Subhead: Puyat, the Philippines’ best-tasting durian, along with an array of healthy and functional food options, stole the show as the country capped its 7th straight outing at China International Import Expo 2024.
The Philippines’ seventh consecutive participation at the China International Import Expo (CIIE), the world’s biggest import-themed trade show, was underscored by a notable performance after yielding USD 1.602 billion in export sales and purchase agreements, surpassing last year’s total by a significant margin. The amount was a combination of reported sales, purchase agreements or memorandum of understanding, and business matching results following the six-day import-oriented trade show which ran from November 5 to 10 this year 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.
“Together with our valued partners from various government agencies and the private sector, CITEM is thrilled with the success of our seventh participation in CIIE. The country’s partaking is expected to create jobs, providing bigger opportunities for local agricultural communities across the Philippines,” CITEM Executive Director Leah Pulido Ocampo said.
Echoing this optimism, Department of Trade and Industry (DTI) Undersecretary Ceferino Rodolfo emphasized the huge impact of the trade and economic event on the Philippines’ export sector.
“With the immense export potential from CIIE, we are poised to drive significant growth in livelihoods and investments, particularly in Mindanao’s agrifood sector,” DTI Undersecretary Ceferino Rodolfo said.
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, Department of Agriculture (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.
Long queues spill over into the nearby booths as visitors gather to get a taste of the iconic Puyat, the Philippines’ homegrown durian.
The six-day trade show 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, south of the Philippines.
“Durian is our next high potential export revenue fruit. It was very evident from the expo goers’ overwhelming reception of our Puyat durian during our taste testing sessions that resulted in a lot of interest and inquiries,” DA Assistant Secretary Philip Young said.
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 USD 415,000. While Treelife Coco Sugar secured more than USD 400,000 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.
“The six-day trade show has been a productive endeavor for all of us. From one milestone to another, our local food exhibitors have proven yet again the pivotal role of the Philippines in the global food supply chain,” Commercial Counsellor Glenn Peñaranda said.
The Philippine participation in CIIE has been organized by 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).
Catch IFEX Philippines, the country’s international food, beverages, and ingredients trade show featuring Sustainability Solutions Exchange (SSX), on May 22-24, 2025 as it aims to continue the narrative of championing Filipino food. IFEX Philippines is organized by CITEM.
About CITEM
The Center for International Trade Expositions and Missions (CITEM) is the export promotion arm of the Philippine Department of Trade and Industry (DTI). For 40 years, CITEM has established the country’s image as a premier destination for quality export products and services. It continues to set the highest standards of creativity, excellence, and innovation to achieve competitiveness in the home, fashion, lifestyle, food, creative, and sustainability sectors. CITEM is committed to developing, nurturing, and promoting micro, small, and medium enterprises (MSMEs), brands, designers, and manufacturers by implementing an integrated approach to export marketing in partnership with other government and private entities.
About FOODPhilippines
FOODPhilippines promotes the country as a source of quality food products and ingredients in physical and/or digital trade shows and business-to-business platforms in priority markets around the world. Under the FOODPhilippines banner, the Philippines is positioned as an exporter of healthy, organic, natural, and specialty food products and services.
