When she took her oath of office as Center for International Trade Expositions and Missions (CITEM) executive director in June 2024, Leah Pulido Ocampo immediately created a list of goals she wanted to achieve. Much like other government posts, her role requires Herculean effort—especially when it comes to putting the Philippines on the global map.

To be CITEM’s executive director means knowing global trends while also going down to the grassroots—learning the hard work behind Filipino crafts and discovering the stories of the hands that make them. Good thing Leah has the perseverance—and years of expertise—to back her mission.

“I am passionate about the importance of exposing our regional and provincial stakeholders to international markets,” Leah tells Manila Bulletin Lifestyle. “The only way we can capacitate or level up our MSMEs is to have their enablers—the academe, research institutions, local government units, and regional government offices—be exposed and immersed in global trends, preferences, and requirements.”

Ahead of the 73rd edition of Manila Furnishings and Apparel Manufacturers’ Exchange (FAME), the Philippines’ premier trade show for design and lifestyle products, CITEM executive director Leah sits down with Manila Bulletin Lifestyle to discuss her plans to catapult Filipino creativity, her full-circle moment at CITEM, and what it takes for a local brand to be globally competitive.

I started my journey with CITEM in 1984 as a research analyst in corporate planning, focusing on the furniture and fashion sectors under the leadership of Dr. Mina T. Gabor, founder and first president of CITEM. Interestingly, that was also the time when Manila FAME was born under her leadership. I became Dr. Gabor’s executive assistant before moving on to Operations, where I was the project director for both Manila FAME and International Food Exhibition (IFEX) Philippines. Returning last year as the executive director feels nostalgic and inspiring.

One of my first priorities upon returning was to ensure that Manila FAME 2024 had a strong and compelling offering. It was important for me to build on the legacy of the event while also introducing fresh perspectives. Now, as I prepare for my second Manila FAME in this role, the goal is to sustain the momentum we’ve created and continue elevating the platform for Filipino creatives and exporters.

Serving as the DTI regional ddirector for Region 2 gave me invaluable insight into the capacity and potential of Filipino artisans. During my time there, I witnessed firsthand the talent and creativity that thrive outside of Metro Manila. I also saw the large gap between what the global markets require and what we are able to offer from the grassroots. My goal was to be able to close or, at the very least, narrow down the gap by embarking on capacity-building programs. Product development, with a focus on design, techniques, and quality, was also my priority.

As regional director, I pushed for the massive FDA certification of Region 2’s food-processing industry. There were only a handful of FDA-registered food companies in the region when I started, but when I left four and a half years later, there were more than 300 food companies that were FDA-certified, and a good number are now also halal-certified. Today, many of the food companies from the region are now confidently participating in IFEX and in overseas trade shows.

These experiences reinforced to me the importance of nurturing grassroots industries and innovations. The lessons that I brought with me to CITEM help me better understand how to support and showcase diverse sectors of Philippine creativity and entrepreneurship on a global stage.

The shows’ concepts and strategies are constantly evolving, as the market also constantly evolves. We need to be agile and to keep up with global developments. We introduce new product sectors in Manila FAME, such as Philippine Components, which showcase architectural components, parts, and fittings, to respond to the growing contract market looking for bespoke home furnishings, architectural floor and wall coverings, and fittings for hotels, luxury yachts, and even palaces.

For processed food, we look into the private label market as a more practical, less costly way of penetrating global markets, with a fast turnover. We position ourselves as an institutional market supplier targeting processors, private and white label buyers, and the food service industry, rather than the mainstream market.

We also maintain digital platforms for both Manila FAME and IFEX Philippines to allow buyers and sellers to connect with each other even after the shows. We use our social media platforms aggressively to reach out to our target audiences globally, while still maintaining our connections with traditional media. We open up our shows to foreign exhibitors, too, in order to expand our offerings and attract more buyers to the events.

These initiatives have yielded strong results so far: Local buyer registration has increased by 70 percent this year, while international buyer registration has grown by 110 percent.

Beyond the home, fashion, and lifestyle sectors, CITEM also continues to champion initiatives in food, creative, and sustainability industries. As we close 2025, we are taking Filipino excellence to the global stage through several key international trade events.

This October, we will participate in the FOCUS Art Fair in London, one of the leading platforms for contemporary Asian art, where we proudly showcase the works of nine exceptional Filipino artists, each representing a distinct voice in the country’s evolving creative landscape. In November, we head to Shanghai for the China International Import Expo (CIIE), an important venue to strengthen trade relations and present the Philippines as a reliable source of sustainable, high-value products.

Through these international engagements, CITEM continues to amplify the country’s creative and economic footprint, showing the world that the Philippines is not only rich in resources but also in ideas, artistry, and innovation.

