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Filipino MSMEs hit 11 million items sold on Shopee 9.9, boosted by livestream and affiliate networks

By
PhilSociety
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Shopee wrapped up its 9.9 campaign with a record surge of 11 million items sold nationwide in a single day.

Shopee’s tools help local entrepreneurs reach more shoppers and unlock growth opportunities

Shopee, the leading e-commerce platform in Southeast Asia, Taiwan and Brazil, wrapped up its 9.9 campaign with a record surge of 11 million items sold nationwide in a single day. This growth was fueled by the sharp rise in video viewership, which drew hundreds of thousands of Filipinos per hour.

“The success of 9.9 is not just about the numbers, but more about the dream of Filipino entrepreneurs,” shares Vincent Lee, Head of Shopee Philippines. “We are driven to keep finding better ways for sellers and buyers to connect, whether through livestreams, videos, or affiliate, so MSMEs can reach more shoppers and grow in ways that are truly sustainable. That’s how we see our role in shaping inclusive progress in the digital economy.”

Pet Supplies Express, a family-run business of two decades, expanded into e-commerce on Shopee in 2020. “Shopee is very easy to use, from posting products to running ads, kaya mabilis kami naka-adjust to online selling,” they shared. This 9.9, their sales jumped four times higher than usual, thanks to ads and rebates. “What stood out for us is how Shopee checks in and guides us. You feel the support to help you succeed.”

Livestream: a mainstay in Filipino shopping

Shopee has led e-commerce in Southeast Asia since launching Shopee Live in 2019. In the Philippines, the platform has logged over 12 billion views in 2024.

This 9.9 alone, shoppers spent 1.1 million hours watching Shopee Live and Shopee Video, while 50% more MSMEs went live for the first time, a sign that livestream shopping is fast becoming a go-to way for small businesses to reach customers nationwide.

Affiliates: the next wave of Filipino entrepreneurs  

Shopee’s affiliate ecosystem is one of the largest in Southeast Asia, expanding by 250% annually. During 9.9, affiliates shared 2 million products and drove a 112% increase in participation versus last year, showing how more Filipinos are turning this into a steady source of income.

Beyond creators and influencers, affiliates today include livestream hosts, video creators, community leaders, and even everyday shoppers who share links with their circles. This opens simple and practical ways for anyone to start earning online.

Shopee empowers MSMEs, affiliates, and Filipino shoppers by building stronger connections between sellers and buyers. With tools like livestream, affiliates, personalization, and reliability features, Shopee helps small businesses reach the right customers faster. 

Together, these innovations are shaping the future of shopping: local, digital, and inclusive.

Where Sophistication Meets Play: NUSTAR Online Officially Launches Its Brand Ambassadors

By
PhilSociety
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Bea Alonzo and Andrea Brillantes are the new faces that lead the country’s premier online leisure experience

Luxury is no longer confined to exclusive addresses or grand spaces — it can now live in the palm of your hand. With NUSTAR Online, the Philippines’ premier luxury online entertainment platform, the sophistication of Cebu’s most iconic integrated resort expands into a digital experience that is indulgent, secure, and accessible to every Filipino.

From its sleek interface to curated game offerings, NUSTAR Online is designed for Filipinos who value both entertainment and refinement. Every detail of the platform reflects NUSTAR’s vision: a seamless fusion of world-class leisure and online convenience.

At the heart of this platform are two empowered women whose names resonate far beyond the screen: Bea Alonzo and Andrea Brillantes. Chosen as the faces of NUSTAR Online, they embody the dual spirit of the brand — one rooted in timeless elegance, the other in fearless energy — both united by a shared pursuit of living life beautifully and to the fullest.

Bea Alonzo: Grace, Depth, and Timeless Luxury

Radiating elegance and grace, Bea Alonzo reflects NUSTAR Online’s promise of trust and unwavering standard of excellence in luxury online entertainment.
 

For nearly two decades, Bea Alonzo has redefined what it means to be an actress in the Philippines — her artistry marked by depth, her persona radiating elegance. She is admired not just for her body of work, but for her ability to evolve gracefully with the times. In Bea, NUSTAR Online finds a reflection of its promise: a platform that is grounded in trust, elegance, and an unwavering standard of excellence.

