How do I export to the Philippines?
Southeast Asia's fastest-growing economy with one of the world's strongest Korean Wave fan bases. A guide for navigating FDA Philippines regulations and the rapidly expanding e-commerce market.
Key Summary
The Philippines has a GDP of approximately $400 billion and a population of approximately 115 million, making it Southeast Asia's second-most populous country. Economic growth has averaged 6–7% annually in recent years. Under the ASEAN-Korea FTA (AKFTA), tariffs on most Korean manufactured goods are being phased out. Korea's exports to the Philippines in 2023 totaled approximately $4 billion. The Philippines has one of Southeast Asia's strongest Korean Wave fan communities—K-pop and K-drama are mainstream entertainment, and K-Beauty has a very large and passionate following. The country's young, English-speaking population and rapidly growing e-commerce sector create significant opportunities for Korean consumer goods.
Market Overview
The Philippines has a GDP of approximately $400 billion and a population of approximately 115 million, making it Southeast Asia's second-most populous country. Economic growth has averaged 6–7% annually in recent years. Under the ASEAN-Korea FTA (AKFTA), tariffs on most Korean manufactured goods are being phased out. Korea's exports to the Philippines in 2023 totaled approximately $4 billion. The Philippines has one of Southeast Asia's strongest Korean Wave fan communities—K-pop and K-drama are mainstream entertainment, and K-Beauty has a very large and passionate following. The country's young, English-speaking population and rapidly growing e-commerce sector create significant opportunities for Korean consumer goods.
Market Characteristics
The Philippines' market is concentrated in Metro Manila (NCR), with Cebu and Davao as secondary urban centers. English is a co-official language, which significantly lowers the language barrier for Korean exporters compared to many other Southeast Asian markets. The 10–40 million Filipino diaspora abroad (particularly in the US, Saudi Arabia, UAE, and Canada) remits significant funds home, boosting domestic purchasing power. Korean Wave popularity is exceptional—K-pop fan clubs are among the world's most active, and K-Beauty has become a lifestyle standard for millions of Filipino women. E-commerce has grown explosively, with Shopee Philippines and Lazada Philippines being dominant platforms.
Regulatory Environment
The Philippines FDA (Food and Drug Administration) is the primary regulatory body for food, cosmetics, pharmaceuticals, and medical devices. Food products require FDA registration (License to Operate plus Certificate of Product Registration). Cosmetics require FDA notification or registration depending on the product category. The Philippines uses an ASEAN Cosmetic Directive-aligned system—cosmetics on the Cosmetics Industry-Notified List can be imported without notification, while others require full registration. Dietary supplements (classified as food supplements in the Philippines) require full FDA registration, which can take 1–2 years. Electronics must comply with DOE (Department of Energy) and DTI (Department of Trade and Industry) standards.
Business Culture
Filipino business culture is warm, hospitable, and relationship-oriented. English is widely spoken, making communication relatively straightforward. Personal connections ('pakikisama'—getting along with others, social harmony) are important. Decision-making can involve multiple stakeholders, and patience is important. Filipino business people are generally friendly and may be indirect about problems or concerns to maintain harmony. Social events (meals, celebrations) are important for relationship-building. Korean Wave popularity means that Korean business partners are genuinely welcomed and admired.
Buyer Discovery
Key trade shows in the Philippines include the Manila FAME (fashion/lifestyle/home), APAS (food), Health & Beauty Philippines (PHBEX), and various Korean business events organized by KOAMEX (Korean Chamber of Commerce in Manila). KOTRA's Manila trade office provides buyer-matching and market research. Philippine retail chains—SM Group (SM Mall of Asia, SM Hypermarket), Ayala Malls, Robinsons Malls—are key distribution targets. For K-Beauty, Beauty Bar, Watson Philippines, and The SM Store beauty departments are important channels. E-commerce through Shopee Philippines and Lazada Philippines is essential.
