Live Proudly: Yabang Pinoy at 20 Years
As Yabang Pinoy marks two decades of championing homegrown talent, the pioneering movement taps creative forces aligning with the mission to Live Proudly.
Words Gerie Marie Consolacion
Photos courtesy of Yabang Pinoy
October 09, 2025
For two decades, Yabang Pinoy has stood not just as a movement, but as a cultural force, curating and connecting the diverse threads of Filipino creativity into a unified, compelling narrative of national pride. As it marks its 20th anniversary, the pioneering organization renews its call to "Live Proudly," inviting Filipinos to see nation-building not simply as a cause, but as a daily, intentional act of creativity and pride.
From left to right: JM Jose, Maricris Joson, and Patrick Joson
A revolution in everyday choices
Founded in 2005 by a collective of passionate young advocates, Yabang Pinoy ignited a consumer revolution founded on a simple yet profound philosophy: that national pride begins with conscious, everyday choices, “sa isip, sa salita, at sa gawa.” This principle has been the driving force behind its two-decade mission to create platforms where Filipino talent, ingenuity, and creativity can truly shine. At the heart of this endeavor are its acclaimed flagship programs, each serving as a unique stage for artistic expression and dialogue.
What began as a modest community event, the Global Pinoy Bazaar, has since evolved into a premier, "carefully curated" showcase connecting discerning consumers with the country's finest entrepreneurs. Meanwhile, the Philippine Cinema Sessions have provided a vital forum for filmmakers and creatives to dissect the state and envision the future of our national cinema. Through initiatives like the Y.A.B.A.N.G Camp, the movement has also focused on nurturing the next generation of creative leaders, training them to champion "Filipino First" values in their chosen field.
Partners in pride
From left to right: Ms. Ann Poco and Mr. Ali Sangalang
The spirit of Yabang Pinoy is perhaps best captured in its meaningful collaborations with trailblazing local brands. At its 20th-anniversary press conference, the movement cast a spotlight on two such creative forces who embody the essence of Filipino pride and innovation.
From serendipity to sustainability
One of these visionaries is Ann Poco, co-founder of the local lifestyle brand, Gouache. Her journey began with a serendipitous encounter with artisans in Marikina, a moment that transformed a personal quest for a camera bag into the birth of a social enterprise with a purpose. Gouache’s functional and stylish carriers are a testament to Filipino craftsmanship.
Ms. Ann Poco, founder and owner of Gouache
For Yabang Pinoy’s anniversary, this partnership transcends product design; a portion of the proceeds from a special collaboration line of bags will fund the planting of 100,000 Bitaog hardwood trees in La Union. This act of environmental stewardship, designed to naturally shield communities from flooding and coastal erosion, underscores a greater purpose: the intersection of sustainability, design, and nation-building.
Wearing Filipino stories
Another featured creative force is Ali Sangalang, co-founder of the iconic brand, Linya-Linya. A storyteller who once served as a speechwriter for the late President Noynoy Aquino, Sangalang redirected his mastery of language into entrepreneurship, pouring his wit and cultural insight into clever shirts and essentials that celebrate Filipino quirks.
Mr. Ali Sangalang, founder and owner of Linya-Linya
Linya-Linya has become a cultural phenomenon over its 10-year existence, translating shared experiences into wearable art. The brand’s anniversary partnership with Yabang Pinoy features the Live Proud shorts, a collection that proudly embodies everyday Filipino identity. Sangalang stands as a powerful example of how one can live proudly by embracing their roots and transforming creative ideas into movements.
A calendar of celebration
As Yabang Pinoy looks toward its next chapter, it continues to champion homegrown brands, artists, and communities through a strong lineup of events and initiatives.
The final quarter of 2025 is packed with celebrations of Filipino creativity and pride, starting with the 27th Global Pinoy Bazaar from October 2 to 5 at the Palm Drive Activity Center in Glorietta. The 6th PH Cinema Session follows on October 5 and 12 at Linya Linya HQ in Libis, offering a platform for local filmmakers.
From October 17 to 19, the Global Pinoy Alabang Fair will take place at the Activity Center in Alabang Town Center. The celebrations continue in November with the 28th Global Pinoy Bazaar on November 20 to 23 at Glorietta 2, and the 29th edition from November 27 to 30 at the Grand Atrium of Shangri-La Plaza Mall.
For two decades, Yabang Pinoy has championed the transformative truth that to “Live Proudly is to live Filipino.” As it invites patrons to "choose Filipino" this coming Christmas season, the message is clear: every purchase is a brushstroke on a larger canvas, a reflection of a proud identity, and a conscious choice to invest in the nation’s creative soul.
