Duty Free Philippines is looking to establish a new Marahuyo, an all-Filipino concept store, in one of its outlets outside Manila.

“That’s still under study because this is under coordination with the Department of Trade and Industry (DTI) but probably we can open in Cebu,” Duty Free Philippine chief operating officer Vicente Angala told reporters in a recent interview.

On Friday, the Department of Tourism-attached agency opened the first Marahuyo at the Duty Free Luxe inside the Mall of Asia complex in Pasay City.

Marahuyo, which means to be enchanted or attracted, is curated by internationally renowned interior designer Budji Layug and features high-end local brands that will appeal to foreign tourists as well as Filipino travelers.

The establishment of the concept store was in coordination with the DTI.

“Its target is foreign tourists and locals because a lot of our locals are buying already and supporting our own products,” Angala said.

Among the Philippine brands and artisans featured at Marahuyo Go Lokal are Aranaz handbags, bass clutch bags from Earl Carlo Gariando Enterprises, leather goods from Quiddity, jewelry by Helena Alegre Jewelry, and fashion accessories by Joanique.

The store also includes antique finds from Maria Angelica Rare Finds, jewelry by Arnel Papa, handbags by Mele + Marie, accessories by Adante Leyesa, Joyce Makitalo, and Ann Ong.

“The rich cultural diversity of the Philippines is expressed in these crafts which differentiate us other destinations elsewhere in the world,” Angala said.

“When customers buy our local brands, we are not just exporting a product, but more importantly, we are exporting our culture,” he added. (PNA)