Yabang Pinoy, the pioneering movement that has proudly carried the banner of Filipino identity for the past two decades, celebrates its 20th anniversary with a powerful lineup of events, collaborations, and a renewed call for Filipinos everywhere to “Live Proudly.”

From a Movement to a Way of Life

Founded in 2005 by young Filipino advocates, Yabang Pinoy has long been at the forefront of a consumer revolution built on the belief that national pride begins with everyday choices—sa isip, sa salita, at sa gawa (in thought, in word, and in deed).

From its iconic bazaars that uplifted homegrown entrepreneurs, to its youth leadership programs and platforms for artistic expression, Yabang Pinoy has consistently created spaces where Filipino creativity, talent, and ingenuity shine.

Reflecting on its journey, Head of Projects & Partnerships JM Jose shared:

“Our greatest accomplishment is the leaders, advocates, and volunteers we’ve met along the way—Filipinos who found their passion and success through Yabang Pinoy’s training and experiences. They continue to embody and champion the ‘Filipino First’ mindset, which is the very heart of our movement.”

Spotlight on Filipino Creators and Brands

At its anniversary press conference, Yabang Pinoy launched “Filipino Brands in Focus”, a panel featuring entrepreneurs who embody Filipino pride.

• Ann Poco, co-founder of lifestyle brand Gouache, transformed a single camera bag concept into a thriving social enterprise in partnership with Marikina artisans. To mark the anniversary, Gouache and Yabang Pinoy are releasing a special bag collaboration, with part of the proceeds funding the planting of 100,000 Bitaog trees in La Union—trees that naturally protect communities against flooding and erosion.
• Ali Sangalang, co-founder of Linya-Linya, shared how he turned humor, wit, and Filipino storytelling into a decade-strong lifestyle brand. Known for its clever shirts and essentials, Linya-Linya now partners with Yabang Pinoy through its Live Proud shorts collection, a tribute to Filipino identity and pride.

Two Decades of Milestones

Over the years, Yabang Pinoy has launched flagship programs that continue to define Filipino pride:

• Global Pinoy Bazaar – From small community events to major curated showcases, this premier fair connects local entrepreneurs with proud Filipino consumers.
• Philippine Cinema Sessions – A platform for dialogue on the future of Philippine cinema.
• Y.A.B.A.N.G Camp – A youth leadership initiative training advocates of the “Filipino First” mindset.
• 7107 – A program rediscovering Philippine destinations while supporting grassroots livelihoods.

According to Director Patrick Joson, the growth of Global Pinoy Bazaar reflects the movement’s core mission:

“It started small but has grown into a much larger gathering of diverse, curated brands—championing Filipino products and fostering pride through everyday choices.”

Upcoming Events for Q4 2025

• 27th Global Pinoy Bazaar – Oct 2–5, Palm Drive, Glorietta, Makati
• 6th PH Cinema Session – Oct 5 & 12, Linya Linya HQ, Libis, QC
• Global Pinoy Alabang Fair – Oct 17–19, Alabang Town Center
• 28th Global Pinoy Bazaar – Nov 20–23, Palm Drive, Glorietta 2, Makati
• 29th Global Pinoy Bazaar – Nov 27–30, Grand Atrium, Shangri-La Plaza, Mandaluyong

The Call to Live Proudly

For 20 years, Yabang Pinoy has stood for one truth: to Live Proudly is to live Filipino. As it looks ahead, the movement continues its mission to make nation-building a daily habit and lifestyle.

This Christmas season, Yabang Pinoy invites everyone to choose Filipino, shop proudly, and live proudly.