BEIJING — The Philippines participated in the China International Fair for Trade In Services (Ciftis) 2026 with the aim of inviting Chinese businesses to look beyond the country as a market and see it as a partner for growth.
Ciftis is an annual event that brings together businesses, investors and industry leaders to explore opportunities in international trade in services. It was held from Sept. 9 to 13.
Speaking at the Philippine Country Promotion Forum at Shougang Park in Beijing on Saturday, Philippine Ambassador Jaime FlorCruz cited the country’s young and talented workforce, growing economy, service capabilities, and strategic location in Southeast Asia and the Pacific.
“Our message today is direct: Look at the Philippines not simply as a market, but as a partner for growth,” FlorCruz said.
Under the theme “Philippines: Islands of Opportunity,” the forum presented opportunities for Philippine-Chinese cooperation in education services, agribusiness, information technology, tourism and professional and creative services.
The Philippine Embassy organized the forum alongside the Department of Tourism in Beijing, Philippine Trade and Investment Center-Beijing, and the Office of the Philippine Agriculture Counsellor.
FlorCruz said that Philippine and Chinese strengths could complement each other, with China bringing capabilities in technology, digital platforms, logistics and infrastructure, while the Philippines offers its people, growing market, service capabilities, resources and strategic location.
Philippine state universities and several private education sector players promoted Philippine Higher Education’s academic services and skills training programs.
Dr. Jimmy Catanes, director of the Commission on Higher Education Programs and Standards Development, showcased the Philippines as an education destination for academic learning and talent cultivation.
Catanes emphasized that because English is one of the country’s main languages in communication and instruction, the country is a strategic location for strengthening professional communication among students and developing cross-cultural competence in Asia.
He also said that the country aims to transform the existing university-to-university partnerships between the two countries into an ecosystem of shared talent and mutual growth.
The forum also featured Liwayway, the Filipino company behind the Oishi brand, as an example of a Philippine enterprise that has built a long-standing presence in the Chinese market.
FlorCruz said the Philippines intends to take an active role in the region’s continuing transformation.
“Our ‘Islands of Opportunity’ are not defined only by what we produce. They are also found in the skills of our people, the services we provide, the ideas we develop, and ultimately the partnerships we can build — with you,” he said.
The participation of the country at Ciftis is seen as underscoring its commitment to deepening economic engagement with China and building new opportunities for mutually beneficial partnerships.
