Holiday shopping took on a distinctly Filipino flavor as thousands of visitors flocked to the 2026 DTI-Bagong Pilipinas National Trade Fair 2nd Edition featuring COCONUTPhilippines, bringing home locally made products while supporting Filipino entrepreneurs.
The five-day event, held at the Megatrade Halls of SM Megamall, generated P128.85 million in total sales and drew 4,388 visitors, giving participating micro, small and medium enterprises (MSMEs) a wider platform to showcase their products ahead of the Christmas season.
Total revenue includes P44.50 million in direct cash and booked sales, plus P84.34 million in orders currently under negotiation. These pending deals point to continued business for exhibitors in the coming weeks as institutional and retail buyers finalize agreements initiated during the fair.
Organized by the Department of Trade and Industry (DTI), in collaboration with the Department of Agriculture–Philippine Coconut Authority (DA-PCA) and supported by the Coconut Farmers and Industry Development Plan (CFIDP), the showcase featured a curated selection of standout products from across the country.
Attendees explored food and beverages, wellness and beauty products, home decor and artisanal crafts—many of which were purchased early as Christmas gifts, Noche Buena staples and traditional pasalubong.
A central highlight of the event was the COCONUTPhilippines feature, which carried the momentum of August’s National Coconut Week celebration into the festive season. Coconut-derived products spanned nearly every category on the floor, demonstrating the versatility of the coconut as a high-value resource. DTI and local enterprises presented innovative products designed for both holiday gifting and everyday use.
Bringing local enterprises closer to bigger markets
For entrepreneurs stepping onto the national stage, the trade fair offered vital exposure, customer feedback and opportunities to connect with potential buyers.
Jero Carlo Labajo of Lao Integrated Farms Inc., who traveled from Bansalan, Davao del Sur to showcase organic coconut sugar, syrups and seasonings, expressed appreciation for the agency’s hands-on guidance.
“I want to thank DTI for all of their support and assistance,” Labajo said. “Being far from Metro Manila, we were able to come here and show our products to a bigger market and, at the same time, observe other MSMEs and get new ideas on how to upgrade our products.”
Similarly, Eileen Annersand, founder and product innovator of the Antipolo-based coconut concept store Buko Coolers, shared how visitors enthusiastically received her coconut ice cream and coconut coffee.
“They’re very surprised because it’s unique, and when they tasted it, their eyes lightened because the essence of the coconut is really there,” Annersand noted, highlighting the strong market interest in her flagship products.
“We are even in talks on how to fix my papers because buyers are very interested in my coconut coffee.”
For Kirsten Liamzon-Go of Akasi Essentials, participating in the fair’s designated wellness pavilion provided an ideal environment to connect with bulk and institutional buyers.
“Aside from addressing the challenge of exposure, DTI has also helped us calibrate what we really want for the business,” Liamzon-Go explained.
“The KMME program actually helped me look deeper into the systems that are needed to run a business. They form the entrepreneurial mindset to make a sustainable business and thrive with it.”
She emphasized that consumer interest in local products is growing: “Every year, the quality recalibration of the products that we offer actually can level with worldwide qualities. DTI has helped with a lot of programs to empower Philippine entrepreneurs to really focus on developing their products more so that it’s more accessible to the market.”
Gregorio’s Arts and Handicrafts repurposes waste materials and coconut parts into intricate lamps, lampshades and home decor. As first-time participants in DTI organized trade fairs, owners Gloria and Jhun Tolentino shared how the agency’s capacity-building programs helped structure their enterprise.
“We started attending trainings, such as business strategic planning, business continuity and resilience. These training programs have widened our minds into how we can make our business more sustainable,” Tolentino noted.
Looking ahead to new market opportunities, she added, “We know that our products are unique and we are now exploring the possibility of exporting these.”
Harnessing the potential of the coconut
Across product categories, entrepreneurs underscored the coconut’s potential as a source of livelihood, innovation and sustainable business opportunities.
“It’s really an iconic tropical fruit and I really want to put it in highlight,” Annersand emphasized.
“It’s abundant in our country so I want in my own little way to contribute to the economy of the Philippines, harnessing the power of coconut. That’s why it’s called the tree of life—there’s no waste in all of its products, and that’s really a sustainable way of living.”
The fair officially opened on October 22 with a ribbon-cutting and Christmas tree lighting ceremony led by DTI Secretary Cristina A. Roque, who encouraged MSMEs to expand into export markets while capitalizing on strong domestic demand. Throughout the event, visitors also participated in business learning sessions, live craft demonstrations and cultural performances.
For many local producers, the exhibition served as a critical stepping stone toward international expansion. Ahead of the upcoming National Exporters Fair in November, participating enterprises gathered direct consumer feedback on pricing, packaging and product positioning to better prepare for global markets.
DTI expressed its gratitude to event partners, participating MSMEs and the thousands of shoppers who chose to support local industries this holiday season.
