Gifting in Japan is so deeply embedded in the culture that within just a few months of living here, I found myself fully embracing the habit. After all, you can only show up to a social gathering empty-handed a few times before the awkwardness sets in. While it’s not always expected, and often goes unspoken, I quickly realized how embarrassing it felt to accept something without offering anything in return. Whether it’s a small token of appreciation, a gift for someone you’re meeting for the first time, or a carefully chosen gesture for a special occasion, the Japanese take gifting seriously, making each exchange both meaningful and memorable.
In both diplomatic settings and everyday life, gifts are more than mere objects—they’re messages. In diplomacy, a gift can speak to the sender’s grasp of cultural nuances and the relationship between the countries involved. The same concept applies in Japan’s daily life, just on a more personal or professional level. That’s why events like the Tokyo International Gift Show (TIGS), which took place from Sept. 4 to 6 at the Tokyo Big Sight Convention Center, carry more significance than just being another trade show.
This year, the Philippines made a notable comeback, presenting its best in sustainable home décor, fashion, and gifts under the Design Philippines banner after a break since 2016.
Curated by Wataru Sakuma and Stanley Ruiz, the Philippine pavilion at TIGS showcased a seamless blend of sustainability, Filipino craftsmanship, and Japanese aesthetics. The focus was on “quiet products”—everyday items with an unconventional twist. It was a celebration of creativity and cultural synergy, featuring 19 enterprises under the Design Philippines banner, all eager to captivate the discerning Japanese market. From intricate home décor to stylish fashion accessories, each piece was carefully crafted to resonate with Japan’s appreciation for thoughtful and sustainable design.
The return of the Philippines to TIGS was not just a re-entry into the market after its last participation in 2016; it was a statement. With a growing focus on sustainability and the use of indigenous materials, the country’s offerings stood out, thanks to the carefully curated selection of homeware, fashion, and gifts exemplified the ingenuity and craftsmanship that Philippine design is known for, while also catering to Japanese tastes in simplicity and functionality.
“It’s both a humbling and a learning experience to be here,” said Connie Macatuno of Lokal, a clothing brand that hand paints and upcycles indigenous weaves from the Philippines. It’s her first time to join TIGS. “We got to learn about the market. What they like, what works, and what doesn’t. I also got to see what materials we can source from Japan.”
Jewelry makers were also part of the roster. Among them, Marigrace Reano who owns and designs for the brand Mjorian. “During TIGS, I got an offer to work with a gaming company and design jewelry based on some of their characters and games,” she shared. “It’s a project I’m excited to embark on as it’s something I’ve never done before and a new way to expand my creativity and into a different market.”
Other brands that participated at TIGS include Aerostone, Artisana Island Craft, Contemporaneo, CSM Philippines, Jed Yabut Furniture and Design, Jireh Forge, Larone Crafts Inc., Obra Cebuana, ORO Handmade, That One Piece, Triboa Living, and Vito Selma for furniture and decor. Agsam Fern, Artjoy, Anmari’s Fashion House, Beatriz, Calli, Creative Definitions, Farah Abu, MLC Crystal Seas, Orient Meadow, Paperbound General Merchandise, and Shelmed for jewelry, accessories, and other crafts.
Philippine Ambassador to Japan Mylene Garcia-Albano, who toured the pavilion on the opening day, couldn’t have been prouder. “The designs here perfectly capture the fusion of Filipino artistry and Japanese elegance,” she remarked, highlighting the growing synergy between the two nations’ design sensibilities. Accompanied by CITEM Executive Director Leah Pulido Ocampo and Commercial Counselor Dita Angara-Mathay, the ambassador emphasized the importance of such exhibitions in expanding the global footprint of Philippine design.
But the show wasn’t just about the products on display—it was about the connections forged. With an estimated 200,000 buyers and visitors attending TIGS, Filipino enterprises were given a golden opportunity to tap into one of the world’s most lucrative markets. As the Tokyo International Gift Show wrapped up, it was evident that the Philippines had made a strong impression. By blending tradition with contemporary design and prioritizing sustainability, Filipino designers demonstrated their ability to resonate with an international audience, particularly in Japan. This year’s participation wasn’t just about returning to the show; it was about carving a distinct place for Philippine craftsmanship in the global market, with an eye toward lasting connections and future growth.