A US Census Bureau report puts Filipinos near the top among all American consumers. The data shows the median income of a Filipino household in America is $81,929 while the rest of the nation is $53,657. Only South Asians (particularly those originally from India), Jewish-Americans and Taiwanese-Americans are ahead of Filipinos, the numbers further revealed.
In New York, where it counts as the city with the most billionaires in the world, the Filipino family median income is even higher – $92,486 – which makes Filipinos as the second among all population groups in the US.
The purchasing power of this Southeast Asian people is not lost on marketers at major American brands. Their stake in the Filipino consumer segment can clearly be seen at “Fiesta In America Expo and Consumer Show” which celebrates its 20th anniversary on August 11 and 12.
Filipinos in the East Coast can enjoy endless products from their native countries at the upcoming Fiesta in America
Touted as the biggest exposition and cultural show of its kind on the East Coast, its home for the past 18 years, the New Jersey’s Meadowlands Exposition Center in the city of Secaucus is one of the most prestigious convention sites in the American northeast region.
Fiesta In America’s blend of consumer show and concert attracts a two-day audience of more than 5,000 Filipinos and multicultural consumers from New York, New Jersey and five peripheral states. This large and affluent culture-driven audience, in turn, appeals to a wide range of business and not-for-profit interests.
“Our partnership with Fiesta in America has been very exciting and we look forward to creating more innovative ways on how we can share AARP’s resources with [this]population,” said Daphne Kwok, Vice President for Multicultural Leadership of the American Association of Retired Persons (AARP) which commands a 37-million membership.
Patriotic event organizer Nanding Mendez
For nutritionist and Goya Foods chef Meriterese Racanelli, working with Fiesta In America with the talent and entertainment has been outstanding.
Nemesio Kinsora, an executive at Horizon Blue Cross Blue Shield of New Jersey, the state’s foremost health management organization (HMO), cited the event’s niche-marketing value – the chance to connect with the Filipino community on a large scale.
Dining and buying spree
Filipino businesses and industries are drawn to the buying power of East Coast residents who attend Fiesta In America, and whose median household income far exceeds that of those in California.
Participants include some of the most respected names in Philippine real estate; small to medium-size manufacturers of handicraft, packaged food, shoes and apparel, holiday and home décor, and a myriad other products; Philippine Airlines; as well as the Department of Tourism and the Tourism Promotions Board. Fourteen exporters from Region IV-A have signified intention to take part in the exhibition representing the Calabarzon region.
“Our two-day event is uniquely located at the junction of Filipino culture and US diversity marketing,” said Nanding Mendez, founder and CEO of Fiesta In America.
He made it clear that concerts by Philippine stars and young talents from the New York metro area comprise only half of what Fiesta In America is all about. The consumer expo segment commands equal attention, Mendez asserted.
“Nostalgic immigrants and non-Filipinos intrigued by what the Philippines can offer pack the Trade Pavilion to load up on products not available in US stores. Many are on the lookout for hot spots in less-touristy Philippine towns and provinces. Motivated by the dollar’s strength, they scope out real estate to invest in or for retirement, as well as medical, dental and eye-care services whose rates are a fraction of comparable US healthcare services,” he said.
Beyond the product showcase, attendees avail themselves of free health screenings and free workshops on various subjects from small business start-ups to healthy food preparation, dining on Philippine regional specialties in the food court, and enjoy artistic as well as fun activities for all age groups throughout the venue.
Although aimed at the diverse needs of attendees, the event’s core features all lead to the much anticipated finale on both days: the cultural show.
“For our historic 20th year, the concert headliners will be no less than all-time Filipino fan favorites, Gary Lewis and the Playboys,” said Ogie Afable, the cultural show’s producer.
Gary Lewis charted at No. 1 on the Billboard Hot 100 with “This Diamond Ring,” and had six other Top 10 singles.
Philippine artists will be no less spectacular though – featuring multi-platinum-selling singer and comic Ogie Alcasid, plus the heartthrob love team of Janella Salvador and Elmo Magalona.
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