The #SarilingAtin Local Brands Festival gathered sellers, creators, and partners to celebrate the creativity and resilience of Filipino MSMEs.
TikTok Shop turned the spotlight on homegrown talent as it gathered a hundred Filipino MSMEs for the #SarilingAtin Local Brands Festival, a flagship celebration of local creativity, craftsmanship, and entrepreneurial spirit. The event brought together more than 1,000 attendees, including over 200 creators and affiliate partners, reaffirming TikTok Shop’s commitment to the Buy Local, Shop Local movement and its mission to elevate Filipino products through the power of social commerce.
“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. He emphasized that the festival exists to open more doors for local businesses, creating opportunities for learning, discovery, and sustained growth in a fast-evolving digital marketplace.
This year’s program included fireside conversations with top-performing sellers and creators who offered a glimpse into what fuels success on the platform. Attendees picked up practical insights on content creation, scalable monetization, and best practices for maximizing visibility and conversion on TikTok Shop. A dedicated #SarilingAtin Showcase pushed creativity forward, featuring standout Filipino brands and demonstrating how compelling storytelling and relatable content can transform small enterprises into beloved local staples
Top local sellers (from left) Drip and Bites, Calliah Fashion, and Mega Sardines shared insights on scaling their businesses on TikTok Shop during the festival’s fireside sessions.
Among the highlighted brands were Dood, which is redefining comfort through seamless basics and modern innerwear; La Chica, known for stylish and easy-to-install curtains that elevate Filipino homes; SukiGrocer, which connects local farmers directly to consumers; and Verdefy, which champions accessible, natural personal-care products. “TikTok Shop is the best platform for local brands, as they support us with the tools to grow our business,” said Maria Necilyn Manguino of Dood, noting how live selling has allowed them to connect more meaningfully with customers. “Pag narinig namin yung ‘Sariling Atin’, naiisip namin na nakapagbibigay kami ng comfort at confidence sa bawat Pilipina na bumibili,” she added.
From food and fashion to home essentials and lifestyle finds, #SarilingAtin showed how MSMEs are leveraging TikTok Shop’s discovery-led experience to reach consumers in authentic, culturally resonant ways—highlighting a sector brimming with diversity, drive, and creativity.
The festival is just one part of TikTok Shop’s broader investment in nation-building and MSME empowerment. Through programs like #SarilingAtin and Unlad Lokal, developed in partnership with the Department of Trade and Industry and local government units such as Taguig City, TikTok Shop continues to equip local sellers with training, mentorship, and platform innovations that enable long-term, sustainable growth.
With every new seller that comes on board, TikTok Shop strengthens its commitment to championing what makes Filipino products meaningful, distinctive, and proudly ours.