IKEA Releases GREJSIMOJS Collection in the Philippines

 If you find yourself putting away your children's toys to keep your home looking neat, consider toys that are designed to be part of your home furnishings. IKEA's GREJSIMOJS collection is a thoughtful example of this approach: toys that fire up children’s imagination, made in soft, sculptural forms and neutral tones that double as decorative objects for the home. 

IKEA’s 2024 Play Report found that play has a much bigger role than just filling in children’s idle time. Rather, it’s a way for the young ones to help build trust, self-confidence, empathy, creativity, and imagination — all leading to their well-being.

 

IKEA’s Play Report is a large-scale international study that explores the role of play and playfulness in children’s lives and family well-being. It draws on extensive quantitative and qualitative research that includes surveys of 7,000 children and their parents in seven countries, and 36 in-depth family home visits to understand how play is perceived, prioritized, and experienced in the home. 

 

“We live in a turbulent time and children are more worried and stressed about grown-up things than they were just a few years ago. But there is an antidote — play,” IKEA said in the report. “At IKEA, we believe that children are the most important people in the world — we take play and a playful everyday life seriously.” 

 

Play revolution

IKEA designed the GREJSIMOJS collection, bringing play front and center for families who want children to simply be children — carefree, curious, and connected.

 

Anna Granath, Range Identity Leader for IKEA, said, “GREJSIMOJS is meant to be a visible part of the home furnishing, with objects that are beautifully designed to fit the home, even after the children have gone to bed.”

 

GREJSIMOJS is not only a playful collection, it was also designed in a playful way. Despite its open-ended invitation to think freely, which initially brought together more than 20 designers with 12 designers featured in the final collection, GREJSIMOJS is firmly rooted in the research of play.  

 

The designers were given free hand and encouraged to draw from their own experiences as children to create the range, bringing both the perspective of an adult and a child, like “how might an adult perceive a statement rug, and at the same time, allow it to be a wild landscape for a crawling child to explore.” 

An alternative to gadgets

Locally, children’s play being replaced by technology has been a growing concern for many years. According to a 2024 study, Filipinos rank third highest globally in screen time, spending nearly nine hours a day across devices. A bigger concern is the excessive screen media use among Filipino youth — including preschoolers — with many exceeding World Health Organization recommendations and linked to developmental and sleep issues.

 

Now, Filipino parents are being offered an alternative, one that brings play and toys back into the home without adding visual chaos.

 

IKEA Philippines Country Retail Manager Ricardo Pinheiro said, “GREJSIMOJS is meant to celebrate the joy and importance of play for everyone in the family. These pieces are designed to spark imagination and invite children to play freely, while also blending beautifully into the home. Play doesn’t have to be packed away, it can be part of everyday living for the whole family. When families play together, it strengthens bonds and creates lasting memories that go far beyond the moment.”

The collection features a range of playful and colorful furniture pieces for children, including uniquely shaped chairs, whimsical rocking toys, character-inspired lighting, and creatively designed stools. It also offers smart storage solutions such as multifunctional boxes and decorative containers in fun, stylized forms. Soft furnishings like carpets, cushions, and covers add comfort and texture to the space, while toys such as building blocks encourage children to explore shapes and sizes and support the development of logical thinking skills.

 

IKEA’s GREJSIMOJS collection will be available at IKEA Pasay City and on IKEA.ph starting February 13. Check out IKEA.ph for more.

 

PalawanPay Powers UP Women’s Volleyball Team Toward Victory

 

PalawanPay extends its advocacy for sports development through support of the UP Women’s Volleyball Team.

PalawanPay, the digital wallet of the Palawan Group of Companies, has partnered with the University of the Philippines Women’s Volleyball Team (UPWVT) to advance youth development and sports excellence through collegiate athletics. The collaboration highlights the role of sports in shaping values-driven young Filipinos, while supporting the team as it represents the university with honor, excellence, and pride.

Sports development is among the key pillars of the Palawan Group’s Corporate Social Responsibility programs, emphasizing the company’s position that athletics serve as a powerful force for nation-building. Through this collaboration, PalawanPay provides support that allows the UPWVT to focus on training, competition, and holistic athlete development. Beyond visibility, the partnership delivers practical resources that address the team’s daily needs, athlete welfare, and long-term sustainability, helping UP foster student-athletes’ growth both on and off the court.

Palawan Group Chief Marketing Officer Bernard V. Kaibigan shares his message of pride and support for the UPWVT.

