Category: Press

Building on the momentum of its participation at Expo 2025 Osaka, the Philippines expanded its efforts to strengthen economic and tourism ties with Japan through a dedicated Meetings, Incentives, Conferences, and Exhibitions (MICE) Roadshow, staged in Tokyo and Osaka. The business-to-business (B2B) missions underscored the country’s objective to capture a larger share of Japan’s fast-growing outbound MICE market while showcasing the Philippines ’world-class facilities and signature hospitality.

“Today is more than a business exchange—it is a celebration of shared ambitions between the Philippines and Japan,” said Tourism Attaché to Tokyo Niel Ballesteros. “With Filipino warmth and Japan’s precision, we can co-create MICE experiences that are both extraordinary and enduring.”

Delegates listen to opening remarks by Tourism Attaché to Tokyo Niel Ballesteros during the Philippine MICE Roadshow 2025 at Hilton Tokyo Odaiba, Japan

The roadshow began in Tokyo on 26 August 2025 at the Hilton Odaiba, bringing together Japanese travel and event organizers with Philippine stakeholders from top hotels, convention centers, and destinations. The program featured a presentation from TPB’s MICE Representative, Sherdoll Bayona, who emphasized the Philippines ’expanding capacity and future-ready infrastructure.

She highlighted the country’s proven track record in hosting world-class events such as the ASEAN Summit, APEC meetings, the FIBA Basketball World Cup, and the FIVB Men’s Volleyball World Championship. Looking ahead, she noted that the Philippines will host the ASEAN Tourism Forum (ATF) in Cebu in January 2026, further solidifying its role as a regional hub for MICE.

Bayona also stressed that beyond infrastructure, the Philippines ’greatest strength lies in its people. “What truly sets us apart are our people—highly skilled MICE professionals who meet diverse international requirements with warmth and ease,” she said, pointing to the Filipino Brand of Service Excellence (FBSE).

The B2B sessions introduced Japanese partners to the MICE Plus Program, which offers value-added incentives such as airport receptions, welcome tokens, curated tours, and cultural performances to enhance delegate experiences.

Strengthening global business ties, CEI Cargo representatives Rayne Mallari, Dee Ledonio, and Jet Cabusay engage with Japanese partners at the B2B networking session

The momentum carried forward to Conrad Osaka on 29 August 2025, where Tourism Attaché Jerome Diaz led the second leg of the roadshow. In his remarks, Diaz recalled the Philippines ’pioneering role in Asia’s MICE industry, citing the establishment of the Philippine International Convention Center (PICC) in the 1970s, making the country the second in Asia after Japan to develop such facilities.

“Since then, we have proudly hosted many of the world’s most important international meetings and events,” Diaz said.

(Right to left) Tourism Attaché Jerome Diaz with Ms. Dee Ledonio and a Japanese representative

He also noted Japan’s robust MICE market, valued at 6.2 trillion yen (USD 42 billion) in 2024 and projected to reach 12.7 trillion yen by 2030. Meetings and incentive travel alone are expected to grow by 250% in the next six years, reflecting the rising importance of purposeful corporate travel. Diaz further shared three insights shaping Japan’s MICE landscape:

• Sectoral spending shifts, with events and exhibitions posting an 11% growth surge as demand for face-to-face engagement rebounds.
• Prefectural initiatives, with regions such as Shikoku and Tokushima branding themselves through cultural immersion, wellness, and sustainability programs.
• Evolving corporate travel themes, where meetings and incentive programs are increasingly tied to sustainability, wellness, and employee engagement.

“These insights remind us that collaboration in MICE must be anchored on innovation, cultural depth, and mutual value creation,” Diaz added. “Inspired by our participation at Expo 2025 Osaka, we aim to build stronger ties and meaningful partnerships with the Japanese MICE market.”

Partnership for the Future
The business mission gathered some of the biggest names in Japan’s MICE industry, including Nippon Travel Agency (Japan’s oldest existing travel agency), JTB (the largest), and Asia Business Development Co., Ltd. On the Philippine side, key stakeholders included the Philippine Association of Convention/Exhibition Organizers and Suppliers, Inc. (PACEOS), World Trade Center Metro Manila (WTCMM), Clark Development Corporation, hotels, and brand activation companies.

