. “Like in Gulfood, we put a hint of spiciness in our formulation and package it in an ice pop that is meant to chill and refresh.”

Miesto Food International Corporation is a family-owned business that started way back in 1987 under the Dacay Group of Companies with the goal to satisfy customers around the world with top-quality products and efficient service at an affordable rate.

“Our company was established largely for exports. It started way back when we discovered a demand for ice pops in the US market. We developed the idea here in the Philippines and it clicked overseas. After two years, we also started to make jellies and drinks,” he said.

Miesto’s Jelly Pudding.

With 30 years in the export market, Miesto has become a top Philippine exporter of ice pops, jellies and drinks with two production plants located in Mandaue City and in Liloan town in the province of Cebu. They are committed to continuously expanding its product profile under their popular brand ‘Snowtime’ and their private‐labeled brands..


Aside from the recent Gulfood 2018, the Miesto has repeatedly represented the best of Philippines in overseas trade exhibits abroad in Japan (FOODEX Japan), Paris (SIAL Paris) and Germany (ANUGA), led by the Department of Trade and Industry‐Center for International Trade Expositions and Missions (DTI‐CITEM).

“We are also a frequent participant in the International Food Exhibition (IFEX) Philippines where we are able to meet new international and domestic business partners who are excited to try our ice pops, drinks and jellies,” Dacay shared.

With their aggressive export campaign, the company has widened its market reach to different countries across the world as they meet new clients and distributorships. These include United States, Canada, United Kingdom, Germany, France, the Netherlands, Australia, New Zealand, Singapore, South Korea, and several countries in the Middle East.

“Spain is our newest market and we are happy since we have been trying to penetrate it for quite some time. Right now, we are looking to further expand our market in African countries where there is sure demand for cold treats,” Dacay shared.

Aside from their effective promotions, Dacay sees their market flexibility and creative flavor profile as their hallmark of success.

“We are quick to adapt to what the market wants. For starters, Filipinos are interested in sweet tropical flavors so we offer mango, banana, pineapple, and the like to our kababayans abroad,” explained Dacay. “However, to penetrate the mainstream export market, we try also come up with flavors that are natural and familiar to other nationalities, such as bubblegum, lemon, blueberry, raspberry, and strawberry.”

“This corporate mindset allows our company to broaden our flavor formulations based on what the export market wants. We even have a jelly that is infused with chia seeds, which is currently a very popular superfood worldwide,” Dacay said.

Miesto’s Chiga Changga.

Aside from chia seeds, the company uses prebiotics, natural dietary fiber, vitamin C, and a variety of real fruit and vegetable concentrate in coming up with healthy selections. “Our chillers and refreshments also look appetizing as they are available in various fanciful colors, each depending on flavors, and are packed in animal or fruit‐shaped tubes,” added Dacay.

Their products are certified under the Philippine Food and Drugs Administration (FDA) and have Halal certificates to some of their products. Miesto is also in the process of getting certification under the British Retail Consortium (BRC) and some of the certificates from the International Organization for Standardization (ISO).

If you are interested to taste Miesto’s colorful and fun‐filled refreshments, visit their booth in the 12th edition of IFEX Philippines 2018, held on May 25 to 27 at the World Trade Center Metro Manila (WTCMM) and the Philippine Trade Training Center (PTTC).

The 12th edition of IFEX Philippines is organized by the DTI‐CITEM, in partnership with the Department of Agriculture (DA).

Interested buyers or exhibitors can contact Ms. Zharita Bagayas, IFEX Philippines Lead Coordinator, at 831-2201 loc. 228 or at zbagayas@citem.com.ph,  and to Ms. Alex Lucas at 831-2137 or e-mail her at alucas@citem.com.ph.

Over 300 MSMEs expected to join Manila FAME April 21-23

Local firms seek bigger slice of US$217-trillion global real estate market in PH’s largest design and lifestyle event

MSMEs joining
Obra Cebuana is one of the companies returning to the 65th Manila FAME April edition to tap the booming real estate and hospitality industry under its ‘Projects’ theme.

