Yabang Pinoy, the pioneering movement that has championed Filipino pride and identity for the last two decades, celebrates its 20th anniversary with a powerful lineup of events, meaningful collaborations, and a renewed call for Filipinos to “Live Proudly.”
Founded in 2005 by young, passionate advocates, Yabang Pinoy has stood at the forefront of a consumer revolution anchored on the belief that national pride starts with everyday choices: sa isip, sa salita, at sa gawa (in thoughts, in words, and in deeds). From mounting iconic bazaars that have uplifted local entrepreneurs to cultivating programs that shape youth leadership and artistic expression, the movement has created platforms where Filipino talent, ingenuity, and creativity truly shine.
Looking back at the two decades of Yabang Pinoy, Head of Projects & Partnerships JM Jose considers meeting their collaborators and partners as some of their biggest accomplishments so far. He explains, “Our greatest accomplishment is the leaders, advocates, and volunteers we have met & worked with along the way—individuals who found their passion and success with the help of YP’s training and experiences. They continue to embody and champion the ‘Filipino First’ mindset, which is the very heart of our movement.”
Spotlight on advocates of Filipino creativity
At its 20th anniversary press conference, Yabang Pinoy also unveiled a special panel entitled “Filipino Brands in Focus,” which gathered trailblazing entrepreneurs who embody the essence of Filipino pride and innovation. Among the inspiring voices was Ann Poco, co-founder of local lifestyle brand, Gouache.
What began with one made-to-order camera bag has since become a social enterprise with a purpose. A Management Information Systems graduate turned lifestyle visionary, Ann’s serendipitous encounter with Marikina’s artisans led to the birth of Gouache—a proudly Filipino brand crafting functional and stylish camera bags, backpacks, and lifestyle carriers.
In celebration of Yabang Pinoy’s 20th year, Gouache and Yabang Pinoy are joining forces to launch a special collaboration line of bags, with a portion of proceeds dedicated to planting 100,000 Bitaog hardwood trees along the Bacnotan Riverway in La Union. These trees, known to naturally shield communities against flooding and coastal erosion, underscore the collaboration’s greater purpose: sustainability and nation-building.
Another panelist featured in “Filipino Brands in Focus” is Ali Sangalang, a true creative force and one of the country’s most inspiring storytellers. A proud Filipino honors graduate who once served as a speechwriter for the late President Noynoy Aquino, Ali’s journey then took a bold turn into entrepreneurship, where he poured his wit, humor, and love for Filipino culture into Linya-Linya, the now-iconic 10-year-old brand of clever shirts and everyday essentials that celebrate our quirks and stories. But Ali’s creativity doesn’t stop there. He is also one of the minds behind Big Fuzz and Puddy Rock Studio—ventures that continue to showcase his passion for music, design, and building communities through creativity.
As part of Yabang Pinoy’s 20th year, Linya-Linya partners with the Filipino pride entity through its Live Proud shorts—a collection that proudly embodies Filipino identity and everyday pride. Today, Ali stands as an example of how Filipinos can live proudly by embracing their roots, telling stories, and turning ideas into movements.
Two Decades of Milestones
Yabang Pinoy continues to stand proud and keeps the advocacy alive, which is to make nation-building a daily habit and lifestyle. Its lifelong mission is to continue to spark the national pride in every single Filipino. Since its founding in 2005, Yabang Pinoy has produced several acclaimed flagship programs, including Global Pinoy Bazaar—a premier showcase of quality Filipino products that creates a bridge between entrepreneurs and consumers, expanding from modest gatherings to major curated events.
According to Yabang Pinoy Director Patrick Joson, Global Pinoy Bazaar started as a small community event showcasing Filipino entrepreneurs and their Philippine-made products in modest venues. “Over the years, it grew into a much larger community gathering in bigger locations, featuring more diverse and carefully curated brands and continuing to champion consumer revolution,” he shares. “It created a space where entrepreneurs and consumers can connect through shared pride in quality Filipino products and services.”
Other notable flagship programs include Philippine Cinema Sessions, which provide a platform for filmmakers, actors, and creatives to initiate dialogue on the state and future of Philippine cinema; Y.A.B.A.N.G Camp, a youth leadership program training young Filipinos to advocate for “Filipino First” values in their chosen field; and 7107, an exploration program designed to rediscover hidden Philippine destinations while supporting grassroots livelihoods.
For the last quarter of 2025, Yabang Pinoy announces its roster of events that provide invaluable support for homegrown brands, entrepreneurs, artists and communities. Celebrate the season by making every gift and purchase a reflection of one’s pride and identity.
27th Global Pinoy Bazaar
- October 2–5, 2025
- Palm Drive Activity Center, Glorietta, Makati City
6th PH Cinema Session
- October 5 & 12, 2025 (Sundays)
- Linya Linya HQ, Magnitude Building, Libis, Quezon City
Global Pinoy Alabang Fair
- October 17–19, 2025
- Activity Center, Alabang Town Center, Alabang
28th Global Pinoy Bazaar
- November 20–23, 20205
- Palm Drive Activity Center, Glorietta 2, Makati City
29th Global Pinoy Bazaar
- November 27–30, 2025
- Level 2, Grand Atrium, Shangri-La Plaza Mall, Mandaluyong City
Join the Yabang Pinoy movement
For 20 years, Yabang Pinoy stood for one simple but transformative truth: to Live Proudly is to live Filipino. As the movement looks forward to its next chapter, it calls on Filipinos everywhere to make nation-building not just as a cause, but a daily habit.
This Christimas, Yabang Pinoy invites its patrons to choose Filipino. Shop proudly. Live proudly.
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