Left to Right: Charisse Marie Lacson of Clark Development Corporation with participants during the B2B networking session at the Philippine MICE Roadshow 2025 in Tokyo, promoting Clark as a prime MICE destination

PACEOS President and Global Link MP CEO Patrick Lawrence Tan highlighted why these missions are crucial: “We organized this mission because we believe Philippine tourism can be strongly propelled by the growth of the MICE industry. Timed with the country’s participation at the World Expo, this is the perfect moment to show that the Philippines is ready to welcome MICE events. For tourism to thrive, MICE must grow—an average MICE delegate spends six times more than a leisure traveler. With world-class facilities, a welcoming service industry, and a workforce trained to meet international standards, we are confident in positioning the Philippines as a premier MICE destination.”

Buyers and sellers exchange business cards during the B2B networking session, fostering new partnerships and opportunities

Together, the Tokyo and Osaka missions generated USD 2,148,405.80 in sales leads, strengthening the Philippines ’foothold in Japan’s outbound MICE market. “Every conversation and every collaboration we make here in Japan matters,” Ballesteros concluded. “These missions are about unlocking opportunities and building connections that will drive our industries forward together.” The missions wrapped up with the presentation of the Philippines’ dedicated MICE brand, “We Take Your Business to Heart,” reaffirming the country’s commitment to combining world-class facilities with the warmth of Filipino hospitality.

ABOUT TPB
The Tourism Promotions Board (TPB) Philippines aims to market and promote the Philippines domestically and internationally as a world-class tourism and MICE destination. As an attached agency of the Philippine Department of Tourism, TPB develops strategic partnerships with private and public stakeholders to deliver unique high-value experiences for visitors, significantly contributing to increased arrivals, receipts, and investments in the country. For more information, please visit www.tpb.gov.ph.

Reference:
Maria Charina Quiwa
Manager
Marketing Communications Department
cha_quiwa@tpb.gov.ph

Delegates at the Philippine Economic Briefing (PEB) 2025

The Philippines’ participation in the World Expo 2025 Osaka went beyond cultural showcase, serving as a springboard for concrete business engagement. As part of the Philippine Organizing Committee’s (POC) broader strategy for Expo 2025—chaired by the Department of Tourism (DOT) with the Tourism Promotions Board (TPB) Philippines as Secretariat—a high-level Trade and Tourism Mission was successfully held in Osaka on 11–12 September 2025.

The Philippine Economic Briefing (PEB) in Osaka, a highlight of the two-day mission, generated ₱61 billion in investment pledges from Japanese companies, according to Department of Trade and Industry (DTI) Secretary Ma. Cristina A. Roque. Led by the administration’s economic team, the PEB highlighted the country’s strong growth trajectory and recent reforms, sending a clear signal that the Philippines is ready to compete and grow with Japan. Investment pledges covered priority sectors such as energy, manufacturing, and infrastructure, reflecting the breadth of opportunities for mutually beneficial cooperation.

(Left to Right) DEPDev Sec. Arsenio M. Balisacan, DOF Sec. Ralph G. Recto,DTI Sec. Ma. Cristina A. Roque

Building on Expo Momentum

Since opening in April, the Philippines Pavilion at Expo 2025 Osaka has drawn global acclaim and welcomed hundreds of thousands of visitors. With the Pavilion themed “Woven: Nature, Culture, Community”, the Expo has elevated the Philippines’ identity and investment potential. The Trade and Tourism Mission built on this momentum, turning international visibility into meaningful economic partnerships.

Representing Tourism Secretary Christina Garcia-Frasco, DOT Undersecretary Shalimar Tamano said: “What truly differentiates us is our people and our identity. Through the Love the Philippines campaign, we offer the world not just destinations, but experiences. World-class dive sites, golf destinations, wellness sanctuaries, rich gastronomy, and field tourism–all woven together by the warmth and creativity of the Filipino spirit.”

“This is why global investors are paying attention. The Philippines is not just a destination – country visit. It is it is a partnership waiting to happen. Every investment in tourism is an investment in communities, in sustainable development, and in the prosperity of millions of Filipinos,” he added.

“Expo 2025 has given the Philippines an extraordinary platform to share our culture and creativity with the world. This Mission built on that success by demonstrating that our global presence is matched by strong fundamentals, sound economic policy, and a clear invitation to invest, partner, and grow with us,” said Christina Garcia-Frasco, Tourism Secretary and Commissioner-General of the POC.

