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Manila Bulletin devider Technews devider Frigidaire makes a comeback in Filipino homes

Frigidaire makes a comeback in Filipino homes

Published May 19, 2026 01:37 pm
Across the Philippines, one is still bound to encounter someone who quips “pridyider” when referring to the indispensable, everyday kitchen appliance used to store meats and vegetables, make ice, cool drinks and keep leftover food.
It is an enduring reminder of the power of an iconic brand that dominated Filipino households in a post-war era that focused on family values, society building, as well as modern technology.
This year—110 years since the first self-contained refrigerator was introduced by Guardian Frigidaire—the brand continues to bring innovation, quality, and aesthetic design to Filipino homes as an integral part of daily living.
“The Philippines is definitely a vital market in the burgeoning consumer appliance sector worldwide and we are optimistic of tapping into this with such a strong legacy brand,” says Franklin Chan of CYA Industries, the new official licensee of Frigidaire in the Philippines, as part of its robust portfolio.
Globally to this day, Frigidaire remains a powerhouse brand in home appliances, consistently
top-ranked in customer satisfaction. “It is a brand we see bridging generations, especially with today’s strong nostalgia for products that stand for excellent quality and reliability,” says CYA Industries marketing head Norman Reynoso.
CYA Industries recently held a launch event with trade partners and distributors, coinciding with the company’s 25th anniversary, dubbed “CYA at 25: A Quarter of Legacy.” The event was held at Novotel Manila Araneta City in Quezon City—a subtle nod to the Araneta family, who introduced and manufactured Frigidaire in the 1950s.
CYA Industries reiterated its commitment to improving the lives of Filipino families with products that are not only innovative but in step with latest trends in smart and sustainable technology.
At the event, Frigidaire unveiled its latest lineup of licensed refrigerators, chillers and freezers boasting of design features that allow seamless and modular integration into modern kitchen interiors while offering state-of-the-art features such as Purefit technology, Metal-Tech Cooling, cost-saving inverter technology, and eco-friendly refrigerants.
Frigidaire also introduced other cooling products such as air conditioners and semi-commercial beverage coolers, and hinted at more products that Filipino consumers can look forward to, such as washing machines, microwave ovens, and water dispensers.
According to Chan, Frigidaire is positioned to bridge the gap when consumers look for highly reliable and efficient products at a price point that remains practical and value for money—eventually placing “pridyider” once more on Filipinos’ lips.

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