LINGAYEN, PANGASINAN—Dubbed as the world’s “best-tasting milkfish,” Dagupan bangus has successfully penetrated the international market thru the efforts of local entrepreneurs who participated in the recent International Food Exhibition (IFEX) Philippines.
In 2023, the Provincial Government of Pangasinan, under the leadership of Governor Ramon V. Guico III and through the Provincial Economic Development and Investment Promotion Office (PEDIPO), partnered with Dr. Arlyn Grace V. Guico—Governor Guico’s mother and founding president of Project Abound. This partnership enabled several export-quality, locally manufactured products from Pangasinan to take part in the FAME Trade Exhibition.
To strengthen initiatives, Gov. Guico sought support from the provincial board for the institutionalization of local Micro, Small, and Medium Wnterprises (MSMEs0 in major trade expos, including Manila FAME, IFEX, and other similar events.
Among the success stories to emerge from said effort is the rise of bangus karaage, a product developed by husband-and-wife duo Niel and Evelyn Chu of Napoleon’s Food Corporation. Described as their “pandemic baby,” the dish showcases a fusion of Filipino and Japanese culinary traditions. It features Dagupan milkfish (bangus) prepared using the Japanese karaage technique—marinated, coated in flour and starch, and deep-fried until golden brown and crispy.
“Sabi niya, dapat gawa rin tayo ng bangus kasi I’m from Dagupan City, Pangasinan,” Niel recalled. “So noong nagawa namin ang bangus karaage, pinadala ko sa kanya, tinikman niya, binenta niya sa condo—doon na nagsimula,” he added.
Beyond boosting farmer productivity and improving market access, Governor Guico emphasized his administration’s strong commtment to supporting MSMEs.
“Pangasinan’s excellence is evident in our continued support for MSMEs, farmers, and fisherfolk,” the governor said in his inaugural address in June 30, 2025.
The province’s efforts have not gone unnoticed. In fact, the Department of Agriculture (DA) recently recognized Pangasinan as both Regional and National Outstanding Kadiwa ng Pangulo LGU Implementer—affirming the province’s dedication to grassroots development.
Since 2022, more than 2,582 MSMEs from Pangasinan have participated in Kadiwa activities and other government-led trade exhibitions to include Manila FAME and IFEX. This, helped local entrepreneurs expand their reach to national and global markets.
Ruby F. Rayat, photo by JP De Vera /PIMRO