On the other end of the spectrum is Andrea Brillantes, a Gen-Z superstar whose rise has been fueled by boldness, authenticity, and charisma. She speaks to a new generation of Filipinos — one that lives digitally, plays without boundaries, and demands both excitement and style in every facet of the way they spend their time. For Andrea, NUSTAR Online is not only a platform for entertainment but also a stage where individuality and youthful ambition shine.

Gen-Z superstar Andrea Brillantes embodies boldness, authenticity, and charisma just like NUSTAR Online’s unrelenting excitement and style.

Together, Bea and Andrea represent the perfect balance: timeless class and modern vibrancy — the same poise that defines NUSTAR Online.

Luxury Entertainment, Redefined

More than an entertainment platform, NUSTAR Online is a lifestyle experience. Its sleek interface and curated suite of games mirror the polished world that it has become synonymous with, while its robust security and trusted play standards reflect the brand’s commitment to excellence.

Players can now access entertainment that is aspirational yet inclusive, indulgent yet responsible. Luxury is no longer about exclusivity — it’s about bringing world-class leisure into the everyday lives of Filipinos.

“Luxury is not just a destination; it is a way of life, and this is what NUSTAR Online brings to Filipinos,” said Krizia Cortez, NUSTAR Online Director of Public Relations. “We are turning the ordinary moments into extraordinary entertainment experiences that are secure, stylish, and rewarding – all at your fingertips. With Bea Alonzo embodying timeless elegance and Andrea Brillantes representing bold, modern energy, NUSTAR Online becomes the space where both worlds meet and shows that this is a lifestyle within reach for every Filipino who aspires for more.”

A New Era for Online Luxury in the Philippines

NUSTAR Online marks a significant milestone: it is not only the first of its kind in the local industry but also a symbol of how entertainment platforms can elevate leisure into something more meaningful. By combining world-class technology with a brand that equals with prestige, the brand positions itself as the gold standard for luxury online entertainment in the country.

As Bea and Andrea bring their unique voices to this story — one of elegance, the other of energy — NUSTAR Online sets out to inspire every generation of Filipinos to embrace a lifestyle lived with sophistication.

A Quarter-Century of Trust: Lufthansa Technik Philippines and Philippine Airlines Mark 25 Years of Enduring Partnership

By
PhilSociety
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From Left to Right: Richard Nuttall, CEO at Philippine Airlines; Carlos Luis L. Fernandez, Executive Vice President and Chief Operating Officer at Philippine Airlines; Lucio Tan III, President of PAL Holdings; Harald Gloy, Chief Operations Officer at Lufthansa Technik; Holger Beck, President and CEO at Lufthansa Technik Philippines; Dr. Janna Schumacher, Chief Human Resources Officer at Lufthansa Technik; and Eduardo Luy, Chairman and President at MacroAsia Corporation.

In the dynamic and often turbulent world of aviation, long-term partnerships are a testament to mutual trust, consistent performance, and shared vision. This September marks a significant milestone for two giants in the Philippine aviation landscape: Lufthansa Technik Philippines and the flag carrier, Philippine Airlines (PAL), as both entities celebrate 25 years of a foundational collaboration that has kept the nation’s aircraft flying safely and efficiently.

What began a quarter-century ago as a strategic alliance for aircraft maintenance, repair, and overhaul (MRO) has blossomed into one of the most enduring and critical relationships in the regional aerospace industry. Since the start of the partnership, Lufthansa Technik Philippines has been the steadfast guardian of PAL’s fleet, ensuring the airworthiness of everything from its workhorse narrow-bodies to its long-haul wide-body jets.

A Foundation Built on Expertise

The partnership’s genesis was rooted in PAL’s need for world-class MRO services for its Airbus aircraft, which part of a major fleet renewal back in 1995. At the same time, Lufthansa Technik was looking to expand its footprint in emerging markets, with the Philippines as one of the key markets being considered.

Lufthansa Technik Philippines, a joint venture between Lufthansa Technik AG and MacroAsia Corporation, brought to the table the rigorous German engineering standards and a deep well of technical expertise. For Philippine Airlines, this meant access to cutting-edge MRO capabilities right on its doorstep, minimizing ferry flights and maximizing operational uptime.

