FRANKFURT, GERMANY – Charisse Aquino-Tugade is the Executive Director of the National Book Development Board (NBDB), Founder of The Manila Collectible Co., primary mover for CulturAid, and Founding Director of Museo ng Muntinlupa. With interdisciplinary experience spanning the public and private sectors, she empowers and amplifies voices while connecting communities and organizations that might not otherwise cross paths.
A cultural worker at heart, Charisse works with Indigenous communities to reclaim their narratives through cultural mapping, heritage spaces, tours, and products. She established the CulturAid Iranun Weaving Center with Rocaya Sultan, creating 100% cotton inaul weaving initiatives. As NBDB Executive Director, she has focused on expanding Philippine literature both domestically and internationally, from regional fairs to global events like the Frankfurt Book Fair. She also envisioned The Book Nook — Pinoy storytelling spaces that now number ninety, from Ifugao to Tawi-Tawi.
With a B.A. in Anthropology and Marketing from San Francisco State University and graduate studies in Museum Studies at Harvard, Charisse brings a unique cultural and academic lens to her work, blending passion with strategic vision.
A vision for global presence
adobo Magazine: This year, the Philippines took a bold step on the global literary stage at the Frankfurt Book Fair. Can you walk us through the vision behind the country’s showcase?
Charisse Aquino Tugade: Every year we participated in the Frankfurt Book Fair over the past decade, there was always a push to elevate the Philippines as Guest of Honor. With the support of Senator Loren Legarda, Corina Velasco, and Dani Santamaria, we pitched in 2022 — and we got it. By 2023, we signed the contract, which meant a 2,000m² pavilion, a national stand with books representing our literary heritage, and bringing in authors, illustrators, and delegates to showcase our narratives.
“Our goal was clear: to enter different markets, meet international publishers, and present our stories to the world.”
Imagination in the Air
adobo Magazine: Could you share your thoughts on the theme “The Imagination Peoples the Air” for the Philippine Pavilion?
Charisse: The theme captures the essence of Filipino creativity. Our imagination has always transcended physical and cultural boundaries. It’s about showing the layered nuances of our stories — the diasporic voices, the indigenous narratives, the queer perspectives.
“The Philippines is not one story. It’s many voices, many layers, and we wanted the world to see that.”
Curating a Filipino literary showcase
adobo Magazine: How did you decide which authors, publishers, and works would best represent Philippine literature?
Charisse: There were two main components. The pavilion is cultural, showcasing classics like Jose Rizal’s works. The national stand, meanwhile, is market-driven. We invited publishers to pitch their best titles and select authors they wanted to present to the world. We received entries from 53 publishers and over 150 creatives.
“It’s about giving our authors and illustrators a platform to connect, collaborate, and grow globally.”
adobo Magazine: Were there any particular stories, projects, or themes you were determined to highlight for the global audience?
Charisse: We wanted to show the Philippines in its totality, beyond common stereotypes. We divided our space into publisher-driven and genre-driven sections. We also created spaces for live drawings, discussions, and casual meetups — with coffee, of course!
“You won’t know who we are if you can’t sit down, relax, and have a cup of coffee with us.”
Challenges and connections
adobo Magazine: The Frankfurt Book Fair is known for its scale and diversity. What were some of the biggest challenges in presenting the Philippines’ literary identity?
Charisse: The biggest challenge was capturing the Philippines’ multifaceted identity. We addressed it by creating a dual approach: structured spaces for publishers and thematic spaces for genres. We wanted to ensure our literature was both showcased and accessible, fostering connections and collaborations.
adobo Magazine: How did international publishers, authors, and attendees respond to the Philippines’ presence?
Charisse: The energy here is incredible. One memorable moment was just sitting with Ambeth Ocampo, sharing insights in between events. We’re surrounded by the best of the best, but it’s the informal, human moments — the conversations, the book launches, the spontaneous meetups — that really make this experience unforgettable.
“This is our moment to feel seen, to create more, and to attract investment for Philippine literature.”
A global ambition
adobo Magazine: Looking ahead, what ambitions do you have for the Philippines’ creative economy?
Charisse: There’s so much untapped potential. Our local market hasn’t been fully saturated, and internationally, books can reach infinite territories — not just as print, but digital formats, audiobooks, movies, and theater experiences. For authors and illustrators, it’s an opportunity to network, learn best practices, and earn sustainably.
adobo Magazine: The Philippines has a unique advantage compared to other Asian markets. How do you see this playing out?
Charisse: English is a huge advantage. Many countries understand English, so our stories can be immediately accessible. But beyond that, we need to believe in ourselves and our market. With 120 million people, we can create for Filipinos first while simultaneously thinking globally.
“Believe in the Philippines. Create more for our own people, and the world will follow.”
Charisse Aquino Tugade’s leadership at NBDB, combined with her deep commitment to cultural empowerment, positions the Philippines as a rising force in global literature. With her vision, Filipino stories are not only being told — they are celebrated, connected, and amplified on a global stage.
adobo magazine is with the National Book Development Board of the Philippines at the 2025 Frankfurt Book Fair.
