For eight years, the Friends of the Philippines Society USA Inc. (FRIENDSPHUSA) has been a force in bringing Philippine culture to the global stage. From the Explore Islands Philippines exhibit at Grand Central Terminal, to concerts featuring world-class pianist Raul Sunico, to the moving Art for Humanity exhibit at Brooklyn Bridge Park in 2022 honoring Filipino healthcare heroes of the pandemic—the organization has consistently merged art, advocacy, and cultural pride.
Now, FRIENDSPHUSA is preparing its most ambitious project yet. From October 31 to November 2, 2025, it will launch YAMAN, a groundbreaking flagship initiative in the heart of New York City.
What is YAMAN?
YAMAN is more than just an event. It is a large-scale cultural, social, and commercial marketplace that will highlight the best of Philippine artistry and innovation. The gathering will bring together indigenous weavers, jewelry makers, chefs, fashion designers, educators, and visionaries, offering the world a living showcase of Philippine creativity.
“YAMAN is not just an event—it is a movement,” said Jerry Sibal, FRIENDSPHUSA executive director. “Our mission has always been to weave friendship, bridge cultures, and strengthen humanity. With YAMAN, we connect the homeland with the diaspora, building an intergenerational coalition that strengthens Filipino voices worldwide.”
A Celebration Amid Challenges
The project arrives at a sensitive time. Issues surrounding immigration and safety weigh heavily on many Filipino communities in the U.S.
“In meetings with exhibitors, some expressed fears about deportation or the newly imposed $15,000 bond for J1 and B1 visa applicants,” explained Edwin Josue, FRIENDSPHUSA co-founder and YAMAN co-organizer. “These are real concerns, and we take them seriously.”
Still, both Sibal and Josue envision YAMAN as a vibrant convergence of tradition and innovation.
“We want to see master weavers beside Gen Z entrepreneurs, Filipino designers working with global brands, and diaspora families reconnecting with their roots,” Sibal said. “This is how we keep heritage alive while embracing the future.”
The organizers also expect YAMAN to deliver real economic impact. “If all goes well, we’re looking at $3 to $5 million in business opportunities,” Josue said. “This is not just B2C—it’s B2B. We’re partnering with FIT, chambers of commerce, wholesalers, and retailers. This makes YAMAN both a cultural showcase and an economic platform.”
Timed with Filipino American History Month
The event will run as a three-day cultural extravaganza at the New York Marriott Marquis in Times Square—a deliberate choice.
“Times Square is the crossroads of the world,” Sibal said. “By placing Philippine heritage here, we send a clear message: our artisans are world-class, and their work deserves the spotlight.”
Highlights include:
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Hall of Fame & Trailblazers Exhibition, honoring Filipino American visionaries who shaped U.S. history
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Weaving workshops led by T’boli, Cordillera, Abra, and Piña master weavers
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Fashion showcases from Philippine and New York designers, plus a student competition at FIT using indigenous fabrics
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Retail booths with textiles, crafts, furniture, and other Philippine-made products
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Educational workshops on trade, immigration, women’s empowerment, arts, and media
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Cultural performances, folk dances, music, and concerts by international Filipino talents
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The Philippine Consulate in New York, along with the Departments of Trade and Tourism, are backing the initiative. Conversations are also underway with the Office of the First Lady of the Philippines.
Behind the scenes, the event is driven by a committed volunteer team. “This project would not be possible without them,” Josue said.
The organizing committee includes respected community leaders like Loida Nicolas Lewis (Honorary Chair), Dr. Frank Lopez (Event Chair), Rachel Lopez (Event Chair), and Susan C. Beer (Event Co-chair)—each lending their expertise and passion.
“As a physician, I know how rare it is to find volunteer opportunities this impactful,” said Dr. Lopez. “With YAMAN, we’re not just doing this for the Filipino community—we’re doing it for our kids. We’re giving them a connection to heritage and identity.”
Rachel Lopez added: “Filipinos are an undeniable part of America’s story. YAMAN brings together our artistry, ingenuity, and resilience in one place. And there’s no better stage than New York City.”
Susan C. Beer, meanwhile, shared simply: “I love the Filipino people and their culture. YAMAN is an honor to support.”
Why YAMAN Matters
At its heart, YAMAN is about more than culture—it is about legacy.
“The word yaman means ‘wealth’ or ‘treasure’ in Filipino,” Sibal explained. “To us, that wealth is our culture, our people, and our creativity. By sharing it with the world, we preserve it and create opportunities for generations to come.”