Palawan Group Chief Marketing Officer Bernard V. Kaibigan expressed his pride in supporting the UPWVT: “As a UP alumnus and a volleyball enthusiast, I am proud that PalawanPay will continue supporting the team for many seasons to come. UP has always represented the best of Filipino talent: intelligence paired with integrity, excellence grounded in service. The UP Women’s Volleyball Team embodies this spirit. You ladies are  strong, determined, disciplined, and you deserve to be supported and celebrated.”

This collaboration reflects PalawanPay’s long-standing support for the University of the Philippines and the UP Fighting Maroons. Since 2019, the Palawan Group of Companies, led by founders Bobby and Angelita Castro and their five UP-alumnus children, has supported UP athletes across different sports, providing resources, guidance, and encouragement to help them grow and succeed. Recently, PalawanPay supported the Men’s Basketball, Judo, and Swimming Teams in UAAP Season 88. The partnership is also marked by occasional celebrations, such as the Champions’ Thanksgiving Dinner, held to honor the Fighting Maroons’ victories and recognize the dedication and achievements of UP athletes across disciplines.

UPWVT Head Coach Benson Bocboc expressed his gratitude to the Palawan Group, stating: “We would like to sincerely thank the Palawan Group for being one of our valued sponsors and steadfast partners. Three years ago, we started this program with a simple but powerful vision: ‘To grow, to compete, and to win.’ It’s something sustainable for our student-athletes. Today, that mission continues to come to life because of partners like you who believe in developing talent, character, and excellence. Thank you, Palawan Group, for trusting the process and standing with us every step of the way.”

UPWVT opposite hitter Kianne Louise Olango and captain Joanne Marie Monares proudly showcase the PalawanPay app.

 

Through its support of the UPWVT, PalawanPay continues to play a meaningful role in Philippine sports. By ensuring that student-athletes have the tools, guidance, and encouragement necessary they need to thrive, the partnership fosters a culture of excellence, perseverance, and leadership that shapes athletes into role models both on and off the field.

 

 

Jollibee Spreads the Love with Promos and Phygital Surprises for Valentine’s Joy Day

 

Jollibee, the Philippines' no. 1 fastfood chain, is marking Valentine’s Day with its first Valentine’s Joy Day, a nationwide celebration with limited-time promos, branch surprises, and special treats for online fans.

 

The celebration highlights Jollibee as a beloved hub of joy for Filipinos, where couples share romantic moments, families create lasting memories, and friends come together to celebrate their bond.

“Valentine’s Day is a time for love, laughter, and making memories with the people who matter most,” said Dorothy Ching, vice president for marketing of Jollibee Philippines. “At Jollibee, we’re grateful to share in those moments and celebrate alongside our customers, whether through special treats in our stores or fun surprises online. Valentine’s Joy Day is our way of thanking everyone for letting us be part of their happiest moments.”

 

To mark the occasion, Jollibee is offering a special series of limited-time offers nationwide. From February 10 to 16, customers who order any two Chickenjoy Value Meals can enjoy a free upgrade to a large iced tea through the brand’s Perfect Pair Combos.

 

The Perfect Pair Combos let customers pair their favorite Jollibee meals, including 1-piece Chickenjoy with regular fries and iced tea, 1-piece Chickenjoy with spaghetti and iced tea, 1-piece Chickenjoy with mashed potato and iced tea, 1-piece Chickenjoy with chicken macaroni soup and iced tea, and 1-piece Chickenjoy with burger steak and iced tea. Any combination of two Value Meals comes with a free large iced tea upgrade. Starting at just ₱152, the Perfect Pair Combos are available for dine-in, takeout, drive-thru, and delivery, making it easy to share love and joy this Valentine’s season.

 

Delivery customers can also celebrate Valentine’s Joy Day with special treats for online orders. When ordering through the Jollibee App or order.jollibee.com this February 14, customers can get two free one-piece Burger Steak Solos with a minimum order of ₱600, or enjoy free delivery with a minimum order of ₱500.

 

 

Beyond product promotions, Jollibee is extending the celebration through in-store and online activities. On February 14, select stores will delight customers with surprise Valentine’s Day treats. The fun continues online, where fans can join the #ValentinesJOYday X Party and photo contest on Facebook by sharing their love stories and joyful Jollibee memories for a chance to win exciting prizes.

