Our dear, beloved trentahins are celebrating an iconic comeback as Frigidaire launches new appliances in the Philippines. Yes, the younger generation would probably see the name for the first time and think it’s but witty wordplay that us elderly folks would engage in. On the contrary, there’s quite a bit of history behind this beloved brand. Akin to the “Colgates,” “Cokes,” and “Xeroxes,” of the world, it’s made an indelible mark in the Philippine colloquial vernacular.
This strategic return to the Philippines is spearheaded by CYA Industries, the brand’s new official licensee, which aims to reconnect with a market where the word “pridyider” has become the default term for any refrigerator. Across the country, many still use this quip when referring to the indispensable kitchen appliance used to store meats, cool drinks, and keep leftovers.
As an enduring reminder of the brand’s post-war dominance, the reintroduction celebrates 110 years since the first self-contained refrigerator was pioneered by Guardian Frigidaire. CYA Industries General Manager Franklin Chan noted that the Philippines remains a vital market in the global consumer appliance sector, and the company is optimistic about tapping into this strong legacy to meet modern needs.
The official launch took place during a milestone event at Novotel Manila Araneta City, coinciding with CYA Industries’ 25th anniversary celebration dubbed “CYA at 25: A Quarter of Legacy”. The venue choice served as a subtle tribute to the Araneta family, who originally manufactured Frigidaire locally during the 1950s. According to marketing head Norman Reynoso, the brand is uniquely positioned to bridge generations by appealing to a strong sense of nostalgia for products that stand for excellent quality and high reliability. This focus on heritage is paired with a commitment to sustainable technology, ensuring that the new lineup remains in step with the latest global trends in smart home integration and efficiency.
The newly unveiled collection includes a streamlined range of refrigerators, chillers, and freezers that feature modular designs for modern kitchen interiors. These appliances are equipped with state-of-the-art Purefit technology, Metal-Tech Cooling, and cost-saving inverter technology to maximize efficiency.
Furthermore, the company highlighted its use of eco-friendly refrigerants, reflecting a broader shift toward environmental responsibility. Beyond the kitchen, the brand is expanding into air conditioners and semi-commercial beverage coolers, with plans to introduce washing machines and microwave ovens in the near future. By offering highly reliable products at a price point that remains practical and value for money, CYA Industries hopes to place the name back on the lips of every Filipino household.
For more information, check out the official website.