When Polish Minister of Agriculture and Rural Development Stefan Krajewski arrived in Manila, he wasn’t simply promoting dairy products, meat, confectionery, and apples. He was making a diplomatic case for why more Polish food deserves a place on Filipino tables.

His visit marked Poland’s first-ever national pavilion at the World Food Expo (WOFEX), the country’s largest food and hospitality trade exhibition. It also placed Poland among a diverse group of countries that used this year’s expo to showcase their national food industries and deepen commercial engagement with the Philippines.

Poland’s participation was among the week’s biggest milestones. Organized by the Ministry of Agriculture and Rural Development together with the National Support Centre for Agriculture (KOWR), the “Poland Tastes Good” national pavilion brought together 11 leading Polish food manufacturers showcasing dairy products, poultry, pork, processed meats, confectionery, snacks, and food ingredients.

During a recent interview with Filipino journalists in Warsaw, Krajewski described the Philippines as one of Southeast Asia’s most promising food markets and emphasized Poland’s commitment to building long-term partnerships with Filipino importers and consumers. His visit to Manila translated that commitment into action, combining government-to-government engagement with business matching sessions and direct meetings between Polish exporters and Philippine buyers.

For Poland, WOFEX represented an opportunity to introduce the country’s food industry to a market where bilateral agricultural trade continues to grow, particularly as the Philippines and the European Union move closer to a Free Trade Agreement.

Norway, meanwhile, demonstrated the value of consistency. This year marked the fourth consecutive Norwegian Seafood Pavilion jointly organized by the Royal Norwegian Embassy in Manila and the Norwegian Seafood Council, reflecting the country’s sustained investment in the Philippine market.

Welcoming guests to the Norwegian reception, First Secretary Øystein Bell noted that each year has brought growing interest in Norwegian seafood and stronger partnerships with the Philippine food industry.

“This gives us great confidence that the market for Norwegian seafood in the Philippines will continue to grow in the years ahead,” he said.

Bell also highlighted how Norwegian salmon has evolved beyond sushi and sashimi to become part of Filipino cuisine itself.

“For many years, it has been enjoyed in sinigang,” he said. “More recently, chefs have been giving traditional dishes a modern twist by using Norwegian salmon in favorites such as Bicol Express and sisig.”

The Philippines’ growing appetite for Norwegian seafood is also being felt by exporters.

“I’m very happy to be back in the Philippines once again,” said Federico Ovati of Norwegian company Seafood Brands. “It’s incredibly rewarding to see how the efforts we’ve invested over the past few years are delivering such positive results. The Philippine market continues to grow rapidly, and consumer demand for high-quality Norwegian salmon and trout keeps increasing.”

Canada likewise mounted one of the exhibition’s strongest official country presences through a coordinated Team Canada approach. The Embassy of Canada, Agriculture and Agri-Food Canada, Canada Beef, Canada Pork, and Canadian exporters joined forces to promote Canadian food products and strengthen commercial ties with Philippine importers.

Elsewhere across the exhibition floor, government-backed participation underscored how food has become an increasingly important component of economic diplomacy.

South Korea’s pavilion promoted Korean food products as part of the country’s continuing global K-food campaign, while Thailand’s Trade Center Manila supported Thai exporters seeking new business opportunities in the Philippines.

Spain highlighted its premium beef industry through the European Beef from Spain campaign, while Malaysia showcased Halal food manufacturers as part of its broader efforts to expand halal and processed food exports across Southeast Asia.

The United States also maintained a strong official presence through the US Department of Agriculture, the US Meat Export Federation, and the USA Poultry & Egg Export Council, reflecting the longstanding importance of agricultural trade in the broader US-Philippines economic relationship.

Brazil, one of the world’s largest exporters of animal protein, likewise reinforced its position through industry associations and exporters promoting Brazilian beef and poultry products.

Viewed individually, each pavilion represented a country promoting its products. Taken together, they illustrated something much larger.

Trade exhibitions such as WOFEX have increasingly become platforms for economic diplomacy, where embassies work alongside exporters, government agencies, and industry groups to strengthen commercial relationships that ultimately support broader bilateral ties.

For diplomats, food has become more than a cultural calling card. It is an export, an investment opportunity, and increasingly, an instrument of economic statecraft.

Long before free trade agreements are signed or major investments announced, relationships often begin over a shared meal. At WOFEX, that simple idea was on display throughout the exhibition halls, where every national pavilion offered both a taste of home and a warm invitation to do business.