Back in the Land of the Rising Sun
The Philippines returns to the Tokyo International Gift Show 2024
June 30, 2025
Marking a return after an eight-year hiatus, the Philippines made a comeback at the 2024 Tokyo International Gift Show (TIGS)—one of Japan’s largest and most influential trade events for the home, fashion, and lifestyle (HFL) sectors. More than an exhibition, this strategic participation furthered the country’s commitment to showcasing its rich artisanal heritage, which strengthens trade relations and recalibrates its position in the competitive Japanese market.
Spearheaded by the Center for International Trade Expositions and Missions (CITEM), the export promotions arm of the Department of Trade and Industry (DTI), this year’s participation not only signaled the country’s return to Japan but also opening doors of opportunities for a new stream of Filipino enterprises focusing on small home furnishings and fashion.
Filipino Aesthetics, Japanese Sensibilities
In an industry where mass production dominates, the 19 Philippine companies at TIGS 2024 offered high-quality handcrafted products stamped with the country’s rich tradition of artisanal craftsmanship. But more than just quality products, the participating enterprises had to align their offerings with the aesthetics and sensibilities of the Japanese market.
Renowned Japanese-Filipino artist Wataru Sakuma was tapped by CITEM to serve as creative director of the Philippine exhibition. He provided deep insights into design sensibilities that align with Japanese tastes as part of the product development. Supporting him was Stanley Ruiz, a product specialist, who led the refinement and enhancement of the products to ensure market relevance and consumer appeal. The Sakuma-Ruiz collaboration with the participating exhibitors created 80 new designs, each embodying simplicity, craftsmanship, and authenticity.
The Japanese aesthetic philosophy of wabi-sabi—which appreciates natural imperfections and organic forms, complements the Philippine craftsmanship approach which emphasizes raw textures and handcrafted detailing. Similarly, the Philippine design principle of balayong, which integrates sustainable and locally sourced materials, aligns with Japan’s focus on environmentally conscious production and ethical sourcing.
This natural aesthetic is fused in the designs of Aerostone, Contemporaneo, Jed Yabut Furniture & Design, Jireh Forge, Obra Cebuana, That One Piece Enterprise, Triboa Bay Living, Vito Selma Design Studio, and Larone that distinctly leveraged their extensive tradition of artisanal craftsmanship in their various product lines.
Likewise, home décor and furnishing pieces from Artisana Island Crafts, CSM Philippines, Las Auras, Oro Handmade Innovations, and Paperbound presented an alternative to machine-produced goods that resonates with high-end consumers and niche retailers who were seeking unique, bespoke products over commoditized offerings.
Completing the lineup were fashion pieces from Agsam, Anmari & Co., Artjoy, Beatriz, Calli, Creative Definitions, Farah Abu, MLC Crystal Seas Inc, Mjorian, Orient Meadow. Shelmed, and Crystal Seas. These exhibitors carried products that reflected the preference of Japanese fashion consumers, ranging from clean and understated designs to fun and quirky pieces.
Testing the Waters
Despite global economic shifts, the Philippines’ participation in TIGS 2024 generated significant interest from 337 trade buyers and recorded 571 trade inquiries. While the country staged a full exhibition, the intention was to gauge the sector’s receptiveness to Philippine products and assess the competitive landscape after nine years of absence from the Japan-based trade show Recorded sales reached almost USD 350,000.
Among standout exhibitors from the showcase were Larone, which gained the attention of Isetan, one of Japan’s prestigious luxury department stores; and That One Piece, which attracted buyers for its selection of paper pulp vases, a potential game-changer in sustainable home decor. For fashion, Agsam’s beautiful collection of intricately woven bracelets, neck pieces, and bangles made from the wild Agsam fern was sought after by many buyers and visitors at the show.
Beyond Gifts
The opportunity to showcase in TIGS provided an insight on how to go about the industry expansion that responds to market preferences. Evidently, three themes emerge: stronger design narratives, strategic buyer engagement, and a renewed focus on sustainability. These themes were also observed by the exhibitors who went on to FINOPINAS, a two-week showroom launched by the ASEAN Japan Centre (AJC) after the holding of TIGS 2024.
Now, as the industry looks toward the six-month long World Expo Osaka 2025 starting this April and the Manila FAME edition set on 16-18 October 2025, the momentum gained at TIGS 2024 serves as a launchpad for deeper market penetration, business innovation, and a stronger presence in the global gift and lifestyle sector.
While immediate sales figures are important, the true value of the Philippines’ participation in TIGS 2024 lies in long-term market positioning. It is the impetus for Philippine exporters to gain critical insights into the Japanese market’s growing demand for sustainable and handcrafted products, the important of product adaptation, and the role of immersive trade events in shaping future business strategies.
A profound understanding of how business is carried out in Japan, with its relational focus on trust, consensus, and reliance, was equally critical to the achievement of Philippine exhibitors. The Japanese gardening practice of “going around the roots,” preparing the soil around a tree's roots before transplanting, literally translates to a business practice of nemawashi: a sort of informal advance agreement building process where proponents get buy-in from key decision makers before any formal action is taken. This systematic and consultative approach is critical to creating rapport, which smoothens interactions, where buyer participation depends on both the products and the cultural understanding of the seller. Nemawashi, in business, may take months or years to nurture as a new plant takes time to adapt to its new surroundings.
For Filipino exporters, appreciating this reality is fundamental in developing sustainable partnerships with the Japanese. Nemawashi is a respected practice grounded in cultural sensitivity, trust, and loyalty. Adapting to this culture helps them position themselves as credible, culturally sophisticated businesspeople leveraged on harmonious relationships. And such is truly priceless.