Following successful trade agreements with Mercosur, India, Australia, and Indonesia, the European Union is setting its sights on the Philippines. In a global landscape marked by rising protectionist policies and geopolitical tensions, the EU is accelerating efforts to finalize a free trade agreement aimed at eliminating or mitigating trade barriers, paving the way for European products to enter high-growth markets.
The Philippines represents a promising frontier with over 110 million consumers and a rapidly expanding middle class with high consumption propensities. The agreement, currently under formalization, is expected to reduce over 94% of existing customs duties. Crucially, it includes provisions for the protection of Geographical Indications, a cornerstone of Italian agrifood excellence.
Current status and growth potential
Currently, the role of the Philippines in Italian exports remains limited. According to Denis Pantini, Head of Agrifood & Wine Monitor at Nomisma research firm, the Philippines imported Italian agrifood products worth 163.3 million euros in 2025, accounting for just 1% of Italy’s total food&beverage imports. The Asian country market is currently dominated by the United States (16%) and regional neighbors like Indonesia, Vietnam, and China.
However, the trend is overwhelmingly positive. Italian agrifood exports to the Philippines grew by +45% compared to 2021, outpacing the 36% growth in the country’s total agrifood imports. The basket of Italian products is increasingly diverse, with PDO and PGI items gaining significant traction.
Success stories: cheese and wine
Specific categories are showing remarkable dynamism. The combined exports of Grana Padano PDO and Parmigiano Reggiano PDO surged by +321% compared to 2021, reaching 2 million euros. Similarly, PDO wines reached 2.4 million euros, with Prosecco acting as the primary driver, recording an impressive +250% increase over the last four years.
The Southeast Asian region overall intercepted over 2.8 billion euros of Italian agrifood exports in 2025, a 19% growth since 2021. As Nomisma notes, while Japan, South Korea, and China remain the primary outlets, the Philippines and Indonesia are currently registering the highest growth rates, marking a strategic shift in the global reach of Italian culinary heritage.