Over the last 25 years, Lufthansa Technik Philippines has been instrumental in supporting PAL’s fleet evolution. From the early days of servicing Airbus A330s and A340s to the integration of modern Boeing 777s and the continuous maintenance of its extensive Airbus A320 family, the company’s hangars in Manila have been a constant hive of activity. Services have spanned the full spectrum of MRO: heavy base maintenance checks, including comprehensive inspections of an aircraft’s systems and components done every 18-36 months, extensive repairs that involve complete disassembly and reassembly of the aircraft done every six to 12 years, complex aircraft modifications and extensive component repairs to support operational requirements, and even sophisticated cabin modifications.

Navigating the Skies Together

The aviation industry is no stranger to headwinds, from global economic downturns to unprecedented crises like the recent pandemic. Yet, the partnership between Lufthansa Technik Philippines and PAL has proven resilient. Even during challenging periods, both entities demonstrated a shared commitment to recovery and continuity. Lufthansa Technik Philippines’ consistent delivery of high-quality, on-time services has been a cornerstone of PAL’s operational reliability, directly impacting the airline’s ability to serve its passengers and maintain its flight schedules.

“Our 25-year journey with Philippine Airlines is a source of immense pride for everyone at Lufthansa Technik Philippines,” stated Holger Beck, President and CEO of Lufthansa Technik Philippines. “It’s a partnership built on trust, mutual respect, and a shared dedication to aviation safety and excellence. We’ve grown together, faced challenges together, and continuously innovated to meet PAL’s evolving needs.”

Similarly, PAL highlights the strategic value of having a world-class MRO partner locally.

“Lufthansa Technik Philippines has been a vital partner in upholding the safety and reliability that define our airline,” commented Richard Nuttall, President of Philippine Airlines. “Their support allows us to pursue our vision of being globally recognized for excellence, while ensuring that every passenger experiences the care and comfort that come with flying with PAL.”

Looking Ahead: The Next Chapter

As both companies look to the future, the partnership remains as vital as ever. With PAL continuing fleet modernization plans and the aviation industry sustaining its post-pandemic recovery, the demand for efficient and advanced MRO solutions will only intensify. The quarter-century mark is not just a look back at past achievements but a springboard for continued collaboration, innovation, and sustained growth.

The enduring alliance between Lufthansa Technik Philippines and Philippine Airlines stands as a powerful example of how strategic partnerships can drive success and resilience in the complex world of commercial aviation, ensuring that the wings of the Philippines continue to soar for many years to come.

The Juans crosses 10th anniversary with TAWID, an album that opens a universe to every feeling

By
PhilSociety
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Filipino pop-rock band The Juans has been a soundtrack of love, heartbreak and everything in between, since 2015. Composed of Carl Guevarra, Chael Adriano, Japs Mendoza and RJ Cruz, the band is celebrating its 10th anniversary with TAWID, a brand-new album that turns emotions into worlds to be explored, released last September 12, 2025.

TAWID invites listeners to cross from confusion to clarity, from hoping to healing, and from the weight of pain to something lighter.

“TAWID is a companion for anyone at the crossroads. It’s not about reaching the finish line, but about embracing the messy middle—the process of still crossing, still choosing, still feeling,” said Carl Guevarra, The Juans’ leader.

The Juans kicked off their anniversary events with TAWID LIVE: The Album Showcase at the SM North EDSA Skydome last August 29, where they treated the fans to an electrifying performance and first listen to the new tracks.

The album carries songs that mirror life’s highs, lows and in-betweens, including fan favorites Ngiti, Gusto Kita and Ako Na Lang, as well as new collaborations like Missed Call feat. Rhodessa and latest hit Ano Ba Talaga Tayo? feat. Janine Berdin.

The momentum carried on as the album officially dropped on Spotify, YouTube and digital streaming platforms last September 12. On the same day, the band launched their nationwide album tour at Glorietta, Makati, giving fans across the country a chance to experience the songs live.

From October to December 2025, The Juans will continue to bring TAWID closer to Juanistas nationwide with mall shows, live gigs and fan engagements.

With a decade of music behind them and a new era ahead, The Juans are ready to cross new borders—creatively and emotionally.

“We’ve always believed that there’s a The Juans song for every season you go through,” Carl added.

“TAWID is proof of that. Wherever you are in your journey, we hope this album feels like a friend walking with you.”

Foodpanda Launches ‘PRO Weeks,’ Offering Up to 50% Off on Top Brands Across the Philippines

By
PhilSociety
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Foodpanda today announced the launch of ‘PRO Weeks,’ a limited-time savings event from September 1 to 15, offering exclusive deals and up to 50% off for its pandapro subscribers. The two-week campaign provides members with significant discounts and free delivery on food, groceries, and shop items from popular partners.

