6 November 2024, Shanghai - Under the banner "FOODPhilippines," 16 Philippine companies promote Philippine fruits and other food products in the 7th China International Import Expo (CIIE) being held in Shanghai from 5 to 10 November 2024.
The CIIE, one of China's biggest trading platforms and the world's first import-themed national-level expo,provides participating companies access to matchmaking activities with enterprises from across China, comprising an estimated 150,000 domestic and foreign professional purchasers.
Philippine Ambassador to China Jaime A. FlorCruz, who headed the Philippine delegation composed of officials from DTI, DA, CITEM, and the Philippine Consulate General in Shanghai, opened the Philippine Pavilion that featured fresh fruits, such as bananas, pineapples, coconuts and durian, as well as other food products and animation services from the Philippines. 
Building on the success of the previous participation, the Philippine Pavilion put a spotlight on Puyat, the country’s homegrown variety of durian, by featuring a “Durian Nook.” Participants also expressed interest in accessing the Chinese market for mangosteen.
In his interview with the China Media Group, Ambassador FlorCruz stated, “Since the Philippines started participating in the inaugural of the CIIE in 2018, we have seen a steady and substantial year-on-year growth in export sales.”
“With the quality and profile of this year's food products, I hope to see the continued increase of Philippine exports to China and greater visibility of Filipino food in the Chinese market," he added.
Ambassador FlorCruz likewise witnessed the signing of an MOU between Liwayway, AGL, Joyvio and Cotti Coffee, on logistics and supply chain cooperation, and Purchase Agreements from Good Farmer and Dole Fresh China, both providing commitments to buy fruits from the Philippines.
Ambassador FlorCruz thanked Liwayway, the foremost Filipino company in China, for its unwavering support and for continuing to inspire Filipinos about the opportunities that can be achieved in China. He also noted the role of the CIIE in serving as an important bridge in the bilateral relations between the Philippines and China.
Liwayway has established a foothold in China and gained popularity with its snack brand Oishi since its entry into the Chinese market in the 1990s, just as China was opening up. It currently operates 12 factories in different parts of China.
Oishi’s tagline in Mandarin -- “Shanghaojia!” -- means “topmost, best, excellent.” Oishi also means “delicious” in Japanese. Oishi’s vast reach and popularity in China show that it has lived up to the brand’s expectations.
