19th Sinulog Fiesta Fair: Empowering MSMEs through culture and commerce

CEBU, Philippines — The Department of Trade and Industry (DTI)-Cebu Provincial Office and the Cebu Provincial Government have once again established their strong commitment to empowering micro, small, and medium enterprises (MSMEs) by providing them with a prime platform to showcase their products during one of the Philippines’ most vibrant celebrations, the Sinulog Festival.

The “19th Sinulog Fiesta Fair,” running from January 15 to 26, 2025, at SM City Cebu’s main mall atrium, features 37 MSMEs from across the country, with 34 based in Cebu and the rest from Bohol, Davao, and Palawan.

The event is a collaborative effort involving DTI, SM Supermalls-SM City Cebu, and Paglaum South Events Management Services, as well as support from the Cebu Provincial Government.

This 12-day trade fair, now a key part of Sinulog festivities, offers MSMEs access to high-consumer traffic, providing opportunities to connect with broader markets and showcase Cebu’s rich culture and innovation.

Exhibitors represent a mix of sectors, including 17 food-related businesses and 20 non-food ventures, offering delicacies, housewares, decor, fashion accessories, and wellness products that reflect exceptional craftsmanship and affordability.

DTI 7 Assistant Director Esperanza Melgar highlighted the fair’s importance in supporting MSMEs, many of which are still recovering from the economic challenges brought by the pandemic.

“This initiative provides local businesses with opportunities to expand their market reach, test new products, and build brand recognition among thousands of festival-goers,” Melgar said during the formal opening of the fair.

She also emphasized that the participating MSMEs benefit from DTI’s extensive mentoring and product development programs, further enhancing their entrepreneurial capabilities.

Meanwhile, Glenn Anthony Soco, Cebu Provincial Board Member for the Sixth District, praised the DTI’s consistent efforts to bolster MSME growth.

Soco also underscored the Provincial Government’s dedication to entrepreneurship, citing the release of financial aid under the “Sugbo Negosyo program,” which provides P20,000 to qualified micro-entrepreneurs as part of its ongoing commitment to fostering economic development.

“The Sinulog Fiesta Fair is not just a venue for MSMEs to showcase their products but a stepping stone for them to dream bigger. We hope this exposure will inspire them to grow and eventually become future tenants of commercial establishments,” Soco said.

The annual trade fair has become a vital bridge connecting local producers to consumers, driving economic growth while celebrating Cebu’s rich heritage. It underscores the synergy between government initiatives and private-sector partnerships in nurturing the entrepreneurial spirit that thrives not only in the region, but across the country.