Let’s talk about flavor, innovation and proudly Filipino talent — because that’s exactly what went down at the 2025 IFEX Philippines media preview hosted by the Center for International Trade Expositions and Missions (CITEM). 

Held on 15 May at Casa Ibarra in Pasay City, the event presented the winning and nominated food products for the upcoming KATHA Awards, a staple highlight of IFEX Philippines 2025 and a true celebration of Filipino culinary excellence.

Now on its second year, this exclusive preview didn’t just show off delicious products — it also spotlighted the movers and shakers behind them. With an invite list that included both traditional media and today’s most influential digital creators, CITEM made sure these local food brands got the exposure they truly deserve.

“We wanted to tell our stories to those who share it the best — Filipino journalists and content creators,” said IFEX Philippines project director Rowena Mendoza.

Backing this up, CITEM executive director Leah Pulido Ocampo emphasized just how important it is to keep showing up for Filipino exhibitors: “At the heart of these events is a belief — that Filipino products, talent and ideas have a rightful place on the global stage. At CITEM, our work is dedicated to showcasing the country’s capabilities in every undertaking. Our preview tonight is no exception.”

The KATHA Awards, which have been part of the IFEX experience since 2015, honors the most exciting and innovative food products in the country. And 2025? It looks huge as CITEM is eyeing around 700 exhibitors, and the number of international buyers is expected to jump by 40 to 50 percent. 

On top of that, the Sustainability Solutions Exchange (SSX) — CITEM’s flagship push for sustainable practices — is finally making its debut as both an exhibit and conference and the much-awaited return of G-Mart gives buyers a dedicated space to link up with brands offering private labeling, white labeling and toll packaging services. 

This year, two new FOOD Philippines Advocates Par Excellence were introduced: the content creator and entrepreneur Erwan Heussaff of FEATR by The Fat Kid Inside Studios and media personality Anne Kristel Cabral Laysico of Philtimes AU and Masterplan Global. 

Joining them was second-year advocate Abigail Marquez, a pioneer in the space. 

Marquez, who’s been jet-setting and hyping Filipino food globally, summed it up perfectly: “Great food speaks a universal language.” Through her content, she’s been serving up love for Pinoy cuisine with a message that hits home: “We lift each other up through food.”

Meanwhile, Laysico didn’t exactly start in food, but her heart led her there — and now she’s all in. With her Filipino community in Melbourne backing her, she’s helping elevate our cuisine: “Our food is high class, our food can be fine dining. And, our food is meant for everyone.”

For his part, Heusaff aims to crush the old-school mindset that Filipino food and culture aren’t global-worthy. “For everyone that’s adding innovation in their food products, I think that’s the way to go. I am very encouraged, I really love it when I see that people are thinking about indigenous products, Filipino products and how these can exist in the modern world.”

After the heartfelt speeches, the guests hit the booths to get a literal taste of the talent. Out of 19 nominated products from 15 brands, these were the standout winners:

Beverages: Kalamancello by Sol’s Italian Food

Bakery & Confectionaries: Royal Blue Instant Purple Yam (Ube) Dessert by Oh So Healthy

Meat, Poultry & Dairies: Pork Siomai with Mushroom by One Vizcaya

Health/Alternative Foods: Buenas Vegan Bagoong by Gem Foods

Seafood: Barrio Fiesta Bagoong Hipon (Prime Global), Century Superkids Crispy Tuna Nuggets (Century Pacific), and Bangus Karaage (Hou Yang Food)

Sauces & Condiments: Cócoes Organic Coconut Flower Aminos Teriyaki by Lionheart Farms

Snacks & Ready-to-Eat: Kangkong King Water Spinach Chips Salted Egg Flavored by KKK Food Corp.

Special Citation for Packaging: unMeat by Century Pacific

Other finalists that caught attention included Dark Chocolate Covered Pili Nuts by Theo & Philo, Instant Vanilla Ice Cream Mix by Miguelito’s, Vegan Dinuguan by Orange Country and more.