Negros Heritage Meets Modern Lifestyle: “HIMBON” – The 39th Negros Trade Fair Makes Historic Debut at SM Aura

SM Supermalls President Steven Tan shares a light moment with Association of Negros Producers leaders Ina Gaston (President) and Mary Ann Colmenares (Vice President) during the media launch of HIMBON: The 39th Negros Trade Fair. The partnership highlights a shared commitment to championing Negrense heritage, culture, and MSMEs on a national stage.

The country’s longest-running provincial trade fair is entering a new chapter. The Negros Trade Fair (NTF), now on its 39th year, officially launched its milestone edition today with the theme “Himbon”—a Hiligaynon word meaning “to gather.”

For the first time in nearly four decades, this proud Negros tradition makes its historic debut at SM Aura Premier and SMX Aura Convention Center, bringing the richness of Negrense heritage to the heart of Bonifacio Global City.

Food meets storytelling Chef JJ Yulo, Food PR of the Negros Trade Fair, joined Chefs Luis Locsin and Cara Davis in showcasing Negrense flavors at the HIMBON media launch. Together, they highlighted how every dish carries the heart and heritage of Negros.

A Tradition Rooted in Resilience

The Negros Trade Fair began in 1985 at the Makati Carpark with just 30 vendors, sparked by the wives of sugar planters after the collapse of the sugar industry. What started as a small gathering of fledgling cottage industries has since evolved into a robust creative economy. From weaving and craftwork born out of necessity, Negrense artisans and MSMEs have grown into successful exporters and global suppliers, supported by the Association of Negros Producers (ANP), established in 1988.

 

Taste of Negros | Guests enjoyed samplings of Negrense delicacies prepared by Chefs Luis Locsin and Cara Davis to authentic Negrense flavors—offering a taste of the rich culinary heritage that awaits this September at SMX Aura. L-R on 1st or Left photo: JJ San Juan (The Diarist), Ces Drilon (veteran Filipino broadcast journalist) and Lauren Golangco (Philippine Tatler) 2nd or right photo: Anamarie Katigbak, Marimel Francisco (Artefino), Joan Taylor and Mia Borromeo (Tatler Travel).

The Biggest Fair Yet

This year’s edition marks the largest Negros Trade Fair in history, featuring 139 vendors and partners across six categories: Food, Fashion, Gifts/Decor/Homestyle, Natural & Organic, Tourism, and Furniture & Furnishings. Spanning nearly 2,500 square meters at SMX Aura, the expanded venue allows more entrepreneurs to showcase their products and connect with wider markets.

“We wanted to bring everyone together to remind us of the stories and values that unite us—our shared identity, community, and heritage. At the same time, the Negros Trade Fair opens new opportunities for our MSMEs,” said Mary Anne Colmenares, Vice President of ANP

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Spotlight on Negrense craftsmanship| Sneak previews of fashion, lifestyle, gifts, and furnishings showcase the creativity rooted in Negros’ soil and culture.

Heritage with a twist | ANP President Christina Gaston rocked a one-of-a-kind accent piece at the HIMBON media launch—crafted from a Hacienda Crafts lamp. Proof that Negrense design knows how to turn heritage into style.

What Awaits Visitors at HIMBON

From September 23–28, 2025, the SMX Aura Convention Center will transform into a vibrant marketplace and cultural showcase, featuring:

• Authentic Negrense Flavors – heirloom recipes, artisanal delicacies, and modern culinary twists from Negros’ celebrated food producers.

• Heritage fashion & design such as LAKAT sneakers made from pineapple fibers, handwoven garments by Vivo Handmade, and smocked dresses from Ellege Handcrafted now sold in France. Wearable art and lifestyle pieces blending heritage with contemporary style.

• Tourism & Culture – experiences that spotlight Negros’ unique destinations and heritage traditions.

• Artisan home & lifestyle pieces crafted from natural fibers like pandan, buri, and coconut, including exports by Hacienda Crafts and Madera Handicrafts

• Organic & wellness products wellness and sustainable finds rooted in local ingenuity and sustainability.

• Cultural showcases & live performances, experiences that spotlight Negros’ unique destinations and heritage traditions bringing the soul of Negros to the metro.

 A story unveiled | Guests were treated to the official launch of the HIMBON video — a stylish, cinematic showcase capturing the soul of Negros, shot across iconic locations in Bacolod. From heritage to modernity, the film was directed by Luis Espiritu, with cinematography by Bliss Mabini, and model Kath Mc Omish styled by Mary Grace Caison.

Gathered with purpose | Guests and celebrities celebrating Negrense heritage and craftsmanship. 1st or left photo: left: Negros Trade Fair Team: Bing Gonzaga, Arlene Infante, Christina Gaston, Mary Ann Colmenares, Kate Singson and Mike Claparols with SM Supermalls President Steven Tan in the middle. 2nd or right photo: Mike Claparol, Arlene Infante, Nina Andrea L. Rigor (SM Hotels and Convention Corp.), Mary Ann Colmenares, Ces Drilon, Cathy Ileto (SM Retail), Chef Jj Yulo, Grace Mago (SM Retail), Pats Dy (SM Supermalls) and Marie Field Faith (Lifestyle Influencer).

Taste. Style. Heritage | Guests enjoyed live acoustic music, Negrense bites, and a first look at this year’s HIMBON experience. From Left to right (1st or Left photo: Denise Sta. Maria, Frannie Manotoc, Maritess Pineda (ArteFino), Penny Lopez Katigbak, (Right or 2nd photo), Mia Borromeo (Tatler Travel) Grace Magno (SM Retail) Maritess Pineda and Marimel Francisco (ArteFino).

“At SM, malls are more than spaces for shopping—they are platforms for culture, community, and connection,” said Steven Tan, President of SM Supermalls. “We are proud to partner with the ANP to give this iconic tradition a new home, and to ensure its stories continue to thrive for generations to come.”

Experience Negros like never before! Join us at the 39th Negros Trade Fair: HIMBON, happening September 23–28, 2025 at SMX Aura Convention Center — where heritage meets modernity, all in the heart of the Metro.

About SM Supermalls MSMEs

Celebrating 40 Super Years of Evolving With You, SM Supermalls—one of Southeast Asia’s largest mall developers and operators with 88 malls nationwide—marks a new era of connecting communities and redefining the malling experience through sustainability, innovation, and inclusivity. SM also champions Filipino entrepreneurship, empowering MSMEs—driving local growth, showcasing homegrown talent, and fueling the Filipino spirit of enterprise.