Tokyo, Japan—The Philippines has solidified its position as a rising force in the global fashion and lifestyle market, securing strategic trade partnerships with leading Japanese companies, Etoile Kaito & Co., Inc. and Adastria Co., Ltd.Department of Trade and Industry (DTI) Secretary Cristina A. Roque spearheaded these pivotal collaborations during high-level discussion on March 03.

These strategic collaborations are set to significantly boost market access for premium Filipino products in Japan, attract substantial Japanese retail and supply chain investment, and showcase the nation’s rich creative talent 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 declared.

“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,” the trade chief added.

Etoile Kaito & Co., Inc. to boost exports of Philippine indigenous crafts

Group photo of Philippine and Japanese officials at Etoile Kaito & Co., Inc. DTI Secretary Roque is in the center.
Philippine side: DTI Secretary Cristina A. Roque, DTI-PTIC Tokyo STR Dita Angara-Mathay, DTI Assistant Secretary May Niña Celynne Layug, and DTI Assistant Secretary Englebert Josef Chua

Japan side: Mr. Katsuo Okubo, Executive Officer, Product Planning Department, Etoile Kaito & Co., Inc., Mr. Shusaku Fukumura, Director & Executive Officer, Marketing Division, Etoile Kaito & Co., Inc., Mr. Takayuki Aoki, Department Manager, Overseas Department, Etoile Kaito & Co., Inc., Mr. Kinnosuke Hayakawa, President, Etoile Kaito & Co., Inc., Mr. Naoto Takeishi, Executive Officer, Etoile Kaito & Co., Inc.

DTI Secretary Roque met with executives from Etoile Kaito & Co., Inc., a prominent Japanese business-to-business wholesaler, to solidify support for expanding the export of Philippine-made interior and lifestyle products.  The company is currently diversifying its product portfolio by sourcing distinctive interior and lifestyle products made from indigenous materials like capiz shells and abaca.

Etoile Kaito & Co., Inc. will focus on exporting a range of products, including flower vases, gardening pots, wall decorations, and fashion accessories like abaca bags and small containers. The company highlighted the growing international demand for Philippine-sourced handmade Christmas décor during the winter season and the sustained popularity of abaca, capiz, and shell-finished interiors and accessories during the summer months.

Beyond sourcing, Secretary Roque welcomed the Etoile Kaito & Co., Inc.’s expansion plans, which include introducing Japanese merchandise to the Philippine market through partnerships with established local distributors. She underscored the importance of strategic pricing and quality enhancements to meet international standards, drawing on Etoile Kaito & Co., Inc.’s experience in Thailand.

The DTI will continue to collaborate with Etoile Kaito, specifically looking into opportunities to broaden their sourcing network and evaluate a potential joint venture in the Philippine market.

“Etoile Kaito has been working with the DTI since 1988 to source 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,” STR Angara-Mathay reported.

Adastria Co., Ltd. to expand retail footprint and explore local manufacturing

Group photo of Philippine and Adastria Co., Ltd., Japanese officials.
From L to R: DTI Assistant Secretary May Niña Celynne Layug, DTI Assistant Secretary Englebert Josef Chua, DTI-PTIC Tokyo STR Dita Angara-Mathay, DTI Secretary Cristina A. Roque, Mr. Osamu Kimura, Representative Director and President, Adastria Co., Ltd., Mr. Mamoru Ohya, Senior Executive Officer, Products Planning & Sourcing Headquarters, Adastria Co., Ltd., Mr. Osamu Aoki, Executive General Manager, Products Sourcing Division, Adastria Co., Ltd., Mr. Kenji Nagata, General Manager, International Planning

Adastria Co., Ltd., a leading Japanese apparel retailer with a diverse portfolio of 45 brands, has announced its strategic intent to significantly expand its presence in the Philippines. During a meeting with Secretary Roque, the company outlined plans to introduce more brands and explore local manufacturing opportunities, capitalizing on the Philippines’ growing retail market and competitive advantages.

Building on the success of its “niko and…” flagship store launched at SM Mall of Asia in December 2024, Adastria aims to open multiple new stores and introduce additional brands such as Global Work, Lowry’s Farm, and LAKOLE. Recognizing the strong demand for high-quality international apparel among Filipino consumers, Adastria is also exploring innovative retail strategies, including flexible installment payment options through partnerships with local credit card providers, to enhance 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,” said the trade chief.

With these opportunities, Secretary Roque urged Adastria to consider local sourcing and manufacturing. She cited the Philippines’ skilled workforce, strategic geographic location, and attractive investment benefits provided by Republic Act No. 12066 or the Corporate Recovery and Tax Incentives for Enterprises to Maximize Opportunities for Reinvigorating the Economy (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,” noted Special Trade Representative (STR) Dita Angara-Mathay.

The DTI has pledged comprehensive support to facilitate potential manufacturing investments, including production and export data on the Philippine clothing industry, facilitating introductions to reputable local exporters, and organizing factory visits to demonstrate the country’s advanced manufacturing capabilities.

“We look forward to seeing more of their brands enter the Philippine retail landscape, further enriching the choices available to Filipino consumers and strengthening the retail partnership between Japan and the Philippines,” said Secretary Roque.

Adastria, which boasts 1,282 domestic and 127 international stores, sees its Philippine expansion as a significant milestone in its global strategy. The company’s commitment to the Philippine market underscores the country’s rising prominence as a key player in Southeast Asia’s retail sector.

Strategic global partnerships to boosting PH fashion, lifestyle industry

Aligned with the “Bagong Pilipinas” agenda, these engagements with Etoile Kaito & Co., Inc. and Adastria Co., Ltd. are expected to generate significant economic benefits while fostering deeper cultural exchange and strengthening the Philippines and Japan’s trade ties in the fashion and lifestyle sectors.

Secretary Roque commended the Philippine Trade and Investment Center in Tokyo, under STR Dita Angara-Mathay, for their pivotal role in showcasing the Philippines as a prime Southeast Asian market for expansion. These partnerships underscore the nation’s commitment to attracting global investments in this dynamic industry.

“The global fashion and lifestyle industry are shifting toward sustainability, craftsmanship, and cultural storytelling—areas where the Philippines holds a competitive edge. 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 highlighted. ♦

Date of release: 05 March 2025