 

Craving more Jollibee treats and exclusives? Head to www.jollibee.com.ph for the latest updates, order your favorites at https://order.jollibee.com, and follow us on social media for more JOYful surprises!

 

Couple Goals: How Managing Money Together Strengthens Your Bond

 February is full of heart-shaped chocolates, bouquets of flowers, and the scramble for restaurant reservations. The kilig will always have its place, but couples who have been together for years know that lasting love is not just about grand gestures, it's in the everyday ways you show up for each other.

And yes, that includes money. Finances can feel tricky to talk about, but how you handle money together says a lot about commitment. When done right, shared financial habits can be one of the most genuine expressions of love. 

Here’s how your money habits might reflect your love language and how having the right banking partner like Metrobank can keep your relationship in good hands.

 

1. Acts of Service: Taking care of what matters

Beyond the gestures of opening the door or saving your partner a seat, it’s making sure the bills are paid on time, tracking shared expenses, and handling the “boring” but essential tasks that keep life running smoothly.

Metrobank’s bill payment and credit card tools make it easier to not only to stay organized, but also to show that you care – so you can focus on each other instead of last-minute stress.

2. Words of Affirmation: The budget sit-down

Budgeting doesn't always sound romantic, but it can be. Conversations about saving for a home, a car, or a wedding, build trust and alignment that you see a future together.

Saving tools like Metrobank’s eSavings or placing your money in a Metrobank online time deposit that allows you to earn a little more can help turn shared goals into clear plans. Because sometimes, “I see us building a life together” is the most powerful affirmation of all.

3. Physical Touch: The security of a safety net

Safety and closeness go hand in hand. An emergency fund is like a reassuring hug – it gives peace of mind and creates a sense of protection, allowing couples relax and focus on connection instead of worrying. Building that cushion together is its own form of closeness.

4. Quality Time: Investing in your future

It isn’t just about dates – it's about building something meaningful together. From exploring investments like Unit Investment Trust Funds (UITFs) to planning big trips and securing the best deals at the upcoming Metrobank Travel Fair from February 20-22, 2026, you’re investing in experiences as much as financial growth.

After all, wealth isn’t just measured in numbers, but in memories you’ll look back on years from now.

5. Receiving Gifts: Make everyday spending work for you 

Who doesn’t love a little surprise? Using your Metrobank credit card allows you to earn points from regular purchases, turning routine swipes into date nights, airline miles for trips, or thoughtful gifts. You also don’t need to worry about money transfers for your purchases, as you can enjoy PHP8 InstaPay fee per transaction — Metrobank's lowest rate ever.

This month of love, go ahead and buy the flowers. Make the reservation. Post the sweet photo. But when the night winds down, take a moment to talk about your future, too. Because planning your financial journey together isn’t just adulting—it’s one of the sincerest ways to say, “I’m in this with you.”

Ready to take the next step in your financial journey together? Discover Metrobank’s products and services to help you and your partner build a stronger, more secure future. Visit the Metrobank website to explore products tailored to your goals, and head to earnest.ph for practical tips on growing your finances with confidence.

AS Watson Commits to 21% Reduction in Virgin Plastics by 2030, Raising the Sustainability

 AS Watson, the world’s largest international health and beauty retailer, is strengthening its plastic-reduction ambition with an enhanced commitment under the Ellen MacArthur Foundation’s Global Commitment 2030. The company is pledging to reduce virgin plastic in its own-brand packaging by 21% by 2030, using 2022 as the baseline year.

This renewed target, now featured on the Ellen MacArthur Foundation’s Global Commitment website, reinforces AS Watson’s leadership in advancing a circular economy and tackling plastic waste across its global footprint.

 

Strategic Actions for Sustainable Packaging

The commitment covers four key sources of own-brand packaging: product packaging, in-store carrier bags, online business parcels, and single-use plastics in warehouses —areas where AS Watson can make the greatest impact. To achieve this ambitious goal, AS Watson will step up efforts to eliminate unnecessary packaging, increase the use of recycled plastic content, promote packaging that is more recyclable or reusable, and expand refill and reuse systems across its global operations.

 

Sebastien Pivet, Chief Sustainability Officer & QA Director of AS Watson, said, “Reducing plastic waste is one of the most urgent environmental challenges of our time, and retailers have a responsibility to lead this transition. By setting an ambitious 21% reduction target for virgin plastic in our own-brand packaging by 2030, we are turning our 185‑year legacy of care into clear, measurable actions that cut plastic at source across all our markets. By expanding refill and reuse systems and increasing recycled content, we’re making significant progress towards reducing plastic waste from our operations.”