Strengthening Partnerships, Unlocking Opportunities

The two-day program featured roundtable discussions with the Kansai Economic Federation (Kankeiren) and the Osaka Chamber of Commerce and Industry, along
with a high-level Philippines–Japan Infrastructure Forum. Bilateral and investor meetings were likewise conducted, deepening dialogue on cooperation across energy, finance, sustainability, and tourism.

The PEB is a multi-agency initiative led by the Department of Finance (DOF), Bangko Sentral ng Pilipinas (BSP), Department of Economy, Planning, and Development
(DEPDev), Department of Trade and Industry (DTI), DOT, and TPB, in coordination with the Philippine Trade and Investment Centers (PTIC) in Osaka and Tokyo. Presentations were delivered by DOF Secretary Ralph G. Recto, DepDev Secretary Arsenio M. Balisacan, DTI Secretary Ma. Cristina A. Roque, and DOE Secretary Sharon S. Garin.

At the PEB, officials highlighted the Philippines’ strong growth trajectory and recent reforms such as the CREATE MORE Law (Corporate Recovery and Tax Incentives for Enterprises to Maximize Opportunities for Reinvigorating the Economy). Signed in 2024, CREATE MORE builds on the earlier CREATE Law by rationalizing incentives, streamlining approvals, and reducing corporate income tax rates, making the Philippines more competitive for both local and foreign investors.

Tourism at the Core of Economic Growth

As part of the PEB, the DOT and TPB hosted an Executive Luncheon at the Swissotel Nankai Osaka on 12 September. The program featured an AV presentation on the
Philippines’ Expo 2025 participation, live music from internationally acclaimed Filipino talents: show violinist Jake Juleous Brian Gacang and singer Princess Virtudazo that showcased, and a showcase of the country’s tourism offerings.

“The synergy between trade, investment, and tourism is clear,” TPB Chief Operating Officer Maria Margarita Montemayor Nograles said. “Tourism does more than promote our destinations—it drives inclusive growth, uplifts communities, and signals to partners that the Philippines is ready to welcome both visitors and investors.”

Looking Ahead

(Left to Right) Chief ASEAN Economist Euben Paracuelles, DOTr Acting Secretary Giovanni Z. Lopez, DOE Sec. Sharon S. Garin, DPWH Senior USec. Emil K. Sadain

With Japan consistently ranking among the Philippines’ top trade and tourism partners, the Mission underscored a shared commitment to strengthen bilateral cooperation. Japan’s MICE and tourism markets alone represent billions in potential, with the MICE sector projected to reach 12.7 trillion yen by 2030.

By aligning cultural diplomacy at Expo 2025 with high-level economic engagement, the Philippines has shown in Osaka that it is not only a country of rich heritage but also one ready for a stronger, more competitive, and sustainable future.

ABOUT TPB
The Tourism Promotions Board (TPB) Philippines aims to market and promote the Philippines domestically and internationally as a world-class tourism and MICE destination. As an attached agency of the Philippine Department of Tourism, TPB develops strategic partnerships with private and public stakeholders to deliver unique high-value experiences for visitors, significantly contributing to increased arrivals, receipts, and investments in the country. For more information, please visit www.tpb.gov.ph.

Reference:
Maria Charina Quiwa
Manager
Marketing Communications Department
cha_quiwa@tpb.gov.ph

The Philippine Pavilion at World Expo 2025 Osaka adds new flavors to its cultural showcase with a special collaboration between Hain by Via Mare, the Pavilion’s official concessionaire, and Filipino chef and food writer Angelo Comsti.

Comsti has crafted a menu highlighting classics like pancit molo and binignit; flavors that bring comfort to the palate and carry with them stories of home and heritage.

“Pancit Molo is more than just a dumpling soup,” Comsti recalls. “Years ago, I visited a friend in Iloilo, and we went down a rocky alley that led to a small compound. At the end of it, I saw women folding dumplings by hand, hundreds of them. When we finally ordered a kaldero-ful of pancit, it came steaming, fragrant with spring onions, and brimming with comfort. That memory stayed with me, and I wanted Expo visitors to experience it too.”

His second dish, binignit, is a sweet stew of tubers, fruits, and glutinous rice simmered in coconut milk. “No two versions are exactly the same,” he explains. “Some families add tapioca, others drop in bilo-bilo–chewy rice balls like mochi. It’s a dish shaped by availability, preference, and tradition. For me, that adaptability mirrors the Filipino spirit: resourceful, communal, and always generous.”

