By Cristina DC Pastor

For eight years, Friends of the Philippines Society USA Inc. (FRIENDSPHUSA) has staged cultural and community-driven projects highlighting the richness of Philippine heritage.

From the Explore Islands Philippines mounted at Grand Central Terminal, to concerts for world-renowned pianist Raul Sunico, and the Art for Humanity exhibit at the Photoville Photojournalism exhibit for three months at the Brooklyn Bridge Park in 2022 honoring the FilAm healthcare workers during COVID 2019 pandemic, the organization has built a reputation for marrying art, advocacy, and cultural pride.

From October 31 to November 2, 2025 FRIENDSPHUSA is launching its inaugural and most ambitious project yet—YAMAN, its flagship initiative. YAMAN is envisioned as a large-scale social, commerce, and cultural marketplace in New York City that will spotlight Philippine artisans, creators, and visionaries. The event will feature traditional and indigenous weavers, jewelry makers, chefs, fashion designers, and more, weaving together culture, education, and commerce to preserve and promote Philippine heritage on a global scale.

“Our mission at FRIENDSPHUSA has always been to promote Diversity, Equality, and Inclusion (DEI) by weaving friendship, bridging cultures, and strengthening humanity,” explained Jerry Sibal, executive director. “YAMAN is not just an event—it is a movement. We want to connect the homeland with the worldwide diaspora, building an intergenerational coalition that strengthens Filipino voices and fosters positive change.”

The project arrives at a crucial time when conversations around immigration and safety weigh heavily on community members.

“In our meetings with potential exhibitors, some expressed concerns about safety and the threat of illegal deportation,” shared Edwin Josue, a cofounder at FRIENDSPHUSA and Jerry’s co-organizer at YAMAN. “Others were worried about the newly imposed $15,000 bond requirement for first-time J1 and B1 visa applicants. These are real issues that affect participation, and we take them seriously.”

Despite these challenges, Sibal and Josue envision YAMAN as a vibrant confluence of tradition-bearers and innovators.

“We want to see indigenous master weavers alongside Gen Z entrepreneurs, Filipino designers working with global brands, and families from the diaspora rediscovering their heritage,” said Sibal. “This mix creates exponential synergy and ensures heritage stays alive while adapting to the future.”

When asked about the potential economic impact of YAMAN, Josue offered a conservative estimate: “If all goes well, we foresee $3 million to $5 million in business opportunities. This is not just a B2C (business-to-consumer) marketplace—it is also B2B (business-to-business). We are partnering with the Fashion Institute of Technology, chambers of commerce, wholesalers, and retailers. This integration makes YAMAN more than a cultural showcase—it is a serious economic platform.”

Celebrating Filipino American History Month

Timed with Filipino American History Month, YAMAN will unfold as a three-day extravaganza at the prestigious New York Marriott Marquis in Times Square.

“Choosing this venue was deliberate,” Sibal emphasized. “Times Square is the crossroads of the world. By placing Philippine heritage here, we send a powerful message: our artisans are world-class, and their work deserves the spotlight.”

The programming reflects that vision. Highlights include:

• Hall of Fame/Trailblazers Exhibition honoring Filipino American visionaries who shaped U.S. history.
• Indigenous weaving workshops, featuring master weavers from the Tboli, Cordillera, Abra, and Piña traditions.
• Fashion showcases from both Philippine-based and New York designers, plus a student competition at FIT where participants must create designs using indigenous fabrics.
• Retail booths offering Philippine-made products, from textiles to furniture.
• Cultural and educational workshops on trade, immigration, arts, weaving, and women’s empowerment in media.
• Performances of Philippine folk dances, music, and concerts featuring international Filipino talents.

Support and leadership

The Philippine Consulate in New York, along with the Departments of Trade and Tourism in both the Philippines and New York, are backing the initiative. Conversations are also ongoing with the Office of the First Lady of the Philippines.

Behind the scenes, the effort is powered by volunteers and friends of the community. “We are blessed with a dedicated team who handle logistics, fundraising, marketing, and planning,” said Josue. “This project would not be possible without them.”

Why YAMAN matters

Community leaders who joined the YAMAN organizing committee shared why they got involved. Among them: Loida Nicolas Lewis as the Honorary Chair; Dr. Frank Lopez, Event Chair; Rachel Lopez, Event Chair; and Susan C. Beer, Event Co-chair.

“Meaningful volunteer opportunities that touch entire communities are rare,” noted Dr. Frank Lopez, a physician and assistant professor at New York University. “With YAMAN, we realized we weren’t just doing this for the Filipino community—we were doing it for our kids. It’s about giving them a connection to their heritage and identity.”

Frank’s wife and co-chair Rachel Lopez, a business consultant and nonprofit leader, added: “Filipinos are an undeniable part of the fabric of American culture. YAMAN brings together our artistry, ingenuity, and resilience in one place. And there’s no better stage than New York City to ignite this movement.”

When invited, book author and co-founder of a tech entertainment company, Co-chair Susan C. Beer told Sibal, “she loves the Filipino people and is fascinated by their culture and heritage.”

Looking ahead

Both Sibal and Josue see YAMAN as the start of something bigger. They are responsible for orchestrating its strategic vision, securing exhibitors, sponsors, and donors, and ensuring seamless execution.

“The word YAMAN means ‘wealth’ or ‘treasure’ in Filipino,” Sibal explained. “To us, that wealth lies in our culture, our people, and our creativity. By sharing it with the world, we are ensuring its preservation and creating new opportunities for future generations.”