Two leading Japanese fashion and lifestyle firms – Etoile Kaito & Co. Inc. and Adastria Co., Ltd. – are expanding in the Philippines, Trade and Industry Secretary Cristina A. Roque announced.
Roque spearheaded a high-level discussion with these companies on March 3, 2025.
Roque said the 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.
Etoile Kaito & Co., Inc. is 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.
It 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, 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.
Meantime, leading Japanese apparel retailer Adastria has a diverse portfolio of 45 brands with expansion plans 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.
“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.
Roque pointed out that 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,” Roque highlighted.