“Our goal with pandapro is to make ordering online more affordable and convenient for our customers,” said Pat Jacinto, Growth and Marketing Director of Foodpanda Philippines. “PRO Weeks is our way of providing even greater value on the meals and essentials people already love, reinforcing why a pandapro membership is the smartest way to save.”

The promotion highlights the benefits of a pandapro subscription, which includes year-round perks such as free delivery, exclusive vouchers, and discounts on thousands of restaurants and stores. During PRO Weeks, members will receive:

  • Up to 50% off select food and grocery vendors, including food delivery on Foodpanda restaurants.
  • Pandamart also offers up to 50% off.
  • Shops feature discounts such as P140 off Robinsons Supermarket and P100 off Puregold.
  • Members can enjoy exclusive stackable vouchers and bundles.

Foodpanda’s PRO Weeks campaign is designed to reward existing members and encourage new users to join and unlock instant access to discounts and year-round perks.

For as low as ₱33.30 per month with the 12-month plan, users can subscribe to pandapro in just a few taps: open the Foodpanda app, go to the pandapro section, choose a plan, then proceed to checkout to select a payment method and confirm.

With up to 50% off, free delivery, and exclusive vouchers, this proves that being a pandapro subscriber truly pays off. So whether it’s your favorite fast food, grocery staples, or a midnight snack, don’t just order—order smarter with Foodpanda.

How Nutritionist Jo Sebastian Makes Snacking More Mindful and Satisfying

By
PhilSociety
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Snacking doesn’t have to be about guilt or restriction – it can be part of a balanced diet, so says Nutritionist Jo Sebastian. In an Instagram post, Jo shows how mindful snacking can turn a simple bar of chocolate into a moment of joy and balance—an approach that snacks company Mondelēz International also champions worldwide.

Scrolling through Instagram, you might stumble upon a post by nutritionist and content creator Jo Sebastian—this time, in her kitchen, with a bar of chocolate in hand. Her video is refreshingly real: no lists of “forbidden foods,” no guilt-driven messaging. Instead, Jo invites her audience to share a sweet moment and learn about mindful snacking.

Jo is a Registered Nutritionist-Dietitian gaining quite a following on social media for her practical and relatable advise on food, health and overall wellbeing. She graduated BS Community Nutrition from the University of the Philippines, Diliman and is the founder of the online nutrition coaching community called HEAL with Jo and host of the Donut Box podcast. Jo’s goal is to make nutrition fun, easy and accessible with a focus on having a healthy relationship with food and the body!

She admits that she once lived with a long “not allowed to eat” list, which only made her crave and binge those very foods later on. It’s a familiar story for many Filipinos, who—according to the 2024 State of Philippine Snacking report by Mondelēz International and The Harris Poll —are among the world’s top snackers, often enjoying small bites up to three times a day. The difference, Jo explains, is that snacking doesn’t have to be a cycle of guilt and restriction. Instead, it can be balanced, satisfying, and even joyful.

Her approach is simple:

Step 1: Tune in to cravings. Rather than asking “Should I eat this?” she reframes it to “What can I add to make this feel good for me right now?” That might mean pairing chocolate with fresh berries or nuts, adding fiber and healthy fats to create a more filling snack.

Step 2: Portion it out. Putting your treat on a plate helps create awareness of how much you’re eating, instead of mindlessly snacking straight from the pack.

Step 3: Enjoy. The key is not restriction but paying attention to fullness and savoring the food.

Her message? Food isn’t just fuel—it’s joy, comfort, and part of life. And you always deserve to eat.

This philosophy is one that Mondelēz International, the maker of well-loved snacks like Oreo, Eden Cheese and Cadbury Dairy Milk, has been championing through its global initiative on mindful snacking. The company defines mindful snacking as being present and intentional about what and why you’re eating. It’s about finding the right snack, for the right moment, and made the right way.

Mindful snacking goes beyond portioning or pairing foods—it’s also about making space for enjoyment. Research from Mondelēz International’s annual State of Philippine Snacking report shows that consumers aren’t just snacking for hunger; they snack for comfort, connection, and self-care. For Filipinos, snacking is woven into daily life—whether it’s merienda with friends, a sweet treat after a long day, or a quick bite between tasks.

