Fernando 'Nanding' Mendez and partner Laura Garcia (Facebook)

Every year for the past 25 years, Filipino-Americans on the US east coast flock to a unique trade and culture expo that has become a part of their social and economic life.

Fiesta In America Expo and Cultural Show, the largest indoor Filipino event of its kind in the US East Coast, is a one-stop shop featuring Philippine music and dance, local products, tourist attractions, real estate investment, retirement options, native cuisine, and other immigrant- tailored services. It is the brainchild of Fernando "Nanding" Mendez, who, together with his late wife, Mila, founded the Fiesta in 1996.

Mendez is also a well-known promoter of concerts featuring Filipino entertainers, the likes of Nora Aunor, Kuh Ledesma, Lani Misalucha, among others.

Fiesta is set for its 26th edition at Court A of American Dream (the second-largest mall in the USA), East Rutherford, New Jersey, on Saturday, Aug. 19.

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How did Mendez succeed in cracking the Big Apple?

The roadblocks to making it in the “queen city” of the United States of America are just too many and formidable that they can force an aspirant to retreat mode, at times in the very beginning.

Speaking from his midtown-Manhattan office, two blocks from Grand Central Station and Pershing Square, Mendez, CEO and President, says he had just finished a four-year stint as Art Director in an advertising agency in Billings, Montana, when the urge to move to the biggest city of them all nagged at him like the heckling sound of a hundred chickens at his grandfather's backyard poultry farm in Caloocan, where he grew up.

In Billings, he established himself as an award-winning graphic artist, with a portfolio that boasts the rare distinction of having won a competition to design the logo of the city of Montana in 1984.

Mendez graduated with a Fine Arts degree, majoring in Advertising, from the University of Santo Tomas. Wanting to tap into his other potential, he made the big step to move his family to New York in 1986.

"Stewarding Fiesta" in America is my little way of promoting our culture, our products, and the beauty of our land," said Mendez.

"Our mission has always been to connect Filipino entrepreneurs with mainstream business and Fil-Am consumers through a festival that highlights immigrant-centered services, Filipino products, heritage, and talent," he added.

Fiesta in America brings together under one roof big-name brands in the US and the Philippines, along with local small businesses. The event has become one of the most effective platforms to promote micro, small, and medium enterprises, as well as Philippine tourism.

Mendez and his partner, Laura Garcia, are also organizing the People's Ball Gala on Aug. 13 at the Marriott Newark International Airport, New Jersey. The gala will be attended by over 400 influential leaders, movers, and shakers in the Fil-Am community on the US East Coast.

Organizers are inviting sponsors, exhibitors, and advertisers, to participate in the 2023 Fiesta In America and the People's Ball Gala. For more information, email [email protected] or visit www.fiestainamerica.com.