CHONGQING, China — The colors, creativity, and warmth of the Philippines took the spotlight at the opening of the 2025 Jiefangbei International Consumption Festival, one of China’s grandest celebrations of global brands and lifestyle.
At the heart of Yuzhong District in Chongqing, the Philippine Consulate General proudly showcased a vibrant booth filled with the spirit of Filipino craftsmanship and taste. Visitors were greeted with familiar favorites — from the beloved Oishi snacks, a household name both in the Philippines and in many Chinese homes, to Bebebalm, a proudly Filipino skincare brand that earned the Gold Award at the 2024 China-ASEAN Expo. Completing the showcase was Queens Honey-dipped Banana Chips by OneAsia Trader — a sweet reminder of the country’s tropical richness.
This year’s participation went beyond trade. It symbolized the growing friendship between the Philippines and China, marking 50 years of formal diplomatic relations. The goal: to bring Filipino brands closer to Chinese consumers while deepening cultural and people-to-people connections.
Under the theme “Global Style, Fashion Trends,” the festival gathered over 100 international brands, 10 foreign consulates, and major retail partners. The two-month event features fashion shows, product launches, exhibitions, and exciting shopping promotions that celebrate the world’s best innovations and designs.
One of the opening highlights — the Harper’s Bazaar International Golden Street Show — dazzled audiences with high-end fashion from Pronovias and Vera Wang Bride, alongside new collections by top Chinese labels like Li-Ning and Bosideng, and Danish perfume brand Skandinavisk.
Home to over 1,000 foreign companies, 15 consulates, and welcoming 90 million tourists annually, Yuzhong District has rightfully earned its title as “Chongqing’s window to the world.”
Since its launch in 2020, the Jiefangbei International Consumption Festival has become a growing platform for trade, culture, and global collaboration. This year, the Philippines’ participation added not just color — but also a warm Filipino heartbeat — to the global stage of Chongqing.
