Manila FAME 2024
The Big Business of Small Objects
June 24, 2025
In the grand scheme of home furnishings, the pecking order in trade shows has always been based on size—the bigger, bulkier pieces are likely to get buyers’ attention first, while the smaller pieces are relegated to as “final touches” or accents. But the latter has been getting most of the buzz and many of the business opportunities at the conclusion of 71st edition of Manila FAME, the country’s premier trade show for home, fashion, and lifestyle. Across categories, home decor and houseware swept more than one-third of the show’s total export sales, overtaking usual buyer favorites such as furniture, lighting, and fashion.
Designed to highlight sustainability and circularity, the 2024 edition of the Manila FAME, organized by the Center for International Trade Expositions and Missions (CITEM), proved that it was on the right track, with home decor and houseware sweeping more than one-third of the show’s total export sales. Many of these best-selling products under this category are made from sustainable and indigenous materials using a combination of traditional and modern techniques.
This result marks a significant leap from the previous edition, where the category ranked only third. Earning USD 1.61 million in total export sales in 2024, the home decor and houseware category covers tableware, garden and outdoor accessories, kitchenware, jars and vases, baskets and storage, tabletop decor, home textiles, candleholders, decorative figurines, wall art, mirrors and mirror frames, wall decor, and decorative boxes among others. A total of 103 enterprises enlisted as exhibitors for this category.
The growing attention for well-made and sustainable home decor and houseware, and a renewed interest in Philippine designs came at an opportune time when Philippine President Ferdinand Marcos Jr. himself expressed his admiration and support for the country’s home, fashion, and lifestyle industry.
At the opening of Manila FAME 2024, the country’s Chief Executive lauded Philippine designs for having a distinct quality—a certain charm, a touch of humor, a certain softness, and gentleness, making them a cut above the rest. And trade buyers who visited the trade show, reaching more than 2,000, couldn’t agree more. Filipino designers, according to one buyer from India, are very imaginative and unique, and think out of the box. “You wouldn’t see a Filipino designer going to Milan and copying a design,” he said.
Homebound Opportunities
The strong showing of home decor and houseware category at Manila FAME may be a sign of good things to come. According to Statista, the global industry is projected to experience a compounded annual growth rate of 3.84% from 2025 to 2029. This steady rise in demand stems from more consumers favoring unique and personalized pieces that reflect their individual style and personality. As demand dictates trends, many importers and wholesalers are on the lookout for suppliers that can customize products for their specific markets.
Another key observation of the market’s behavior for home decor and houseware, according to Stellar Market Research, is the growing demand for eco-friendly and sustainable products that started in 2023, the year when the World Meteorological Organization (WMO) then declared that the world was at its hottest temperature on record. This news signaled a whirlwind of initiatives and commitments from countries at the 28th Conference of the Parties to the UN Framework Convention on Climate Change (UNFCCC), furthering consumer awareness of the issue and the need to be part of the solution through intentional and well-guided purchasing of sustainable products and services.
The Philippines gains a strong position to be a major player in the global demand for eco-friendly and sustainable designs. Unlike big producers relying on mostly synthetic and nonbiodegradable materials, many local enterprises use natural materials and apply age-old/manual techniques, which generate far less carbon footprint, in producing home decor and houseware.
Design Powerhouse
A closer look at the figures for this year’s top product category reveals that the major contributors are based in Cebu Province. Located in Central Visayas, Cebu Province has earned a reputation as a powerhouse of creativity and innovation for design products. The names of Kenneth Cobonpue, brothers Allan and Chris Murillo, and Vito Selma, to name a few, have cemented Cebu’s place in the global design map.
Producing exceptional home decor and houseware, these enterprises carried Cebu Province to the top in this year’s edition of Manila FAME— Bon-Ace Fashion Tools, Inc., Art N' Nature, and Island RKOC. Most of their designs use sustainable and natural materials such as different varieties of wood, rattan, coconut leaves, stones, and shells.
The province’s capital, Cebu City, has been designated as a “Creative City” by the United Nations Educational, Scientific, and Cultural Organization (UNESCO) in 2019. The province continues to flourish with fourth generation designers and new players, both sharing a deep understanding of Filipino and Cebuano heritage while keeping tabs on global aesthetics. The success of Cebu in the design arena also stems from its resourceful use of natural materials, from shells and hand-carved wood to flame-bent rattan and hand-hewn stones; development of unique composites; and application of time-tested techniques.