More than 300 local Micro, Small, and Medium Enterprises (MSMEs) are expected to showcase the distinct Philippine design and craftsmanship in the 65th edition of Manila FAME on April 21-23 at the World Trade Center Metro Manila (WTCMM) and the Philippine Trade Training Center (PTTC).

“Through CITEM’s aggressive exhibitor campaign drive, the 65th Manila FAME April edition promises a wider range of product options for the Home, Fashion, and Lifestyle sectors. We will offer our global buyers a visually exciting and fulfilling sourcing experience,” said Clayton Tugonon, newly appointed CITEM executive director.

MSMEs joining2
Tugonon invites local companies in the ongoing Philippine International Furniture Show (PIFS) to also participate in the upcoming Manila FAME April Edition.

Importers, retailers, wholesalers, merchandising agents, traders, architects and interior designers in countries, such as USA, Canada, Japan, South Korea, China, Germany, UAE, Saudi Arabia and Australia, have already started signing up for the event.

The three-day fair creates more opportunities for Philippines companies to leverage on the booming global market for design services, and architectural and interior contract market in the real estate and tourism industry.

Coming back for its April edition are the top-earning Philippine companies from previous editions, such as the Luzon Rattan Industries, Luzon Rattan Industries, Phil Treasures, Inc., Jalikee Arts and Craft, Prado Filipino Artisans, Basket & Weaves Handicraft Manufacturing, Obra Cebuana Furniture Designs, Inc., CM Bamboo Craft Center, Cubo Philippines. Cyprea International, Inc., Shell Arts Co., Inc.

“As Asia’s premiere design and lifestyle event, Manila FAME is in a strategic position to zero in on the huge demand in the international contract markets that will secure new trade deals and much-needed job opportunities for Philippine manufacturers, exporters, business support organizations and designers,” said Tugonon.

According to calculations of international real estate adviser Savills, the global real estate business have grown into a US$217-trillion industry as of 2015. It further stated that real estate will have a bigger impact on global monetary conditions and investment activity and which, in turn, has the power to most impact national and international economies.

International economic consultancy firms Deloitte and PricewaterhouseCoopers (PwC) also reported in 2016 that the rapid growth in tourist travels, technological advances, and globalization serves as the primary driver for the real estate and hospitality industry, further stating that online travel agents, such as Airbnb and Travelzoo, are becoming increasingly popular for the way they help guests fit travel into their lives, and then customize their travel preferences, particularly on millennial business travelers.

In addition, nearly all of the world’s major travel regions are currently outpacing their prior year hotel bookings, indicating a very healthy outlook for the hotel industry, based on Tourico Holiday’s 2017 Global Hotel Trends report.  Collectively, the total number of hotel room nights booked has increased significantly, growing 28.7 percent around the globe.

At the event, buyers and visitors can source through a wide range of Philippine indigenous materials for home, fashion, holiday, architectural and interior design. They will witness new design perspectives, use of new materials and novel ideas from seasoned and emerging Philippine designers.

Manila FAME will also bring into one venue the homegrown Philippine brands that made a mark in the global design world, as well artisans and craftsmen from regional groups and grassroots communities across the country.

Manila FAME is a bi-annual showcase of craftsmanship in Philippine products. It features finely selected furniture and home furnishings, holiday gifts and accessories, designed and crafted in the Philippines for the global market.

Manila FAME is Asia’s premiere design and lifestyle event and second longest-running trade show in the Asia-Pacific, organized by the Department of Trade and Industry (DTI), through the Center for International Trade Expositions and Missions (CITEM). It is the only trade event in the country that is approved by Union des Foires Internationales (UFI), or the Global Association of the Exhibition Industry, a Paris-based association of trade fair organizers founded 90 years ago in Milan, Italy in April 1925.


