CITEM opens multisensory Manila FAME 2024 at WTC
By: Elie Satuito and Aly Dela Peña
The Manila FAME 2024, an international trade show organized by the Center for International Trade Expositions and Missions (CITEM), welcomed the public to a vast collection of the country's finest designs, products of innovation, and iconic repute that are shaping the future of creative identity in Philippine home, fashion, and lifestyle (HFL) sectors. No less than President Ferdinand “Bongbong” R. Marcos, Jr. visited the various exhibitors and the installations that highlight Philippine ingenuity and craft on its second day.
The President commended the Department of Trade and Industry (DTI) for empowering MSMEs in both the local and digital space, helping them work competitively and move up in the world market. He stressed the importance of continuous creativity in order to sustain the current progress, assuring the government’s full support. “We will do everything that we can, so that the world will know better how good Filipinos are,” he added.
About 350 micro, small, and medium enterprises (MSMEs) from across the country drew inspiration from the theme “Reimagination” for this year's edition, resulting in a compendium of collaborations that are artistic in thought, inclusive in creation, and culturally sound in representation.
Crowd estimates were at 10,000 at the country’s premier trade show promoting export-ready HFL products and local artisans. Visitors were comprised of local and international buyers, retailers, wholesalers, industry movers, media organizations, and hotel and related services.
A trade show by definition, Manila FAME goes beyond its economic contributions to the country’s export industry growth and development. It seeks to validate the distinct identity of Filipino talent and skills among the world’s best in the export value supply chain.
In his speech, the President noted the design industry's contribution to the GDP, though small in percentage, translates to billions of dollars for the economy. “There is a very quantifiable aspect to the design industry. It contributes 7.1% of our GDP. When you translate it into pesos, that's trillions.”
Recognizing Philippine design excellence
Manila FAME punctuated its first day with the announcement of winners of the 2024 KATHA Awards, a yearly recognition that honors the best in design and innovation for the exhibition show.
The Manila FAME 2024 KATHA Awards were given to a total of six exhibitors for their designs and products in different categories. A KATHA trophy and a cash prize of P500,000.00 each were received by the following: For Best Product Design in Furniture – Zulu Bench by Finali; Lamps & Lighting – Fauna by Azcor Lighting Systems; Home Décor & Houseware – Achite Chess Board Set by Bon Ace; Fashion – PISA Handbag by Bon Ace; Holiday Décor & Gifts – Nutcracker Ornaments by P&B Valises et Compagnie; Eco-Design Award – PAEA Table Runner by Buttons ‘N Things. Two other exhibitors received special citations with a trophy and cash prize of P250,000.00 each: Best Booth Display was awarded to P&B Valises et Compagnie, while Best Sustainable Booth Design was given to Zarate Manila.
A tangible validation of the excellent craftsmanship of Filipino export MSMEs, the event was made more memorable with First Lady of the Philippines Louise Araneta-Marcos awarding the winners on stage. She was joined by Department of Trade and Industry (DTI) Secretary Maria Cristina Aldeguer-Roque, Department of Tourism (DOT) Secretary Christina Garcia Frasco and CITEM Executive Director Leah Pulido-Ocampo.
The Marcos administration has been vocal in its support for exemplifying local talent across industries. The Office of the President’s endowment to this year’s KATHA Awards goes beyond the monetary success, as it creates a bigger space for uplifting the industry–acknowledging the hard work and talent of the creators, and encouraging more exceptional work.
Empowering Filipino brands
Another highlight of the three-day show is the launch of content creation program Taglay Pinoy housed under fameplus.com. Made possible through the support of Cong. Christopher "Toff" de Venecia of the 4th District of Pangasinan; Cong. Lani Mercado-Revilla of the 2nd District of Cavite; the Congressional Districts of Marikina, Ilocos Norte, Pangasinan, Leyte, and Cavite; and DTI groups Competitiveness and Innovation Group (CIG), and Regional Operations Group (ROG); the platform features MSMEs in the home, fashion, and lifestyle sectors, serving as a gateway to reach global markets.
Assistant Secretary Leonila T. Baluyut shared that Philippine creative industries contributed PHP 1.72T to the GDP in 2023, employing over 17.26M Filipinos. "These figures highlight creativity's vital role in our economy, driving innovation and fostering economic resilience."
Manila FAME partnered with PHILEXPORT and TPB Love the Philippines in its 2024 edition.
The next Manila FAME will happen on October 16-18, 2025. Go to fameplus.com for more information.
