Artist builds biggest PH Trade Fair on U.S. East Coast

Fernando “Nanding” Mendez is a creative professional with decades of experience in advertising and art direction. But to the Filipino-American community across the U.S. East Coast, he is so much more: a cultural pioneer, the thread that weaves communities together, and the driving force behind Fiesta in America, the largest indoor Philippine expo this side of the Atlantic.

From the quiet routines of an egg farm in Caloocan to the buzzing boardrooms of New York City, Nanding Mendez’s journey is far from ordinary. His story is a testament to grit, vision, and the power of culture-driven entrepreneurship.

Nanding Mendez, President & CEO of Fiesta in America, is the man and the mind behind the largest indoor Philippine event on the U.S. East Coast. What began in 1996 as a humble gathering for the Filipino-American community has since evolved into a massive trade, cultural, and musical exposition that attracts thousands annually. Today, Fiesta in America stands as a premier showcase of Philippine products, businesses, and talent—bridging generations and geographies through one vibrant celebration.

“Dreaming is one thing. Breaking one’s back to make dreams come true is the real story,” says Mendez, summing up the decades-long journey of building Fiesta in America.

With a BA Fine Arts degree in Advertising earned at UST, Mendez brought his creative flair to New York, where he served as an Advertising Art Director for Special Edition Inc. for over three decades. His work—ranging from corporate branding to commercial photography—gave him the visual storytelling skills that would later define the dynamic look and feel of the Fiesta brand.

Yet beyond aesthetics, it was Mendez’ strong sense of Filipino identity that drove him to create more than just a show. Fiesta in America is not just a trade fair; it’s a living platform for cultural pride, economic opportunity, and community empowerment.

From art to enterprise, from local roots to a global stage—Nanding Mendez proves that the heart of a fiesta is not just in the celebration, but in the relentless pursuit of purpose.

   Mendez invites

Filipino brands looking to venture and expand into the U.S. market through  Fiesta in America 2025 happening August 16–17 at the American Dream Retail and Entertainment Center in New Jersey.

Now celebrating its 28th year, the two-day indoor expo draws more than 13,000 engaged participants and sees over 120,000 in total foot traffic. The event attracts a diverse crowd, including high-income OFWs, entrepreneurs, and second-generation Filipino Americans with rising spending power. Backed by the involvement of over 200 Filipino American organizations, Fiesta in America stands as the largest event of its kind.

   Building on the success of past participants—including real estate developers, healthcare recruiters, remittance services, and airlines—the 28th Fiesta in America is expanding its outreach to include:

●    Local government units (LGUs) promoting tourism, trade, or culture

●    Exporters of food, garments, crafts, health & wellness products

●    Philippine schools and training centers offering international programs

●    Tourism boards and regional offices

●    Manufacturers looking for U.S. distribution or partnerships

●    Creative industries: fashion, design, crafts, animation, and entertainment

●    Small and medium enterprises (SMEs) with export-ready products

“We’ve seen firsthand how Philippine companies generate real sales and strong leads from this expo,” says  Mendez.

He adds that Filipino Americans—particularly in the NY/NJ area—are economically empowered, with doctors earning upwards of $500,000 annually, nurses over $200,000, and many attendees investing in multiple properties and regularly traveling to the Philippines.

From 10 am to 7 pm both days, guests will enjoy nonstop entertainment from cultural dance troupes, rising artists, pop bands, and celebrity performers from the U.S. and the Philippines—ensuring full-day engagement and high foot traffic throughout the venue.

Visit philippinefiestausa.com to access all forms and details. Email info@fiestainamerica.com or call  +1 (212) 682-6610 (Mon–Fri, 10 AM–5 PM EST).