I believe one of the Philippines’ greatest strengths on the global design stage lies in our manufacturers’ exceptional mastery of materials. Even our top designers would agree: Filipino craftsmen have an extraordinary ability to transform raw materials by hand into pieces that exude artistry and ingenuity. Whether they are working with natural fibers, wood, metal, or indigenous textiles, they bring out textures, finishes, and forms that marry innovation with soul. It’s no wonder, then, that our handcrafted products stand out in a global market saturated with machine-made and mass-produced merchandise. Our artisans’ creative fluency also gives Filipino design its universal appeal, hence you’ll often find Philippine-made items in luxurious hotels in Europe, stylish residences in Manhattan, or curated spaces across Asia and the Middle East.

Much of this excellence is rooted in heritage. Many artisans have refined their techniques through generations, their craftsmanship passed down, shared, and reinvented within close-knit creative communities. This community-based approach is what gives Filipino-made products their distinct warmth and authenticity. Every creation reflects not only technical precision but also a spirit of collaboration, storytelling, and shared pride in the work of one’s hands.

Equally defining is our deep-rooted pasadya or bespoke culture, which embodies the Filipino craftsman’s skill, sensitivity, and adaptability. Our manufacturers possess a remarkable ability to interpret and customize designs according to the preferences of international clients, translating global trends through a distinctly Filipino lens. This results in designs that honor local heritage while standing confidently on the global stage.

I would much rather see the opportunities than the challenges. We need to evolve while keeping our traditional techniques, skills, and raw materials as our unique selling propositions. We may be losing a big slice of the mainstream furniture and home furnishings market because of our inability to scale up, but there are still niche markets looking for bespoke items with exquisite craftsmanship, items that are handmade from natural materials, and also items that are within the higher price range.

The trend for the next three years is forecasted to be biophilic-inspired designs, signaling a return to natural, artisanal, and less industrial home items. This is where the Philippines is good at. In fact, this is why we are encouraging this year’s batch of exhibitors to showcase nature-inspired pieces, with our theme “Objects of Nature”.

There are also opportunities in contract markets, where we deal with architects and specifiers. These buyers are looking for architectural and interior design pieces that are luxurious and not commonly seen elsewhere. This is where we see our new offering in Manila FAME, the Philippine Components, fitting in.

When it comes to succeeding in the global market, Filipino enterprises need to harness what makes their offerings truly unique, while also keeping scalability in mind. Once you find the right audience and tap into the right market, demand can rise very quickly, and it’s important to be prepared to meet that without compromising quality or authenticity. Balancing creativity with business foresight is key.

Equally important is staying attuned to global trends, not just in design, but also in lifestyle shifts, consumer behavior, and the evolving competition. Understanding how people live, what they value, and how they make purchasing decisions allows our manufacturers and designers to create products that feel relevant and forward-looking, while still reflecting our distinct Filipino identity.

Market compliance is also key. MSMEs need to acquire market entry certifications if they want to get into exporting. Having great design and craftsmanship is no longer enough since the international market is getting more and more bent on imposing non-tariff barriers in the form of compliance certificates. This is where CITEM hopes to be of assistance in the coming years.

People may not realize it, but Manila FAME is actually the second-longest-running trade show in all of Asia, which is a testament to the Filipinos’ enduring creativity and craftsmanship. This year, as we celebrate its 73rd edition, we’re going back to the very roots of what has made Philippine design admired around the world. Our theme, Objects of Nature, captures that perfectly.

The word “nature” here has a duality. On one hand, it refers to the natural physical world. The Philippines’ abundant resources have always inspired designers to transform what’s native and organic into something refined, functional, and truly world-class. On the other, “nature” also refers to what’s intrinsic to Philippine design itself—something deeply embedded in our creative DNA. Filipino craftsmen are, at their core, masterful material manipulators. Their technical skill and artistry breathe new life into local and natural materials, turning them into globally appealing products that still bear that unmistakable Filipino soul.

With Objects of Nature, visitors can expect to see this dual interpretation brought to life, especially in the show’s signature settings. Design Commune features exhibits creatively directed and curated by industry icons Tony Gonzales and Milo Naval, who have worked with exporters and young designers to develop new expressions of form and function. Artisans Village, led by global design expert Patti Carpenter alongside Filipino designer Rachel Dagñalan, will spotlight regional craftsmanship and the unique material stories behind each piece. And as mentioned earlier, the second edition of Philippine Components, curated by Tony Gonzales, will offer a fresh perspective on architectural elements.

In essence, this year’s Manila FAME will be a celebration of Filipino design excellence. I warmly invite everyone to experience Manila FAME 2025: Objects of Nature, happening from Oct. 16 to 18 at the World Trade Center Metro Manila in Pasay City. It’s more than just a trade show—it’s a rediscovery of what makes Filipino design, by nature, extraordinary.