A Movement That Sparked a Consumer Revolution
Filipinos are known for resilience, creativity, and community spirit—and for the last 20 years, one grassroots movement has helped channel all these into a call to action: Yabang Pinoy. What started in 2005 as a small group of passionate advocates has now become a nationwide movement that reminds us to live proudly Filipino in our everyday choices—sa isip, sa salita, at sa gawa.
This 2025, Yabang Pinoy is celebrating its 20th anniversary with a series of events, collaborations, and initiatives that highlight the ingenuity of homegrown brands while planting seeds—literally—for a more sustainable future.
Honoring Two Decades of Advocacy
Over the years, Yabang Pinoy has built platforms that uplift local entrepreneurs, inspire young leaders, and give voice to Filipino creatives. Head of Projects & Partnerships JM Jose reflected that the movement’s greatest achievement is not just its programs, but the people who found their passion through it. Many former collaborators, advocates, and volunteers now carry the “Filipino First” mindset in their own work and communities.
Spotlight on Filipino Creativity
At its 20th anniversary press conference, Yabang Pinoy hosted “Filipino Brands in Focus,” a panel that featured trailblazing entrepreneurs.
One of them was Ann Poco, co-founder of lifestyle brand Gouache. What began as a single handmade camera bag with Marikina artisans has grown into a social enterprise creating stylish, functional carriers. To mark Yabang Pinoy’s 20th year, Gouache and the movement launched a collaboration line of bags where part of the proceeds will go to planting 100,000 Bitaog trees in La Union—a project that protects communities from flooding and coastal erosion.
Also in the spotlight was Ali Sangalang, co-founder of the witty lifestyle brand Linya-Linya. Known for turning everyday Filipino quirks into clever shirts, Ali has also ventured into music and design with Big Fuzz and Puddy Rock Studio. As part of the anniversary celebration, Linya-Linya introduced its Live Proud shorts, embodying Filipino identity in everyday wear.
Flagship Programs That Shaped the Movement
From its modest beginnings, Yabang Pinoy has grown into a powerhouse for promoting local products and culture. Its flagship event, the Global Pinoy Bazaar, started as a small community fair and has since expanded into major curated showcases of proudly Filipino goods. According to Director Patrick Joson, this event continues to bridge local entrepreneurs with consumers who value quality and national pride.
Other notable initiatives include:
- Philippine Cinema Sessions – sparking dialogue on the state of Philippine cinema.
- Y.A.B.A.N.G Camp – training youth leaders to uphold “Filipino First” values.
- 7107 – exploring hidden Philippine destinations while supporting grassroots livelihoods.
Upcoming 20th Anniversary Events
Filipinos looking to support local this season can look forward to Yabang Pinoy’s line-up of bazaars and sessions:
27th Global Pinoy Bazaar – Oct. 2–5, Glorietta, Makati
6th PH Cinema Session – Oct. 5 & 12, Linya-Linya HQ, QC
Global Pinoy Alabang Fair – Oct. 17–19, Alabang Town Center
28th Global Pinoy Bazaar – Nov. 20–23, Glorietta 2, Makati
29th Global Pinoy Bazaar – Nov. 27–30, Shangri-La Plaza, Mandaluyong
For 20 years, Yabang Pinoy has stood as proof that living proudly Filipino is not just about wearing local brands, but about embracing a lifestyle of nation-building. This holiday season, their message is clear: choose Filipino, shop proudly, and live proudly.