Yabang Pinoy, the pioneering movement that has championed Filipino identity for two decades, is celebrating its 20th anniversary with a lineup of meaningful collaborations, flagship events, and a renewed call for Filipinos to ‘Live Proudly.’
Founded in 2005 by young advocates, Yabang Pinoy has been at the forefront of a consumer revolution that highlights national pride in everyday choices—sa isip, sa salita, at sa gawa (in thoughts, in words, and in deeds). From its iconic Global Pinoy Bazaar, which gave countless local entrepreneurs a platform to shine, to youth leadership programs and creative initiatives, the movement has consistently uplifted Filipino ingenuity and craftsmanship.
“Our greatest accomplishment is the leaders, advocates, and volunteers we have met and worked with along the way,” said JM Jose, Yabang Pinoy’s Head of Projects & Partnerships. “They continue to embody and champion the ‘Filipino First’ mindset, which is the very heart of our movement.”
At its anniversary press conference, Yabang Pinoy introduced a special panel, Filipino Brands in Focus, spotlighting trailblazing entrepreneurs who embody Filipino pride.
Among them was Ann Poco, co-founder of lifestyle brand Gouache, which began with a single camera bag and has since evolved into a social enterprise with Marikina artisans at its core. To mark Yabang Pinoy’s 20th year, Gouache is launching a collaboration line of bags, with part of the proceeds funding the planting of 100,000 Bitaog hardwood trees along La Union’s Bacnotan Riverway, a project aimed at sustainability and flood protection.
Also featured was Ali Sangalang, co-founder of the now-iconic Linya-Linya brand. Known for its witty shirts and everyday essentials that reflect Filipino humor and culture, Linya-Linya has grown into a creative force shaping conversations through art, design, and community. As part of the anniversary, Linya-Linya is releasing its Live Proud shorts, a collection celebrating Filipino identity.
Since its founding, Yabang Pinoy has mounted flagship initiatives such as:
- Global Pinoy Bazaar – once a small community fair, now a premier showcase for Filipino products and entrepreneurs;
- Philippine Cinema Sessions – a platform for creatives to discuss the future of local cinema;
- Y.A.B.A.N.G. Camp – a youth leadership program instilling the “Filipino First” ethos;
- 7107 – a program rediscovering Philippine destinations while supporting grassroots livelihoods.
According to Yabang Pinoy Director Patrick Joson, the growth of Global Pinoy Bazaar into a nationwide movement reflects how deeply Filipinos value proudly made products: “It created a space where entrepreneurs and consumers can connect through shared pride in quality Filipino products and services.”
To close 2025, Yabang Pinoy has announced a full roster of community-driven events:
- 27th Global Pinoy Bazaar – October 2–5, Glorietta, Makati
- PH Cinema Session 6 – October 5 & 12, Linya-Linya HQ, Libis, Quezon City
- Global Pinoy Alabang Fair – October 17–19, Alabang Town Center
- 28th Global Pinoy Bazaar – November 20–23, Glorietta 2, Makati
- 29th Global Pinoy Bazaar – November 27–30, Shangri-La Plaza, Mandaluyong
Through these milestones, collaborations, and initiatives, Yabang Pinoy continues to reshape what it means to be “mayabang.” No longer about arrogance, the word has been reclaimed as courage—the courage to wear, carry, and live Filipino proudly. (with reports from Carlos Aragon)
