Bridging Filipinos to the global stage

From the outside, Frankurt appears an unlikely stage for Filipino creativity. It is a city defined by glass, towers, finance and efficiency, more ledger than lyric. Yet every February, inside its sprawling fairgrounds, Filipino craftmanship finds a home. Woven fibers, hand-carved wood and design rooted in heritage stand shoulder to shoulder with Scandinavian minimalism and French elegance. Behind much of that presence, Wilbert Novero, a steady force linking local makers to the world’s most influential lifestyle trade fair: Ambiente.

The man behind connection

As a key figure at Global Link, the Philippine representative of Messe Frankfurt, Novero has long operated at the intersection of design, trade and cultural exchange. Ambiente — held annually since the postwar years — remains the largest and most influential consumer goods fair globally, drawing nearly half a million buyers from over 130 countries. For Filipino exporters, it is not merely a marketplace; it is a proving ground.

Novero understands this better than most. He began bringing Philippine exhibitors to Frankfurt in the early 1990s, returning year after year, often shepherding first-timers through a process that can be daunting even for seasoned exporters. At its peak in the late 1990s and early 2000s, he led delegations numbering more than 140 exhibitors at a time — an era he recalls as pivotal for Philippine participation in global trade fairs.

Frankfurt, he explains, aligns naturally with the Philippines’ strengths. Houseware, furniture, furnishings, tabletop, and kitchenware — categories where Filipino artisanship excels — are precisely what Ambiente showcases best. More importantly, the fair gathers the right buyers, partners, and industry players in one place. “It’s efficient,” Novero notes. “You meet the world in one venue.”

Going beyond

Novero’s role extends far beyond logistics. While Global Link organizes local trade shows and represents Messe Frankfurt in the Philippines, Novero sees himself as a guide through an unfamiliar landscape. He answers exhibitors’ questions — about costs, shipping, visas, booth construction, even where to eat once they arrive. His team consolidates shipments, assists with paperwork, designs booths, and ensures that exporters can focus on what matters most: presenting and selling their products.

That hands-on support has helped demystify international trade for many small and medium Filipino enterprises. There is often an assumption, Novero says, that exhibiting in Europe is prohibitively expensive. He reframes it as an investment — one that, historically, pays off. Most exhibitors return year after year, with only a small percentage dropping out. Orders, he says, eventually cover the costs.

Every piece tells a story

What draws buyers to Philippine booths is not volume or price alone, but story. Philippine design, Novero explains, stands apart for its use of natural materials and its blend of influences — Asian, tropical and contemporary. In Frankfurt, where every design tradition competes for attention, Filipino products speak through texture and narrative. Buyers do not simply purchase an object; they buy the story behind it—of communities supported, livelihoods sustained, and hands that shape each piece.

Ambiente itself plays a role in sharpening that edge. The fair is not static; it evolves through annual trend programs led by global design experts. Color palettes, materials, and emerging aesthetics are introduced through curated exhibits, talks, and trend books. Filipino exhibitors study these closely, interpreting them through their own lenses. The result is variety — vases, lamps, furniture — each responding differently to the same trend, yet all unmistakably Filipino.

Visible progress

Over the years, Novero has watched Philippine participation mature. Design, he says, is where the greatest progress is visible. Creating products that appeal across cultures is a challenge, but one Filipino designers increasingly meet with confidence. While traditional markets such as the United States, Spain, and Portugal remain strong — countries that resonate with the Philippines’ resort-oriented sensibility — new markets continue to emerge organically through exposure.

Beyond commerce, Novero values the fair as a cultural exchange. Feedback from international buyers — requests for different colors, sizes, or adaptations — shapes future designs. For young designers, Ambiente offers rare access to unfiltered global response. Through platforms like the fair’s Designer Trend program, emerging talents can present experimental work, gather insight, and refine their craft.

Novero’s advice to designers and entrepreneurs is pragmatic: stay informed, study trends, collaborate. Designers bring sensitivity to color and materials; entrepreneurs bring production and scale. Together, they create products that can compete internationally. Sustainability, too, is no longer optional. Ambiente places strong emphasis on responsible materials and ethical production — values that align naturally with many Filipino practices.

The goal remains: Bringing Filipino presence to the global stage

Even the Filipino community in Frankfurt plays a part. During trade fair season, they open their homes, share meals, and help exhibitors navigate the city — small gestures that make long weeks abroad more bearable.

For Novero, success is never instant. He often reminds first-time exhibitors not to expect immediate orders. Trust builds slowly; buyers notice who returns, who improves, who commits for the long term. “Usually,” he says, “it’s the third time when real conversations begin.”

After decades of guiding others, Novero remains focused on the same mission: bringing more Filipinos — whether exhibitors, visitors, or storytellers — to Frankfurt. In the global marketplace, he believes presence matters. And year after year, through patience, persistence, and quiet leadership, he ensures that Philippine design continues to show up — visible, credible and ready to be seen.