It usually starts with a message in the group chat—then a flood of memes follows. For Gen Z icons Darren Espanto, Cassy Legaspi, and Miguel Tanfelix, that’s just how things are. So when they found out they would be working together as City Cafe’s Next Gen Besties, the reaction felt less like a formal announcement and more like a barkada moment.
City Cafe’s Next Gen Bestie campaign taps into how today’s generation connects—through shared routines, spontaneous plans, and the in-between moments that make friendships feel effortless. For Darren, Cassy, and Miguel, their dynamic naturally carries into the campaign, reflecting how coffee fits into both their busy schedules and the time they carve out to catch up.
From group chats to coffee catch-ups
For Darren Espanto, City Cafe’s 2025 ambassador and now welcoming his Gen Z friends as fellow brand representatives, the experience felt familiar yet different. “It’s a little different this time since I’m working with my friends, which is a huge plus. I remember getting the news and excitedly letting our group chat know immediately. We sent a lot of memes to each other, because it’s such a rare opportunity to work together.
Miguel likewise appreciates the opportunity to work with fellow Gen Z icons. “It feels really nice to represent the youth through this campaign. We talked about how important this opportunity is among ourselves: we’re empowering the youth by encouraging them to be bold, confident, and hard-working. And every time we think about the weight of that, we can’t help but feel a certain responsibility to be a good example.”
“As legit coffee lovers, we did a lot of coffee runs together to catch up and just do casual kulitan. Like any friend group, our conversations usually go from the everyday casual stuff to more important discussions, so it helps a lot that we’re at the same wavelength,” Cassy shares. “That’s why we need to always be caffeinated – because our energies need to be in sync.”
While their schedules don’t always align, it’s these small in-between moments – quick chats, shared jokes, and occasional catchups – that keep the friendship strong. Their friendship is part of the reason why City Cafe chose the trio as its ambassadors.
“Darren embodies what the City Cafe bestie is all about—young, motivated, and a go-getter who’s always there!” shares Valerie Gayle Uy-Timan, Marketing Communications Division Head.
“Cassy and Miguel into the family were natural additions – not just because they bring fresh energy but because of their friendship that makes the trio’s dynamic feel authentic and relatable to everyday Filipino moments.”
Coffee that fits every day
While their friendship plays out in quick chats and occasional catch-ups, coffee remains a constant in their routines—something that fits seamlessly into both their busiest days and their downtime.
Now with over 4,500+ stores nationwide, City Cafe has been bringing high-quality coffee made with 100% Arabica beans to coffee-loving Pinoys since 2021. And as it continues to expand, it wants to ensure it stays up to date with the youth’s drink preferences. It recently added iced coffees across its stores. City Cafe will also soon offer its summer-exclusive drinks, Banana Latte and Matcha Latte, to match City Cafe’s changing consumer demand.
“City Cafe uses beans that are carefully sourced through our partner suppliers following a unique flavor profile, blended precisely, and checked through strict quality protocols per batch roasting. This enables the brand to deliver its promise of a quality cup of coffee that caters to the everyday Filipino customer,” shares Armi Cagasan, Strategic Merchandise Division Head.
City Cafe makes every coffee run dynamic and fun, not only through its accessible pricing but also through its exciting and customizable flavors. Just like Darren, Cassy, and Miguel like to have their coffee their way, coffee lovers can also get their coffee fix however they want: brewed, French vanilla, Mochaccino, or Hershey’s dark chocolate with flavored syrups.
In the end, their story isn’t just about a campaign or a shared project—it’s about the kind of friendship that fits into real life. The kind that lives in group chats, shows up in spontaneous plans, and continues in the small moments in between.
And sometimes, all it takes is a simple coffee run to keep it going.
