La Union’s pioneering trade and tourism fair opened today at the Grand Atrium, Shangri-La Plaza Mall, Mandaluyong City, om November 4, 2026.

Now on its 25th year, the “La Union’s Fairest” celebrates a legacy of excellence and exceptional craftsmanship as it once again gathers the finest proudly La Union-made products that reflect the creativity, culture, and identity of the province.

Governor Mario Eduardo C. Ortega led the ribbon-cutting ceremony and opened the five-day event. He reaffirmed his strong support for local micro, small, and medium enterprises (MSMEs), recognizing the vital role of La Union entrepreneurs in preserving heritage and promoting local identity. The fair expands market opportunities and bring homegrown products beyond local markets.

Gov. Mario expresses pride over this milestone and continues what others started before. He honors those who took the first and hardest steps, urging everyone to do more, improve more, but never stop. He emphasized that trade and tourism go together and vows to keep helping local MSMEs.

Board members and provincial officials also joined the opening. Hon. Maria Rosario Eufrosina “Chary” Nisce shared that since 2001, La Union’s Fairest serves as the province’s most enduring platform for enterprise development, honoring former leaders and pioneer exhibitors whose hard work built livelihoods and wider opportunities where everyone can taste and feel “La Union Agkaysa.”

Department of Trade and Industry (DTI) Regional Director Merlie Membrere conveyed that the LU Fairest serves as a lasting commitment of the DTI to support entrepreneurs, create opportunities, and bridge them to markets.

The opening ceremony also served as a way to honor the pioneers of the LU Fairest: Former Governor Victor F. Ortega, Former San Fernando City Mayor Jane Ortega, both represented by Atty. Maria Victoria Ortega-Follosco; Former DTI LU Chief of the Small and Medium Enterprise Division Ms. Maria Elena Difuntorum; and some founding exhibitors. Through their dedication and commitment, these individuals paved the way to make the trade fair a worthy undertaking in the past 25 years and beyond.

From handcrafted treasures to local delicacies, the fair offers a complete La Union experience in one place. Shop, explore, and take home a piece of La Union until November 8, 2026, where every purchase empowers local entrepreneurs and helps elevate the province’s growing economy.