Fiesta in America bridges the gap for Filipino Americans in New Jersey

By Saleah Blancaflor

There are more than 143,000 Filipino Americans in New Jersey, according to 2018 U.S. Census data. 

And for the last 27 years, Fiesta in America, an annual two-day festival celebration that highlights the cultural heritage and entrepreneurial spirit of the Filipino American community, has been attempting to serve the New Jersey community as a bridge to connect Filipino Americans and broader communities to the traditions and economic potential of the Philippines. 

This year’s festival will be held on Aug. 17-18.

Fernando Mendez, CEO and president of Fiesta in America, said hosting the event at the American Dream mall in East Rutherford was a strategic decision to maximize its reach and impact. 

“American Dream is the second-largest retail and entertainment center in the U.S., providing an unparalleled platform to attract a diverse audience, not just from the Filipino community but from the general public as well,” Mendez told AsAmNews. “Its central location, vast space, and entertainment options make it the perfect venue to host our two-day business and cultural expo, ensuring that our exhibitors, performers, and attendees have a memorable experience.”

Mendez emphasized that the event is especially important for the Filipino American community in the state. You can watch a 90 second preview video here.

“Fiesta in America is more than just an event — it’s a cornerstone for the Filipino American community in New Jersey,” Mendez said. “It provides a vital platform for Filipino Americans to celebrate their heritage, connect with one another, and explore opportunities for business and cultural exchange. By bringing together thousands of attendees and numerous businesses, Fiesta in America strengthens the community’s bonds and showcases the significant contributions of Filipino Americans to the broader society.”

This year’s event will highlight several key partner destinations from the Philippines including Surigao del Norte, a tropical paradise swathed in coconut palms, for surfers, kite surfers, anglers, and nature lovers. It was voted best island in Asia by Condé Nast Traveler in 2019 and ranked No. 1 best place to visit in Southeast Asia by Lonely Planet. 

Other key partner destinations include Angeles City, Zamboanga City, Mati City, and its resort partner, Movenpick Resort & Spa Boracay, which is located on the northern tip of Boracay Island in in Punta Bunga Cove — just 90 minutes from Caticlan Airport.

But that’s not all. There’s also an array of entertainment and performers lined up including American Idol’s Jessica Sanchez, who was a runner-up in the reality singing competition in 2012. 

Attendees can also expect immersive experiences and activities at the event from a fashion show hosted by Filipino designer Carl Andrada featuring Philippine-inspired designs, panels and discussions on how to invest and retire in the Philippines, healthcare screenings, K-Pop and Pokémon giveaways, and the opportunity to purchase locally-made Filipino products. 
Mendez said that overall, he hopes that attendees leave Fiesta in America with a deeper appreciation for Filipino culture and a greater understanding of the business and investment opportunities available in the Philippines.

“We also want to create lasting connections within the community, whether through networking at our business expo or simply enjoying the cultural performances,” Mendez said. “Ultimately, we aim for this event to be a catalyst for growth—personally, professionally, and culturally—for everyone involved.”