CYA launches new line of modern, streamlined refrigerators in the Philippines
Across Filipino households, the word “pridyider” remains a familiar shorthand for one of the most essential home appliances—the refrigerator. From preserving food and chilling drinks to making ice and storing leftovers, it has long been a quiet but constant presence in everyday life, deeply woven into Filipino home culture.
More than just a household term, it reflects the enduring legacy of a brand that once defined modern living in the post-war Philippines—an era shaped by rebuilding communities, strengthening family life, and embracing emerging technologies.
Now, 110 years since the introduction of the first self-contained refrigerator by Guardian Frigidaire, the legacy continues as Frigidaire evolves with new innovations designed for today’s Filipino homes—blending performance, design, and everyday practicality.
A Legacy Brand Reimagined for Modern Living
“The Philippines is definitely a vital market in the burgeoning consumer appliance sector worldwide, and we are optimistic about tapping into this with such a strong legacy brand,” said Franklin Chan of CYA Industries, the new official licensee of Frigidaire in the country.
Globally, Frigidaire continues to be recognized as a leading name in home appliances, consistently ranking high in customer satisfaction. For many consumers, its appeal lies not only in performance, but also in a sense of familiarity and trust passed down through generations.
“It is a brand we see bridging generations, especially with today’s strong nostalgia for products that stand for excellent quality and reliability,” added Norman Reynoso, Marketing Head of CYA Industries.
Celebrating 25 Years of CYA Industries
CYA Industries recently marked a major milestone with trade partners and distributors through its anniversary celebration, “CYA at 25: A Quarter of Legacy,” held at Novotel Manila Araneta City.
The event also served as a strategic platform to reaffirm its commitment to providing Filipino families with appliances that combine innovation, sustainability, and modern design.
Smarter, Sleeker, More Efficient Appliances
During the launch, Frigidaire unveiled its newest lineup of licensed refrigerators, chillers, and freezers designed for seamless integration into contemporary kitchen spaces. The new models highlight advanced features such as Purefit technology, Metal-Tech Cooling, inverter efficiency, and eco-friendly refrigerants—aligning performance with energy-conscious living.
The brand also expanded its portfolio to include air conditioners and semi-commercial beverage coolers, with upcoming product categories in the pipeline such as washing machines, microwave ovens, and water dispensers.
Bridging Nostalgia and Innovation
According to Chan, Frigidaire is strategically positioned to bridge reliability and affordability in the modern appliance market—offering practical, value-driven solutions without compromising quality.
As the brand continues to evolve, it carries with it a familiar promise that has endured for generations: dependable cooling solutions that remain a staple in Filipino homes—and perhaps once again bring the word “pridyider” back into everyday conversation.
