In the new dawn of the Philippine Marketing Association’s 65th anniversary, we bring the world to the stage of its flagship conference IPSUM - world class experience, education, engagement all in one place.

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The world keeps getting smaller, but the stories keep getting bigger.

Marketing has always connected different worlds and different cultures with universal stories that people share and love. Stories of victory, peace, empowerment, love, progress, firsts and determination – they all bring us together because these are universal truths that we all experience regardless of country, gender or history. And while these truths are inherent in everyday life, we keep craving for more stories that will break borders making the world even smaller so we can discover, explore and share.

In the new dawn of the Philippine Marketing Association’s 65th anniversary, we bring the world to the stage of its flagship conference IPSUM – world class experience, education, engagement all in one place. We envision to do a deep dive into a particular culture and economy of brand, businesses and experiences.

For the initial conference, IPSUM will highlight the long-standing friendship of Japan and the Philippines, being one of the country’s strongest economic affiliations and a Filipino favourite when it comes to culture, food and fashion. We envision bringing Japan to the world stage of IPSUM, featuring brands, stories of victory, cultural affiliations and business mindset.

IPSUM JX. Experiential Educational Engaging

Experiential. An exposition of Japanese culture, tradition and products will be part of the conference design and journey.  

Educational. An insightful plenary highlighting ways of doing business, adoption and innovation in the Philippine market, best-in-class systems, brand love and marketing mantra that make Japanese products well-loved around the world. This will also draw on the 2020 Olympics, an awaited worldwide event that brings our world together to create more interconnected stories.

Engaging. An exciting mix of networking activities, business matching and special workshops to connect individuals and businesses, with a touch of home and Japan.

Experience, education and engagement all in one place – experience Japan in the heart of Manila.

Event Program

7:30 am - 9:00 am


9:00 am - 9:10 am

Invocation: National Anthem

9:10 am - 9:30 pm

Welcome Remarks: New Dawn: Strong@65

Ms. Faith Abano
President, Philippine Marketing Association

9:30 am - 9:50 am

Opening Remarks: IPSUM: JPX Introduction

Ms. Alpha Allanigui and Mr. AJ San Pedro
Directors, IPSUM: JPX, Philippine Marketing Association

9:50 am - 10:00 am

Theme Introduction

10:00 am - 10:30 am

All Nippon Airways: The Inspiration of Modern Japan

Takahiro Kimura
Administration & Sales Manager, All Nippon Airways (ANA) Co. Ltd.
Manila Office

10:30 am - 11:00 am

The KonMari Method: Sparking Joy in Your Life

Ms. Christine Dychiao
Certified KonMari Consultant

11:00 am - 12:00 pm

Panel Discussion: The Passion for Japanese Culture

Mr. Carlo Patrick Torres
Blogger and Cosplayer

Mr. Jerome Villanueva
Founder, Voltes V Documentary

Mr. Jay Tablante
International Panelist, San Diego Comic Con
Cosplay / Photographer

Dr. Blue Soon
International Trainer, Pokemon-Go

Mr. JJ Yulo
Food Travel Organizer, Japan

12:00 pm - 12:30 pm

Okada Manila: The Art of Japanese Hospitality in the Philippines

Mr. Takashi Oya
President, Okada Manila

12:30 am - 1:00 pm

Lunch Break

1:00 pm - 1:30 pm

Salesforce for Marketing: Intelligent Marketing for the Empowered Consumer

Juancho Jerusalem
Vice President | Marketing Cloud |
Asia Growth Economies

1:30 pm - 2:30 pm

Panel Discussion: Japanese Cult Brands in the Philippines (Seiko, Onitsuka, BAPE)

Mr. Carlo Ople
Founder and Host, Unbox.ph
Vice-President for Digital Strategy and Consumer Disruptive Business, PLDT/Smart

Christian Herradura
Co-Founder, Onitsuka Tiger Shoe Club of the Philippines

Joni Viado
Head, Tamiya Bulacan

Joy Ignacio Lacanin
Moderator, Hello Kitty Fan Club Philippines

Mr. Jeffrey Villafranca and Mr. Tony Pavon
Administrators, Pinoy Nintendo Switch Administrators

2:30 pm - 3:00 pm

Canon: Delighting Filipinos always

Mr. Kazuhiro Ozawa
President and CEO, Canon Marketing (Philippines) Inc.

3:00 pm - 3:30 pm

Wacoal: Celebrating Women of the World

Ms. Ann Christine Palisoc
President, Philippine Wacoal Corp.

3:30 pm - 4:00 pm

Dentsu: Weird or Cool? Which is the Japanese Way?

Masako Okamura
Executive Creative Director, ASPAC – Dentsu Aegis Network Philippines

4:00 pm - 4:30 pm

Shiseido: Japanese vs Western Beauty Trends

Ms. Jaclyn Cayetano
Head of Education and Training, Prestige
Shiseido Philippines Corp.

4:30 pm - 5:00 pm

FamilyMart: Customers as Part of Our Family

Mr. Henry Albert Fadullon
President, Philippine FamilyMart CVS

5:00 pm - 5:30 pm

Toyota: The Three-Decade Love Affair with the Filipino Consumer

Ma Cristina Fe Arevalo
First Vice President, Brand and Product Planning Marketing Division, Toyota Motor Philippines Corp.

5:30 pm - 5:45 pm

Closing Remarks

Jos Ortega
Overall Chairm, IPSUM: JPX, Philippine Marketing Association

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