Styled to Perfection
The fashion sector made a strong showing as well at Manila FAME 2024. Placing next to home decor and houseware, fashion earned USD 1.48 in total export sales. Accessories, particularly jewelry and clutch bags, were abuzz among global buyers.
Imagine filigree cuffs that whisper of ancient artistry, necklaces and earrings that catch the light with every movement, and clutch bags that blend the raw beauty of naturally dried indigenous materials with the sleekness of modern synthetics. With many components and materials to play with, Filipino designers come up with pieces that cater to various preferences and styles even of the most discriminating clientele.
Unlike mass produced accessories from big global labels, Philippine accessories stand by their uniqueness that is anchored on the country’s heritage, history, and culture. Many international buyers describe Philippine accessories having a je ne sais quoi—they know when a piece is Philippine made. Moreover, since many accessories are often made in small batches, they become more coveted and aspirational.
A Seat at the Table
Furniture may have landed third in terms of export sales at Manila FAME 2024, but it went all the way to the top in domestic sales. Combining export and domestic sales, the furniture category earned almost USD 1 million, reflecting that the industry is keeping its foothold in the design export market.
Some of the many notable brands that gained traction at the trade show were Filipino Creazione de Mano, Inc. and Finali Furniture & Home Accessories. A company based in Pampanga—another design powerhouse province, Filipino Creazione uses a lot of the finest Philippine mahogany (kiln-dried) in making many of its classic and eccentric pieces. Meanwhile, Finali Furniture from Mandaue City, Cebu, is characteristically known for combining utilitarian and artisanal technique and detailing from hand carving wood, flame bending rattan, abrading shells, inlaying veneers, hand-forging metal and hand-hewing stones and other composites.
Another crowd-puller at the trade show was Kenneth Cobonpue whose namesake brand has garnered him local and international recognition since his debut at Manila FAME in the 1980s. Cobonpue is recognized for pioneering open and transparent woven pieces, which became the cornerstone of Filipino and Southeast designs.
From the Islands to the World
Close to 6,000 trade buyers and visitors coming from 35 countries were welcomed at the trade show by 343 exhibitors coming from different regions. The number of exhibitors in this edition was nearly double compared to 2023. The top three regions with the greatest number of exhibitors were the National Capital Region (64) and Region III Central Luzon (47), and Region VII Central Visayas (44).
Among international buyers, the United States maintained its top position from last year with current export sales amounting to USD 1.35 million. Consistently following the US is Japan with export sales reaching over USD 800,000. The two countries are among the top trading partners of the Philippines, alongside Hongkong, China, and Singapore. Philippine exhibitors are also advised to look into expanding their markets in Canada, Germany, Saudi Arabia, Australia, and Taiwan as these countries also showed promising sales reports from the trade show. Majority of these countries maintain free trade agreements with the Philippines.
The 2024 edition of Manila FAME concluded with total export sales of USD 4.28 million. Interestingly, domestic sales reached PHP 71.47 million, further boosting business outcomes for trade show exhibitors. This result reflects the growth enjoyed by the hotel and restaurant, and real estate industries that continue to push domestic demand for home and lifestyle products. Furniture sales, amounting to PHP 39.10 million, topped the domestic demand, followed by home decor and houseware with PHP 23.03 million.
Shifting the Course
Manila FAME, as a pioneer trade show in the Philippines for home, fashion, and lifestyle, has been known to set trends, introduce new and fresh designs, and launch labels. Design Commune, a special feature of the trade show that highlights the fruits of the product development program of CITEM, showcased close to 400 products made by local exhibitors in collaboration with design experts Rita Nazareno and Gabby Lichauco for home, Maco Custodio for fashion, and PJ Arañador and the Design Center of the Philippines for the Artisans Village, a group of enterprises representing provinces and regions.
Presented under the show’s theme Reimagination, focusing on Filipinos’ ingenious use of natural and sustainable materials, the pieces unveiled under Design Commune were as diverse as the 80 exhibitors who took part in it. From the whimsical, fun, and avant-garde to natural, organic, and natural, the designs were very much global in appeal but still laced with Philippine heritage and culture.