By featuring these dishes, the Tourism Promotions Board (TPB) Philippines continues its mission to showcase the country’s gastronomic diversity as part of the Pavilion’s theme, “Nature, Culture, Community: Woven Together for a Better Future.”

“Food allows us to tell our story in the most relatable way,” said Maria Margarita Montemayor Nograles, TPB Chief Operating Officer and Secretary General of the Philippine Organizing Committee for Expo 2025. “Through collaborations like this, we bring not only flavors but also the traditions and human connections behind them. It’s a taste of the Philippines that lingers far beyond the table.”

The collaboration strengthens the role of Hain by Via Mare as a culinary window into the Philippines, offering visitors a taste of dishes rooted in regional memory and identity. It also underscores TPB’s commitment to advancing gastronomy tourism as a pillar of the country’s cultural brand. By partnering with chefs, local enterprises, and cultural advocates, TPB brings to light the Philippines’ regional diversity and culinary creativity, ensuring the nation is remembered not only for its landscapes and leisure but also for its rich gastronomic experiences that bring people together.

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ABOUT THE PHILIPPINE PAVILION
Step into “Woven”, the Philippine Pavilion at Expo 2025 Osaka—a vivid showcase of the country’s theme, “Nature, Culture & Community: Woven Together for a Better Future.” In line with the Expo’s vision of Designing Future Society for Our Lives, the Pavilion brings together tradition, innovation, and genuine human connection. Featuring 212 indigenous textiles on its façade, 18 region-inspired handwoven artworks, interactive AI installations like Dancing with Nature, and daily cultural performances—discover why the Philippine pavilion is one of the Expo’s top draws.

ABOUT TPB
The Tourism Promotions Board (TPB) Philippines aims to market and promote the Philippines domestically and internationally as a world-class tourism and MICE destination. As an attached agency of the Philippine Department of Tourism, TPB develops strategic partnerships with private and public stakeholders to deliver unique high-value experiences for visitors, significantly contributing to increased arrivals, receipts, and investments in the country. For more information, please visit www.tpb.gov.ph.

Reference:
Maria Charina Quiwa
Manager
Marketing Communications Department
cha_quiwa@tpb.gov.ph

1. The Largest Collaboration of Filipino Weavers – Over 200 handwoven panels created by master artisans from all over the country. A wide range of indigenous textiles—from T’nalak to Piña. Each piece tells a story of culture, identity, and generational knowledge.
2. The First-Ever Live Performance Façade at a World Expo for the Philippines – Woven panels form part of a dynamic façade that opens throughout the day to reveal live performances. The architecture becomes a living stage, where design and dance are seamlessly integrated.
3. A Multisensory Experience – The Philippine Pavilion off ers an immersive experience where technology, tradition, and storytelling seamlessly come together. It begins with an anime-inspired façade fi lm honoring Japan, setting the stage for guests to be drawn and woven into the evolving narrative of the Filipino spirit.Inside, guests will encounter 18 handwoven art pieces, each one representing a region of the Philippines. Crafted over six months using sustainable and upcycled materials, these pieces come alive through synchronized light projections, sound, and video—transporting visitors to different parts of the archipelago and offering a glimpse into the soul of each community.At the heart of the Pavilion is “Dancing with Nature,” an interactive installation where guests are digitally reimagined on screen as part of the Philippines’ lush ecosystem. Their movements become dancing flowers, fluttering leaves, or schools of fish, creating a powerful metaphor of connection between humanity and the natural world. It’s a communal celebration of life, tradition, and the environment—brought to life through both innovation and soul.To enrich the experience, live performers from the Cultural Center of the Philippines perform five times a day, sharing traditional music, dance, and stories. These performances infuse the Pavilion with warmth, rhythm, and celebration, ensuring that every visit is uniquely and unmistakably Filipino.

Designing the Philippine Pavilion was about capturing the spirit of the Filipino—adaptable, expressive, and deeply connected to nature and community,” said the Pavilion’s head designer Carlo Calma. “Every detail was considered, from the façade that breathes with performance to the woven stories inside. It’s architecture blended with an immersive portrait of who we are and who we aspire to be.”

