Phl brings ‘festival of flavors’ to China import expo

The Philippines and China celebrated and fortified enduring ties through a bigger and stronger 5th China International Import Expo at the National Exhibition and Convention Center, Shanghai, China, held last 5 to 10 November.

FOODPhilippines, in collaboration with CoconutPhilippines and Liwayway Marketing Corporation, took visitors on an exciting tropical escape at the Philippine Pavilion with the theme "Festival of Island Flavors."

This was the first time that FOODPhilippines, CoconutPhilippines, and Liwayway Marketing Corp. exhibited together under the Philippine Pavilion, marking an important milestone in a collective effort to bring Philippine products to the China market.

With a wide array of food products, the pavilion not only showcased the rich and colorful Filipino culture but also highlighted the shared roots of the Philippines and China as a take-off point for a stronger trade relationship.

The Philippine Pavilion demonstrated how Filipino food reflects the country's vibrant culture, highlighting its unique qualities as a tropical archipelago in an increasingly competitive international market.

As the country's collective food promotion program run by CITEM, FOODPhilippines highlighted healthy and natural food selections, with a focus on coffee and cacao. The pandemic has accelerated the shift toward plant-based and healthier diets, and the Philippines is looking to meet the demand of this rapidly growing market.

CoconutPhilippines, organized by the DTI-Export Marketing Bureau, featured both food products such as coconut oil, coconut milk, coconut cream, and virgin coconut oil, as well as non-food products such as activated carbon, coconut fiber-based products for handicrafts, horticulture, and bio-engineering, as well as coffee and cacao.

Liwayway Marketing Corp., the company behind the successful snack brand Oishi, is collaborating with FOODPhilippines for the second time. Liwayway has also been a mainstay at the CIIE, where it has been cited for its creativity in hosting fun activities and interactive games to promote its iconic products like Oishi Prawn Crackers and Marty's Cracklin' Vegetarian Chicharon.

Under Oishi, Liwayway brought together their brands and partner brands, with products such as sour Gao Le Gao cocoa powder to be mixed with Philippine specialty coffee and Rougemont mango juice drink mixed with Philippine coconut rum, among others.