There are brands you remember—and then there are brands you feel. For generations of Filipinos, Frigidaire has never just been a name. It’s been “Pridjider”—a household staple, a trusted cold keeper, and a quiet witness to countless family moments.
On April 22, 2026, at Novotel Manila Araneta Center, that legacy didn’t just return—it made a statement.
A Cool Comeback, 110 Years in the Making
Celebrating an impressive 110 years globally, Frigidaire marked its relaunch in the Philippines alongside a major milestone for its local partner, CYA Industries Inc., which is celebrating 25 years in the home appliance distribution business. It was a meeting of heritage and forward momentum—classic reliability fused with modern innovation.
Opening the event was CYA Industries General Manager Franklin Chan, who set the tone with a message rooted in trust, growth, and the brand’s renewed commitment to Filipino households.
Cold, Cooler, Frigidaire
If the mission was to remind everyone why “Pridjider” still matters, the product lineup did the talking—loud and crystal clear.
Frigidaire showcased a full spectrum of cooling solutions designed for today’s homes. From direct cool refrigerators available in side-by-side, French door, and single-door configurations, to flexible freestanding and gapless built-in units that blend seamlessly into modern kitchens, the range felt both familiar and future-ready. Single-door refrigerators and freezers that can be paired added a modular twist—perfect for evolving household needs.
Beyond home use, showcase refrigerators brought commercial-grade cooling into the spotlight, while air conditioning units and chest freezers reinforced Frigidaire’s all-around cooling authority. The bottom-freezer refrigerators, in particular, struck a balance between ergonomics and everyday convenience—because let’s face it, nobody likes bending down for the essentials.
Turning Down the Heat… Then Turning It Right Back Up
The celebration stayed true to its theme—the vibe was cool, the products were freezing cold—but just when the room settled into that crisp, controlled atmosphere, Nicole Laurel Asencio took the stage. And just like that, the temperature changed. Her performance brought fire to the ice, delivering a sizzling set that electrified the ballroom and perfectly capped off the evening. It was the kind of contrast you don’t forget—precision engineering meets pure artistry.
More Than a Comeback
Frigidaire’s return isn’t just about reintroducing a brand—it’s about reclaiming a place in Filipino homes. A brand once synonymous with reliability is stepping back into the spotlight, ready to serve a new generation while staying true to the one that never forgot it.
Because in the Philippines, some names don’t fade. They just get pronounced differently.
“Pridjider” is back—and it’s cooler than ever.
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