A Cultural Invitation to the World

“What makes this Pavilion truly special is that aside from being seen—it’s also meant to be felt,” COO Nograles emphasized at the briefing. “We want every visitor to walk away carrying a piece of the Philippines with them: in their hearts, in their memory, and perhaps even in their hands.”

To complement the experience, visitors can enjoy curated spaces like the Habi Gift Shop featuring handwoven products visitors can purchase, bringing a piece of the Philippines with them, the Hilot Wellness Space offering traditional Filipino healing massages and teas, and the Hain Takeout Counter serving favorites such as Adobong Manok sa Gata, Lumpiang Binondo, Ube Soft Serve, and the iconic Halo-Halo.

Also making its debut is Kokoro-chan, the Pavilion mascot inspired by the Philippine tarsier—an emblem of the country’s rich biodiversity and love for storytelling. A collaboration with the Tarsier Foundation, Kokoro-chan embodies the warmth and curiosity the Philippines brings to the world stage.

“Expo 2025 Osaka comes at a meaningful time as we enter 70 years of diplomatic relations between the Philippines and Japan in 2026,” said Philippine Ambassador to Japan Mylene Garcia-Albano. “The Pavilion is a showcase of our culture and a heartfelt expression of friendship, respect, and shared aspirations with our Japanese partners. We are proud to stand with Japan in advancing the goals of sustainability and innovation. Through this plattorm, we invite the world to witness how our bilateral ties continue to grow stronger through art, dialogue, and collaboration.”

A Legacy Beyond the Expo

True to its commitment to sustainability and heritage preservation, the Philippines Pavilion has been designed with a “second life” in mind. After the Expo, the woven panels and key elements will be transferred to the National Museum of the Philippines, ensuring their stories live on.

“The Philippine Pavilion is our invitation for the world to connect with the heart and soul of the Filipino people and to discover the many reasons to Love the Philippines,” said Tourism Secretary Christina Garcia Frasco. “We hope to inspire travelers to explore our 7,641 islands, experience the depth of our culture, marvel at the excellence of Filipino creativity, and be moved by the stories of triumph and resilience of our communities. By blending the use of traditional weaving methods with innovation and technology in highlighting the diversity of our Regions and the identity of our peoples, we are bringing our message of sustainable tourism development to the fore, where tourists are introduced to meaningful experiences while our local communities benefit with sustained livelihood and employment.”

With its thoughtful design, emotional resonance, and commitment to sustainability, the Philippine Pavilion at Expo 2025 Osaka is a must-visit destination for those seeking a meaningful, moving, and truly unforgettable nod to the story of Filipinos.

THE TEAMS BEHIND THE PAVILION

The Philippine Organizing Committee—led by the Department of Tourism and the Tourism Promotions Board (TPB) Philippines—commissioned a visionary design team, with Carlo Calma Consultancy, Inc. as Lead Architectural Firm and Designer; Chochay Garcia as Creative Producer; Architect Yuki Kanou as Executive Architect and Lead Project Manager; and Tellart as Guest Experience Designer.

ABOUT THE TPB

The Tourism Promotions Board (TPB) Philippines aims to market and promote the Philippines domestically and internationally as a world-class tourism and MICE destination. As an attached agency of the Philippine Department of Tourism, TPB develops strategic partnerships with private and public stakeholders to deliver unique high-value experiences for visitors, significantly contributing to increased arrivals, receipts, and investments in the country. For more information, please visit www.tpb.gov.ph.

PRESS CONTACT
Carol RH Malasig
carol@almostdiplomatic.com | +81 70 8991 1975

From L-R: Tourism Promotions Board Acting Deputy COO for Marketing and Promotions Teresita Dandan, Philippine Ambassador to Japan Mylene Garcia-Albano, ASEAN Secretary General Dr. Kao Kim Hourn, Tourism Promotions Board Chief Operating Officer and Secretary General of the Philippine Organizing Committee, World Expo 2025 Margarita Nograles, and Philippine Consul General to Osaka Voltair Mauricio

The Philippine Pavilion at the Expo 2025 Osaka

Photo credit: Carlo Calma Consultancy and Masaki Komatsu

Just days before World Expo 2025 Osaka opens its doors to the public, the Philippines gave the world a preview of its cultural showcase at the global stage. On 09 April 2025, the Philippine Organizing Committee (POC), through the Tourism Promotions Board (TPB), hosted an exclusive media preview of the much-anticipated “Woven” Pavilion that earned glowing feedback among international press and the Japanese public.

