The Philippines’ seventh consecutive participation at the China International Import Expo (CIIE), the world’s biggest import-themed trade show, generated a total of USD1.602 billion in export sales and purchase agreements, surpassing last year’s figure by a significant margin.
This year’s figure is a combination of reported sales, purchase agreements or memorandum of understanding, and business matching results following the six-day CIIE in November at the National Convention and Exhibition Center in Shanghai, China.
The Philippine participation, organized by the Center for International Trade Expositions and Missions (CITEM) in close collaboration with the Department of Agriculture (DA), featured a trade delegation of 16 food exhibitors in the China-based expo.
Under the FOODPhilippines banner, the country’s collective food promotion program, Philippine SMEs brought in fine-tasting food options focused on health and wellness, prominently featuring “Puyat,” the country’s best-tasting durian variety.
The Philippine Pavilion opened its doors to international and Chinese trade buyers through a ribbon-cutting ceremony led by Philippine Ambassador to China Jaime FlorCruz. He was joined by Consul General Dinno Oblena, Ministry of Commerce Director General Wang Liping, DA Assistant Secretary for Export Development Philip Young, DDG Song Xuejun from the CIIE Bureau, Larry Chan from Liwayway Marketing Corporation, PTIC-Shanghai Commercial Counsellor Glenn Peñaranda, Agriculture Counsellor Jerome Bunyi, and CITEM’s Division Chief Malerna Buyao.
This year’s CIIE saw strong interest in healthy and organic food options, with fresh durian, frozen pineapple, and banana chips emerging as bestsellers. Deliveries for pineapple and durian are slated for 2025 to 2027 based on supply availability. Notably, the Philippine Pavilion’s durian nook drew impressive crowds, with visitors lining up to try and sample the country’s iconic Puyat from Davao.
Owing to the increasing demand for high quality, natural and nutritious food products across China markets, Philippine companies obtained promising leads from several trade buyers. For one, both Lionheart Farms Corporation and Treelife Coco Sugar struck trade deals with Chinese partners following the trade and investment matchmaking conference facilitated by the Bank of China.
A memorandum of understanding was signed between Lionheart Farms Corporation and a Jiangsu-based company valued at USD415,000 while Treelife Coco Sugar secured more than USD400,000 worth of investments from an e-commerce firm based in Shanghai. Both deals are seen to open up the Philippines to foreign direct investment, generating more jobs as the country forges stronger trade and diplomatic relations with the world’s second largest economy.
Dole Philippines Inc. and Good Farmer, two of the largest institutional buyers at CIIE, announced purchase agreements for fresh fruits during the event. Additionally, SQ Fresh Fruits is set to expand durian export from the Philippines to China after signing agreements with Shishi Songhe International Trade Co. Ltd. while New Asia Oil Inc. and Namchow Food Group reached an agreement for coconut oil trade. Meanwhile, Liwayway International Co. Ltd. is set to explore potential collaborations with Cotti Coffee (Tianjin) Co. Ltd., AGL, and Joyvio Freshcall (Jainan) Food Technology Co. Ltd., focusing on supply chain optimization and channel expansion.
CITEM also partnered with the Philippine Exporters Confederation Inc. (PHILEXPORT), and the Philippine Trade and Investment Centers in China (Shanghai, Beijing, Hong Kong, and Guangzhou) for this year’s CIIE.
