Sustainably made Filipino home products prove their luxury-market appeal at Ambiente 2025

By: September Grace O. Mahino

Held from February 7 to 11 at the Messe Frankfurt exhibition center in Frankfurt am Main, Germany, Ambiente 2025 received its biggest Philippine contingent yet. The country’s participation was organized by the Center for International Trade Expositions and Missions (CITEM). It featured 52 companies that are part of CITEM’s partner artisans program, which highlights the products and craftsmanship of businesses from the provinces of Quirino, Antique, Aklan, Iloilo, and Negros Occidental.

The companies’ high-quality artisanal products were displayed in the best light in the DESIGNPhilippines pavilion, which drew significant interest from buyers. Tony Gonzales, the artist behind the set-up, used natural raw materials like hemp, rattan, and capiz shells, lending both the exhibition space and the items a clean, organic appeal that is highly sought-after in the European Union market.

The attention on Filipino products established the country’s profile as a proponent of the sustainable movement to offer consumers eco-friendlier product solutions. Underscoring this was the Ethical Style label awarded by Ambiente to three participating Filipino companies: the Cebu-based Nature’s Legacy, contemporary lighting and furniture brand That One Piece, and the Davao-based TADECO Home.

The ingenious use of natural materials earned local brands TADECO and That One Piece the Ethical Style label from Ambiente 2025.

The best-selling products in the trade show were further proof of the global market’s high regard for Filipino ingenuity and creativity with natural materials. The Quirino-based brand Maddela Arts and Crafts marked its second year of participation with an order for 2 million pieces of its fossilized flowers from returning Canadian buyer Second Nature Designs. Decorative shells and coconuts from Art N’ Nature, a consistent top-selling participant, were also big draws, as were Klassy Collections and Designs’ holiday and seasonal décor. ?Other best-sellers were the capiz shells-festooned holiday ornaments from Albertina and planters and chess boards from Bon Ace; the KATHA Award-winning chess board, in particular, was one of the items that drew the most inquiries.

Although Ambiente has traditionally been a hub for buyers seeking high-volume, low-priced products, its 2025 edition saw a growing interest in items in the luxury range. Thus, despite competition from East and Southeast Asian exporters in terms of affordable pricing and high-volume production, the Philippines sparked interest and demand for its high-end, innovative, and meticulously handcrafted items.

Buyers inspecting the craftsmanship of the Filipino artisanal products

Indeed, a prominent selling point for Filipino products was the compelling cultural narratives behind them. Despite having plenty of options, upscale Mexican department store chain El Palacio de Hierro, for example, was drawn to Klassy Collections’ Christmas ornaments because of the Filipino cultural heritage integrated into the designs. “The handmade pieces from the Philippines have a special warmth,” a representative shared. Because of its standout offerings, the Philippine delegation generated US$4.5 million in sales during Ambiente’s five-day run, surpassing initial expectations.

CITEM’s Service Business Department Manager Marjo Evio (second from left) with some of the members of the Philippine contingent for Ambiente 2025

The growing recognition for the Philippines in the international high-end market brings the hope and challenge of sustaining interest through constant innovations in design and product offerings. “With buyers seeking products of exceptional quality and a distinct soul, we’re proud that the country maintained consistent demand across different market segments in Ambiente 2025,” says CITEM Executive Director Leah Pulido Ocampo. “?Our presence in the renowned trade fair strengthened the Philippines’ brand image and reinforced our position as one of the leaders in the consumer goods sector.”

The Philippines’ participation in Ambiente 2025 was organized by CITEM, the export promotion arm of the Department of Trade and Industry (DTI). CITEM also organizes Manila FAME, the Philippines’ premier trade show for quality home, fashion, and lifestyle products. It is set to hold its next edition on October 16-18, 2025 at the World Trade Center in Pasay City, Metro Manila.

Recognized as a pivotal platform for the consumer goods industry, Ambiente’s latest iteration hosted 4,660 exhibitors and received 148,000 visitors. Aside from enjoying heightened global market visibility, the Philippines’ presence allowed local exporters to spot key market trends and emerging consumer preferences to further refine their competitive strategies.