CITEM advises all exhibitors, buyers, suppliers, service providers, partners, stakeholders, and the public to remain vigilant against unauthorized individuals, groups, or third-party entities falsely claiming to represent CITEM and its official programs and events.
These unauthorized communications may be sent through email, calls, SMS/text messages, social media, messaging applications, websites, or other digital channels. They may involve the alleged selling, distribution, or unauthorized access to CITEM data, databases, or contact lists. They may also involve solicitations, donation requests, sponsorship offers, payment instructions, or other monetary requests using the name of CITEM, its officials, personnel, events, or partners.
Please be reminded:
Official CITEM communications are sent only through verified official channels and corporate email domains, including @citem.com.ph.
CITEM does not authorize any individual, third-party entity, or unofficial representative to sell, distribute, share, or provide access to its official data, databases, contact lists, or stakeholder information.
CITEM does not authorize donations, sponsorship payments, direct fund transfers, e-wallet payments, or other monetary transactions through personal accounts or unofficial channels.
Do not click links, download attachments, reply, provide information, or make payments in response to suspicious communications.
If you receive any suspicious communication claiming to be connected with CITEM, please verify directly with your official project focal point or through CITEM’s official communication channels.
Thank you for your continued cooperation and vigilance.
Center for International Trade Expositions and Missions
August 11, 2026
Philippine food exporters tap rising global demand for natural ingredients in South Korea debut under FOODPhilippines banner of the Center for International Trade Expositions and Missions (CITEM).
The strong appetite for premium seafood and clean tropical flavors delivered positive gains amounting to approximately P400M for food exporters at the inaugural participation of FOODPhilippines at this year’s Seoul Food 2026, which was held last June 9-12, 2026 at KINTEX Exhibition Center in Goyang, Gyeonggi-do Province.
Equivalent to US$6.48M, initial figures (in Philippine Peso based on July 28, 2026 reference rates by the Bangko Sentral ng Pilipinas) come from a combination of booked and negotiated sales from what is considered to be the largest and most influential food trade event in South Korea today.
A total of 23 Philippine exhibitors showcased alongside 1,800 companies from 49 countries at Seoul Food and Bar 2026. Sought-after products at the Philippine Pavilion earning top dollar were premium offerings of frozen seafood, particularly cooked octopus, crabmeat, and giant squid. Other bestselling products from Filipino exhibitors were organic muscovado sugar, ube, and export staple banana chips. Such buyer preference points to the consistent and growing demand for cleaner, natural ingredients across global markets.
Philippine products making the bestseller list at Seoul Food 2026 include (from top left, clockwise) frozen crab meat and octopus, ube powder, and muscovado sugar.
This convergence of buyer interest highlights how the Philippines' rich agri-marine sector is uniquely positioned to address evolving international tastes, proving that the country’s export portfolio is resonating strongly not just in East Asia's mature economies, but across an increasingly diversified global palate. Aside from host country South Korea, considerable trade inquiries came from Cambodia, Germany, Hong Kong, Japan, Taiwan, Thailand, and Turkey.
Highlighting the importance of the region’s strategic market, CITEM Executive Director Leah Pulido Ocampo explains, “Expanding our reach into high-potential markets like South Korea is central to our strategy for driving sustained global growth. Our debut at Seoul Food is a major step in that direction, as we are able to confirm that our premium agri products align with evolving consumer demand. It is also a decisive step in building more lasting, high-value partnerships across the region.”
The accomplishment and gains of this year’s participation were made possible through the full support and relentless efforts of the Philippine Trade and Investment Center (PTIC) in Seoul, headed by Commercial Attaché (CA) Charmaine Mignon Yalong. Instrumental in driving the initiative for an official Philippine presence at Seoul Food this year, CA Yalong was fully invested from the project’s initial preparation last year through to ground execution. She most notably championed a unified, stronger national showcase by pushing for the integration of the Department of Agriculture (DA) alongside CITEM under a consolidated Philippine Pavilion.