What Jo Sebastian highlights in her post is exactly what Mondelēz International hopes more snackers will embrace: that choosing a chocolate bar or a cookie or any type of snack doesn’t have to mean guilt. It can mean balance—adding something nutritious, savoring every bite, and knowing when you’re satisfied.

Because at the end of the day, snacks are not just about filling a stomach. They’re about filling a moment. And mindful snacking ensures that every moment is intentional and delicious.

Follow Jo on Instagram, Facebook and Tiktok and visit https://www.snackmindful.com/ for more snacking tips.

Immerse in a Rich Cultural Tapestry with the “Of Art and Wine” Series: “Her Hands: A Loom of Stories” Exhibit at Conrad Manila

By
PhilSociety
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The hotel unveils a group exhibit at the Gallery C that highlights the artistry of weaving.

Conrad Manila presents the 37th edition of its esteemed ‘Of Art and Wine’ Series with a compelling group exhibition titled “Her Hands: A Loom of Stories”, running from September 16 to November 15, 2025, in collaboration with Space_Alt Contemporary. Showcasing 34 works of seven female contemporary artists, namely: Kristine de Jesus, Anita del Rosario, Jane Ebarle, Mia Go, Katrina Raimann, Anina Rubio, and Maria Salvador, this new collection at the hotel’s Gallery C celebrates the artistry of weaving, through textile art, sculpture, and mixed media.

“Her Hands: A Loom of Stories” emphasizes weaving, not only as a craft, but also as a vessel of memory, identity, and connection. Historically, this form of art is a profound expression of creativity and cultural identity, intricately linked to the role of women. Women have long been the custodians of this tradition, passing down techniques and stories through generations, preserving heritage and fostering community bonds.

From Left to Right: Messages delivered by Kaye Tinga, President of the Cultural Center of the Philippines; Mia Villanueva, President of the Philippine Textile Council; and Kristine de Jesus, on behalf of the seven featured artists.

Each thread woven into fabric carries not just color and texture but also the weight of history, emotion, and purpose. These threads transcend aesthetics, symbolizing resilience, unity, and the intricate connections between individuals and their cultures. By honoring the artistry of weaving and the pivotal role women play in this tradition, guests are invited to explore the deeper narratives embedded in each piece—celebrating both craftsmanship and enduring cultural legacies.

From Left to Right: Cathy Nepomuceno (Senior Vice President for Operations of SM Hotels and Conventions Corporation), Adelaida Lim (President Emeritus of the Philippine Textile Council), Kaye Tinga (President of the Cultural Center of the Philippines), Elizabeth Sy (President of SM Hotels and Conventions Corporation), Kristine de Jesus (featured artist), and Mia Villanueva (President of the Philippine Textile Council)

The exhibit opening at Gallery C, located on the hotel’s third level, was led by Elizabeth Sy, President of SM Hotels and Conventions Corporation; Cathy Nepomuceno, Senior Vice President for Operations of SM Hotels and Conventions Corporation; Mia Villanueva, President of the Philippine Textile Council; Adelaida Lim, President Emeritus of the Philippine Textile Council; Kaye Tinga, President of the Cultural Center of the Philippines; Lucky Ou, Conrad Manila’s General Manager, and four featured artists, including Kristine de Jesus, Anita del Rosario, Jane Ebarle, and Maria Salvador.

“Her Hands: A Loom of Stories” invites guests to immerse themselves in an enriching cultural experience starting September 16 to November 15, 2025. Through these intricate works, the artists share personal narratives and celebrate the Philippines’ thriving tradition of weaving.

Exhibit viewing

All artworks are available for sale. For inquiries and more information, guests and art enthusiasts may contact +632 8833 9999 or email Conrad.Manila.info@conradhotels.com.

Art & Indulgence: “Her Hands: A Loom of Stories” Inspired Afternoon Tea Experience

Conrad Manila invites guests to indulge in a new afternoon tea experience at C Lounge, inspired by the featured art collection. Available from September 17 to November 15, 2025, this delightful culinary journey that celebrates both art and culture celebrates both art and culture through a selection of exquisite bites and sips. The artfully curated set includes baked gillardeau oysters, pan-seared lamb chops, U.S. choice beef tenderloin, pan-seared lapu-lapu, signature C Lounge burger, eton mess – signature, raspberry cheesecake, vanilla panna cotta with passion fruit and coconut sorbet, roasted coconut semifreddo with mango popsicle, and more– each dish echoing the intricacy and cultural richness of the artworks on exhibit at Gallery C.

