FOODPhilippines returns to the world’s biggest import expo

FOODPhilippines, the country’s collective food promotion program, will take it up a notch as it makes a follow-up participation in the world’s biggest import-themed trade show for the 7th straight time on November 5 to 10 this year. A business delegation of food exhibitors will foster functional and healthy eating, bringing an array of nutritious food products at the 7th China International Import Expo (CIIE) at the National Exhibition and Convention Center in Shanghai, China.

Building on the success of the previous participation, the Philippine Pavilion, located at Hall 1.1, Booth No. 1.1 C4-03, will continue to put a spotlight on Puyat, the country’s homegrown durian variety, along with other agricultural produce. In recent years, durian has evolved into a luxury commodity prized for export. In 2023, durian exports from Southeast Asia to China was valued at USD 6.7 billion, hitting a twelvefold increase from USD 550 million in 2017. Data issued by the United Nations (UN) has shown that China purchases nearly the entire global supply of exported durians.

In April 2023, the Philippines successfully started exporting durian to China. In just a few months of market access, China has become the major export destination for fresh durian at about 3,481 metric tons out of the total 3,916 metric tons exported to the world from January to October 2023. The focus on durian in the last edition of the world-class expo was widely celebrated and supported, especially by small farmers who had benefited from the previous exports. Signaling a promising future for the Philippines’ local agricultural communities, the momentous trade deal was seen to generate at least 10,000 direct and indirect jobs.

Among the few trade buyers who visited Fisher Farms, Inc.’s booth to try and taste its offerings at the 6th CIIE.

Since its inaugural run in 2018, CIIE has become a promising trading platform, providing Philippine businesses an avenue to showcase their products and services on a global scale. This was demonstrated by the series of Philippine participation which led to substantial year-on-year growth in export sales. In 2018, FOODPhilippines’ CIIE debut was marked by a notable performance after generating USD 37.5 million in actual export sales.

“CIIE offers a chance for the Philippines to showcase its vibrant food landscape on a global stage. It enables local businesses to foster trade partnerships and highlight investment opportunities, amplifying the country’s role in the global value chain,” Center for International Trade Expositions and Missions (CITEM) Executive Director Leah Pulido Ocampo said.

The country’s 2019 CIIE participation saw a huge leap after recording USD 162 million in export revenue, a  drastic increase from the previous partaking. Complying with travel restrictions put in place in 2020 and 2021, FOODPhilippines explored hybrid format in CIIE where the physical exhibition was complemented with digital channels. QR Codes were displayed on the product exhibit, giving prospect buyers the opportunity to know more about the products through the IFEX Philippines’ official website (ifexconnect.com). Online B2B meetings were also facilitated by CITEM together with other government agencies and business support organizations. Despite the series of lockdowns and strict health measures due to Covid-19, FOODPhilippines was able to secure USD 239 million in 2020 and USD 23.93 million in 2021. In 2022, FOODPhilippines yielded USD 617 million, posting an exponential growth in actual export sales. While the highest earning by the country was registered in 2023, valued at USD 1.1 billion. The overall export sales in 2023 account for booked and negotiated sales during the 6-day trade exhibition and purchase agreements made prior to the opening of the 6th CIIE with ceremonial signing during the show. This upward trajectory in export revenue equates to better employment opportunities for local communities within which food exhibitors conduct their operations, a more inclusive economic growth felt by a larger population.

Urging food and beverage entrepreneurs to take part in China's first and only import-oriented trade show, Ocampo said that “the expo offers a strategic opportunity for local companies to test and penetrate the China market while promoting the country as a viable sourcing destination of fine-tasting food products.”

The Philippine participation in CIIE has been organized by the Center for International Trade Expositions and Missions (CITEM) along with other government agencies and partners in the private sector since 2018. This year, the country’s participation is made possible through CITEM’s  partnership with the Department of Agriculture (DA), the Philippine Exporters Confederation, Inc. (PHILEXPORT), and the Philippine Trade and Investment Centers in China (Shanghai, Beijing, Hong Kong, and Guangzhou). Likewise, FOODPhilippines is set to participate in the following trade fairs this year: China-ASEAN Expo (CAEXPO) on September 24-28 in Nanning, China; and SIAL Paris on October 19-23 in Paris, France. 

Catch IFEX Philippines, the country’s biggest trade show for food and ingredients, on May 22-24, 2025 as it aims to continue the narrative of championing Filipino food. IFEX Philippines is organized by the Center for International Trade Expositions and Missions.