Celebrate the rebirth of Likhang Filipino

The Likhang Filipino Exhibition Halls opens its doors on January 15, ready to welcome guests and dignitaries attending the series of meetings leading to the ASEAN Summit that the Philippines is hosting this year.

Spearheaded by the Office of the President through the government’s export promotion agency, the Center for International Trade Expositions and Missions (CITEM), its launch marks the establishment of a multi-function exhibition and incubation facility as well as a sourcing destination that brings together the finest Philippine products across the sectors of home and lifestyle, fashion and accessories, traditional arts and crafts, food and beverages, and wellness in one vibrant space.

Rising where the famed PhilTrade Center used to be along Roxas Boulevard in Pasay City, Likhang Filipino is a fulfillment of the Executive Order No. 75, issued by President Ferdinand “Bongbong” Marcos, Jr., in 2024 to empower CITEM as it further strengthens the country’s export promotion. It is also a testimony of the government’s commitment to showcasing excellent Filipino craftsmanship.

By providing a premium exhibition and retail space to local manufacturers and exporters, all of which are vetted exhibitors of CITEM’s signature trade shows, Manila FAME and IFEX Philippines, the agency has established a sourcing hub where local and international buyers, tourists, and delegations to Philippine-hosted global events can more easily discover the breadth and depth of what Filipino talent and ingenuity can produce.

It also houses opportunities for product development, mentorship programs, and design collaborations with specialists and industry experts so local businesses can elevate their brands and attract a bigger international audience.

Rekindling a past glory

Opened in time for the Philippines’ chairship of the ASEAN Summit this year, the Likhang Filipino Exhibition Halls emulates its predecessor in showing the best of Philippine artistry and craftsmanship to the world.

The PhilTrade Center was constructed and inaugurated in 1979 under the stewardship of former First Lady Imelda Marcos. The complex’s longitudinal layout was divided into pavilions and topped with sloping roofs that were a nod to the bahay-kubo.

According to the book Arkitekturang Filipino: A History of Architecture and Urbanism in the Philippines by Dr. Gerard Lico, PhilTrade was designed by the Planning Resources Operations Systems to be a prefabricated structure, its components manufactured in separate facilities before being assembled on the construction site. Construction of the complex was finished within only 12 days.

PhilTrade Center’s vernacular-inspired architecture reflected its relevance to the country’s economic growth through the decades. Rather than being defined by a specific architectural style, the historic complex presented a combination of the country’s unique cultural expression and the utility and easy availability of the materials used to build it.

Yet, while not as grandiose as other architectural landmarks, it housed the Philippines’ exceptional exports that were developed and refined with the help of both local and foreign product specialists and the support of the then-Ministry of Trade and Industry. It thus became a symbol of how the humble Filipino manufacturing industry was already able to produce “The Best in the World,” as one export program proclaimed.

A Vision for the Future

With a vision of reviving the country’s esteemed standing in the global export industry, First Lady Liza Araneta Marcos took the initiative of restoring the pavilion and rebranding it as Likhang Filipino Exhibition Halls. Under her leadership, the reopened facility is designed to recreate its predecessor’s impact while also adapting to the challenges presented by the current export landscape.

The revival of the facility exemplifies CITEM’s integrated approach to fulfilling its commitment to develop, nurture, and promote micro, small, and medium enterprises (MSMEs), brands, designers, and manufacturers, so that the Philippines becomes a globally recognized premier sourcing destination for quality export products and services.