Chef Ai's Baking Secrets with URC Flour.

The FCBAI Bakery Fair is back, and this year, the theme “Rise and Shine” couldn’t be more fitting with thousands of bakers from different parts of the world flocked to the World Trade Center for a 3-day baking exhibit.

Welcome to the FCBAI Bakery Fair!

This year’s fair is a celebration of resilience and innovation in the baking industry, testament to the bakers who have weathered challenges and emerged stronger. URC Flour Brand Ambassador Chef Aileen Asilom more popularly known as Chef Ai, graced this year’s Bakery Fair and led the bakery demonstration at the URC Flour booth.

Meet Chef Ai. :)

Chef Aileen’s story is one of inspiration. From her modest beginnings, fueled by a deep love for baking, she has risen to become a respected figure, known for her dedication to sharing her knowledge and empowering fellow bakers. Her journey resonates with many, making her the perfect face for URC Flour, a brand committed to providing quality ingredients for every baker’s dream.
URC Flour’s booth concept “SIKAT” reinforced the "Rise and Shine" theme of this year’s Bakery Fair. Chef Ai’s path to being a successful baker is a story itself of passion and perseverance

Chef Ai with fans and fellow bakers.

Choosing the Right Flour

Chef Ai conducted live baking demonstrations together with other expert bakers showcasing their signature recipes and innovative techniques, all using URC Flour. Attendees were able to witness firsthand the URC Flour quality products featuring Daisy, Globe, Continental, Sampaguita, Blend 100, and Cattleya among others. The baking demonstration also features baking equipment from Vesmach Hyundai Home Appliances while ingredients for the delicious baked goods are courtesy of Anchor Food Professionals, Sugar King Industries, Oleo-Fats Inc. and Neco Philippines, Inc. In collaboration with URC Flour, Chef Ai curated a selection of recipes, featuring both classic favorites and modern creations, that were given to booth attendees to take home and recreate.

The secret? URC Flour.

URC Flour: A Partner in Success

Chef Ai’s passion extends beyond her own creations. She believess sharing her knowledge and inspiring others to embark on their baking journeys. “Baking is a gift that should be shared", she says. “Through my partnership with URC Flour, hope to empower bakers of all levels to create delicious memories. Chef Ai’s partnership with URC Flour is e testament to the brand’s commitment to quality and its dedication to supporting the baking community. “URC Flour is more than just an ingredient; it's my partner in my baking journey,” she concludes.

Philippine Book Festival 2025 | Bigger, Better, In a New Location.

The Philippine Book Festival (PBF), the country's biggest all-Filipino book festival is back - this time in a new location that is accessible to many. This year's PBF will be happening at the Megatrade Hall in SMM Megamall, Mandaluyong, City, from March 13 - 16, 2025.

Registration is FREE for the four-day book festival, organized by the National Book Development Board (NBDB). Every year, this project puts Philippine Books at the center if a fiesta brimming with events, performances, and meet-and-greet sessions with your favorite authors.

The Philippine Book Festival is back!

"In just over a month, we are bringing back the Philippine Book Festival. Now in its third year, the PBF started in 2023 as an attempt to create the largest marketplace for Philippine books that the country has yet to see. Now, it has become an important annual gathering for families, educators, creatives, and avid readers - all in the name of Philippine books.” said Charisse Aquino - Tugade, NBDB Executive Director.

The PBF's third edition promises to be more exciting, putting the spotlight on the country's famnous festivals, each one designed by some of the best and brightest Filipino artists working today.

The creative minds behind the PBF 2024. 
NBDB Executive Director Charisse Aquino-Tugade with National Artist and scriptwriter Ricky Lee, together with the artists of PBF 2025 Realms - Paul Eric Roca, Danielle Florendo, Joffrey "Pepot" Atienza, and June Abreau.

