The Philippine International Furniture Show (PIFS) is the largest furniture and furnishings show in the Philippines, gathering major designers and manufacturers from Manila, Pampanga, and the Visayas. PFIS 2024 proved to be an ideal opportunity for the Southern Forest Products Association and several of its members to continue promoting Southern Pine in the Philippines.
PIFS 2024, which ran its 32nd edition from March 7-9, 2024, showcased the unique ingenuity, creativity, and craftsmanship of Filipino furniture and furnishings designers and manufacturers.
Aside from furniture and furnishings designers and manufacturers, PIFS also gathers other players in the value chain of Philippine furniture and is held back-to-back with Interior and Design Manila, which is participated in by both interior designers and architects. These are among the factors that make PIFS an appropriate vehicle to launch the campaign for market awareness on Southern Pine.
To survive the effects of the 2008 U.S. recession, Philippine furniture and furnishings manufacturers in the Philippines decided to have one show instead of having separate expos in Cebu (Cebu X), Pampanga (Pampanga One), and Manila (Manila FAME). PIFS provided major names in furniture manufacturing from all over the Philippines a venue to exhibit their creations to local and international buyers.
PIFS 2024 had 4,700 attendees, with 4,500 of them being local buyers, down slightly from nearly 6,000 in 2023.
PIFS 2024 Experience
SFPA decided to increase its presence at PIFS 2024 by securing a bigger space — 18 square meters up from 9 square meters in 2023. The booth designer and builder, Upteriors Furniture and Fitout Works, constructed a booth that showcased common and practical applications of wood in structural systems, wall panels, and furniture.
As Southern Pine is still not readily available in the Philippines, Upteriors was advised to use any available yellow softwood, which included mostly spruce pine purchased from Filtra Timber, a lumber importer. The booth, meanwhile, displayed various sample pressure-treated Southern Pine grades, which attracted the attention of visitors who were also drawn to SFPA’s booth because of its overall look/design and lighting.
USDA-FAS Agricultural Counselor Michael Ward showed the SFPA booth to Philippine First Lady Marie Louise “Liza” Marcos and gave an overview of U.S. agricultural exports, including lumber, to the Philippines. Other VIPs included the mayor of Pasay City and leaders of the associations for architects, interior designers, and furniture manufacturers.
During the three-day show, 54 groups/companies visited the booth, shared contact details, and discussed their interests. All PFIS 2024 visitors to SFPA’s booth except for two were Filipinos representing Philippine-based companies and independent design and/or architectural practices.
The heaviest visitor traffic was on the first day shortly after the opening ceremonies. Morning traffic included mostly end-users, including hardware owners, pallet manufacturers, furniture manufacturers, designers/architects, hotel/resort/restaurant owners, and property development/construction firms. Afternoon visitors, meanwhile, were mainly design and/or business course students. Visitors from end-user groups/sectors often came in groups of at least two.
The overall challenge to highlighting Southern Pine at the booth was the availability, or lack thereof, of the material in the Philippine market.
Southern Pine in the Philippines
Inquiries from visitors revolved around the following concerns:
- Durability and strength
- Availability in the Philippines
- Treatment against termites and other bugs
- Water-resistant properties
- Moisture content and kiln drying
- Uses/applications (indoor or outdoor)
- Cost per board foot
- Shipment cost and required minimum order
- Delivery timelines
- Size of shipment
- Port of origin/shipping route
Several PFIS 2024 visitors thought SFPA was selling furniture or directly selling lumber, while students raised the most inquiries about sustainability.
Meanwhile, Southern Pine lumber exports to the Philippines were up 35% for the first half of the year at 2.1 Mbf compared with the same six-month stretch in 2023.
PIFS 2024 offered several opportunities that will help SFPA bring awareness of Southern Pine and establish links between its members and target markets in the Philippines. These opportunities include:
- Participation in and support of the Obra Design Masterclass Program where designers can use Southern Pine as a main material. Gee and Pinili met with Cebu Furniture and Industries Foundation (CFIF) Executive Consultant Ruby Salutan, who expressed interest and raised the need to have Southern Pine available at three training venues: Manila, Pampanga, and Cebu. The Department of Trade and Industry, in partnership with the associations/chambers of furniture manufacturers in Manila, Pampanga, and Cebu, organizes the Obra Design Masterclass Program, where established furniture designers mentor young designers/scholars.
- Growing SFPA’s social media presence to promote participation in PIFS and sustain the information/education campaign on Southern Pine, which can be found by clicking here.
- Featuring furniture made from Southern Pine at the booth, specially designed PIFS.
These opportunities can be tapped once Southern Pine is readily available in the Philippines. However, it’s a tedious process to import foreign lumber into the Philippines, and establishing links with licensed wood importers in the country would make things easier.
Even getting samples of Southern Pine to the Philippines to display in the booth was a challenge because of the country’s many governmental requirements. It took several times of going back and forth between two Philippine government agencies before the courier released the samples.
To import wood (in whatever size/length/grade), one needs an Authority to Import and a Sanitary and Phytosanitary Import Clearance (SPIC).
The Forest Management Board of the Department of Environment and Natural Resources (DENR) issues the Authority to Import. The DENR also requires import entry and internal revenue declaration, commercial invoice, bill of lading, packing list, and a Convention on International Trade in Endangered Species import permit, if applicable.
The SPIC, meanwhile, can be secured from the Bureau of Plant Industry (BPI) upon presenting a phytosanitary permit from the origin of the wood.
Once these requirements are obtained, the shipment has to be inspected by the Bureau of Customs before undergoing final inspection by the BPI.
SFPA members: Don’t forget to check out the contacts secured during the show and their corresponding contact information on our members-only site!
Click on any of the photos below to see the full size.
