CITEM Caps 2024, Eyes Expanded Growth in 2025

The Center for International Trade Expositions and Missions (CITEM), the export promotion arm of the Department of Trade and Industry (DTI), concluded 2024 with notable achievements while gearing up for a bigger 2025.

The agency continued its mission of enhancing the global competitiveness of Philippine micro, small, and medium enterprises (MSMEs) in areas such as creatives, home, fashion, lifestyle, food, beverage, and ingredients.

Last year, CITEM facilitated export market access for Philippine companies through its signature events and participation in select overseas trade fairs (OTFs).

It organized three major international events in physical formats: the International Food Exhibition (IFEX) Philippines from May 10 to 12, CREATEPhilippines X MIPAM from September to October, and Manila FAME from October 17 to 19.

Through partnerships with public and private sectors, the Philippines gained significant exposure in global export markets. Key international events included Maison & Objet in Paris, Ambiente in Frankfurt, Gulfood in Dubai, the Hong Kong Trade Development Council (HKTDC) Food Expo Pro, CentreStage HK, Tokyo International Gift Show, FINOPINAS in Tokyo, the Malaysia International Halal Showcase (MIHAS), the China-ASEAN Expo (CAEXPO), Salon International de l’Alimentation (SIAL) in Paris, and the China International Import Expo (CIIE) in Shanghai.

CITEM strengthened its digital trade community platforms, such as fameplus.com, ifexconnect.com, createphilippines.com, and sustainability.ph, enabling MSMEs to leverage digital promotion, content marketing, and lead generation. These platforms supported seamless access to global markets.

The agency also launched Taglay Pinoy at Manila FAME 2024, a program designed to enhance local MSMEs’ competitiveness in home, fashion, and lifestyle. In 2025, this initiative will expand to include the local food scene and creative industries.

CITEM’s efforts assisted over 2,000 export-ready companies, generating USD 1.534 billion in reported export sales. It facilitated more than 32,000 trade inquiries from over 6,000 local and international buyers.

Additionally, its lead-generation websites onboarded 1,102 companies, attracting over 330,000 unique users and generating nearly one million page views. Taglay Pinoy also digitally onboarded 61 MSMEs from Marikina, Pangasinan, Ilocos Norte, Leyte, and Cavite.

CITEM Executive Director Leah Pulido Ocampo emphasized the agency’s commitment to positioning the Philippines as a hub for quality export products.

This aligns with Executive Order (EO) No. 75, issued on November 22, 2024, which strengthens CITEM’s role in optimizing the country’s export promotion efforts. The EO mandates the reorganization of CITEM’s board and directs government agencies to provide full support.

“Our operations at CITEM are in full swing,” Ocampo said. “With the issuance of EO 75, we embark on a transformative journey to amplify Filipino ingenuity on the global stage.”

As part of this transition, CITEM hosted an appreciation dinner for the Board of Governors, which now includes representatives from 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), alongside DTI, CITEM, and the Government Service Insurance System (GSIS).

In 2025, CITEM aims to expand its support to include electronics, animation, game development, visual and performing arts, and health information management services. Traditional markets will be strengthened while exploring opportunities in Australia, India, Qatar, Canada, and Italy.

The agency also plans to establish a Permanent Showroom to provide MSMEs with year-round opportunities to connect with global buyers and showcase their products.