The Likhang Filipino Exhibition Halls opened its doors on January 15, ready to welcome guests and dignitaries attending the series of meetings leading to the ASEAN Summit that the Philippines is hosting this year. Spearheaded by the Office of the President through the government’s export promotion agency, the Center for International Trade Expositions and Missions (CITEM), the launch marks the establishment of a multi-function exhibition and incubation facility as well as a sourcing destination that brings together the finest Philippine products across the sectors of home and lifestyle, fashion and accessories, traditional arts and crafts, food and beverages, and wellness in one vibrant space.
Rising where the PhilTrade Center used to be along Roxas Boulevard in Pasay City, Likhang Filipino is a fulfillment of the Executive Order No. 75, issued by President Ferdinand “Bongbong” Marcos, Jr., in 2024 to empower CITEM as it further strengthens the country’s export promotion.
By providing a premium exhibition and retail space to local manufacturers and exporters, all vetted exhibitors of CITEM’s signature trade shows, Manila FAME and IFEX Philippines, the agency has established a sourcing hub where local and international buyers, tourists, and delegations to Philippine-hosted global events can more easily discover the breadth and depth of what Filipino talent and ingenuity can produce. It also houses opportunities for product development, mentorship programs, and design collaborations with specialists and industry experts so local businesses can elevate their brands and attract a bigger international audience.
Opened in time for the Philippines’ chairing of the ASEAN Summit this year, the Likhang Filipino Exhibition Halls emulates its predecessor in showing the best of Philippine artistry and craftsmanship to the world.The PhilTrade Center was constructed and inaugurated in 1979 under the stewardship of former First Lady Imelda Marcos. The complex’s longitudinal layout was divided into pavilions and topped with sloping roofs that were a nod to the bahay kubo. Rather than being defined by a specific architectural style, the historic complex presented a combination of the country’s unique cultural expression and the utility and easy availability of the materials used to build it. Yet, while not as grandiose as other architectural landmarks, it housed the Philippines’ exceptional exports that were developed and refined with the help of both local and foreign product specialists and the support of the then-Ministry of Trade and Industry. With a vision of reviving the country’s esteemed standing in the global export industry, First Lady Liza Araneta Marcos took the initiative of restoring the pavilion and rebranding it as Likhang Filipino Exhibition Halls. Under her leadership, the reopened facility is designed to recreate its predecessor’s impact, while also adapting to the challenges presented by the current export landscape. The revival of the facility exemplifies CITEM’s integrated approach to fulfilling its commitment to develop, nurture, and promote micro, small, and medium enterprises (MSMEs), brands, designers, and manufacturers, so that the Philippines becomes a globally recognized premier sourcing destination for quality export products and services. “We are honored to take on the responsibility of managing the rebirth of this historic compound’s glorious purpose,” CITEM Executive Director Leah Pulido Ocampo says. “…It also marks the new phase in our commitment to strengthen and promote the country’s export industry, as we once again present to the world the best of what the Philippines has to offer, all in one place.” – September Grace Mahino