Themed “Nature, Culture, and Community: Woven Together for a Better Future,” the Philippine Pavilion is a multisensory experience that blends heritage and innovation. This fusion of elements has earned early reviews describing it as one of the most inspired, soulful, and innovative exhibits at the Expo.

TPB COO Nograles led a media briefing in Osaka, Kansai, Japan, to provide an overview of the Philippine Pavilion for Expo 2025 Osaka

“The response from the international media has been overwhelmingly positive,” said TPB Chief Operating Officer and POC Secretary General Maria Margarita Montemayor Nograles. “It is deeply encouraging to see how warmly the world is receiving our Pavilion. Every woven panel, every performance, and every flavor is part of the continuing narrative of the Filipino people. In a world driven by innovation, we’re here to show that tradition still matters—that human connection and cultural memory can shape a more inclusive, meaningful future.”

The spirit of the Filipino on the world stage

Photo credit: Carlo Calma Consultancy and Masaki Komatsu

The Philippine Pavilion goes beyond architecture—it is a living, breathing expression of Filipino identity. With over 200 woven panels created by artisans from across the archipelago, a first-ever live performance façade, and immersive digital installations, “Woven” highlights the country’s artistic excellence and creative resilience.

From a film-inspired anime façade honoring Japan to a groundbreaking AI-powered installation called “Dancing with Nature,” every part of the Pavilion draws guests into a celebration of Filipino culture and environmental consciousness. Daily performances by the Cultural Center of the Philippines and handwoven artworks representing the country’s 18 regions offer visitors an engaging cultural encounter.

Bringing Filipino warmth to the world

The Pavilion also showcases Filipino creativity and hospitality through distinct experiential zones. Guests can shop for artisanal crafts at the Habi Gift Shop, enjoy traditional wellness practices at the Hilot Wellness Space, or savor Filipino flavors at the Hain Takeout Counter with dishes like Adobong Manok sa Gata and Halo-Halo.

Adding a playful touch is Kokoro-chan, the Pavilion’s official mascot inspired by the Philippine tarsier. Designed in collaboration with the Tarsier Foundation, Kokoro-chan is emblematic of the country’s appreciation for biodiversity and storytelling.

Celebrating friendship and shared futures

As Expo 2025 Osaka sets the stage for the upcoming 70th anniversary of Philippines-Japan diplomatic relations in 2026, the Pavilion also serves as a heartfelt tribute to the enduring friendship between the two nations.

“The Pavilion is a showcase of our culture and a heartfelt expression of friendship, respect, and shared aspirations with our Japanese partners. We are proud to stand with Japan in advancing the goals of sustainability and innovation,” said Philippine Ambassador to Japan Mylene Garcia-Albano. “Through this platform, we invite the world to witness how our bilateral ties continue to grow stronger through art, dialogue, and collaboration.”

From Osaka to the Philippines—and beyond

To ensure that the stories shared in Osaka continue to inspire future generations, the Pavilion’s woven artworks and select components will find a new home in the National Museum after the Expo.

“The Philippine Pavilion is our invitation for the world to connect with the heart and soul of the Filipino people and to discover the many reasons to Love the Philippines,” said Department of Tourism Secretary Christina Garcia Frasco. “We hope to inspire travelers to explore our 7,641 islands, experience the depth of our culture, marvel at the excellence of Filipino creativity, and be moved by the stories of triumph and resilience of our communities. By blending the use of traditional weaving methods with innovation and technology in highlighting the diversity of our Regions and the identity of our peoples, we are bringing our message of sustainable tourism development to the fore, where tourists are introduced to meaningful experiences while our local communities benefit with sustained livelihood and employment.”

With its thoughtful design, emotional resonance, and commitment to sustainability, the Philippine Pavilion at Expo 2025 Osaka is a must-visit destination for those seeking a meaningful, moving, and truly unforgettable nod to the story of Filipinos.

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ABOUT TPB
The Tourism Promotions Board (TPB) Philippines aims to market and promote the Philippines domestically and internationally as a world-class tourism and MICE destination. As an attached agency of the Philippine Department of Tourism, TPB develops strategic partnerships with private and public stakeholders to deliver unique high-value experiences for visitors, significantly contributing to increased arrivals, receipts, and investments in the country. For more information, please visit www.tpb.gov.ph.

