Philippine Experience draws ASEAN delegates, generates over P900,000 in MSME sales so far

Upgrade to High-Speed Internet for only ₱1499/month!

Enjoy up to 100 Mbps fiber broadband, perfect for browsing, streaming, and gaming.

Visit Suniway.ph to learn

November 15, 2026 | 5:04pm

MANILA, Philippines — Filipino regional dishes, locally sourced coffee, traditional wellness practices and homegrown products are drawing interest from international media delegates at the 49th ASEAN Summit, with the Philippine Experience Center so far generating more than P900,000 in sales for local enterprises.

As of Sunday, November 15, the Department of Tourism reported that the hub for micro, small, and medium enterprises (MSME) at the ASEAN International Media Center (IMC) at the World Trade Center in Pasay City, where locally made products from cultural and creative enterprises across the country are available for purchase, has so far generated P914,522 since its soft-opening on November 11.

The "Philippine Experience," organized by the Department of Tourism (DOT) in partnership with the Presidential Communications Office (PCO), features several areas highlighting the country’s tourism offerings and cultural identity.

There are also three gastronomy kiosks that introduce delegates to the distinct flavors of Luzon, Visayas and Mindanao, alongside dishes associated with the country’s "Slow Food" movement.  The culinary showcase also features chef Miggy Moreno, a two-time Michelin Bib Gourmand awardee and chef Francis Lacson, recipient of the Michelin Guide 2027 Young Chef Award.

The "Philippine Beverage Station," meanwhile, serves coffee sourced from Maguindanao, Benguet, Tanay, Tarlac, Batangas, Sagada and Sultan Kudarat, as well as locally produced cocoa and coconut-based or coconut-infused drinks.

Delegates can also experience traditional Filipino wellness through hilot, a therapeutic massage practice rooted in indigenous healing traditions, at the center’s health and wellness hub.

Aside from the MSME sales, the Philippine Postal Corporation (PHLPost) station at The Tent has recorded P32,010 in postal services since opening November 11, while 65 media delegates have joined free cultural tours of Museo del Galeon and Intramuros.

Tourism Secretary Dita Angara-Mathay said the country’s hosting of the regional gathering provides an opportunity to introduce the Philippines to the international community.

“May dalawang malinaw na bilin sa amin ang Pangulo sa pagho-host natin ng ASEAN Summit … First, we must help ASEAN achieve substantive agreements and practical responses to the challenges confronting our region. Second, the President wants us to use this opportunity to showcase the Philippines—our culture, heritage, destinations, products, and the hospitality of our people,” Angara-Mathay said.

Presidential Communications Office Secretary Lino Cayetano likewise underscored the media center’s role in introducing the country to international visitors.

“To our friends from around ASEAN and around the world, this place was built for you … But what we also did here was to provide a window into our beautiful country,” Cayetano said.  

The ASEAN IMC that welcomes accredited local and international media covering the summit and related meetings will remain open until November 17.