FP1 In photo: CITEM’s Anna Marie Alzona, Philippine Trade Representative to Indonesia Alma Argayoso (3rd from L), Deputy Chief of Mission of the Philippine Embassy Mr. Roberto Manalo (2nd from R), CITEM’s Seniro Art Director, Mr. Arturo Dimaano, (1st from R) and representatives of participating Philippine brands.

September 14, 2014 - The Department of Trade and Industry through the Center for International Trade, Expositions and Missions, and in partnership with the Philippine Franchise Association (PFA), the Philippine Retailers Association (PRA), and the Philippine Trade and Investment Center-Jakarta (PTIC-Jakarta) participated for the first time in this year’s Franchise and License Expo Indonesia (FLEI) 2014 that was held last September 12-14, 2014 at the Jakarta Convention Center.

FLEI is Indonesia’s biggest franchising show and attracts more than 10,000 visitors.


A highlight of the Philippine’s participation during the opening program was the Fashion Show of Philippine Apparel which generated a lot of media interest.


The top Philippine brands comprising the Philippine delegation to FLEI were: Anemone; Bench; Figlia; Karimadon; MINT; Onesimus; Plains & Prints; Rusty Lopez; and So Fab!

FP6 In Photo: Bench Apparel and other products

FP7 In photo: Anemone swimwear

The Philippines’ participation combined four events into one show – three-day trade expo at FLEI, fashion show during the opening program, onsite business matching and business seminar facilitated by PTIC-Jakarta.

The onsite business matching activity generated participants from some of the biggest retailers and distributors in Indonesia such as Sogo, Metro Department Store and Pasaraya and resulted to strong business leads with the potential for partnerships not only in Indonesia but also in Malaysia and other Southeast Asian countries.

FP8 In photo: Mr. Kelvin Soo of PT. Giordano Indonesia with Mint representatives and Philippine Trade Representative to Indonesia, Alma Argayoso

FP9 In photo: Mr. Joey Enriquez of Figlia with guests at the FLEI 2014

Brand experts and lawyers were also invited during the business seminar to provide their expertise and legal advice to the participating Philippine companies on the right steps and strategies to penetrate the Indonesian market.

“The Philippine’s initial foray into the Indonesian fashion retail scene was a successful mission and we are looking forward to seeing the brands in some of the biggest malls in Indonesia early next year,” Alma Argayoso, the trade representative to Indonesia said.