Optimism soars at CITEM’s Manila FAME
Amid the political discourse between the reds and the yellows and a legislature that can’t get vital economic reforms passed, visiting the bi-annual Manila FAME trade fair always puts things in perspective. Within the halls of Manila FAME is the creative genius of the Filipinos put to full view. Here, there is reason to be optimistic.
On April 21-23, Manila FAME will mount its 65th installment at the World Trade Center. It will be another showcase of Filipino artisanship expressed through furniture, home fixtures, gifts, toys, housewares and the visual arts. Although targeted for wholesale foreign buyers, an increasing number of local buyers visit the exhibit to source unique pieces.
Our restaurant group is one them. For years, we have relied on Manila FAME as a source for lighting fixtures and furniture for our restaurant chain. The quality of the merchandise and professionalism of the suppliers have never failed us. This is because those given the privilege to exhibit are the crème of Filipino creative manufacturers. Exhibitors are carefully vetted in terms of production capabilities, financial standing and business track record.
Manila FAME is organized by the Center for International Trade Expositions and Missions (CITEM), a government controlled corporation mandated to oversee the development of our creative industries. As a branch of the DTI, Citem is tasked to link manufacturers with offshore buyers via trade fairs and sales missions as well as to provide technical and design assistance to our manufacturers. Sitting as Executive Director is the unflappable Rosvi Gaetos, the woman who has restored the competitive edge of Philippine made creative products after its near collapse following China’s rise as low-cost manufacturer of anything and everything.
From a low of $206.3 million in creative products export sales in 2002 (after peaking at $592 million in 1996), Rosvi has been able to build it up to to $828 million in 2015.
“The field is fiercely com- petitive particularly in furniture, home fixtures, holiday décor and wearable accessories,” says Rosvi. To keep Philippine made products competitive, Citem has championed the use of industrial materials like recycled plastic, mercury glass, carbon fiber and monocoque, in combination with abaca, buri and rattan. The mixture of medium has become a Philippine trademark, one that has kept Philippine made products design-relevant. Such innovation has made Manila FAME, Asia’s preeminent destination for foreign buyers seeking cutting edge products.
Also within Citem’s purview is the development of processed food and agro-industrial exports.
“Looking ahead, this will be our main driver of export growth,” says Rosvi. In particular, great potentials are seen in dried and canned tropical fruits and vegetables; nitro-frozen and canned marine products; meat preparations; condiments and flavorings; juices, concentrates and extracts; powdered or liquid sauces; prepackaged snacks; as well as artisan jams, cheese, flavored butter and ice cream.
To keep Citem’s 33-year legacy alive, Rosvi launched a program called “Red Box,” a platform to develop the next generation of creative product developers. Fourteen young product engineers were selected among hundreds of applicants to be mentored by the veterans in the industry like Josie Natori. Red Box assures a place for Philippine creative industries in the world of tomorrow.
Last year, Manila FAME featured 407 local exhibitors, attracted 530 foreign buyers and booked spot sales of some $16 million. This April, Manila FAME promises to be bigger withthe inclusion of an Artisan Village where works of master craftsmen from far flung islandswill be exhibited. The fair will also feature the cutting edge designs from the Red Box program, this time, under the mentorship of Budji Layug and Lulu Tan Gan.
I look forward to walking the halls of Manila FAME again, not a small part to revel at the creativity, industry and resourcefulness of the Filipinos. In this space, the nation’s problems are overshadowed by its talent.
Andrew is an economist, political analyst, and businessman. He is a 20-year veteran in the hospitality and tourism industry. For comments and reactions, e-mail andrew_rs6@ yahoo.com. More of his business updates are available via his Facebook page (Andrew J. Masigan). Follow Andrew on Twitter @aj_masigan.