The Beginnings

Encouraged by an impressive export sales increase of 32.93 percent for the first quarter of 1990, thirty (30) small exporters had their first organizational meeting last March 27, 1990 together with the Department of Trade and Industry (DTI) - Cebu Provincial Office. In 1991, the Cebu Gifts, Toys and Houseware Manufacturers and Exporters Association , Inc. (Cebu-GTH) was registered with the Securities and Exchange Commission. The organization’s theme at that time was to “Organize for Growth”. Cebu-GTH has adopted a six-point program to strengthen the organization to preserve the initial gains achieved by the sector. They are as follows:

1. To promote the quality of gifts, toys and houseware products for both domestic and international markets;

2. To promote sound and ethical business practice, encourage cooperation among those engaged in the industry and other allied industries;

3. To promote standards in the manufacturing and marketing of products;

4. To develop awareness and uses of GTH products among the consumers;

5. To propose development assistance from the government , specifically with respect to product designs, raw material acquisition, promotion, and marketing strategies and documentation

From 1992 to 1994, the association took part in major activities (both in the local and international scene) which contributed to the increasing export sales performance of the GTH industry in Cebu.

The Aims/Goals of Cebu-GTH

Cebu-GTH envisions itself “…to become a foundation with institutionalized services to the whole GTH industry focusing in the area of production, product designs, marketing and market information, access to technology, manpower capability, raw material conversions and financing, contributing to the upliftment of the whole industry towards the fulfillment of the Philippines 2000…”

Plans and Activities

As of the years 1999, Cebu’s Gift, Toys and Houseware sector envisions itself as one of the fastest growing pillars of the province’s consumer manufactured goods sector. The industry aims to capture the medium and high-end niche of the world market to maintain its design superiority and enhance product quality and competitiveness.

The association will also take active participation in the Philippines International Furniture Show ’99 (PIFS’99) as organized by the Cebu Furniture Industries Foundation (CFIF) to be held at the Grand Ballroom and the Exhibition Hall #2 of the Cebu International Convention Center, Waterfront Cebu City Casino and Hotel, Salinas Drive, Lahug, Cebu City on 27 February to 02 March 1999.

Cebu-GTH is also set to participate in the Manila F.A.M.E. 29” and 30^th Gifts and Houseware Market Week on 15-18 April 1999 and 14 - 17 October 1999 at the Metro Manila (WTCMM/Hall B) and the Philippine Trade Training Center (PTTC/Hall C). This is organized by the Department of Trade and Industry (DTI) through the Center for International Trade Expositions and Missions (CITEM). The Market Week, dubbed as “ Asia’s Queen of Trade Shows”, is a four-day ordertaking trade event. It is recognized as a prime source of quality gifts and housewares. Buyers from Banana Republic, Crabtree and Evelyn, Department 56, GAP, Harrods, Liz Claiborne, Marks and Spencer, Pier I, Takashimaya, among others, come to Manila to source their merchandise. Thus, Filipino products have found their way to the well-known stores worldwide.

Cebu-GTH have also prepared seminars, design consultancy programs, trainings, strategic plannings and other activities for the years 1999 and 2000 to promote the upgrading of the gifts, toys and Houseware sector.

The Filipinos’ creativity and ingenuity is shown in the GTH products that they produce. Highly known for originality in design, Philippine GTH products enjoy a competitive edge over the others.

In Cebu, the gifts, toys and housewares industry is one of the province’s export winners. It has shown high potential for generating foreign exchange and creating employment opportunities.

The GTH industry makes use of materials that are abundant, earth-friendly and recyclable and therefore spares the manufacturers problems regarding material availability. Examples of these materials include shells, dried leaves and plants, grasses, vines, pandan, salago, buri, sinamay and recycled paper. However, there are also some materials such as wood, wicker and rattan which are difficult to obtain and are priced high. Most of the raw materials are sourced from various towns of Cebu while others come from Leyte, Bohol, and some provinces in Mindanao.

From these indigenous materials, a variety of GTH products are produced such as handicrafts, woodcrafts, textile materials, artificial plants, functional and decorative baskets, ceramics, stuffed and wooden toys, kitchen utensils, and gift items.

The largest sub-sector in the industry is the basketware industry, which is the leading dollar earner in the GTH sector and making the Philippines the second largest supplier of basket products in the world, next to China. New products with high potentials for the world market include Christmas decors, handcrafted paper related products (boxes, balls, ribbons, angels) and other handcrafted items from native materials (boughs, wreaths, angels, tassels and garlands).

The expansive potentials of the GTH sector comes uses earth-friendly materials. Aside from this, there is an assured supply of indigenous raw materials and an abundance of skilled laborers.

One of the strengths of Cebu’s GTH sector is the Cebuanos’ ability to design products according to buyer specifications. In addition to that, the number of highly trainable workforce is increasing each year, making the supply of manpower more than sufficient. GTH producers ventures in foreign markets where the environmental laws are strictly enforced.

The major markets of the GTH industry are US, Japan, England and France. The USA accounts for 53% of GTH exports, Europe with 23% and Japan with 13%. Other potential export markets are Australia, Germany, Italy, Belgium, Sweden, Spain and Portugal.

For information about Cebu’s GTH manufacturers and their products, contact:
Cebu-GTH Manufacturers & Exporters Association, Inc. (Cebu-GTH)
3rd Floor, LDM Bldg.
M.J. Cuenco Ave. Cor. Legaspi St., Cebu City
Telefax: 254-9259