Industry players in the Philippine homestyle and holiday décor sector are looking forward to a strong 2026, buoyed by fresh export opportunities from recent international trade fairs.
Romeo Balderrama Jr., president of the Philippine Homestyle and Holiday Decor Association, Inc. (PHILHHDA) and the Philippine Exporters Confederation–Southern Tagalog Association, Inc. (PHILSTAI), said next year’s export performance will largely depend on orders booked from the October 2025 housewares and décor trade show in Hong Kong and Manila FAME.
Manila FAME is the Philippines’ premier trade exhibition for home, fashion, and lifestyle products, drawing buyers from key global markets.
“The samples and inquiries usually come in January and February of the following year,” Balderrama said in a mix of English and Filipino. “We had buyers before who seem to be coming back again after seeing us in Hong Kong, since many of them no longer travel here.”
The United States remains the industry’s biggest export destination, accounting for roughly 60 to 70 percent of total shipments. Other key markets include Italy, Brazil, and Japan.
Balderrama underscored the critical role of international trade fairs in sustaining market visibility, building buyer confidence, and generating repeat orders.
“Product development is the main key. Buyers always want something new, something indigenous, something sustainable—that’s our niche,” he said. “You really need a niche because you can’t compete on price with China.”
He added that strong unique selling propositions—such as craftsmanship, sustainability, and Filipino design identity—are essential to differentiating local products in the global market.
Despite the positive outlook for 2026, Balderrama said export earnings for 2025 are likely to fall by 30 to 40 percent compared with previous years, citing sluggish demand and currency pressures, including the strengthening of the peso against the US dollar.
“It’s not like before. Everything is sluggish, even the local market. Prices are high,” he said.
He also noted that converting trade fair participation into actual export sales typically takes time, often requiring two to three consecutive appearances.
“On your first participation, you can’t immediately gauge if sales will go up or if buyers will place orders,” Balderrama said. “Sometimes you have to wait another year or two before sales really pick up, after buyers see that you’re not a fly-by-night business—that you’re here to stay.”