Iloilo Brings Its Flavors to WOFEX Manila

At the 25th anniversary of WOFEX Manila, Iloilo City finally claimed its place on the country’s grand culinary stage. The Iloilo Pavilion debuted as part of the expo’s push to spotlight regional cuisine, a showcase that celebrated the flavors and artisans long missing from the nation’s biggest food trade show.

For Raisa Treñas, the moment carried special weight. She remembers being a young visitor at Manila trade shows, marveling at regional delicacies proudly on display. But one question lingered: why wasn’t Iloilo — a city overflowing with culinary talent — ever represented? This year at WOFEX, that absence was corrected.

That absence is now history. As mayor of Iloilo City, Treñas led its first-ever appearance at WOFEX Manila 2025 with a City of Gastronomy Pavilion—a landmark debut for the Philippines’ only UNESCO Creative City of Gastronomy.

Building a Pavilion in Four Weeks

The challenge fell to MICE Center Executive Director Lea Lara, who had just a month to make it happen. Budgets, logistics, brand curation, and daily cooking demos all had to be solved in record time.

Fortunately, Iloilo’s chefs were ready. Jose Ariel Castañeda Jr. of Richmonde Hotel, Cidj Jalandoni of Prince Baker, and Panky Lopez of Megaworld Hotels & Resorts—all proud Ilonggos—took on the mission. For them, it wasn’t about competition but collaboration. Together, they would show Manila the depth of Iloilo’s table.

Flavors of Home on Display

The Pavilion told Iloilo’s story through flavors every Ilonggo knows. JD Bakeshop and Carlo’s brought the breads and pastries of countless merienda tables. Sabor Ilonggo and RGies’ Butterscotch offered pasalubong favorites, while Kape Iloilo stood out with packaging that featured portraits of its farmers—a reminder that coffee is livelihood as much as beverage.

Crowd-pleasers like Pat-Pat’s Kansi and Netong’s Batchoy filled the air with the comforting aromas of broth and noodles, anchoring the spread in memory and tradition. The Pavilion felt less like a trade booth and more like a hometown table transported to Manila.

Support came from Iloilo’s hotels, restaurants, and business councils. Some gave funds, others lent networks—but above all, they gave confidence. And often, that’s what carries a project through.

A Flurry at WOFEX Manila

From August 6–9, the Pavilion never slowed. Lines built quickly for batchoy caldo, kansi, and molo soup. One visitor lingered over Kape Iloilo’s coffee bags, photographing the farmer portraits as if to capture the story behind the product.

At the Kitchen Theater, Chef Ariel cooked kinilaw, pangat, inasal, and KBL with ingredients flown straight from Iloilo. “We wanted Manila to taste the real thing,” he said, holding up fresh kadios and batuan. Other chefs, despite preparing for the Philippine Culinary Cup, pitched in to help source produce in Manila. It was bayanihan in action—inside and outside the kitchen.

Leaders and a Crisis

Mayor Treñas was hands-on from the start—arranging shelves, feeding guests, and introducing Iloilo products to buyers. Her presence set the tone: Iloilo wasn’t there for a photo op but to claim its place.

Former Senate President Franklin Drilon stopped by to taste pangat, later buying langka for his wife Mila. Senator Kiko Pangilinan toured the booths, urging young entrepreneurs to “keep moving, keep shaking.”

Then came the crunch: by Day 3, shelves were bare. Stocks had run out. But help arrived when Fulbert Woo, president of PCCI-Iloilo, hand-carried replenishments—everything from coffee beans to kakanin—on his Manila flight. What could have been a setback became another moment of unity.

“This is really big for Iloilo,” Mayor Treñas said before the expo opened. She was right.

A Dream, Fulfilled

In just four weeks, Iloilo transformed from hesitant first-timer to one of the stars of WOFEX Manila. The Pavilion was more than an exhibit—it was a declaration of identity, proof that Iloilo is ready to share its culinary heritage with the world.

After 25 years, the dream was finally fulfilled. And with the Iloilo City WOFEX Pavilion now a reality, this is only the beginning of what the city can bring to the global table.

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