Exclusive: Jacqueline Ng on Stories Told to Stories Sold, Big Bad Wolf Philippines
With a mission to bring the best to those who need it most, Big Bad Wolf’s co-founder shares the journey of reaching 'places unreached' and how the stories encountered along the way have inspired them to keep sharing more with others
Words Veronica A. Balbin
September 2, 2024
Big Bad Wolf’s co-founder, Jacqueline Ng, shares her mission to bring the best books to those who need them most. From reaching "places unreached" to the stories that keep them going, Ng reflects on the journey that has shaped Big Bad Wolf into what it is today.
The Big Bad Wolf Philippines, currently stationed in Alabang, Muntinlupa, is like an igloo in the heart of the city. But instead of ice blocks, it’s filled with books—thousands of them—forming the pillars of this manmade book mall, all grounded in a powerful advocacy.
The Advocacy
“This year,” said Jacqueline Ng, co-founder of Big Bad Wolf, “our mission is to reach one million new readers.”
As of mid-year, the company is already halfway to achieving its 2024 goal, continuing its efforts to cultivate reading habits in a new generation of readers.
Big Bad Wolf is now expanding to cities like Quezon City, Makati, Parañaque, Clark, Cagayan de Oro, and, currently, Muntinlupa, reaching out to "places unreached."
In Alabang, stories told through words, colors, and pictures are sold at unbeatable prices. First-class titles are available from corner to corner in this cool igloo in the sweltering Philippines, ready for everyone to grab at arm’s length.
A Country Close to the Heart
Beyond the “biz” and “buzz” of sourcing, negotiating, and selling stories, the Philippines holds a special place in Jacqueline's heart.
“The first time we visited [the Philippines] was in 2017,” she recalled. But nothing could have prepared her for what she encountered on her journey through the country’s bustling center.
“The first thing I saw was the homeless… I’ve never seen homelessness on that scale before. I saw entire families living on the streets,” she said with emotion.
In contrast to countries like the United States, where homelessness often affects individuals, the situation in the Philippines was different. The sight of squatters along the road from the airport to her destination was a turning point, leading Big Bad Wolf to invest their hearts in the country.
“If there’s one country that really needs Big Bad Wolf, it’s the Philippines,” Jacqueline stated, recognizing the potential for empowerment through access to books.
Under the Radar
The empowerment that books provide is often “subtle,” like the butterfly effect.
A single book on anatomy can inspire a child to become a future contributor to the field of science—an example Jacqueline loves to share.
Beyond that, books have the power to ignite a spark of inspiration within a reader.
“When we started the business, I hardly ever saw people holding a book while commuting,” Jacqueline said, reflecting on the past 15 years since Big Bad Wolf’s inception in Malaysia.
“Now, when I travel, I often see young people in their twenties or thirties, and even kids, holding books. It wasn’t like that before.”
Years ago, a 16-year-old Malaysian boy saved up his allowance to buy more books from Big Bad Wolf. He hadn’t been much of a reader before, but after his older sister gifted him two books, he became a voracious reader and a dedicated member of the Big Bad Wolf community.
Jacqueline received this story in a letter from the boy’s sister—a testament to the power of books.
The Stories that Sell Stories
“Big Bad Wolf has survived until today, despite the challenges and the immense effort required, purely because of all these positive stories that have come our way,” Jacqueline shared. “If Big Bad Wolf were just a business, I would have given it up long ago. With the same investment, I could pursue many other ventures.”
So, what are you waiting for? The Big Bad Wolf event at Filinvest in Alabang runs from August 22nd to September 1st. Share your inspiring stories with them to keep the stories alive.