Customs & Logistics
The Philippines' main port is Manila International Container Terminal (MICT) in Metro Manila, and the Port of Cebu serves the Visayas region. Shipping from Busan to Manila takes approximately 5–7 days. Philippine customs clearance is managed through the Bureau of Customs (BOC) electronic system (eSIntegrate). Import duties range from 0–30% depending on the product, with AKFTA providing preferential rates for eligible Korean goods. A 12% VAT is applied at customs. The Philippines' customs procedures can be complex, and engaging a local customs broker is advisable.
Pricing & Payment
T/T (wire transfer) in USD is the standard payment method. The Philippine Peso (PHP) is moderately volatile against the USD. Filipino buyers are price-sensitive but willing to pay for quality Korean products with strong brand recognition. L/C is used for larger transactions. Payment terms of Net 30–60 days are common for established relationships. Advance payment (30–50%) is recommended for new buyer relationships.
Marketing & Localization
The Philippines has one of the world's highest social media usage rates. Facebook is the dominant platform, followed by YouTube, TikTok, and Instagram. English-language marketing is very effective, and Filipino content ('Taglish'—a blend of Tagalog and English) is popular. Korean Wave marketing is extremely powerful—K-pop concerts in Manila are consistently sold out, and Korean brand endorsements from K-pop artists resonate strongly. Filipino beauty influencers (vloggers and KOLs) who cover Korean skincare routines have large, engaged audiences.
FTA & Tariffs
The ASEAN-Korea FTA (AKFTA) provides preferential tariff rates for Korean goods entering the Philippines. Most manufactured goods have reached or are approaching 0% under AKFTA. Certificate of Origin Form AK is required to claim AKFTA benefits. The Philippines' MFN tariff rates range from 0–30%, with most goods in the 0–15% range. The RCEP (effective February 2023 for the Philippines) provides additional tariff reduction opportunities. Checking the applicable tariff under AKFTA for your specific product's HS code is important.
Business Culture
Buyer Types
SM Group / Major Mall-Based Retailers
SM Group (SM Malls, SM Hypermarket, The SM Store), Robinsons Retail, and Ayala Malls-based retailers are the dominant organized retail channels. Korean beauty products and Korean food have strong presence in SM and Robinsons. FDA Philippines compliance and competitive pricing are required. Brand awareness through K-pop associations significantly accelerates buyer interest.
K-Beauty Importers / Distributors
Philippine importers and distributors specializing in Korean cosmetics with established networks in beauty retailers, drugstores (Mercury Drug, Watsons Philippines), and department stores. FDA Philippines compliance and Filipino-market packaging are required. Filipino K-pop fans are extremely active promoters of Korean beauty brands.
Food Importers / Distributors
Importers of Korean food products (instant noodles, snacks, sauces, beverages) targeting mainstream supermarkets (SM Hypermarket, Puregold, Robinsons Supermarket) and Asian specialty stores. FDA Philippines food registration is required. Korean food has mainstream appeal driven by K-drama visibility.
E-Commerce Platform Sellers
Shopee Philippines and Lazada Philippines official store operators for Korean brands. The Philippines has one of Southeast Asia's highest e-commerce growth rates, driven by mobile-first consumers. Korean products (beauty, food, electronics accessories) have huge demand through these platforms.
Logistics Information
Lead Time
Sea: 5–7 days (Busan–Manila), Air: 2–3 days
Est. Shipping Cost
Sea: $900–1,700/20ft, Air: $3–6/kg
Payment Methods
FTA/Trade Agreements
Frequently Asked Questions
A. FDA Philippines cosmetics registration or notification depends on the product category. Cosmetics on the ASEAN Cosmetic Directive's approved list can be sold without prior notification, but importers must maintain product information files. Products requiring FDA notification typically receive approval in 1–3 months for straightforward products. Products requiring full registration (certain medicated cosmetics, products with drug claims) can take 6–18 months. The registration must be applied for by a Philippine entity (importer/distributor) that is the License to Operate (LTO) holder. Maintaining an up-to-date LTO is the importer's responsibility.
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