New DTI-CITEM chief moves to uplift PH export promotion

Newly appointed CITEM Executive Director Clayton Tugonon.

The Center for International Trade Expositions and Missions (CITEM) is set to strengthen its efforts in promoting Philippine companies in the global market under its newly appointed Executive Director, Clayton Tugonon.

“CITEM will be more aggressive in its promotional efforts in positioning the Philippines as a global destination for quality export products and services as we continue to maintain the highest standards of creativity, excellence, and innovation,” said Tugonon.

“CITEM recognizes the vital role of MSMEs in building the Philippine brand globally. We are also aware that they need support so they can compete in international and local markets. It is important that we uplift small-scale businesses so that they will receive the same opportunities as other established corporations,” he added.

Tugonon will lead CITEM in organizing the 65th edition of Manila FAME on April 21-23, and the 11th edition of the International Food Exhibition (IFEX) Philippines, which are both held at the World Trade Center Metro Manila (WTCMM) and Philippine Trade Training Center (PTTC).

“Ensuring the success of these two shows will be critical in supporting the government’s strategy for inclusive growth since the food and design-oriented furniture and garments industry are two of the 12 top priority sectors identified as priority development areas in generating quality employment and higher income opportunities,” explained Tugonon, saying that it will lead “to poverty alleviation and better quality of life for Filipinos.”

The new Executive Director seeks to intensify the creative collaborations between local micro, small, and medium enterprises (MSMEs), exporters, designers, and manufacturers in CITEM’s signature events and overseas participation.

Tugonon also said that he will be talking to the exhibitors at the shows to encourage them to improve their products, with emphasis on “innovation and transfiguration.”

He intends to capitalize on the export coaching programs instituted by CITEM to bolster the export-readiness of Philippine companies and manufacturers. The DTI sub-agency will hire experts as consultants to advice on MSMEs on the pricing and design of their products, he added.

On March 6, Tugonon formally accepted a compilation of reports and briefing from CITEM deputy executive director Ma. Lourdes Mediran during a ceremony as a symbolic gesture to underscore her new role as its new executive director.

Tugonon vowed to institute reforms and streamline CITEM’s operations, as well as institute cost-cutting logistic measures, to effectively use the agency’s fund for promotional efforts.

Before his appointment to CITEM, Tugonon traveled across the Philippines to encourage more local companies and stakeholders to participate in CITEM’s key events and international exhibits.

Newly appointed CITEM Executive Director Clayton Tugonon met with members of the Davao Fashion Council and the Bagobo weaving community to drumbeat participation for the upcoming Manila FAME on April 21-23.

Tugonon is the first CITEM Executive Director hailing from the Visayas since the sub-agency was established on 1983. He is a graduate of Bachelor of Science, major in Biology, and an alumnus of the San Carlos College of Law in Cebu.

Before his appointment, he became known as a businessman for the family-owned Raphael Legacy Design from 1988 to 1994 and, later on, as the owner and president of the Classical Geometry Export Trading which he established in 1995.

Throughout his career as designer-manager, Tugonon has brought international prestige to the Philippines for some of his crafts, including the “Una Cebu Car,” which is the first automobile in the world manufactured using indigenous materials exclusive to Cebu designed after a 1959 Porsche 356.

Modeled after a 1959 Porsche 356, Una Cebu Car’s dashboard is fashioned from a blend of sea shells, while the spiraling exterior is crafted from the stalks of coconut flowers.

His aptitude for design innovation and management skills earned him several awards, such as the ‘International Awardee for Furniture Design’ in Slovakia, Singapore and Japan, and the ‘Presidential Awardee for Design’ during the Arroyo administration.

For his expertise, the multi-awarded Cebuano became part of the Board of Trustee of the Cebu Furniture Industries Foundation (CFIF), and the Mandaue Chamber of Commerce and Industry, as well as a mentor of the One Cebu Obra Negosyo Eskwela.