 

Sebastien added, “As AS Watson celebrates its 185th anniversary, this milestone reinforces the company’s long-standing commitment to making a positive impact across its global operations. Sustainability shapes every decision we make, and it will continue to guide how we innovate and grow responsibly alongside our customers and communities.”

 

Turning Commitment into Impact

To bring this plastics reduction target to life, AS Watson has been translating its ambition into tangible changes in packaging design across its retail brands and markets.

 

To name a few examples, in Asia, Watsons China has strengthened its commitment to sustainable packaging by redesigning product packaging. Plastic windows were removed from collagen hand cream gift packs, saving 2.36 tons of plastic, and plastic trays were replaced with FSC-certified paper trays in collagen hand and body care packs, saving another 5.26 tons. In Europe, Superdrug has redesigned the packaging for the Naturally Radiant range by removing laminated mirror board. All cartons are now fully recyclable and FSC certified, and every SKU contains at least 30% recycled plastic content.

 

AS Watson calls on businesses, industry peers, and partner suppliers to join the 2030 Plastics Agenda for Business and work together to reduce plastic waste and pollution. By working together across the value chain and inspiring customers to choose more sustainable products, AS Watson believes the retail sector can scale circular packaging solutions and deliver meaningful environmental benefits.

Own the HONOR X9d 5G with Zero Cash Out on Smart Postpaid Plan 1999

Leading global AI smart devices provider HONOR Philippines launched the HONOR X9d 5G in January, and demand has not slowed since. Now made more accessible through Smart Postpaid Device Plans, customers can get the HONOR X9d 5G with zero cash out, 15GB monthly data, unlimited calls and texts, and access to Smart Postpaid Perks. 

“High demand, now within reach—the HONOR X9d 5G is now more accessible through Smart Postpaid Device Plans, making it easier than ever to own. Visit your nearest Smart Store and secure the toughest phone of 2026,” said HONOR Philippines Vice President Stephen Cheng. 

Also Available in Smart Postpaid Plans+ 1499 

Aside from Smart Postpaid Device Plan 1999, the HONOR X9d 5G will also be available via Smart Postpaid Plans+ 1499 with a ₱14,100 one-time cash out. The plan comes with 40GB of data, Unlimited 5G for 12 months in select areas, unlimited calls and texts, unlimited landline calls, and access to Smart Postpaid Perks—plus a FREE Jisulife Handheld Fan 5. 

 

The Toughest HONOR Phone 

The latest HONOR X9d 5G delivers superb protection against drops, water, and dust, backed by the industry-first SGS Triple Resistant Premium Performance Certification. Not just that, it also features a capable camera system designed for sharp, detailed, and versatile photography. It is equipped with a 108MP ultra-sensing main camera with a wide aperture that delivers clear images with rich detail, even in low-light conditions. 

  

The HONOR X9d 5G comes in three stunning colorways—Reddish Brown, Sunrise Gold, and Midnight Black. Visit your nearest Smart Store today and choose the postpaid plan that perfectly fits your lifestyle. 

 

For more exciting announcements, visit HONOR’s website www.hihonor.com, and follow HONOR Philippines on Facebook (Facebook.com/HonorPhilippines),Instagram (Instagram.com/honorph/) and TikTok: (Tiktok.com/@honorphilippines) for exclusive teasers, launch updates, and big reveal.

TCL and Asia's Superstar Kathryn Bernardo Mark 4 Years of Inspiring Greatness

 Riding the momentum of their historic sweep at the 61st Anvil Awards, TCL Electronics, the Triple Global Top 1 TV Brand and the leader in Fresh Air AC sales, has reached another landmark milestone this 2026. The tech giant officially sealed its contract renewal with Asia’s Superstar, Kathryn Bernardo, for the fourth consecutive year. This partnership highlights the shared pursuit of excellence, seamlessly merging TCL’s world-class innovation with the country’s brightest star to continue 'Inspiring Greatness' across the nation.

Still the face of excellence! Asia’s Superstar Kathryn Bernardo beams with excitement at her official contract signing ceremony with TCL Philippines.

The partnership was formally formalized during a contract-signing ceremony held in Pasay on January 30. In attendance were TCL Deputy Marketing Director Shae Yu and TCL Brand Manager Joseph Cernitzchez, alongside Kathryn’s management team, VCM led by Francis Vidanes, collectively marking a new chapter of collaboration and shared vision for the brand.

