Filipino-Made, But For Whom?
In today’s society, loving local and demonstrating “Pinoy pride” comes with a very hefty cost.
Words Donavil Angeles
Photos courtesy of T'nalak Home, Kultura Filipino
October 18, 2025
Today, a familiar sight to any Filipino strolling through malls is local storefronts nestled between big names, with Filipino words engraved using minimalist fonts, selling items ranging from clothing to accessories. They beckon customers to take a look at Filipino-made products, encouraging people to support local.
But when the price tag does not match our perceived value, it is easy for us to call out anything we believe is priced too close to a “branded” item. “Bakit ang mahal? Local lang naman” is thrown, unable to justify how something Filipino-made, for Filipinos, costs well above an average citizen’s minimum wage.
In defense of these overpriced products is a timeless rebuttal: “If you think it’s expensive, you are NOT their target market.”
Supporting local
When it comes to navigating the market, sellers generally find a niche of patrons who are willing to buy their items. Local should never be equated with ‘cheap,’ and there are always people willing to purchase for premium quality. Materials, high production costs, and payment for labor ultimately designate the creation and selling of local products as a pricey process.
Though the “you are not their target market” statement can be justified, it is not without a weaponizing quality when uttered by the public. Serving as a subtle jab at a pre-existing divide between those who can actually buy these products vs those who could only afford to protest against the high prices, complaints by the latter are always deemed irrelevant.
In short, if you cannot buy it, you’re not entitled to any criticisms. It polices consumers’ opinions, silencing their questions on whether the cost is actually rational, and overlooks the idea that locally-made products are supposed to connect, even price-wise, with locals.
Often, these seemingly small shops are also owned by half-Filipinos or conglomerates, prompting the idea that ‘locally-made’ feels more about branding than connecting with our culture. Who truly profits from our support, and where is the line between serving a target market, in contrast to merely racking up the price, if only to prey on our sense of Pinoy pride?
For Filipinos, by Filipinos
Anything Filipino sells. We are quick to jump on items we know are born from our fine craftsmanship. Therefore, while it is not appropriate to deliberately think that high-priced products exploit the “Proudly Pinoy” angle, consumers should also learn how to be analytical with their purchases.
Most local shops are transparent on the materials they use, along with the quality, to rationalize the price. Even if said materials are costly, it is still important to reevaluate if the same materials used for a duplicate product, by a different shop, cost as much as the other.
Above all, it is key to remember that locally-made products should still adhere to the unspoken rule of not alienating the very people they seek to represent. To question their price is not an attempt at undermining its value, but at ensuring we get our money’s worth.
Sometimes, it is acceptable to ask ourselves if these local goods actually project our identity and craft as Filipinos, or if they are simply labeled as “Pinoy” to be a marketable, expensive commodity, for a more privileged consumer, by a similarly privileged store.