Reference:
Maria Nedalin L. Miranda
Acting Division Chief
Media Relations and Communications Division
neng_miranda@tpb.gov.ph

The construction of the Philippine Pavilion at Expo 2025 Osaka is progressing smoothly and remains ahead of its target schedule, reflecting the country’s commitment to excellence and innovation. To date, 86% of the building construction has been completed, with the remaining work projected to reach 98% by the end of December 2024. Final touches, including façade and exhibition installations, will be finished by the end of March 2025, ensuring readiness for the April opening. A major milestone is on track with the completion certificate inspection scheduled for December 24, 2024.

The façade, crafted from modular rattan panels by Filipino artisans, showcases sustainable design and meticulous talent. Extensive testing of materials ensures both durability and aesthetic appeal, while the inclusion of interactive storytelling textiles and AI-powered features promises an engaging journey through the Philippines’ 18 regions. Visitors will also be treated to traditional performances and vibrant displays of regional dances, providing a deeper appreciation of the country’s cultural diversity.

Global Significance and Visitor Experience
For foreign and Japanese visitors, the Philippine Pavilion offers a seamless blend of heritage and innovation. Its theme, “Nature, Culture & Community, Woven Together for a Better Future,” highlights the nation’s commitment to sustainable development and creativity. These elements create a lasting impression, positioning the Philippines as a hub for both tradition and modernity.

The Pavilion also celebrates Filipino ingenuity, inviting global audiences to explore investment and tourism opportunities. By spotlighting artisanal crafts, eco-friendly practices, and technological advancements, it showcases the Philippines as a progressive and dynamic destination.

Tourism Secretary and Philippine Pavilion Commissioner General Christina Garcia Frasco has been actively involved in the Expo Osaka preparations. Recently, Secretary Frasco personally conducted a site inspection of the woven scrims in Cebu—essential components of the pavilion’s interactive design. These scrims highlight Filipino ingenuity while meeting the aesthetic and functional demands of the pavilion’s interior.

“The Philippine Pavilion is a testament to the unparalleled creativity and resilience of the Filipino people,” said Secretary Frasco. “Through its innovative design and immersive experiences, we aim to inspire millions of visitors at Expo 2025 Osaka to discover the beauty, culture, and ingenuity of the Philippines.”

Sustainability and Legacy
The Philippines, while one of the smallest emitters of greenhouse gases, bears a heavy burden in the fight against climate change. As a nation often hit hardest by natural disasters, from devastating typhoons to rising sea levels, the Philippines is an example of the disproportionate impact felt by vulnerable countries.

The Philippine Pavilion at Expo 2025 Osaka stands as a testament to the country’s dedication to sustainability and resilience. Designed with a focus on minimizing waste and environmental impact, the pavilion ensures that all materials can be repurposed. This approach reflects the Philippines’ ongoing commitment to adapting to the challenges posed by climate change, using innovation and creativity to promote environmental consciousness while highlighting the nation’s rich cultural heritage. The pavilion’s sustainable design symbolizes the country’s ongoing efforts to create a lasting positive impact both locally and globally.

After the Expo, components of the pavilion will be transferred to the National Museum of the Philippines, contributing to long-lasting cultural and environmental preservation. This approach highlights the country’s commitment to global collaboration and responsible stewardship of the planet, aligning with the world’s collective efforts to mitigate climate change and promote sustainability. Through this design, the Philippines emphasizes the importance of sustainable innovation as a solution to the challenges of climate change, showcasing a harmonious blend of cultural pride and environmental consciousness.

For more information about the Philippine Pavilion at Expo 2025 Osaka, contact the Philippine Pavilion Expo Secretariat at expo2025phsecretariat@tpb.gov.ph or visit https://phworldexpo.tpb.gov.ph.

We were invited to the pavilion unveiling ceremony hosted by the Consulate General of the Republic of the Philippines, held in Osaka City on Wednesday, July 24, 2024.

The theme of the Republic of the Philippines pavilion is “Nature, Culture and Community: Weaving Together for a Better Future,” and it expresses diversity and human connections through traditional textiles.

The building’s exterior has a design inspired by rattan craftsmanship, and the exterior walls will display approximately 200 pieces of handwoven textiles from all over the Philippines. There will also be a stage for live traditional dance performances.

