YAMAN NYC and the Art of Bringing Filipino Heritage to Life

NEW YORK - Oftentimes, the backstory is more painstaking and more thrilling than the luminous event itself. The resounding triumph of the YAMAN NYC Exhibition, held October 31 to November 2 at the Marriott Marquis, was no exception.

With 25 pioneering trade and cultural exhibitors and artisans going home happy and earning more than they had expected organizers Edwin Josue and Jerry Sibal of the nonprofit Friends of the Philippines Society USA Inc.knew their vision had paid off.

Now, the new year 2026 is set to stage a much larger YAMAN NYC.

Just a little over a year ago, life partners Josue and Sibal pushed forward with their ambitious project despite lukewarm reactions from some friends and outright skepticism from others. After all, the Big Apple already boasts a calendar packed with festivals and heritage events. What, then, was YAMAN for?

The doubt was understandable.

Sibal, an artistic event producer and floral designer, said he wanted to do something “meaningful and compelling” for the Filipino community in New York—and for artisans in the Philippines. It was a dream he had envisioned for years: a project that would bridge the Philippines and the Filipino diaspora in an impactful way.

YAMAN, which means treasure in Tagalog, is exactly that. For Sibal and Josue, the cultural and trade platform meticulously curates Philippine treasures artisanal products, heritage practices, and the inspiring professions of Filipinos and Filipino Americans. The project was birthed through their nonprofit, Friends of the Philippines Society USA.

The first exhibition finally took off after Sibal served as an international guest artist at the Philippine International Flower Festival, under the auspices of Likha 2, a pet project of First Lady Liza Marcos. It was there that he first met the indigenous artisans who would later become the heart of YAMAN NYC.

In New York, Sibal and Josue are known for mounting heritage productions such as Noli Me Tangere: The Opera in 2013 projects admired for their impeccable taste, though often described as frighteningly expensive. For YAMAN NYC, they pitched their ideas to friends and organizations but ultimately had to rely largely on their own resources to turn the dream into reality.

A Tableau of Filipino Culture and Heritage

Retired Philippine Ambassador Cecilia Rebong was deeply impressed.

“YAMAN was a resounding success,” she said. “It was like a tableau—our people’s glorious culture, heritage, and living traditions presented with pride on one stage. It showcased artistry, creativity, craftsmanship, and the inspiring stories of Filipino Americans. I was awed at what Jerry and Edwin accomplished.”

Retired Ambassador Mario Lopez de Leon echoed the sentiment. “As a groundbreaking project, YAMAN NYC proved itself as a vital trade and cultural platform for Filipinos in the diaspora and in the motherland.”

De Leon added that while the concept was highly relevant, the challenge ahead would be sustaining such a high-investment endeavor.

Both Rebong and de Leon previously served as Philippine Consuls General in New York.

Local and Philippine Exhibitors

YAMAN NYC featured 25 carefully curated exhibitors from the Philippines and the Filipino community in New York far exceeding the organizers’ original plan of starting with just ten.

Among the top-tier exhibitors was Jewelmer, the international high jewelry house founded in 1979 and renowned for its golden South Sea pearls, including the prestigious Miss Universe crowns.

“We were thrilled to have Jewelmer,” Josue said. “They’ve never joined any Philippine festival abroad before. And for next year, they’re partnering with us. It’s such an honor.”

Reagan John Rada, owner of RJP Gems in New York’s Diamond District, was delighted by strong sales on the very first day. “It’s my first Filipino trade show,” he said, “and I was not disappointed.”

The People Behind the Success

Behind the successful exhibition was a dedicated team that brought the vision to life. While Sibal designed the program, its execution depended on many helping hands.

“We’re blessed. We’ve become a family,” Sibal said.

Fil-Am billionaire philanthropist and lawyer Loida Nicolas Lewis believed in YAMAN NYC from the start and fully supported the project, serving as its honorary chair. Co-chair Susan Beer, a writer and tech entertainment entrepreneur, shared her admiration: “You created something culturally powerful in a short time with strong economic potential.”

Event chairs Dr. Frank and Rachel Lopez expertly managed the fireside chats, which explored immigrant stories of struggle and success. Along with Kat Suarez, Mandy Magahum, and a team of volunteers, the forums drew strong audience and media interest.

Josue noted that the event generated over 2,000 Eventbrite registrations and more than 300,000 views on social media. He also credited Rane Rose of ResolutionX for YAMAN’s website and acknowledged the guidance of Christine Pomeranz of the Fashion Institute of Technology.

The Artisans: The Heart of YAMAN

“The artisans are the heart of YAMAN,” Sibal said. “They are often the forgotten link to diasporic Filipinos and we wanted to highlight them.”

Bringing the artisans to New York was no small feat. Visa approvals came just two weeks before the exhibition. Prima Guipo Hower, affectionately called the “mother of the artisans,” guided them through the immigration process.

With little time to spare, Sibal even constructed looms at a friend’s Queens residence based on the artisans’ specifications.

Weavers from Lake Sebu, Mountain Province, and Abra demonstrated ancient weaving and embroidery techniques before awed audiences at the Marriott Marquis—a rare meeting of East and West, modern and indigenous.

For the youth especially, YAMAN NYC became an interactive learning experience beyond the digital world.

“We wanted them treated with importance not just placed on the side,” Sibal said.

For Maria Elena Balbas, a master weaver from Abra, and her daughter Elaine, the experience was unforgettable. “Everything was a first from riding a plane to coming to New York,” Elaine shared on social media.

Other highlights included Raquel Eliserio of Aklan, a piña and abaca cultural master overseeing 300 weavers; Esterllita Godwino of Lake Sebu, renowned for T’nalak weaving worn by Miss Universe Catriona Gray; and Jennifer Bawer Young, a Kalinga master weaver now based in California.

Brooklyn-based artist Cynthia Alberto, founder of Weaving Hand, delighted audiences with contemporary interpretations of traditional loom systems and looks forward to joining YAMAN again next year.

The Fireside Forums

The fireside conversations became the intellectual core of YAMAN NYC. Opening day featured Loida Nicolas Lewisand LinkedIn co-founder Lee Hower, who shared their journeys in “How to Be a Successful Filipino American.”

Journalist Kristine Johnson later joined Hower in a compelling discussion on media and identity, while Grace Sacro, deputy bureau chief at the New York State Attorney General’s Office, delivered a powerful forum.

Poetry readings, including “Stay, Go” by Dr. Listrino Baquiran, resonated across generations. Summer Hower, daughter of Lee Hower, delighted audiences with a poem about her Filipino heritage.

That’s the Spirit

After its successful launch, YAMAN NYC is poised to become an annual event. Planning for 2026 is already underway, with a larger venue and broader participation.

“All our pioneering exhibitors are coming back and many more have already signed up,” Josue said.

Government agencies and private institutions have also expressed interest, embracing what YAMAN stands for: Serve, Preserve, Integrate, Reconnect, Inspire, and Transcend.

“When times are hard, it’s the perfect moment to connect and support one another,” Sibal said. “That’s the YAMAN NYC spirit.”