THE Philippines is targeting to generate $253 million in export sales at a trade fair in Shanghai, China, this year with a particular focus on healthy offerings, including organic, low-sugar foods and plant-based and alternative protein products.
In a statement on Monday, the Center for International Trade Expositions and Missions (CITEM), the export promotion arm of the Department of Trade and Industry (DTI), said the Philippines is ‘determined’ to make a strong return to the China International Import Exposition (CIIE) this November.
For the major trade fair’s eighth edition, CITEM said the country will ‘showcase highly competitive’ food and agricultural products, continuing its pursuit of a greater market share in China.
The DTI’s export marketing arm said 19 exhibitors will participate at the CIIE 2025, spanning different types of products such as exporters of fresh and frozen fruits, healthy and functional food and beverages, durian, banana, and coconut, which have been among the Philippines’ top-performing products, and are some of the offerings returning to the Shanghai-based trade fair.
CITEM said these are the participating exhibitors: Ahya Coco Organic FOOD,Avante Agri-Products Phils. Inc.,BJM-Plouteo Agricultural Export Trading, Century Pacific Agricultural Ventures, Inc., DA-Halal Food Industry Development Program, Ed-mar International Agricultural Ventures Co. Ltd., Eng Seng Food Products, Fruta Asiatica Export and Agri-Trading,Global Foodsolutions, Inc., Gold Standard Farms Inc., La Carlota Food Enterprise, Lionheart Farms, Maylong Enterprises Corp., OneAsia Trader, Oleo-Fats, Inc., Profood International Corp., Raw Brown Sugar Milling Company, Inc., VJT Enterprises, and Xiang Tai Fruits and Vegetable Corporation.
‘With this group, the Philippines is prepared to build on momentum gained from last year’s participation, when healthy and agricultural products helped generate USD 1.212 billion in total export sales for the country,’ CITEM said in its statement.
Moreover, the export promotions arm of DTI said the country also aims to ‘demonstrate its ability to meet evolving preferences’ in China, where there has been ‘greater demand’ for healthy offerings, including organic, low-sugar, and functional foods.
‘Moreover, the Philippines has noted great interest in plant-based and alternative protein products, such as grains, legumes, nuts, fungi, algae, and cultured meat. In addition, the market for tea, coffee, and alcoholic beverages has seen significant changes, driving interest in new flavors,’ added CITEM.
The export promotions arm of the government said the market for tea, coffee, and alcoholic beverages has seen ‘significant’ changes, driving interest in new flavors.
‘The Philippines has set optimistic targets for this edition, looking to generate approximately USD 253 million in total export sales on-site through its roster of participants and buyers,’ said CITEM.
However, Rowena Mendoza, Department Manager of CITEM, told the BusinessMirror in a Viber message that Philippine exporters are having issues on the supply side, explaining that it usually takes them two to three years to fulfill contracts.
Mendoza said this is because of ‘overexpansion’ or when ‘demand is too high vs productivity.’ The CITEM official also pointed to climate change and typhoons among the culprits behind the supply issues.
CIIE 2025 will be held from November 5 to 10, 2025 at the National Exhibition and Convention Center in Shanghai, China.
CITEM said CIIE was introduced in 2018 as a trade initiative of Chinese President Xi Jinping.
‘CIIE today is regarded as a world-class exposition, providing new channels for countries and regions to conduct business and enhance cooperation. It consists of three main parts-the Country Pavilion, Enterprise Business Fair (Goods and Services), and the International Trade Forum,’ said the Philippine government’s export promotions arm.