POP diva Kuh Ledesma has graced “Fiesta in America” in New Jersey. Asia’s Nightingale Lani Misalucha has performed in the Filipino expo, too. The late superstar Nora Aunor delighted visitors with her presence in the two-day event.
Award-winning actor Cesar Montano and Filipino-American singer Jessica Sanchez of “American Idol” fame, also entertained visitors in “Fiesta in America.”
Through the years, many other celebrities brought joy and excitement to Filipino-Americans in the East Coast by gracing “Fiesta in America,” the longest-running trade and multi-cultural event that side of the US.
There was a time when Filipino cultural festivals abroad were seen as nostalgic get-togethers. “Fiesta in America” changed that narrative.
For nearly three decades, the powerhouse event has redefined what it means to celebrate Filipino identity – by turning it into a real economic opportunity for Philippine industries.
On August 16–17, “Fiesta in America” returns for its 28th year at American Dream Mall in New Jersey, the second-largest retail and entertainment complex in the US.
Yet, “Fiesta in America” is not just a festival – it’s a two-day marketplace, trade show and cultural summit rolled into one, where one can turn one’s passion into profit. After nearly three
The event brings together over 13,000 attendees, including some of the most affluent and entrepreneurial Filipino-Americans in the Northeast.
Whether they’re buying properties back home, booking flights to reconnect with their roots or sourcing new business ideas, they can turn to “Fiesta in America” as a direct line to their hearts – and wallets.
Fernando Mendez, CEO (chief executive officer), president and founder of “Fiesta in America,” informed over 10,000 Filipino-Americans and around 50,000 additional mall visitors traditionally visit the biggest indoor trade and culture exposition mounted by a Filipino group annually.
“Fiesta In America” is supported by hundreds of brands from the Philippines, the US and other countries, all eager to tap into the lucrative Filipino-American market in the New York-New Jersey area.
Mendez believes among the Fiesta’s greatest achievements is its ability to put together people from all walks of life in celebrating our cultural heritage as well as forging economic ties.
The Fiesta’s longevity speaks volumes about its sustainability and relevance to the Fil-American community in the US and elsewhere.
“Stewarding ‘Fiesta in America’ is my little way of promoting our culture, our products, our talent and the beauty of the Philippines,” said Mendez.
“Our mission has always been to connect Filipino entrepreneurs with mainstream business and Fil-Am consumers through a festival that highlights immigrant-centered services, Filipino products, heritage and talent,” he added.
Activities for all ages, trade exhibits, business opportunities, concerts, entertainment and networking are among the biggest attractions at the Fiesta.
What makes “Fiesta in America” unique is its seamless blend of commerce and culture, a meeting ground for business, culture and community.
On one side, it’s an immersive Filipino celebration with back-to-back performances from both traditional and contemporary artists.
On the other, it’s a serious business platform. Real estate developers can close deals. Airlines can book international travel. Healthcare recruiters can meet US-licensed nurses. Exporters can test and launch products in a live market.
This year, the event is opening its doors wider – to more Philippine local government units (LGUs), regional tourism offices, training institutions, export-ready SMEs (small and medium-sized enterprises) and creative industries looking to tap into the US market.
“Filipino Americans are proud of their heritage, but they’re also discerning consumers and global citizens,” said Mendez.
“They’re loyal to Filipino brands – but they expect quality, innovation and experience. Our job is to make that connection happen.”
“Fiesta in America” is a powerful diaspora with staying power. The numbers tell the story. Over 300,000 Filipino-Americans live in the New York/New Jersey area. The median household income exceeds $100,000.
Filipino-Americans send billions back home and invest in real estate, education and family health. Many attendees are dual citizens or regular travelers who make multiple trips to the Philippines each year.
Mendez says unlike traditional trade fairs, “Fiesta in America” delivers emotionally connected marketing. Every visitor is already predisposed to engage with brands that reflect their culture, values and vision for home.
Why exhibit or sponsor in 2025? Real-time interaction with a US market that trusts Filipino products and services. Visibility to 120,000+ mall visitors and 13,000+ festival attendees.
A VIP (very important person) seminar zone near the main expo for private networking with investors. Comprehensive multi-channel exposure through digital, print, social and on-site media. A chance to join a curated mix of brands, regional showcases and international names.
“If you’re a Philippine company, tourism office, exporter, or local government unit and you’re ready to grow your presence in the US, ‘Fiesta in America’ is your launchpad,” according to Mendez.
Sponsorship and exhibitor slots are now open. Access all forms and package details at philippinefiestausa.comunder How to Exhibit. Contact [email protected] or call +1 (212) 682-6610 (Monday–Friday, 10 a.m. to 5 p.m. Eastern Standard Time).
