Five-day “Back to Where It All Began” experience at Robinsons Magnolia launches brand’s fresh identity and new flavors
Manila, Philippines –– On July 9, 2025, OldTown White Coffee transforms Robinsons Magnolia into a slice of Ipoh’s historic kopitiam culture with “Back to Where It All Began,” a five-day immersive showcase that marks the brand’s official Philippine debut. Guests are the first to explore the brand’s new look, an homage to Ipoh’s heritage, and to sample two flavour profiles specially selected for Filipino palates: Salted Caramel Flavored White Coffee and 30% Less Sugar White Coffee.
“I’m thrilled to welcome Filipino coffee lovers into the world of OldTown White Coffee. This brand was born from Ipoh’s humble kopitiam culture, and today we celebrate that heritage while unveiling new flavors. We believe our refreshed look and expanded range will delight anyone seeking a cup of rich, smooth and creamy coffee,” said Jazmin Leong, Country Sales Manager – Philippines, Jacobs Douwe Egberts.
Immersive Launch That Brings Ipoh to Manila
Throughout opening day, crowds flowed steadily through the three headline activations. Visitors kicked off their journey with the VR Trip to Ipoh, where they could “cycle” down the city’s heritage lanes, pausing at virtual stalls to discover how white coffee culture is woven into daily life. From there, they stepped into The White Coffee Tour Experience, wandering through a mini-streetscape of Ipoh shophouses and learning how OldTown has modernised classic kopitiam brews. Across the hall, crowds queued for fun and engaging 3-Bean Blend Tic-Tac-Toe game – a fun way to understand the unique blend.
New Flavors, Same Time-honored 3-Bean Blend
Introduced in 1999, OldTown White Coffee revolutionized the Malaysian coffee scene by bringing the nostalgic flavor of kopitiam-style White Coffee into homes, inspired by the slow-roasting Hainanese coffee tradition from Ipoh. OldTown’s signature blend of Arabica, Robusta, and Liberica coffee beans delivers a full-bodied aroma and smooth flavor that has made it a household name in over 30 countries worldwide.
OldTown White Coffee is reaffirming its presence in the Philippines by expanding its existing portfolio of Classic and Hazelnut Flavored White Coffee with two new flavors, specially selected for the Philippines market:
- NEW – Salted Caramel Flavored White Coffee: A delightful blend of buttery, savory notes, offering a contemporary twist on the classic white coffee experience.
- NEW – 30% Less Sugar White Coffee: Staying true to the authentic taste of OldTown White Coffee with the same creaminess and smooth experience, but a brew made less sweet.
- Classic White Coffee: A timeless icon brewed from OldTown White Coffee’s signature 3-bean blend, this rich and aromatic white coffee delivers the original smooth, creamy taste that has defined generations of “kopitiam kopi” lovers.
- Hazelnut Flavored White Coffee: A harmonious fusion of roasted nuttiness and smooth coffee, this variant pairs the classic OldTown White Coffee profile with the indulgent sweetness of hazelnut for a truly comforting, modern treat.
San Miguel Named Exclusive Philippine Distributor
Announced center-stage at the “Back to Where It All Began” launch, OldTown marked its exclusive distribution alliance with San Miguel Super Coffeemix, Co. Inc. The partnership secures nationwide reach for the OLDTOWN portfolio, ensuring every flavor is readily available in all leading supermarkets nationwide and online via the JDE World of Coffee Flagship Store on Shopee and Lazada.
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