The Philippines is strengthening its presence in the American market by showcasing its agricultural heritage, design expertise and sustainable products at major U.S. trade shows.
Led by the Department of Trade and Industry’s Center for International Trade Expositions and Missions (CITEM), the effort uses the FOODPhilippines and DESIGNPhilippines banners to position the country as a sourcing destination for specialty foods and high-value home furnishings. The broader goal is to expand exports while supporting local producers, designers and micro, small and medium enterprises.
CITEM joined two major American events in 2025: the 49th Winter Fancy Food Show in Las Vegas in January and the High Point Market in North Carolina in April.
Participation in the 2025 Winter Fancy Food Show
The United States is a major destination for Philippine food exports. Coconut oil, pineapple products and processed foods are among the leading categories, while processed tropical fruits and dairy products also contribute to trade.
Overall, the United States was the Philippines’ top export market in 2024, receiving about $12.14 billion in food and nonfood goods.
CITEM organized the Philippine delegation to the Winter Fancy Food Show as the country returned to the event after the pandemic. The show was one of the largest U.S. trade events devoted to specialty foods and beverages, bringing together manufacturers, distributors, importers and buyers from around the world.
The Philippine presentation focused on gourmet and specialty foods, beverages and ingredients suited to the North American market. Products included coconut water, coconut sugar and other natural, organic and functional food items aimed at health-conscious consumers.
The Philippines occupied 108 square meters of exhibition space. Fifteen Philippine MSMEs participated under the FOODPhilippines banner, with targeted export sales of US$27.04 million. The delegation sought to strengthen market visibility and take advantage of demand for healthy, convenient products and authentic international flavors.
The event also promoted IFEX Philippines, the country’s largest business-to-business and export-oriented trade show for food, beverages and ingredients. Its 19th edition was held from May 21 to 23, 2026.
According to CITEM, Philippine exhibitors generated business discussions and promising leads, including interest from distributors seeking to place products in major U.S. retail chains such as Costco and Walmart.
The participation also reinforced the Philippines’ position as a supplier of distinctive, high-quality ingredients aligned with consumer demand for culinary diversity and natural products.
The Winter Fancy Food Show began in 1959 as an expansion of the original Fancy Food Show, which started in New York City in 1954. The Specialty Food Association held the Las Vegas event annually until 2025, when it staged the final edition under that name. The event was later rebranded as Winter FancyFaire, which debuted in San Diego in January 2026.
Participation in the High Point Market
CITEM’s participation in the April 2025 High Point Market marked the Philippines’ return to the event after a 17-year absence. The mission, presented under the DESIGNPhilippines banner, was part of the agency’s effort to expand the country’s share in key international markets.
High Point Market is widely regarded as the world’s largest home-furnishings trade show. It draws buyers, manufacturers, designers and industry professionals and features residential and commercial furniture, rugs, carpets, lighting, textiles, bedding, decorative accessories and outdoor furnishings.
CITEM organized an outbound business mission and benchmarking activities to promote Philippine design and craftsmanship. The delegation showcased furniture, home accessories and lighting while seeking to connect local producers with international buyers.
Ten Philippine companies participated, presenting products made from sustainable and indigenous materials, including rattan, abaca and reconstituted stone. Business-matching activities helped Philippine manufacturers and designers build relationships in the U.S. home décor and furnishings market, where Filipino products are recognized for craftsmanship, durability and detailed design.
CITEM returned to the High Point Market in 2026, giving participating companies another opportunity to study new design directions, material innovations and consumer preferences and to refine products for the global market.
The United States remains an important market for Philippine furniture and furnishings because of steady demand and favorable trade opportunities.
Opportunities in the American market
CITEM’s continued participation in major U.S. trade shows offers several advantages for Philippine companies. These include stronger export demand, wider market access, direct contact with buyers and distributors and deeper insight into consumer and design trends.
The events also provide Philippine MSMEs with platforms to present natural food products made from coconut, mango and calamansi, as well as furniture and home accessories that highlight local materials and design capabilities.
By maintaining a presence at the Winter Fancy Food Show, Winter FancyFaire and High Point Market, the Philippines can strengthen recognition of its products in North America and build longer-term commercial relationships.
The initiatives have produced business leads and supported efforts to position the country as a source of authentic, high-value and design-forward goods. They also connect local enterprises with international partners and reinforce the Philippines’ reputation as a dependable sourcing destination for quality specialty products.
Sustained participation will be essential to converting initial contacts into durable export contracts.