Guests may savor theinspired afternoon tea experience at C Lounge, complemented with welcome drinks or a pot of tea or coffee, good for two persons. For reservations and inquiries, contact Conrad Manila at +632 8833 9999 or emailMNLMB.FB@ConradHotels.com.

SMHCC’s Iconic Property in Tagaytay Honored as Tourism Pillar Awardee at DOT’s 1st Philippine Tourism Awards

By
PhilSociety
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Taal Vista Hotel General Manager Ramon Makilan proudly presents the Pillar Award received at the 1st Philippine Tourism Awards, joined by the department heads in the traditional Mabuhay gesture to celebrate this milestone.

Taal Vista Hotel has officially been recognized as a Tourism Pillar Awardee at the inaugural Philippine Tourism Awards, one of the highest honors in the country’s tourism sector. The awarding ceremony was held on 8 September 2025 at Okada Manila, where the hotel’s delegation—General Manager Ramon Makilan, Director of Sales & Marketing Mary Rose Lomibao, and Cluster MarComm Manager Faith Dimaano—accepted the accolade with pride.

The Tourism Pillar Award was introduced by the Department of Tourism (DOT) as part of its 50th founding anniversary celebration. This one-time recognition program honors the pioneers and trailblazers whose contributions have helped shape the Philippine tourism industry. It pays tribute to individuals, enterprises, destinations, and organizations that have stood the test of time and set the foundation for growth.

Left to Right: Ms. Faith Dimaano, Cluster Marketing Communications Manager; Mr. Ramon Makilan, General Manager; and Ms. Mary Rose Lomibao, Director of Sales and Marketing of Taal Vista Hotel.

For the enterprise category, honorees must be primary tourism establishments operating continuously for at least 50 years, while the individual category recognizes professionals with a tourism career spanning no less than 35 years. These stringent criteria ensure that recipients embody both longevity and impact.

Receiving this award further cements Taal Vista Hotel’s enduring legacy as a pillar of Filipino hospitality. Established in 1939, the hotel has remained a trusted destination for generations of travelers, seamlessly blending heritage and modern comforts. As noted by Tourism Secretary Christina Garcia Frasco, the awardees have “raised the standards” and “showcased Filipino hospitality on the world stage.”

Taal Vista Hotel, honored as a Pillar Awardee at the 1st Philippine Tourism Awards.

“We are deeply grateful to be recognized as a Pillar Awardee at the 1st Philippine Tourism Awards. This honor affirms our nearly nine decades of dedication to guest experience, cultural heritage, and service excellence,” said General Manager Ramon Makilan, underscoring the team’s continued commitment to tradition and innovation.

With this recognition, Taal Vista Hotel looks ahead to its 86th anniversary in 2025, carrying its legacy of excellence into a new era of hospitality.

For more information, please visit https://smhotels.com.ph/

Jhaena Jewels Shines at ‘Bigger and Grander’ 5th Anniversary Event

By
PhilSociety
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Jhaena Jewels celebrated its 5th anniversary with a spectacular two-day exclusive event, which was attended by loyal customers, celebrities, and media, highlighting the brand’s incredible journey to bring Luxury for All.

The bigger and grander “Jewel Party” event offered attendees an exclusive and unique shopping experience, featuring Jhaena Jewels’ largest collection to date, including new one-of-a-kind pieces made of gold, diamonds, pearls, and precious gemstones. The celebration was also livestreamed on Facebook, allowing customers worldwide to join the festivities. The brand hosted its first Jewel Party in December 2024.

Haena Sanbie Sia-Foo, founder and CEO of Jhaena Jewels, expressed her gratitude during the event and reflected on the brand’s humble beginnings. “When we started as a small online business, all I wanted was to make luxury accessible to everyone,” said Sia-Foo. “Today, to be celebrating this milestone with the very customers who have supported us from the beginning is incredibly humbling. We hope you’ll continue to believe in our vision and be part of our journey in the years to come.”

The event drew some of showbiz’s most prominent faces, including actresses Jennylyn Mercado and Aubrey Miles, vlogger Benedict Cua, Pinoy Big Brother: Celebrity Collab EditionBig Winner, Mika Salamanca, as well as influencers like Warren “Poca” Osinaga, Rochelle Abella, and Almira Teng

Guests were swooned with songs from Ian Veneracion, serenaded by OPM legends Dingdong Avanzado and Bituin Escalante; and entertained by powerhouse comedians and singers Kakai Bautista and Tuesday Vargas.