 

“Kathryn Bernardo has become integral to the TCL brand in the Philippines. Her credibility, consistency, and influence reflect our pursuit of excellence. We are excited to strengthen this partnership and create campaigns that continue to inspire Filipinos nationwide. Her connection with audiences helps bring TCL’s innovation and values closer to everyday Filipino homes,” said TCL Brand Manager Joseph Cernitchez. 

 

Kathryn’s decision to renew was a natural one, having witnessed and contributed to the brand’s meteoric rise over the last four years. She is eager to embark on this next chapter, noting that her personal journey has beautifully mirrored TCL’s own evolution from a market challenger to a global industry leader.

 

“Seeing TCL achieve these new milestones makes me so proud! Our partnership works so well because our missions are perfectly aligned. I’ve always wanted to work with a brand that never stops innovating, and I’m so happy to be growing alongside a team that truly 'Inspires Greatness,” she enthused.

 

From left to right: VCM’s Francis Vidanes, Asia’s Superstar Kathryn Bernardo, TCL Deputy Marketing Director Shae Yu Xiaoling, and TCL Brand Manager Joseph Cernitchez.

 

For Kathryn, this partnership is deeply personal. As she navigates life in her own abode and enters her ‘adulting’ stage, she has decisively curated her space with the very products she represents. It is a testament to how TCL’s innovation supports her journey as a modern, independent woman.

 

“I feel so blessed to have a home powered by innovation I can truly depend on. It’s definitely made me even more of a home buddy! There’s nothing I love more than staying in and getting lost in the incredible picture quality of my TCL QD-Mini LED TV,” she added. 

 

Staying in has never been more refreshing. Kathryn’s ultimate home companion is her TCL FreshIN 3.0 Airconditioner, which brings next-gen comfort to her space. With its intuitive voice control, she doesn't even have to lift a finger; the FreshIN responds to her every command, making her relaxation time completely seamless.

 

“I guess the best kind of luxury is being able to enjoy the quiet moments. I’m happy to enjoy it with TCL FreshIN AC. I love having smarter, quieter, cooler moments at my home while I’m saving energy and making it easy to control the temperature through the offline voice control,” Kathryn enthused.

 

Even with a demanding schedule, Kathryn Bernardo manages her home life with surprising ease, thanks to the TCL Super Drum C682. What used to be a tedious chore is now a seamless part of her routine; with the Super Drum's intuitive controls, she simply loads her laundry and starts the cycle with a few taps. This high-performance efficiency allows her to reclaim her time and focus on what truly matters while the C682 handles the rest.

 

There’s a special kind of joy Kathryn finds in the simple task of grocery shopping for her home. She loves being personally involved in choosing what goes into her kitchen, and she relies on the TCL Free Built-In Refrigerator to keep everything fresh. With its sleek, flush-fit design, it integrates perfectly into her space, supporting her lifestyle as a modern, hands-on homeowner who values both style and substance.

 

Four Years and Counting! Kathryn Bernardo reaffirms her role as the face of TCL Electronics, signing on for another year of 'Inspiring Greatness.'

 

Navigating the complexities of 'adulting' has become a much more graceful journey for Kathryn. She’s incredibly grateful to TCL for being her 'co-pilot' through the adulting stage, turning everyday house chores into seamless experiences that let her truly enjoy the independence of having her own space.

 

Words can’t quite capture Kathryn’s appreciation for how TCL has empowered her during this pivotal chapter. From managing her first home to mastering daily responsibilities, she credits the brand’s innovative technology for giving her the ease and confidence she needs to thrive in her adulthood.

 

With so much excitement, she said, “I’m so proud to grow with TCL, and I’m personally looking forward to the new innovations they have in store. I know these products will be a total game-changer—not only for my own home but for every Filipino who loves the ease and comfort of smart living. There is so much to look forward to!”

Make Life Delicious Every Day with foodpanda’s ₱100 SARAP Discount

 Life today often feels fast-paced and always on. Between long workdays, heavy traffic, back-to-back meetings or classes, and constant notifications, many people find themselves moving through the day on autopilot. In response, more Filipinos—across different ages and lifestyles—are choosing to romanticize everyday life, finding small ways to feel present, ease the daily rush, and enjoy ordinary moments amid the chaos.

foodpanda invites everyone to Make Life Delicious by finding small joys in their own way. For some, it’s taking time to enjoy a hearty meal after a long commute, whether eaten alone at home or shared with family around the table. For others, it’s choosing exactly what they’re craving—from comfort food to lighter bites—or leaning into simple rituals like unhurried mornings, dressing up even for short errands, taking long walks, or putting the phone down while eating.

