Yabang Pinoy, a movement celebrating Filipino pride and identity for 20 years, marks its anniversary with various events and collaborations, urging Filipinos to “Live Proudly.” Established in 2005, this initiative promotes national pride through daily choices, supports local entrepreneurship via iconic bazaars, and fosters youth leadership and artistic expression. Yabang Pinoy has successfully highlighted Filipino talent and creativity, serving as a vital platform for cultural expression and consumer awareness.

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 most significant 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.”

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, which 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.

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 sparking 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 transformative but straightforward 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 Christmas, Yabang Pinoy invites its patrons to choose Filipino. Shop proudly. Live proudly.