Prior to Seoul Food’s opening day, the FOODPhilippines delegation paid a courtesy call to the Philippine Ambassador to South Korea, Her Excellency Bernadette Therese Fernandez. The exhibitors, together with CITEM Division Chief for Trade Promotion Services for Food Alphonse Estacio, were joined by officials from partner agencies, which included Undersecretary for the Department of Agriculture (DA) Philip Young and Regional Director for the Department of Trade and Industry (DTI) in MIMAROPA Regional Office 4B Armormio Carmelo Joselito Benter.
Together with CITEM Project Manager Alphonse Estacio, Ambassador Fernandez officially led the opening of the Philippine Pavilion alongside Undersecretary Young, CA Yalong of PTIC-Seoul, and DA Assistant Secretary for Agribusiness, Marketing, and Consumer Affairs Atty. Genevieve Guevarra.
In addition to direct trade matching to help scale opportunities in the global food market, Seoul Food 2026 offered participating companies potential for cross-industry connections in logistics, data integration, as well as e-commerce applications.
From the tradeshow floor to the market streets, delegates also explored food aisles in South Korea’s leading food retail chains for key insights in international consumer marketing.
Pushing for a more comprehensive trade export experience for the delegation, CITEM in partnership with PTIC-Seoul also conducted market sensing activities across key retail channels in Seoul, including Lotte Mart Zettaplex as well as specialized retail outlets Asia Mart and Foreign Food Mart in Itaewon. These ground-level studies yielded crucial intelligence on emerging convenience food trends, consumer price sensitivity, and strategic positioning for Philippine agricultural imports within South Korean retail channels.
By combining high-impact trade exposure with actionable retail intelligence, CITEM’s strategic execution at Seoul Food 2026 establishes a clear trajectory for local food enterprises. As global appetite for authentic, sustainably sourced, and premium tropical products continues to expand, such overseas campaigns further position Philippine exporters to convert initial trade leads into lasting, high-value international partnerships.
Building on this international momentum, CITEM’s next strategic stop will be SDG Asia, happening at the Taipei World Trade Center in Taiwan from August 27–29, 2026. This participation is part of CITEM’s Sustainability Solutions Exchange (SSX) foray into strengthening its international market presence and partnerships across various industries toward empowering micro, small, and medium enterprises (MSMEs) with eco-friendly technologies.
SSX aims to propel the transition toward a circular economy and sustainable global competitiveness in the Philippines. Visit sustainability.ph to learn more about SSX and related events.
***
Banner caption: Officially opening the Philippine Pavilion for the FOODPhilippines delegation on June 9, 2026 was Philippine Ambassador to the Republic of Korea, H.E. Bernadette Therese Fernandez (seated, center) and Department of Agriculture Undersecretary Philip Young (seated, 4th from right). Other attendees include (seated, from left) CITEM Consumer Business Department - Trade Promotion Services for Food Officer Jamaica Zharina Laguio and Project Manager Alphonse Estacio, Philippine Trade and Investment Center (PTIC)- Seoul, South Korea Commercial Attaché Charmaine Mignon Yalong, DTI-Region 4B (MIMAROPA) Regional Director Amormio Carmelo Joselito Benter, Department of Agriculture (DA) Assistant Secretary for Agribusiness, Marketing, and Consumer Affairs Atty. Genevieve Velicaria-Guevarra, DA-Bureau of Plant Industry Director Gerald Glenn Panganiban, and Philippine Agriculture Office in Seoul Agricultural Attaché Lev Nikko Macalintal.
Being a newbie in any industry is tough, most especially in the cutthroat world of food and bever-ag...
In April 2020, mountains of surplus broccoli and cauliflower were pictured decaying in the Mountain...
A country renowned for its pristine beaches and infectious hospitality, the Philippines is also the...
Check out these food fusions between Filipino and Middle Eastern cuisines
The unending quest for healthy and sustainable food amid changing lifestyles
A quick look at the Philippine food staple often getting a bad health rap