YOUR MONDAY CHUCKLE
I sued the airline for losing my luggage,
but I lost my case.
Every country wants to have a lion’s share of the lucrative MICE (Meetings, Incentives, Conventions, and Expositions) industry, which now drives global travel growth and is outpacing leisure tourism significantly.
MICE events boost local economies by driving job creation, infrastructure, and tourism investment. In our country, MICE creates massive revenues and global business opportunities, especially because MICE tourists spend close to six times more than leisure tourists.
Recently, our Department of Tourism (DOT) launched a roadmap to position our country as a top food and gastronomy destination in Southeast Asia. Aside from our “culinary zones”—Metro Manila, Pampanga, Cebu, Iloilo, etc.—the DOT has also developed guidelines for food circuits across the country, highlighting culinary diversity and local produce in these areas.
The other day, a perfect blend of MICE and culinary tourism came to the fore when SMX Convention Center hosted this year’s edition of Culinaire, transforming its massive halls into a vibrant canvas of taste, technology, and art. With the theme Canvas Reimagined, the event reaffirmed SMX’s position as the country’s premier MICE venue. It elevated the traditional showcase into a multisensory spectacle—merging culinary artistry with immersive event technology. More than just a tasting event, it displayed SMX’s commitment to creativity, collaboration, and the evolving future of MICE.
Culinaire 2025 redefined the event experience by engaging all five senses. Guests explored a smart registration system integrated with real-time voting, AI chat terminals for on-demand event information, and an AI-powered co-host who joined RJ Ledesma on stage. These innovations, paired with each caterer’s curated three-course menu, were thoughtfully designed to inspire interaction, spark creativity, and raise the bar for event personalization.
At the heart of the evening was a three-course culinary experience inspired by contemporary art and rooted in Filipino heritage. SMX’s partner caterers, in collaboration with acclaimed local artists, unveiled imaginative dishes that bannered fine dining and visual storytelling. Each partnership offered a unique fusion of food and creative expression.
Bizu Catering & Ycoy Sitchon, elegant compositions of emotion and beauty; Conrad Manila & Mark Justiniani, depth and imagination on a plate; Hizon’s Catering & Patrick Pura, celebrations of life’s richness; Juan Carlo the Caterer & Katrina Cuenca, pride in culture and Filipino identity; Kitchen City & Mylene Quito, a shared language of creativity; M Catering & Jaime Raphael Atienza, a harmony of complexity and grace.
The other participants were Richgold Weddings & Samuel Penaso, sustainable cuisine with bold strokes; The Creamery Catering & JP Pining, storytelling through shared local narratives; TJIOE the Caterer & Emmanuel Miranda, modern takes on oriental culinary heritage; and Via Mare & Vanessa Bautista, nostalgia served with heart and heritage.
These collaborations competed in the Culinary Awards, judged by renowned chefs and event professionals, alongside the People’s Choice Awards, which reflected the voice of the guests.
Culinary creativity extended beyond the plate. SMX’s partner mobile bars brought flair to the Best Cocktail and Mocktail Competition. Event Shaker Mobile Bar, together with Tinta Buscalan and Pasa Kalye Artists, delivered a vibrant fusion of street art and mixology. Meanwhile, GQ Mobile Bar, in collaboration with artists Elwah Gonzales, Pancho Alvarez, and Carlo De Laza, showcased bold, inventive drinks through immersive presentation.
Michael Albaña, vice president and general manager of SMX Convention Center, declared, “Culinaire 2025: Canvas Reimagined is more than just a showcase of culinary mastery—it’s a celebration of collaboration, creativity, and innovation in the events industry. Each plate, each space, each interaction is thoughtfully designed to spark the senses and reimagine what events can be.”
Much to the delight of those of us in the tourism industry, he also announced the growing portfolio of eight SMX branches nationwide, including new venues in Cabanatuan, Sta. Rosa, Sto. Tomas, Cebu, and Pasay, providing more opportunities to bring MICE and milestone events to more destinations across the country.
Culinaire 2025 was certainly the best way to showcase our country’s progress in promoting MICE and culinary tourism, all in one massive hall, while providing each guest with a culinary experience to remember.
For feedback, I’m at bobzozobrado@gmail.com
