RP's participation in Swiss trade fair a big hit

BASEL, SWITZERLAND — The Philippines’ major participation as guest country in the recently concluded Mustermesse Basel (MUBA), the largest and most prestigious consumer fair in Switzerland, was deemed a success.

MUBA organizers said in an official press statement that “the Philippines received great recognition as guest country with its multi-faceted presentations.”

The 1,500-square meter Philippine Pavilion at the MUBA Hall attracted visitors not only from Switzerland but from Germany, France and Italy as well. It showcased folk dance presentations (by the Bayanihan dancers no less), arts and crafts demonstrations, spa and wellness services (the Pinoy hilot or massage was highly in demand), a Philippine food kiosk, and various trade booths promoting Philippine travel and real estate offerings.

Participating exhibitors stationed in different stalls sold hard-to-find Philippine food and non-food products like dried mangoes, mango wine, malunggay capsules, barongs, Filipiniana gowns, fashion accessories, and handmade jewelry, just to name a few.

Aside from the foreign visitors, a number of Switzerland-based Filipinos, many of whom are married to Swiss nationals, went to MUBA in full force to support their homeland’s first major representation in this auspicious Swiss event. They literally clogged up the dining area set up beside the Philippine food kiosks, where buffet treats whipped up by Germany-based Pinoy chef Marilou Rodriguez-Neumann were served almost non-stop to meet the demands of Philippine cuisine aficionados.

Highlight would be the regular dance shows of the multi-awarded Bayanihan dancers, who performed at the 10-day trade fair, giving the Philippine expo visitors a glimpse and taste of the Philippines’ various folk dances and native music.

Bayanihan, the national folk dance company, was also tapped by designer Cora DJ Manimbo to model her visually appealing barongs and Filipiniana gowns in fashion shows at the Philippine Pavilion. “Bayanihan and I teamed up for this event,” Manimbo said. “This is such a major occasion…a melting-pot type of fair.”

Manimbo’s visually appealing creations caught the attention of many Europe-based Filipinos, who went to MUBA primarily for the Philippine experience. After seeing her fashion show, which featured the Bayanihan dancers clad in Manimbo designer attires, a number of fair visitors trooped to her booth, where samples of her Filipiniana formal wear, were put on display. Some had placed their orders pronto.

“She (Manimbo) has such beautiful designs. And it’s great that her dresses are reasonably priced. I already had my measurements taken because I need a gown every time I go to events like the Philippine Independence Day celebrations in Bern or elsewhere,” said long-time Swiss resident Minda Graber, showing three design sketches made by Manimbo just for her.

Sining Tanedo Bruni, a preschool teacher working in Basel, said she really prioritized going to the MUBA this year to be part of the Philippine exposition. “It was a great experience. The food, shopping, and the Bayanihan dance show were great,” she said.

The country’s participation in MUBA as guest country was spearheaded by the Department of Tourism, with the Philippine Convention and Visitors Corporation as its implementing arm, with parallel efforts from the private sector, through the Philippine-Swiss Business Council of the Philippine Chamber of Commerce and Industry, and Fairs & More, Inc. of the European Chamber of Commerce of the Philippines. The project was widely supported by the 15,000-strong Filipino community in Switzerland.

Lenee Berringer, information officer of the Philippine Department of Tourism office in Frankfurt, said that they (the Department of Tourism Frankfurt team) actively promote the Philippines in European trade fairs and other similar events, with the help of local volunteers. At the MUBA, she and German volunteer Marc Daubenbuechel of the Retirement and Healthcare Coalition International distributed a lot of travel brochures in English and German to fair visitors in an attempt to increase consumer awareness about the Philippines.

“I fell in love with the Philippines the first time I went there,” Daubenbuechel said. “For me, it’s much nicer than, say, Germany and Switzerland. I’m moving there (Makati) in June, and I’m happy to be working in this non-stock, non-profit organization that aims to promote retirement and health care in the Philippines.”

Philippine Tourism Secretary Joseph Durano graced the MUBA opening ceremonies, along with Doris Leuthard, head of the Federal Department of Economic Affairs, and Guy Morin, president of the cantonal government of Basel. Durano had previously said in an official statement that the Philippines’ participation in the highly renowned trade fair was “a significant opportunity for the country to present itself to Switzerland and to the rest of Europe.”

Only two Asian countries — the other country being Vietnam, in 2004 — had been accorded “guest country” status since the start of MUBA in 1916. As guest country, the Philippines, through its select representatives, had the wonderful opportunity to come in direct contact with over 300,000 fair visitors.

Next year’s MUBA will be held on Feb. 5-14, 2010.

TIDBITS: Celebrity chef, world traveler, bestselling author, and TV presenter Anthony Bourdain visited the Philippines for the first time to explore the country’s gastronomic scene. Fortunately, he thoroughly enjoyed the Philippine food experience. For those who were not able to watch Anthony Bourdain: No Reservations (Philippines episode) on The Travel Channel, click “Read More” to view the show’s Philippine episode (in five video installments) on YouTube (courtesy of ArcApex).

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