Festival helps strengthen the country’s creative economy and champions the future of homegrown businesses
Manila, Philippines – TikTok Shop highlighted Filipino entrepreneurship in its recent #SarilingAtin Local Brands Festival, a flagship initiative designed to celebrate homegrown products and strengthen support for micro, small, and medium enterprises (MSMEs) and local sellers across the Philippines.
The festival served as a platform for national pride and economic inclusion, gathering over 100 MSMEs, 200 creators and affiliate partners, and key partners to spotlight the richness of Filipino creativity and innovation. With over 1,000 attendees, the #SarilingAtin Local Brands Festival reinforced TikTok Shop’s commitment to the Buy Local, Shop Local movement and its mission to drive discovery and brand love for local products.
“Every Filipino brand has a story worth sharing, and TikTok Shop is here to help them reach customers who appreciate quality, authenticity, and creativity,” said Franco Aligaen, Marketing Lead at TikTok Shop Philippines. “Through #SarilingAtin, we’re creating more touchpoints for MSMEs to learn, grow, and build real momentum in the world of social commerce.”
A space for learning, discovery, and community
The program featured fireside conversations with top-performing local sellers, creators, and industry partners, offering attendees a look into what drives success on the platform. Educational segments tackled best practices for TikTok Shop creators and sellers, insights into scalable monetization programs, and expert guidance from TikTok Shop.
Creativity was also at the forefront, with a dedicated #SarilingAtin Showcase spotlighting standout homegrown brands, underscoring how small businesses can express identity, values, and craftsmanship through content that resonates with Filipino shoppers.
According to Aligaen, connecting MSMEs with both creators and consumers is fundamental to TikTok Shop’s mission. “Community is what powers TikTok Shop,” he added. “When sellers, creators, and partners come together, we create an ecosystem where local businesses thrive.”
A closer look at standout homegrown brands
The festival highlighted a wide assortment of Filipino MSMEs spanning fashion, homecare, personal care, food, and lifestyle essentials. Among the brands featured were:
• Dood – Redefining comfort, Dood offers modern innerwear and wardrobe solutions, including seamless basics and pasties designed for everyday wear.
• La Chica – Bringing style and function to Filipino homes, La Chica’s curtains are easy to install while reflecting a distinct design sensibility.
• SukiGrocer – Acting as a bridge between local farmers and consumers, SukiGrocer delivers fresh, responsibly sourced goods directly from producers to buyers.
• Verdefy – Providing natural and gentle products, making effective personal care accessible to Filipinos.
“TikTok Shop is the best platform for local brands, as they support us with the tools to grow our business,” said Maria Necilyn Manguino, Co-Founder and Marketing Head of Dood, who cited TikTok Shop’s live selling capabilities as key to effective customer engagement. “Pag narinig namin yung ‘Sariling Atin’, naiisip namin na nakapagbibigay kami ng comfort at confidence sa bawat Pilipina na bumibili” (When we hear ‘Sariling Atin’, we’re reminded that we’re able to give every Filipina who shops with us a sense of comfort and confidence), she added.
From food and fashion to home décor and lifestyle solutions, #SarilingAtin demonstrates how Filipino MSMEs are harnessing TikTok Shop’s short-form discovery experience to reach buyers in authentic, lifestyle-driven ways, highlighting the vibrancy of the local entrepreneurial scene.
Long-term investment in strengthening the Philippine MSME Sector
Beyond the festival, TikTok Shop continues its commitment to nation-building and inclusive digital growth through initiatives like #SarilingAtin and Unlad Lokal, a mentorship and training program for local sellers in partnership with the Department of Trade and Industry (DTI) and local government units such as the City of Taguig.
These initiatives also form part of TikTok Shop’s ongoing long-term investment strategy for local sellers and MSMEs, ensuring that platform enhancements, policy updates and partnerships deliver real, measurable value for homegrown brands.
With every new seller that joins the platform, TikTok Shop continues to celebrate what makes local products meaningful, distinctive and proudly Filipino.
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