The event also featured fashion designer and celebrity stylist Jerald Ignacio, as well as creative director and fashion stylist Nash August, who designed looks for guests based on their chosen pieces while offering them valuable fashion advice. Feng Shui master Hanz Cua held free tarot readings and also gave a crash course on how particular jewelry and gemstones can attract different kinds of luck and power.

Highlighting the brand’s commitment to give back, Jhaena Jewels announced a milestone partnership with the I Can Serve Foundation, where the brand officially donated PhP100,000 to support the non-government organization’s efforts to help women diagnosed with or who have survived breast cancer. The symbolic check was accepted by Mika Salamanca on behalf of the foundation.

Learn more about Jhaena Jewels by visiting www.jhaenajewels.com or following them on Facebook and Instagram for new updates on their latest collection.

Corned to Conquer: San Marino Corned Tuna wins Gold at MEA 2025

By
PhilSociety
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San Marino proudly takes home the Gold at the Marketing Excellence Awards 2025 Philippines, a recognition of outstanding creativity and impact in marketing

San Marino Corned Tuna, a flagship product of CDO Foodsphere Inc., proudly clinched the Gold Award for Excellence in Marketing to a Specific Audience at the 2025 Marketing Excellence Awards (MEA). This recognition celebrates a campaign that struck a meaningful chord with Filipino consumers, embodying the brand’s promise of “siksik, sarap, sulit.”

The MEA is one of the region’s most prestigious platforms for recognizing outstanding brand work, celebrating campaigns that deliver meaningful impact through marketing innovation, creativity, and effectiveness. Winning Gold places San Marino Corned Tuna among the top brands in the region.

For CDO Foodsphere, this recognition is not only a win for the company but also a reflection of the trust and loyalty that consumers have given the brand over the years.

The Love You Deserve

Sarah G and Matteo share The Love You Deserve with San Marino Corned Tuna

San Marino Corned Tuna brought this vision to life with its campaign, “The Love You Deserve,” featuring the TVC Deserve, starring real-life celebrity couple Sarah Geronimo, popstar royalty, and Matteo Guidicelli, actor, host, producer, and businessman. Their wholesome and authentic chemistry lets viewers feel their love and sincerity, giving the product message genuine emotional weight:

“Sa love, ‘di puwede ang kulang.”
“For me, dapat ganun din sa tuna.”
“Ang deserve mo… San Marino Corned Tuna.
Siksik. Sarap. At Sulit.”

The campaign underscored a simple but powerful truth: just as in love, people shouldn’t settle for less when it comes to food. Filipinos deserve meals that are flavorful and satisfying—meals that reflect the care and value they give to their families. With this message, the brand struck a chord not only with taste but also with emotion, making everyday dining feel like an act of love.

Each can of San Marino Corned Tuna brings this promise to life, with less oil and packed with flavorful tuna that embodies the brand’s enduring promise: siksik, sarap, sulit. It reflects what Filipino households look for in everyday meals—food that satisfies, delights, and delivers real value. By staying true to this promise, San Marino has set itself apart in the competitive canned-goods category, offering thoughtful choices that households can rely on without compromising taste or quality.

“San Marino Corned Tuna is about giving Filipino families a meal they can trust,” said Bernice Ilacad-Jalgalado, VP for Marketing of CDO Foodsphere Inc. “Winning Gold at MEA 2025 reflects the loyalty of the consumers we serve and our promise of ‘siksik, sarap, sulit’ in every can.”

Photo of MEA Gold Awards 2025 Trophy

The MEA Gold Award also acknowledges the collaborative effort behind the campaign’s success. CDO Foodsphere worked closely with its agency partners: NuWorks Interactive Labs, Inc. (lead agency, digital, PR strategy & counsel), InCircle (PR execution), and UM Philippines (media agency). This partnership ensured that every aspect of the campaign—from strategy and creative development to media deployment—reflected a deep understanding of what Filipino consumers truly value.

More importantly, the recognition validates the brand’s focus on product qualities that consumers can truly taste, see, and experience. The siksik, sarap, sulit promise isn’t just a tagline—it’s the product reality, delivering the tuna you deserve.

Discover the difference in every can—follow San Marino Corned Tuna on Facebook.

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