CITEM caps off 2024 on a high note and gears up for a bigger 2025

By Pia Lorraine |  January 20, 2025

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The Center for International Trade Expositions and Missions (CITEM), the export promotion arm of the Department of Trade and Industry (DTI), continues to champion the global competitiveness of Philippine micro, small, and medium enterprises (MSMEs) in the areas of creatives, home, fashion, and lifestyle as well as in food, beverage and ingredients. The agency’s commitment to excellence was on full display last year as it took on its mandate of promoting Philippine products and services to the global market.

In 2024, CITEM provided export market access to Philippine companies through its signature events and participation in select overseas trade fairs (OTFs). As the country’s export promotion authority, CITEM mounted three international signature events in the physical format last year, namely, International Food Exhibition (IFEX) Philippines, which was held from May 10 to 12; CREATEPhilippines X MIPAM, which ran from September to October; and Manila FAME, which took place from October 17 to 19.

With CITEM at the helm and in collaboration with partners in both public and private sectors, the Philippines achieved increased exposure in the global export arena. These included Maison & Objet in Paris, France; Ambiente in Frankfurt, Germany; Gulfood in Dubai, UAE; Hong Kong Trade Development Council (HKTDC) Food Expo Pro, and CentreStage HK in Hong Kong, China; Tokyo International Gift Show and FINOPINAS in Tokyo, Japan; Malaysia International Halal Showcase (MIHAS) in Kuala Lumpur, Malaysia; China-ASEAN Expo (CAEXPO) in Nanning, China; Salon International de l'Alimentation (SIAL) International Food Show  in Paris, France; and China International Import Expo (CIIE) in Shanghai, China.

CITEM continues to empower MSMEs by ensuring seamless access to global markets through the agency’s online platforms, enabling them to leverage digital promotion, content marketing, and business lead generation. Digital trade community platforms maintained by the agency include fameplus.com, ifexconnect.com, createphilippines.com, and sustainability.ph.

Additionally, CITEM officially launched Taglay Pinoy in Manila FAME 2024. Designed to improve local MSMEs' market reach and competitiveness, Taglay Pinoy is a content creation program for select beneficiaries in home, fashion, and lifestyle. This initiative will continue next year covering more industries such as the local food scene and the creative industries.

CITEM has assisted more than 2000 export-ready companies through these cohesive projects and programs, with the exporters generating USD 1.534 billion in reported export sales. The agency also facilitated over 32,000 trade inquiries from more than 6000 local and international buyers worldwide. Meanwhile, the agency's lead generation websites successfully onboarded 1,102 companies, attracting over 330,000 unique users and generating nearly one million unique page views. In just a few months after its launch, Taglay Pinoy has digitally onboarded 61 local MSMEs from Marikina, Pangasinan, Ilocos Norte, Leyte, and Cavite.

CITEM Executive Director Leah Pulido Ocampo, plans to build on these breakthroughs as the agency remains steadfast in its commitment to position the Philippines as a leading destination for quality export products and services. Her vision for CITEM comes on the heels of Executive Order (EO) No. 75 issued on November 22 last year that primarily moves to strengthen the role of CITEM in optimizing promotion efforts for the country’s export capabilities.

The EO 75 entails realigning organizational elements within CITEM, including the creation of a new board composition and the directive to all agencies, bureaus, offices, and instrumentalities to render full support and assistance to CITEM.

“Our operations in CITEM are in full swing. Together with our governments and private partners and key stakeholders, CITEM is fully committed to advancing a competitive export sector,” Ocampo said. “With the newly issued Executive Order No. 75, we embark on a transformative journey to strengthen our role in promoting Filipino ingenuity on the global stage,” she added.

To mark this new phase, CITEM recently hosted an appreciation dinner for the incumbent and incoming members of the agency’s Board of Governors. The new composition of the Board of Governors includes the Department of Agriculture (DA); Department of Foreign Affairs (DFA); Department of the Interior and Local Government (DILG); Department of Science and Technology (DOST); Department of Tourism (DOT); and the Office of the President (OP). They will join DTI, CITEM, and the Government Service Insurance System (GSIS).

 

 

For 2025, CITEM is set to bolster economic growth and innovation through key strategies. These include expanding support to encompass more industry sectors such as electronics, animation, game development, visual arts, performing arts, and health information management services. Traditional markets will be strengthened, while new opportunities will also be explored in Australia, India, Qatar, Canada, and Italy, among others.  Likewise, the agency will lead a more aggressive product development program that will empower businesses to stay competitive. This will be complemented by the establishment of a Permanent Showroom to provide MSMEs with a year-round platform to showcase their products and connect with global buyers.

 

CITEM Calendar of Events for 2025

This year, the Philippines is set to participate in global trade fairs to showcase the best of the Philippines across all industries. Eyeing to promote local MSMEs and artisan communities in home, fashion, and lifestyle, the Philippines is poised to return in Maison & Objet from January 16 to 20 in Paris, France; Ambiente from February 7 to 11 in Frankfurt, Germany; Shoppe Object High Point from April 26 to 29 in North Carolina, USA; Index from May 27 to 29 in Dubai, UAE; Australian Gift & Homewares Association (AGHA) Melbourne Gift Fair from August 2 to 6 in Melbourne, Australia; Tokyo International Gift Show (TIGS) from September 4 to 6  in Tokyo, Japan; and Première Classe in September in Paris, France.

Showcasing the local creative industry as high-potential export sector, the Philippines will appear in FOCUS Art Fair from May 15 to 18 in New York, USA; Philippine Game Development Expo (PGDX) in July in Metro Manila; ASIA Now - Paris Asian Art Fair in October in Paris, France; and Animahenasyon in November in Metro Manila.

Likewise, the Philippines is set to make follow-up participation in top food events worldwide such as Winter Fancy Food Show from January 19 to 21 in Las Vegas, USA; Gulfood from February 17 to 21 in Dubai, UAE; FOODEX Japan from March 11 to 14 in Tokyo, Japan; Biofach America from June 2 to 5 in Atlanta, Georgia; Anuga from October 4 to 8 in Cologne, Germany; and CIIE in November 5 to 10 in Shanghai, China.

The Philippines also powered up the trade show floor as it made its grand comeback at the recently concluded Consumer Electronics Show (CES) 2025, the world’s most influential tech event held January 7 to 10 in Las Vegas, USA.

“As we raise the bar of excellence, we always keep our best foot forward to explore innovative ways to champion Philippine products and services on a global scale. And as we join these international trade fairs, we look out for emerging trends to stay ahead of the curve,” Ocampo ended.