“FIESTA in America,” the biggest indoor trade and culture exposition spearheaded by a Filipino in the United States’ East Coast, is set to happen again, but this time, in a bigger venue, the second largest mall in the US, American Dream, Court ! and Dream Talks: Sky Suites in East Rutherford, New Jersey, on August 17 and 18, from 10 AM to 8PM.

Now on its 27th year, Fiesta in America is set to captivate audiences with its business and cultural expo at American Dream.

This landmark event in New Jersey promises an immersive experience into Filipino culture, business opportunities, and tourism, attracting over 10,000 Filipino Americans and an additional 60,000 visitors in overall foot traffic.

“Fiesta in America stands out as the only Filipino event in the U.S. that hosts a two-day business and cultural expo. Our primary focus is to empower Filipino businesses to thrive and generate revenue from our vibrant community of attendees,” says Fernando Mendez, CEO and President of Fiesta in America.

First known as Philippine Fiesta, Fiesta in America was founded in 1996 by Mendez, along with his late wife Mila. The first event became so successful that Sir Nanding, as he is fondly called, decided to mount it yearly. The success stemmed from the support of different brands, big and small, from the Philippines, the US, and even from other countries which saw the potential of the lucrative Filipino-American market in the New York-New Jersey area. Fiesta in America also promotes small and medium enterprises (MSMEs) as well as Philippine tourism, making it a melting pot not only for Filipinos but different cultures as well.

Susan del Mundo, Fiesta in America’s vice-president for International Sales, says a number of local government units are participating in this year’s Fiesta, led by the city government of Siargao with Siargao Blue Resort & Spa expected to highlight their offerings. Siargao, a dream destination for surfers, kite surfers, anglers, and nature lovers, was voted as the Best Island in Asia by Condé Nast Traveler in 2019. Other participating cities are Angeles City, Mati, Davao Oriental, and Zamboanga City.

“Their presence shall allow attendees the opportunity to explore breathtaking vacation or retirement destinations across the Philippines,” according to Ms. del Mundo.

Represented by their city governments, these LGU’s will showcase the beauty of their cities and islands in New Jersey, along with insights on investment opportunities in these regions.

In line with the event, Sir Nanding Mendez and his partner, Laura Garcia, are organizing the People’s Ball Gala at the Marriott Newark International Airport in New Jersey on August 11. More than 400 influential leaders, movers and shakers in the Fil-Am community in the U.S. East Coast are expected to attend.

Moving to the two-day event, Fiesta sa America will have concerts featuring American Idol 2012 runner up Jessica Sanchez, Global Pinoy Idol champ Shane Ericks, Prince of Teleserye Theme Songs Bryan Termulo and other Philippine artists and young talents from the New York metro area. There will also be a fashion show showcasing Carl Andrada’s creations.

“We tried to get Fil-Am stand up comedian, Jo Koy, pero mahal,” Sir Nanding disclosed. “Nevertheless, the shows comprise only half of what Fiesta in America is all about.”

For his efforts, Mendez received the 2016 Phoenix Award from the JCI Philippine-New York (Jaycees) in recognition of Exemplary Community Leadership. He has also been profiled several times in the Fil-Am Who’s Who. In 2021, he received the 5th Dr. Jose Rizal Circle of Excellence Awards for his ability to get people to work together through the annual Fiesta in America. He was also “knighted” in 2022, with the Order of the Knights of Rizal, Long Island Chapter (KORLI).

A Fine Arts, major in Advertising, graduate from the University of Santo Tomas, Mendez became the youngest art director at Philippine Advertising Counselor (PAC), a leading ad agency in the Philippines, after which he moved to the U.S. He established himself as an award-winning graphic artist in Billings, Montana, prior to moving to the most densely populated state, New Jersey. His portfolio includes the rare distinction of having won a competition to design the logo of Billings and a four-year stint as art director in an advertising agency.