CITEM Brings Biggest PH Contingent to German Trade Show for Consumer Goods

By Aly Dela Peña

The Center for International Trade Expositions and Missions (CITEM) is set to make waves at Ambiente 2025, Europe’s leading sourcing event for consumer goods. Taking place from February 7 to 11 at Messe Frankfurt, Germany, this year’s participation marks a milestone, with CITEM presenting its largest contingent yet—a delegation of 52 Philippine enterprises.

The country has seen a sustained increase in the number of participating companies from its 2023 edition with 30 enterprises, and then in 2024 with 40 enterprises.

Ambiente, a top sourcing destination for the consumer industry, showcases forward-looking concepts, unique product presentations, and global trends. The Philippine participation this 2025 establishes a significant global presence in the world’s biggest trade fair of its kind.

In its bid to get a bigger slice of Germany’s market, CITEM Executive Director Leah Pulido Ocampo emphasized the importance of international exposure: “Our presence at Ambiente reiterates our commitment to positioning the Philippines as a global sourcing destination. It allows us to showcase the ingenuity of Filipino crafts and creates new opportunities for export growth.”

Marketed under DESIGNPhilippines, the delegation is spearheaded by renowned designer Tony Gonzales. From the design concepts, production process, and market coaching, Gonzales has played a key role in cultivating the participating exporters. The Philippine pavilion will feature dynamic pieces for home, fashion, and lifestyle, underscoring the country’s capacity in creating sustainable designs.

Intersecting ethics and aesthetics

The delegation balances between constantly evolving its product offerings for the modern market and keeping its management practices and production inline with sustainability. There are 14 local enterprises joining the Philippine contingent for Ambiente 2025 as individual participants, namely: 33 Point 3 Exports, Inc., CSM Philippines, Inc., Klassy Collections and Designs Co., Albertina Export & Import, Inc., Freden, Art ‘n Nature Manufacturing Corp., Contemporaneo Design Enterprise, Nature’s Legacy Eximport, Inc., TADECO Home, Arte Cebuana, Inc., Azcor Lighting Systems, Orient Meadow, Lija By That One Piece Enterprise, and Bon Ace By Metaje International.

Meanwhile, enterprises and artisans from Quirino Province and the Western Visayas region are also participating as groups and have collaborated with the Design Center of the Philippines for a product development program aimed at creating designs that appeal to global markets.

The province of Quirino is known for creating handcrafted pieces made from sustainable materials such as wood, corn husk, and bamboo. The province will bring 21 enterprises to Ambiente 2025, offering an array of products from fine furniture and carved woodwork to fashionable bags and top-selling fossilized flowers made of dried leaves.

On the other hand, the Western Visayas region, represented by four participating provinces: Aklan, Antique, Negros Occidental, and Iloilo, will showcase 17 brands for Ambiente 2025. The region will demonstrate its specialty in handloom weaving accessories, fashion pieces, home decor, and furniture made from eco-friendly materials such as pineapple cloth, buri, rattan, bamboo, and cotton.

Intensifying participation in overseas events

Ambiente is the second international show in 2025 participated in by DESIGNPhilippines, following the Paris-based Maison et Objet held last January 16-20. These efforts are part of CITEM’s thrust to expand the country’s share in key markets in Europe. On April 26-29, DESIGNPhilippines will join the High Point Market, a home furnishings industry trade show in North Carolina, USA.

The Philippine participation in Ambiente is spearheaded by CITEM, the export promotion arm of the Department of Trade and Industry (DTI). The agency first joined Ambiente in 1990.

CITEM is the organizer of Manila FAME, the Philippines’ premier trade show for quality home, fashion, and lifestyle products. Its next edition is set on October 16-18, 2025 at the World Trade Center Metro Manila, Pasay City.