To make these moments easier to enjoy, customers can get ₱100 off selected restaurants using the promo code SARAP, with varying minimum spends. By combining convenience and affordability, foodpanda helps remove the extra stress of planning meals and makes it easier to enjoy small rewards, whether it’s ordering dinner after a tiring day at work, sending food home to family, or sharing a spontaneous meal with friends.

At its core, Make Life Delicious is a reminder that joy doesn’t always come from big celebrations or special occasions. More often, it’s found in the everyday: in how we eat, pause between responsibilities, and find comfort on busy days. In a world that rarely slows down, making space for these experiences can make daily life feel more fulfilling.

CCIP to host first-ever General Membership Meeting for 2026

The Chamber of Cosmetics Industry of the Philippines, Inc. (CCIP) is set to host its first General Membership Meeting (GMM) for 2026 on February 26, 2026 (Thursday),at the Edsa Shangri-La, Manila – Garden Ballroom.

This milestone event brings together CCIP’s diverse and influential membership base—composed of cosmetics brand owners, manufacturers, distributors, importers, exporters, and allied service providers—for an afternoon of high-level discussions on regulation, competitiveness, and global expansion in the Philippine cosmetics industry.

Distinguished Speaker Line-Up

The first GMM of 2026 will feature four prominent speakers from key government agencies, offering timely insights and strategic direction for the year ahead: Atty. Paolo Teston, director general, Food and Drug Administration, Navigating FDA Policies and Regulatory Priorities in 2026; Nylah Rizza Bautista, assistant secretary, Competitiveness & Innovation Group (CIG), Department of Trade & Industry, From Local to Global: How CIG Programs Support Philippine Cosmetic Brands; Bianca Pearl Sykimte, director, Export Marketing Bureau, Department of Trade & Industry, Export Services as a Catalyst for MSME Global Expansion; and Engr. Ana Trinidad Rivera, MSc, director IV, CCHUHSRR, Food and Drug Administration, Updates from the 42nd ASEAN Cosmetic Scientific Body (ACSB) and ASEAN Cosmetic Committee (ACC) Meeting in Jakarta, Indonesia.

 

A Platform for Collaboration and Growth

As the leading industry association for cosmetics in the Philippines, CCIP plays a vital role in advocacy, regulatory alignment, industry education, and market development. This General Membership Meeting serves as a critical platform for members to stay informed, align with regulatory developments, and explore opportunities for innovation and international expansion.

 

Sponsorship Opportunities

For sponsors, the event presents a unique opportunity to gain visibility and build meaningful connections with the country’s most active cosmetics stakeholders, these include decision-makers who shape product development, compliance, supply chains, marketing, and exports.

 

Companies interested in sponsoring the event may contact the CCIP Secretariat at ccipsecretariat@gmail.com for sponsorship packages and details. For more info, visit cciphilippinesinc.com

Verde Creatives Holds 5th Pamaskong Pasasalamat for LGBTQIA+ Communities

Public relations firm Verde Creatives, recognized for embedding advocacy into its practice, marked the fifth edition of its annual Pamaskong Pasasalamat, reinforcing its commitment to purpose-driven public relations. 

Through a holiday outreach carried out in collaboration with key partners, the initiative provided Christmas assistance to indigent LGBTQIA+ senior citizens and youth leaders in Baseco, Tondo, while also extending support to the LTFRB LGBTQIA+ Association—communities that continue to be among the most underserved in Philippine society.

Sustained for five consecutive years, Pamaskong Pasasalamat has evolved into Verde Creatives’ cornerstone year-end program—an expression of the firm’s commitment to reinvesting its professional gains into grassroots communities. The 2024 edition carries added meaning as it aligns with the company’s eighth anniversary, a period Verde Creatives regards as a particularly auspicious chapter marked by deepened partnerships, broader collaboration, and an expanding footprint in social impact work.