The first is the glorious Dinagyang Festival for Kid Lit (the PBF's section dedicated to children's literature), designed by Juno Abreau, and the Komiks realm inspired by the famous Tuna Festival in General Santos City, with design by illustrator and painter Paul Eric Roca. Aral Aklat, the section dedicated to textbooks, draws inspiration from the colorful Pahiyas Festival in Quezon courtesy of Joffrey "Pepot" Atienza, himself a native of the province, and finally, Panagbenga or the Baguio Flower Festival for Booktopia (the section for fiction, non-fiction and poetry), with design by Danielle Florendo.

The festive atmosphere is made all the more exciting as the PBF 12025 moves to a new venue - at the Megatrade Hall in SM Megamall. The NBDB believes this fresh location will bring new energy to the festival and draw and even larger audience.

NBDB Executive Director Charisse Aquino-Tugade.

"The decision to move the PBF to a different and smaller venue is definitely a bold one. We hope to offset that with the venue's accessibility and generate higher foot traffic, as well as provide convenience for more visitors from other areas” shared Tugade.

The PBF is the largest all-Filipino book fair in the country and is one of the NBDB's flagship programs. NBDB, which is celebrating its 30th anniversary this June has amped its readership efforts in the past four years, shifting to solutions-based programming to improve trade and distribution. Concerned with the lack of quality Philippine-authored books in libraries and bookstores across the country, Aguino-Tugade spearheaded the PBF in 2023, a retail activation space that celebrates Philippine books while bringing in revenue for publishing professionals.

The fair also showcases the creme dela creme of Philippine literature, culture, and content - all situated in an engaging, experienced-based setting that fuses entertainment, education, and learning. Positioning PBF as a favorite pastime (reading) among Filipinos, all for a good cause.

For complete details, visit the official Facebook page of the National Book Development Board (NBDB) https://www.facebook.com/NBDBPhilippines

URC Flour "Rises and Shines" with Innovation and Expertise at FCBAI Bakery Fair 2025.

THE Filipino-Chinese Bakery Association Inc. (FCBAI) Bakery Fair 2025 witnessed a dazzling display of innovation and expertise as URC Flour took center stage, reinforcing its position as one of the country's leaders in the baking industry. With a focus on cutting-edge techniques and high-quality products, URC Flour's participation underscored its commitment to empowering bakers and driving the industry forward.

"Innovation is at the heart of everything we do," URC Flour Division Sales, Marketing and Distribution Manager Naida Ebora stated. "With the recent opening of our Sariaya Plant, we continuously strive to develop products that meet the evolving needs of bakers, whether they are home enthusiasts or seasoned professionals. Our goal is to provide them with the tools and resources they need to create exceptional baked goods," she added.

This year's theme of "Rise and Shine" perfectly aligned with URC Flour's dedication to helping bakers achieve their full potential. At its vibrant booth, attendees were treated to a showcase of the company's latest advancements in flour technology and baking solutions. To support this year's theme, URC's concept of "Sikat" embodies the company's position in helping bakers achieve their objectives.

"Sikat" in Filipino, means to shine, to be radiant, to be successful. It embodies the very essence of what we aim to achieve together. With URC Flour, we want to empower you to be 'sikat' in your baking endeavors. We understand that every baker, from home enthusiasts to established professionals, dreams of creating baked goods that stand out, that are truly exceptional. That's why we've dedicated ourselves to providing you with the highest quality flour, the perfect foundation for your culinary masterpieces," Ebora said.

One of the hightlights of URC flour’s exhibit was the live baking demonstrations led by renowned Chef Aileen Asilom, which captivated audiences, showcasing the versatility and superior quality of URC’s Flour product range. The baking sessions not only highlighted the adaptability of URC Flour’s product range but also provide valuable insights into the latest baking techniques. In addition to the live demonstrations, URC Flour also featured interactive displays that highlighted the science behind baking, which provided attendees with a deeper understanding of the properties of different flours and how they affect the final product. The company's representatives were on hand to answer questions and provide expert advice, further demonstrating the company’s commitment to education and knowledge sharing.