The usual lighting fixtures, tables, wall decors, sculptures, and novelty pieces under the home furnishings line were given a different spin, taking inspiration from ubiquitous materials and life forms such as extinct animals and plants. Meanwhile, the new designs for apparel, footwear, and accessories took notes from elements and patterns of nature. Lines, textures, and shapes were cleverly woven or applied onto tops, shoes, bags, and earrings among others. The home furnishings and fashion pieces exhibited under the Artisans Village highlighted the ingenuity of the Quirino, Tarlac, and Bohol provinces and the regions of Bicol and Western Visayas. Many of the products drew inspiration from the indigenous script Baybayin and the local weaves, and using materials abundant in these places.
Universal Allure
With thousands of products featured yearly in Manila FAME, it is hard to pinpoint what exactly makes Filipino design appealing to buyers across the globe as well as the international design community. This year is no exception. But a good starting point is to filter the shared qualities of Philippine-made designs, be it for home or fashion, to uncover their inescapable pull.
Philippine designs are often hailed for their versatility—they seem to be built to fit any space, aesthetic, look, or sensibility. One probable explanation for this is the predominantly natural, endemic and sustainable materials such as such as abaca, pina fiber, buri, raffia, bamboo, and rattan, from which they are made of. These materials, mostly in earth tones, translate to pieces that are easy to customize, pair, and blend with eastern and western styles and interiors.
Another factor is the distinct craftsmanship and ingenuity of Philippine designs, emanating from the rich and indelible mix of colonial influences—Spanish, Japanese, and American—and pre-colonial heritage of the country. For instance, the prominence of baroque style—opulent, elaborate, and ornate designs—exemplified by the wood-carved furnishings from Pampanga, have Spanish origins.
With more than 7,000 islands divided into 18 administrative regions and more than a hundred ethnolinguistic groups, the Philippines offers unlimited design ideas and varieties. For example, almost every community has their own woven cloth and pattern, carried through generations of weavers. Iloilo’s handwoven Hablon and South Cotabato’s T’nalak continue to embody the intricate techniques by their original weavers while adapting to contemporary fashion.
Beyond tradition, Filipino designs continue to evolve, shaped by new generations of creators who merge past sensibilities with modern trends. To illustrate, Mindanao’s banig weavers from Samar and Basilan have modernized their colorful handwoven mats into home decor and fashion accessories, appealing to global markets and evolving interests.
Designing the Pathways
For more than 70 editions, Manila FAME has been known to showcase finished goods and export-ready products for the home, fashion, and lifestyle markets around the world. However, this approach has faced challenges in recent years, including the complexities of customs procedures, logistics, documentary requirements, higher tariffs, shipping cost, and packaging and handling, further discouraging large-scale purchases. In 2024, Asia’s second-longest trade show for this sector piloted a different approach through the Philippine Components: Coverings, Parts, and Fittings, a new show feature designed for international buyers to mix and match from a selection of different parts of furniture, decorative items, fashion items, and wearables, allowing customization while underscoring Philippine craftsmanship and sustainability.
The selling of parts, instead of a finished product, is envisioned to complement the current setup of the renowned trade show. It allows enterprises to expand their portfolio by making use of their surplus materials while giving buyers more choices to personalize or even come up with their own design akin to the preferences of their target customers. Instead of just penetrating markets for consumer products, local enterprises are given an avenue to also penetrate global supply chains for design products. The debut edition of Philippine Components in Manila FAME 2024 focused on wall coverings, cabinet handles, door handles, cabrioles, and banisters.
The new show feature, plus the the swinging of the market pendulum towards smaller objects, as in the case of home decor and houseware, proves that Manila FAME is a barometer of global trends while responding to the needs of buyers and customers of Philippines design products worldwide. Local enterprises should take advantage of this opportunity to evolve their products lines—one way by making new and smaller objects from the same materials used for their much bulkier products and take stock of emerging markets while capitalizing on the country’s reputation as source of design products handcrafted and made from natural and sustainable materials. These actions, in turn, will open endless possibilities and choices for international buyers. And there is nothing more that attracts them than having the power to choose.