Across the Philippines, many Filipinos still use the word “pridyider” when referring to the essential kitchen appliance used to store meats and vegetables, make ice, cool drinks, and preserve leftover food.
The enduring term reflects the lasting influence of Frigidaire, a brand that became a fixture in Filipino households during the post-war era, when families embraced modern technology as part of everyday living.
This year marks 110 years since the first self-contained refrigerator was introduced by Guardian Frigidaire. The brand continues to bring innovation, quality, and aesthetic design into Filipino homes, remaining an integral part of daily life.
“The Philippines is definitely a vital market in the burgeoning consumer appliance sector worldwide and we are optimistic of tapping into this with such a strong legacy brand,” says Franklin Chan of CYA Industries, the new official licensee of Frigidaire in the Philippines, as part of its robust portfolio.
Frigidaire Continues Its Legacy in Filipino Homes
Globally, Frigidaire remains a powerhouse brand in home appliances and continues to rank highly in customer satisfaction. According to CYA Industries marketing head Norman Reynoso, the brand continues to resonate across generations, especially amid renewed appreciation for products known for quality and reliability.
“It is a brand we see bridging generations, especially with today’s strong nostalgia for products that stand for excellent quality and reliability,” says Reynoso.
CYA Industries recently celebrated its 25th anniversary through a launch event titled “CYA at 25: A Quarter of Legacy.” The gathering brought together trade partners and distributors at Novotel Manila Araneta City in Quezon City. The venue also served as a subtle tribute to the Araneta family, who introduced and manufactured Frigidaire in the 1950s.
The event highlighted CYA Industries’ commitment to improving the lives of Filipino families by offering products that combine innovation, functionality, and modern technology trends. The company emphasized the importance of smart and sustainable solutions as consumer demand for efficient and reliable home appliances continues to grow in the Philippines.
Frigidaire Unveils Refrigerators, Chillers, and Freezers
During the event, Frigidaire introduced its latest lineup of licensed refrigerators, chillers, and freezers designed for modern Filipino households. The products feature design elements that allow seamless and modular integration into contemporary kitchen interiors while delivering advanced cooling performance.
Among the technologies highlighted during the launch were Purefit technology, Metal-Tech Cooling, cost-saving inverter technology, and eco-friendly refrigerants. These features are designed to support energy efficiency, cooling reliability, and practical everyday use for consumers.
The new lineup reflects the growing preference for appliances that combine performance with aesthetic appeal. Frigidaire’s modern cooling products are designed to complement evolving home interiors while supporting the needs of busy Filipino families looking for convenience and long-term value.
The launch also reinforced the brand’s focus on combining innovation with accessibility. By offering products that balance functionality, efficiency, and design, Frigidaire aims to remain relevant to both longtime consumers and younger generations discovering the brand for the first time.
From left: Van Valenzuela, CYA National Sales Manager; Norman Reynoso, CYA Marketing Manager; Mark Chan, CYA Business Development Manager; Franklin Chan, CYA General Manager; and Elena Villamor, CYA Marketing Supervisor. Photo by CYA Industries.
Frigidaire Expands Home Appliance Lineup in the Philippines
In addition to refrigerators and freezers, Frigidaire also introduced other cooling products, including air conditioners and semi-commercial beverage coolers. The company also hinted at expanding its offerings in the Philippines with future products such as washing machines, microwave ovens, and water dispensers.
According to Chan, Frigidaire aims to address the needs of consumers looking for highly reliable and efficient appliances that remain practical and value for money. The company sees strong potential in the Philippine market as more households continue to invest in modern home solutions that support convenience and sustainability.
Frigidaire’s continued expansion in the country reflects the brand’s long-standing connection with Filipino households and its commitment to adapting to modern lifestyles through innovative appliance solutions. With its latest lineup of refrigerators, cooling products, and future home appliances, the brand hopes to once again make “pridyider” a familiar word in Filipino homes for generations to come.
