Driving the ASEAN vision for sustainable economic growth and creative leadership.
By Elie Satuito
Excellence in Philippine design was never the question that has plagued the country’s export history. The real challenge in recent decades has been the ability to assert the Philippines’ rightful place in the ever-mercurial global market.
The country is now keeping pace and making its way back to prominent form. In 2025, the Philippine creative economy was able to contribute 7.6% to the country’s gross domestic product as it generated a total of P2.12 trillion. Creative goods exports stood at P320 billion with creative services exports bringing in P427 billion in the same year (Philippine Statistics Authority | Philippine News Agency).
As this quiet rise takes fuller shape, and with this year’s regional leadership of the Association of Southeast Asian Nations (ASEAN) chaired by the Philippines, the Center for International Trade Expositions and Missions (CITEM) continues to expand the possibilities of Philippine design with Manila FAME 2026, happening from October 15 to 17, 2026 at the World Trade Center Metro Manila in Pasay City, Philippines.
The Manila FAME, the Philippines’ premier trade show for quality home, fashion, and lifestyle products, carries the theme of “Bloom” for this year’s 74th edition. Anchored on the 2025 edition Objects of Nature, Manila FAME highlights the symbiotic ecosystem of nature and man, one that is able to produce a wellspring of innovation, from raw materials manipulation to functional innovation and sustainable solutions that continue to weave into the anatomy of Philippine heritage, design, and craftsmanship.
Finding space for authenticity and inclusivity in the ASEAN digital economy
Without any substantial pause in the acceleration of mass automation and standardized production of global supply chains, the Philippines is in a distinct position within ASEAN to assert itself beyond the thrust of a cost-efficient manufacturing hub. Under the 2026 theme of “Navigating Our Future, Together,” three permanent ASEAN pillars of regional integration, peace, and development are being translated into current and actionable initiatives.
As a proponent of authentic heritage and design, Manila FAME’s local enterprise empowerment becomes a cornerstone for aligning with this ASEAN strategic direction. Amid the region’s drive toward digital integration under the framework of the ASEAN Digital Economy Framework Agreement (DEFA), CITEM is able to channel two of the Philippines' priorities as chair of this year’s ASEAN, namely Prosperity Corridors and People Empowerment.
CITEM Executive Director Leah Pulido Ocampo emphasized that “Digital trade integration within ASEAN is not about competing against our neighbors for market share. It is about combining our collective strengths to enable regional creative economies to thrive and complement the transformation of Southeast Asia as a high-value sourcing powerhouse.”
The ASEAN DEFA is the regional agreement designed to govern and propel the digital economy of the member states, aligning respective national rules and economic activities for ease of cross-border and e-commerce and overall seamless digital trade connectivity across the member states. The agreement is set for signing during the 49th ASEAN Summit in November 2026.
Through Manila FAME, micro, small, and medium enterprises (MSMEs) gain access to global value chains, whether they are from home-based, provincial artisan clusters or well-established home, fashion, and lifestyle brands. Together with its digital sourcing platform FAME+, CITEM ensures that local creative ecosystems become activated economic drivers of nation-building through community-crafted, heritage-bound design and essential players in regional growth.
Blooming in inclusivity, flourishing in luxury
With the global market continuing to reside in more redefined luxury, one that is now more thoughtful beyond mere visual class and is measured by authenticity, durability, and ethical integrity, Manila FAME’s Bloom strengthens the foundation for this movement as it fosters raw mastery of materials and skills, circular innovation, as well as true storytelling by Filipino artisans.
MSMEs need a springboard to integrate fully into global value chains, expand their trade volumes, thereby helping solidify Southeast Asia as a collective primary hub for sustainable luxury sourcing. CITEM’s Manila FAME is the platform that is helping thread the country’s creative economy toward future regional strength by applying transformative strategies through some of its trade show’s features:
Introspection at the Artisan’s Village – where Manila FAME sets the tone in protecting local traditions, allowing for indigenous communities and rural MSMEs to showcase their provincial mastery as they carve, weave, and manipulate native bio-fibers, such as abaca, rattan, and bamboo. It is about having a thoughtful space that highlights human storytelling and cultural traditions behind the creations.
Integration within the Design Commune – where local manufacturers and artisan communities work together with renowned contemporary designers under a product development program to emphasize the value of Filipino craftsmanship and materials over the artificiality of machine-driven design to make global market-ready collections.
Innovation through the KATHA Award – where local makers realize their progressive and next-generation sustainable ideologies by experimenting with natural material transformation that offers both visual and functional innovation, including the respect for circular design principles.
Click Manila FAME 2026 for the complete show features and related information.
Related story: In Full Bloom
Beyond the landscape of visual beauty that bloomed from Filipino design and excellence, Manila FAME signifies the relevance of the high design to the country’s development goals and its progression toward flourishing across the ASEAN ecosystem in the coming years.
*****
Banner photo: Zarate booth at Manila FAME 2025 courtesy of Junmar “JM” Geca.
