Tourism Secretary Christina Garcia Frasco met with executives from the rapidly growing Filipino beverage chain, PICKUP COFFEE, on Friday, January 16, to discuss a strategic collaboration aimed at integrating the “Love the Philippines” brand into everyday consumer experiences through coffee culture.
The meeting focused on leveraging PICKUP COFFEE’s expansive reach to promote Philippine tourism, not only to domestic travelers but also to international markets.
Led by Global Managing Director Francis Flores, the PICKUP COFFEE team presented a suite of campaign initiatives designed to celebrate Filipino heritage, including:
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Region-Inspired Offerings: Developing specialty beverages that highlight flavors from various Philippine provinces.
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Support for Local Farmers: Strengthening the supply chain by sourcing local coffee beans to uplift Filipino agricultural communities.
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Travel-Themed Merchandise: Launching exclusive “Love the Philippines” gear to spark wanderlust among daily commuters and coffee enthusiasts.
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International Reach: A key highlight of the proposal is the expansion of the campaign into Mexico, where PICKUP COFFEE currently operates dozens of stores. This move positions the brand as a cultural bridge, showcasing Filipino identity and tourism potential to a North American audience.
Secretary Frasco expressed strong support for the initiative, emphasizing the Department of Tourism’s (DOT) commitment to “inclusive and culturally grounded” promotion. “Partnering with Filipino brands that resonate with everyday consumers is vital,” said Secretary Frasco. “This collaboration allows us to bring the ‘Love the Philippines’ message into the daily lives of Filipinos and international visitors alike, using our unique flavors and hospitality as a gateway to our beautiful destinations.”
The meeting was attended by high-level representatives from both organizations:
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PICKUP COFFEE: Global Chief Brand Officer Bien Lee, Global Brand Head Julianne Pasumbal, and Corporate Assistant Manager Melissa Tan.
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Department of Tourism: Undersecretary Shahlimar Hofer Tamano, Assistant Secretary Sharlene Batin, and Directors Paulo Tugbang, Zeny Pallugna, and Virgilio Manguigad.
This proposed partnership marks a significant step in the DOT’s mission to diversify tourism promotions by blending gastronomy, agriculture, and retail into a unified national brand.