From its earliest planning stages, the initiative benefited from the unwavering backing of the Ladlad LGBT Party-list, a long-standing advocacy ally of Verde Creatives. Beyond symbolic support, Ladlad played a hands-on role in the execution of the activity—overseeing venue preparations within the Baseco compound and actively assisting in the identification and mobilization of beneficiaries. This close, ground-level collaboration ensured that both logistics and community outreach were carried out with order, efficiency, and a clear commitment to inclusion.

Organizers likewise recognized early on that a holiday gathering in a densely populated urban poor community such as Basecowould inevitably draw more than just intended recipients. Rather than viewing this as a challenge, the proponents deliberately embraced the occasion as a strategic platform—one that could transcend aid distribution and become a moment for public engagement and learning. With this in mind, Verde Creatives enlisted the Society of Trans Women of the Philippines (STRAP) to integrate an educational dimension into the program, transforming a festive crowd into an attentive audience open to dialogue on gender equality and social justice.

“This initiative reflects how we choose to give thanks—not performatively, but through sustained action,” said Bemz Benedito, Managing Director of Verde Creatives. “For eight years, our growth has been anchored in standing alongside communities that are too often pushed to the margins. Pamaskong Pasasalamat is a reminder that dignity, visibility, and care must be practiced consistently, not reserved for a single season.”

The collaboration translated into tangible support on the ground, with 60 Noche Buena packs distributed to Baseco beneficiaries—twice the initially planned number—alongside 20 additional packs allotted for members of the LTFRB LGBTQIA+ Association. Food packs were also shared with all attendees, reinforcing the project’s aim of delivering not only material assistance, but a genuinely celebratory and respectful holiday experience.

As planned, STRAP conducted a clear and well-received SOGIESC 101 (Sexual Orientation, Gender Identity, Gender Expression, and Sex Characteristics) session during the event, delivering basic information on gender equality and social justice to attendees who had initially gathered as onlookers but became an engaged audience. The educational segment complemented the gift distribution by turning the occasion into an opportunity for awareness-raising and community learning.

To keep the mood joyful and participation high, Ladlad officialsco-officiated parlor games together with Verde Creatives, with STRAP providing support. The games encouraged active involvement from beneficiaries, drew laughter and cheers from participants and spectators alike, and helped strengthen the sense of community during the outreach.

Baseco, one of Manila’s most densely populated urban poor communities, was selected for its heightened vulnerability, particularly among elderly residents and youth leaders. This year’s initiative specifically supported LGBTQIA+ elderlies, who face compounded discrimination due to age, gender identity, and economic status, as well as members of the Sangguniang Kabataan (SK) and Katipunan ng Kabataan (KK), recognizing their vital role in grassroots leadership.

Senator Loren Legarda, a long-time advocate for inclusive governance and social protection, underscored the importance of compassion and solidarity during the holiday season. “Christmas is a time to remember those who need our support the most,” Legarda said. “Our urban poor communities, LGBTQIA+ elderlies, and young leaders deserve not only assistance, but recognition and respect. Initiatives like Pamaskong Pasasalamatremind us that governance must always be rooted in empathy and service.”

Congressman Leandro Leviste, who also contributed to the distribution of Noche Buena packs, emphasized the value of targeted and inclusive community engagement. “Real public service happens on the ground,” Leviste said. “By working directly with communities like Baseco and supporting LGBTQIA+ public servants, we make sure that help reaches those who are often overlooked. This collaboration reflects the kind of leadership that listens, includes, and acts.”

The 2024 Pamaskong Pasasalamat also extended support to the LTFRB LGBTQIA+ Association, the first officially recognized LGBTQIA+ organization within the Department of Transportation. The association has been active in promoting safe spaces, gender sensitivity, and institutional inclusion within government service.

Pamaskong Pasasalamat is the second major gift-giving initiative undertaken by Verde Creatives this year, following an earlier collaboration with the Golden Gays, a group of elderly gay men and transgender women, during the firm’s anniversary celebration. As the event concluded, organizers reported strong turnout, enthusiastic participation in both educational and recreational activities, and positive community feedback—making the gift-giving occasion an overwhelming success in both relief and outreach objectives.

“As we move forward, our commitment remains the same,” Benedito added. “Success means very little if it is not shared. Pamaskong Pasasalamat is about making sure no one is invisible—especially during the season of giving.”

As it looks toward its sixth year in 2025, Verde Creatives reaffirmed its commitment to intersectional advocacy—bridging public relations, governance, and community empowerment—demonstrating how collaboration across civil society, political partners, and government institutions can create meaningful, lasting impact for marginalized sectors.