Iloilo women entrepreneurs showcase heritage at ASEAN-Hong Kong workshop

ILOILO CITY – Three women entrepreneurs from Iloilo represented the Philippines at the ASEAN-Hong Kong, China Collective Mark Initiative held from Oct. 28 to 31, 2026, in Yogyakarta, Indonesia, showcasing the province’s traditional crafts and specialty products while exploring opportunities to enter international markets.

The four-day initiative, titled “Empowering Women-Led Agricultural and Handicraft Value Chains through Collective Trademarks and Hong Kong Market Linkages,” aimed to strengthen women-led producer groups through collective trademark development, product standardization, intellectual property protection and international market connections.

The program forms part of economic and technical cooperation under the ASEAN-Hong Kong, China Free Trade Agreement, which seeks to strengthen regional economic partnerships and expand opportunities for small businesses.

Representing Iloilo were Susana Villan of the Women United Through Handcrafted Lace and Embroidery (WUTHLE) Livelihood Association in Santa Barbara, known for its intricate bobbin lace-making and hand embroidery; Lorlie Noblezada, a traditional salt maker and owner of De Paul Budbud Artisanal Salt in Miagao; and Ma. Girlie Flores, owner of Balai Ilonggo and representative of the Iloilo Weavers Association, which promotes and preserves traditional Hablon weaving.

The three entrepreneurs highlighted Iloilo’s diverse artisanal industries, from handcrafted textiles and embroidery to traditional salt production, reflecting the province’s cultural heritage and entrepreneurial potential.

WUTHLE, in particular, has established a livelihood model centered on bobbin lace-making and embroidery, providing income opportunities for women artisans in Santa Barbara while sustaining a distinctive local craft.

The Philippine delegation was joined by representatives of the Intellectual Property Office of the Philippines (IPOPHL), including Director III Ginalyn M. Sacmar-Badiola and Irma Vera P. Morcillo, division chief of the Bureau of Trademarks.

The participation of the Ilongga entrepreneurs highlights the continuing efforts of the Department of Trade and Industry (DTI) Iloilo to support micro, small and medium enterprises (MSMEs), particularly women-led businesses, in strengthening their products, improving competitiveness and exploring wider market opportunities.

Through its MSME development and product promotion initiatives, DTI Iloilo has assisted these enterprises in improving their products, expanding market exposure and preserving the province’s artisanal traditions.

Protecting local brands and expanding markets

A central focus of the regional initiative was the use of collective trademarks to help producer groups establish stronger market identities and protect products associated with shared origins, quality standards and traditional production methods.

Under Philippine intellectual property law, a collective mark distinguishes the goods or services of different enterprises that share common characteristics and use the mark under the control of its registered owner.

For community-based producers, collective trademarks can help establish a recognizable identity for locally made products, strengthen consumer confidence and support efforts to reach larger markets.

The workshop provided participating entrepreneurs with insights into collective trademark registration, product development, branding and market positioning, while exploring potential business linkages with Hong Kong.

Participants also learned approaches to strengthening the competitiveness of traditional agricultural and handicraft products through coordinated branding and improved product standards.

The initiative offered an opportunity for Iloilo’s women entrepreneurs to explore how intellectual property protection and collective marketing could help them compete beyond their established local markets.

From Santa Barbara’s intricate embroidery and Miagao’s artisanal salt to the enduring tradition of Iloilo Hablon, the participation of the three entrepreneurs demonstrated the potential of community-based enterprises to gain wider recognition while preserving traditional craftsmanship.

Their participation also underscored the importance of sustained government and institutional support in helping women-led MSMEs overcome market barriers, strengthen community livelihoods and pursue sustainable business growth.

For DTI Iloilo, the international engagement reflects a broader effort to help local enterprises transform heritage-based products into competitive businesses without losing the cultural identity and craftsmanship that make them distinctive. (DTI-Iloilo)