DTI underscores Filipino creatives’ potential in 1st ASEAN Creative Industries Expo

October 2, 2026

By John Joseph Basijan

The creative industry in the Philippines could become a powerhouse in Southeast Asia and play a significant role in boosting regional trade and the digital economy, according to the Department of Trade and Industry (DTI) during the first-ever ASEAN (Association of Southeast Asian Nations) Creative Industries Expo last September 17 at the SMX Convention Center Aura in Taguig City. 

In her opening speech, DTI Secretary Cristina Roque shared that the Philippine creative economy has expanded to ₱2.12 trillion, equivalent to 7.6% of the country’s gross domestic product, and with continuous growth to be expected.

Roque emphasized the importance of the upcoming Digital Economy Framework Agreement, which will establish the world’s first region-wide digital trade, and the planned establishment in the Philippines of the ASEAN Center of Excellence for Creative Industries, a permanent regional hub for policy research, capacity building, and market development.

“At the heart of any great nation lies its culture and heritage, and under the Malikhaing Pinoy initiative, our creative industries generate a cultural currency that draws the world to our shores. As we lead ASEAN in 2026, we are turning local creative talent into a regional export powerhouse,” she said.

The three-day expo, one of the highlights of the Philippine Creative Industries Month and also a part of the country’s ASEAN chairship, brought together Filipino creatives in nine different creative domains: Visual Arts, Audiovisual Media, Digital Interactive Media, Creative Services, Cultural Sites, Publishing and Printed Media, Performing Arts, and Traditional Cultural Expressions.

Among the notable works on display were seven scrim installations, or woven fabrics depicting scenes from the country’s rich history and culture, that were previously showcased at the Philippine Pavilion in the World Expo 2025 in Osaka, Japan.

Collaboration of Filipino creative teams

(From left to right) TeamAsia Events Associate Director Marsha Alba, Third Gabais of Creativents, Teresita Landan of the Tourism Promotions Board of the Philippines, and TeamAsia Co-founder and Chairperson Monette Iturralde-Hamlin | Photo: Monette Iturralde-Hamlin

Demonstrating the collaborative spirit of local talent, Creativents and TeamAsia pooled their expertise to execute the first ASEAN Creative Industries Expo. Creativents’ track record of mounting eye-catching installations and exhibits for brands and government agencies worked in synergy with TeamAsia’s expertise in elevating event experiences for this landmark exhibition of Filipino creativity.

“While TeamAsia drives the overarching communications, brand storytelling, and end-to-end management through our Integrated Marketing Experience approach, Creativents brings award-winning expertise in custom exhibit fabrication, set design, and the integration of immersive spatial technologies,” said TeamAsia co-founder and chairperson Monette Iturralde-Hamlin.

“It was the first time for our team to support Creativents as their events management partner, but our shared passion for nation-building enabled us to carry out a seamless experience for the ASEAN Creative Industries Expo. From the exhibits they created to the staging of the expo, there is a sense of cohesiveness throughout the entire event,” added TeamAsia Events Director Pam Jocson-Osasona.

Promoting the local creative industries

Executives of TeamAsia join officials from the Department of Trade and Industry in front of the scrim installations at the ASEAN Creative Industries Expo. | Photo: Monette Iturralde-Hamlin

Iturralde-Hamlin, who was recently elected as Vice President for Conventions and co-chair of the Philippine MICE Roadmap 2030 Sub-Working Group on Human Resources at the Philippine Association of Convention/Exhibition Organizers and Suppliers, also recognized the potential of Filipino creatives to drive economic growth and the crucial role of wide-reaching platforms.

“By providing our local talents with high-profile platforms like the ASEAN Creative Industries Expo to showcase their products and services to global audiences, we help transform the local creative sector into a regional export powerhouse. It ensures that marginalized voices are heard at the negotiating table, creates sustainable jobs, preserves our cultural heritage, and firmly positions the Philippines as a highly competitive player in the global marketplace,” she said.

For Jocson-Osasona, TeamAsia is bringing wider visibility to Filipino creativity by partnering with local suppliers and partners in mounting international and local events. “Nation-building is deeply ingrained in our work and guides the roadmap of our future as a Filipino-owned and women-led agency. Our goal is to contribute to the nation in any way possible. That’s why working with partners such as Creativents that share our passion for nation-building came naturally,” she said.

The Red Circle is the integrated publication of TeamAsia.

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