It is profoundly ironic when products marketed under native Filipino concepts come with price tags beyond the reach of the ordinary masses. With the call to “support local,” brands labeled in Tagalog or Baybayin are thought to reclaim heritage and reimagine Filipino identity for a new generation. However, at what point does sincerity turn into strategy?
Turning roots into revenue, cultural marketing walks the fine line between pride and profit.
A market where culture is both celebrated and commercialized complicates views—some perceive it as progress toward the resurgence of local artistry, others see it as a paradox. This tension sits at the crossroads of patriotism and profit, compelling both consumers and marketers to decipher what “authentically Filipino” really means. With that, The LaSallian sits down with consumers and marketing experts to understand whether nationalism in commerce is genuine or if it is just another marketing strategy.
#SupportLocal
The trend to “support local” reveals Filipinos’ growing appreciation of homegrown products and craftsmanship. Taking pride in our ancestors’ creations celebrates artistry and also preserves the heritage passed down through generations. Yet this pride often clashes with reality: many consumers, limited by financial constraints, find it difficult to afford such brands. Still, supporting local goes beyond paying for its beautiful designs and elements, but also the intricate labor invested into each piece.
Bianca Raymundo (II, AB-OSDM) affirms this point regarding costly prices, “Filipino brands don’t have to be cheaper or affordable to exist; sometimes a high price point can indicate good construction and good materials.” This is especially true of handmade, traditional goods, crafted from practices sustained through lineages. For Stephanie Mariano (II, BS-LGL), purchasing locally-sourced products serves as “a way to connect through my roots, even if it’s [through] unconventional means […] these products are also what become the bridge for you to learn about your culture.”
Steep costs do not deter her desire to purchase, as her decision is anchored to the creation and heritage behind the products. “When I see in tags, [and] it says handmade, that’s what sticks to me,” Stephanie shares. Macky Del Rosario, assistant director for corporate communications at Greenville Public Relations, emphasizes how pricing may also honor the hard-earned skill and dedication of artisans. These companies have invested their time, effort, and skill through education and certification to offer their products and services. We pay not only for the product, but also the story, heart, and soul woven into these masterpieces—embodiments of tender traditions and the hands that keep them alive.
Appropriation vs. appreciation
Although Filipino brands have provided an avenue to rekindle cultural roots, commodifying culture can also be a double-edged sword. Brands may boast an “authentically Filipino” enterprise, but with profit as their only priority, they fail to capture the essence of the Filipino spirit. There lies a fine line between paying homage to Filipino culture and misusing ethnic symbols and historical stories for personal gain.
Del Rosario notes that some brands “try too hard” to appear local but lack genuine commitment to authentic representation: “If we look at the intent of it, the authenticity of it, sometimes some of them would even use Baybayin as part of their name or logo without really fully understanding Baybayin.”
Such a disconnect inevitably leaves a bad impression on consumers. When perusing local Filipino brands, Bianca notes, “the only thing that really bothers me is when they take the aesthetics without doing a lot of research, and then making it extremely unaffordable for the people that they took their aesthetics from.”
Similarly, Stephanie remarks that a brand’s insufficient understanding of the culture it references empties its efforts of meaning. Behind each cultural and indigenous element lies a story rooted in ancestry and community; brands must transcend surface-level pride and honor our country’s founding chapters. Reducing them to mere design not only disrespects their origins but also tarnishes what “authentically Filipino” means.
As the trend continues to expand, consumers must develop discernment, and businesses must initiate greater transparency. Brands drawing from Filipino identity bear the responsibility of deepening our connection to our heritage rather than diluting it.
Honoring our heritage
Despite challenges, Del Rosario stresses that genuine representation must first uplift Filipino communities. “If Filipinos are not empowered at all with the existence and marketing of the brand, then it’s just purely commercial value,” he says, emphasizing that the authenticity of local brands lies not only in cultural representation but also in how they can meaningfully serve and uplift the communities they represent.
More than this, both consumers and professionals recognize that brands are an avenue for Filipinos to remain grounded in our roots in a fast-paced, globalized world. Incorporating our identity into the modern phenomenon of commercialization allows it to remain alive and celebrated, even to those outside of our culture.
To sustain wider appreciation, it is necessary to uphold the authenticity and accessibility of local brands, pushing them further into the spotlight as a homage to our ancestral legacy. After all, the commodification of local elements goes beyond creating an aesthetically pleasing brand. It must weave a story that connects our past and present, while remaining grounded in service to the very communities whose lives and labor sustain our culture.
This article was published in The LaSallian‘s October 2025 issue. To read more, visit bit.ly/TLSOct2025.