URC Flour's participation in the FCBAI Bakery Fair 2025 was a testament to its unwavering commitment to innovation and expertise. By showcasing its latest products and providing valuable educational resources, the company has solidified its position as a leader in the baking industry. As the industry continues to evolve, URC Flour remains at the forefront, empowering bakers to "rise and shine” with their exceptional creations.

The FCBAI BAKERY FAIR 2025 has provided a platform for URC Flour to showcase their commitment to the baking community. Their SIKAT theme, combine with the fair’s RISE AND SHINE focus, has created a powerful message of empowerment and inspiration. By providing high quality flour and unwavering support, URC flour is helping bakers across the nation to truly shine.

Cetaphil Introduces 2025 Brand Ambassadors and Reintroduces Trusted Advocates with Personal Skin Stories at Cetaphil SkinLabs

Cetaphil, the renowned dermatologist-recommended skincare brand for sensitive skin, announced the newest additions to its lineup of brand ambassadors for 2025 during the Cetaphil SkinLabs event.

The immersive and educational experience focused on sensitive skincare, coupled with the unveiling of Cetaphil’s re-brand, underscored the brand's commitment to providing trustworthy, expert-backed skincare solutions.

The stellar lineup of Cetaphil’s esteemed roster of ambassadors features Catriona Gray, Atasha Muhlach, and the newest ambassador, Donny Pangilinan. Rounding up the current list of endorsers are Anne Curtis, Solenn Heussaff, Nico Bolzico and Jess Wilson.

Also in attendance were Bianca Gonzalez, Andi Manzano, Bea Fabregas and Ella and Hannah Pangilinan. Together, these voices unite to promote the brand’s message of safe, effective, and gentle skincare tailored for sensitive skin.

The Role of Brand Ambassadors in Cetaphil’s Advocacy

In an era where misinformation about skincare runs rampant across social media, Cetaphil recognizes the importance of bridging the knowledge gap in dermatology and skincare science. By collaborating with a diverse group of trusted personalities, the brand leverages their voices and platforms to counteract misinformation and empower consumers with dermatologist-approved advice.

“At Cetaphil, we understand that sensitive skin is personal—everyone experiences it differently. That’s why we partner with brand ambassadors who not only experience sensitive skin themselves but also have unique skin stories that their followers can relate to,” said Louie Roxas, General Manager of Cetaphil Philippines. “By sharing their journeys, they help us spread dermatologist-approved advice and empower more people to care for their skin with confidence.”

Personal Skin Stories and Connection to Cetaphil

Beyond their advocacy roles, each ambassador shared their personal skin stories and connection to the brand at the Cetaphil SkinLabs event. From Catriona’s longstanding trust in Cetaphil for her on-the-go lifestyle to Donny Pangilinan’s journey with sensitive skin, these authentic narratives highlight why Cetaphil remains a cornerstone in many skincare routines. “Being here was meant to be,” said Donny Pangilinan. The young actor shared how he and his sisters all grew up using the brand. “We are proud Cetaphil babies. Growing up we all had sensitive skin, so our mom would always apply the products to hydrate and protect our skin. I’m so happy to be here, and I’m looking forward to this journey.”

The Cetaphil SkinLabs Experience

Cetaphil SkinLabs brought the brand’s dermatologist-backed research to life with an interactive and educational experience. Attendees learned about the science of sensitive skincare and were among the first to witness Cetaphil’s rebranding, designed to highlight the brand’s legacy of innovation and trust.

“Cetaphil’s mission to make good skincare for all skin types, especially sensitive skin, is why they are my go-to brand,” said Gray, who, in addition to being a loyal user of Cetaphil also appreciated the science-first mindset of the event. “I was surprised to learn that the Philippines number 6 globally in terms of having sensitive skin, and the only Southeast Asian country in the top 10 list.”

For more information on Cetaphil and the new rebranding initiative, visit Cetaphil, follow @CetaphilPH on Instagram, Facebook and TikTok. Cetaphil products are available at Watsons, Mercury Drug, leading e-commerce platforms, and other key retailers.