The Philippines has bolstered its position in the global fashion and lifestyle market by securing key trade partnerships with Japan’s Etoile Kaito & Co., Inc. and Adastria Co., Ltd.
Department of Trade and Industry (DTI) Secretary Cristina A. Roque led high-level discussions on March 3, resulting in collaborations that aim to expand market access for premium Filipino products, attract Japanese retail investments, and showcase Filipino creativity on the international stage.
“The exceptional creativity and craftsmanship of Filipinos deserve global recognition, and the Philippines is ready to take its place as a key player in the international fashion and lifestyle industry,” Secretary Roque said.
“Under the ‘Bagong Pilipinas’ vision, we are committed to leveraging strong partnerships with global industry leaders like Etoile Kaito & Co., Inc. and Adastria Co., Ltd. to expand trade, drive innovation, and showcase the unmatched talent of our people,” she added.
Indigenous Crafts
Etoile Kaito & Co., Inc., a prominent Japanese wholesaler, is set to expand its export of Philippine-made interior and lifestyle products. The company sources items crafted from indigenous materials such as capiz shells and abaca.
Products like flower vases, gardening pots, wall decorations, and abaca fashion accessories are among the offerings Etoile Kaito plans to export. The company has highlighted the growing demand for handmade Philippine Christmas décor and summer-themed items featuring abaca and capiz.
Secretary Roque welcomed Etoile Kaito’s plans to introduce Japanese merchandise to the Philippine market through partnerships with local distributors. She emphasized the importance of strategic pricing and quality improvements to meet international standards, referencing the company’s successful operations in Thailand.
Etoile Kaito has been collaborating with the DTI since 1988, sourcing products from the Philippines. “Their innovative hybrid model, seamlessly integrating digital platforms with brick-and-mortar channels, connects MSME manufacturers with an expansive network of 17,500 retailers in Japan and beyond,” said Special Trade Representative (STR) Dita Angara-Mathay.
The DTI is exploring opportunities to broaden Etoile Kaito’s sourcing network and evaluate a potential joint venture in the Philippine market.
Adastria Eyes Expansion
Adastria Co., Ltd., a leading Japanese apparel retailer with 45 brands, plans to expand its retail presence in the Philippines and explore local manufacturing opportunities.
Building on the success of its “niko and…” flagship store at SM Mall of Asia, launched in December 2024, Adastria aims to open more stores and introduce brands like Global Work, Lowry’s Farm, and LAKOLE. The company also plans to offer flexible installment payment options through local credit card providers to strengthen market penetration.
“Adastria’s expansion into the Philippines with the launch of ‘niko and…’ is just the beginning of what we hope will be a broader introduction of their diverse brand portfolio into the market,” Secretary Roque said.
Adastria is also exploring local sourcing and manufacturing, citing the Philippines’ skilled workforce, strategic location, and benefits under the Corporate Recovery and Tax Incentives for Enterprises (CREATE MORE) Act.
“As a company with a strong multi-brand strategy, Adastria operates numerous successful labels beyond ‘niko and…’, each catering to different consumer segments. Their expansion highlights the Philippines’ growing appeal as a retail investment destination,” said STR Angara-Mathay.
The DTI has pledged support for Adastria’s potential investments, including providing production data, facilitating introductions to local exporters, and organizing factory visits to demonstrate the country’s advanced manufacturing capabilities.
Adastria, which operates 1,282 domestic and 127 international stores, views its Philippine expansion as a significant milestone in its global growth strategy.
Fashion and Lifestyle
Aligned with the “Bagong Pilipinas” agenda, these partnerships with Etoile Kaito & Co., Inc. and Adastria Co., Ltd. are expected to deliver economic benefits while fostering cultural exchange and strengthening trade ties between the Philippines and Japan.
“The global fashion and lifestyle industry is shifting toward sustainability, craftsmanship, and cultural storytelling—areas where the Philippines holds a competitive edge,” Secretary Roque said.
She commended the Philippine Trade and Investment Center in Tokyo, led by STR Angara-Mathay, for their role in positioning the Philippines as a prime Southeast Asian market for expansion.
“By forging strategic partnerships with industry leaders like Etoile Kaito & Co., Inc. and Adastria Co., Ltd., we can highlight our capabilities, expand market opportunities for Filipino brands and manufacturers, and contribute to a more dynamic and resilient economy,” Secretary Roque added.
These collaborations underscore the Philippines’ commitment to becoming a key player in the global fashion and lifestyle industry while showcasing Filipino creativity and craftsmanship on the international stage.