Construction of the building has already begun and is scheduled to be completed in March of next year. We can’t wait for the Osaka-Kansai Expo to begin!

Source: Sennan City Government

The Republic of the Philippines will exhibit a self-constructed “Type A” pavilion at the Osaka-Kansai Expo (184 days from April 13 to October 13, 2025). The details were announced this summer.

The theme is “Woven.” Using traditional Philippine textiles as a motif, the exhibition conveys the meaning of weaving a better future. The concept is “Nature, Culture, and Community: Women Together for a Better Future.” The Philippines is a multi-ethnic nation made up of approximately 7,000 islands. Many ethnic minorities have inherited diverse lifestyles and cultures, but their crafts are little known overseas

The facade design is handled by Carlo Calma, a young architect from the Philippines.

The design aims to emphasize the connection between people in a diverse society and harmony with nature. “It is also an expression of my theme, the fusion of art and architecture,” he said.

The façade is made of woven rattan produced in Cebu. The exterior walls will display 212 panels of hand-woven textiles from all over the Philippines, and there will also be a stage for live performances such as traditional dance. Inside the building, visitors can also experience a walk through the “Forest of Art,” which features textiles from 18 regions.

Philippine Government Representative Cristina Garcia Frasco said, “Our participation in the Expo will help us showcase the Philippines’ natural beauty, history, heritage and culture. The pavilion will give people plenty to fall in love with the Philippines.”

Source: Radio Kansai Topics

OSAKA – The Philippines has unveiled its plans for a collaborative, innovative, and sustainable pavilion at the 2025 World Exposition, set to take place on Yumeshima Island in Osaka from April 13 to Oct. 13 next year.

The Philippine Pavilion will feature the first-ever interactive live performance façade, showcasing traditional dance and crafts that embody the Filipino spirit of creativity and connection. To celebrate diversity, the façade will also display 212 handwoven textiles, marking the largest collaboration of weavers in a single project. Each piece presents a unique narrative, reflecting the rich heritage, traditions, and art of each community. The pavilion will also convey the story of sustainability, with plans for an upcycled “second life” at the National Museum in the Philippines after the Expo.

“All of these features were lovingly put together by our design team. We cannot wait for you to see the full glory of our pavilion very soon,” said Tourism Promotions Board (TPB) Chief Operating Officer Maria Margarita Montemayor Nograles at a press conference following the international press launch and concept presentation at The Garden Oriental Osaka on July 24.

Architect Carlo Calma, who leads the design team, echoed the sentiment of anticipation.

“I think the beauty of the woven is really these thousand of pieces of units of rattan that’s weaving and twisting and it’s kind of the labor of love of handicraft of the Philippines,” he said.

Tourism Secretary Christina Garcia Frasco, who also serves as Commissioner-General of the Philippine Organizing Committee (POC) for the Expo, emphasized the pavilion’s dual focus on economy and sustainability.

“The Philippine Pavilion seeks to be as economical as it is sustainable, recognizing that the Philippines and all nations must invest if it is to expect returns in terms of trade, investment, and tourism,” she said.

Frasco noted the pavilion’s potential to boost tourism.

“We expect that the presence of the Philippines at the Expo will further grow the visits of the Japanese to the Philippines, which was pegged at over 300,000 in 2023, and which we project to exceed half a million by 2025. That, of course, will translate to visitor receipts that will contribute hundreds of millions to our economy,” she added.

Philippine Ambassador to Japan Mylene Garcia-Albano praised the collaborative efforts between Japan and the Philippines.

“I think it was really the invitation of the Japanese government for us to participate and the hard work of our Department of Tourism and our Tourism Promotions Board that was able to make this happen. It’s been a while, a lot of talks have been going on, but there have been constant interactions, so through their [Frasco and Nograles] personal attention to this, we finally see the concept and the actual model of the pavilion,” she told the Filipino-Japanese Journal.

With the theme, “Nature, Culture & Community, Woven Together for a Better Future,” or simply “Woven,” visitors of the 600-square-meter pavilion can enjoy an immersive experience celebrating Filipino creativity, craftsmanship, and cultural heritage.

A topping out ceremony for the Philippine Pavilion was held on July 25. The building is scheduled to be completed by March 2025.

Source: Filipino-Japanese Journal