Filipino MSMEs Shine at TikTok Shop’s #SarilingAtin Local Brands Festival
TikTok Shop continues to champion homegrown businesses.
Over 100 micro, small, and medium enterprises (MSMEs), 200 creators and affiliate partners, and 1,000 attendees gathered at the Megatrade Hall 3 of SM Megamall on November 24 for TikTok Shop’s #SarilingAtin Local Brands Festival, a flagship initiative designed to celebrate homegrown products and strengthen support for MSMEs and local sellers in the Philippines.
The festival reinforces TikTok Shop’s commitment to the ‘Buy Local, Shop Local’ movement and its mission to foster discovery and appreciation for homegrown brands and products.
“Every Filipino brand has a story worth sharing, and TikTok Shop is here to help them reach customers who appreciate quality, authenticity, and creativity,” said Franco Aligaen, Marketing Lead at TikTok Shop Philippines.
“Through #SarilingAtin, we’re creating more touchpoints for MSMEs to learn, grow, and build real momentum in the world of social commerce.”
Part of the festival was a program that included fireside chats with top-performing local sellers, creators, and industry partners–offering attendees a glimpse of success drivers for sellers on TikTok Shop.
Some segments presented best practices for TikTok Shop creators and sellers, as well as key insights into scalable monetization programs on the platform.
A dedicated #SarilingAtin Showcase drew attention to local brands while highlighting the capacity of small businesses to convey their identity, values, and craftsmanship through content that resonates with Filipino shoppers.
“Communityis what powers TikTok Shop,” said Aligaen. ““When sellers, creators, and partners come together, we create an ecosystem where local businesses thrive.” Connecting MSMEs with both creators and consumers, after all, is fundamental to TikTok Shop’s mission.
Homegrown Brands Stand Out
The #SarilingAtin Local Brands Festival served as a venue to showcase proudly Filipino MSMEs offering products under fashion, homecare, personal care, food, and lifestyle categories. Among the brands featured were:
Dood
Dood offers modern innerwear and wardrobe solutions, including seamless basics and pasties designed for everyday wear.
La Chica
Bringing style and function to Filipino homes, La Chica’s curtains are easy to install while reflecting a distinct design sensibility.
SukiGrocer
As a bridge between local farmers and consumers, SukiGrocer delivers fresh, responsibly sourced goods directly from producers to buyers.
Verdefy
Verdefy makes effective personal care accessible to Filipinos by providing natural and gentle products.
“TikTok Shop is the best platform for local brands, as they support us with the tools to grow our business,” said Maria Necilyn Manguino, Co-Founder and Marketing Head of Dood. TikTok Shop’s live selling capabilities have been instrumental to gaining effective customer engagement for her brand.
“Pag narinig namin yung ‘Sariling Atin’, naiisip namin na nakapagbibigay kami ng comfort at confidence sa bawat Pilipina na bumibili” (When we hear ‘Sariling Atin’, we’re reminded that we’re able to give every Filipina who shops with us a sense of comfort and confidence), she added.
#SarilingAtin successfully showcased how Filipino MSMEs have been able to harness TikTok Shop’s short-form discovery experience to reach buyers in authentic, lifestyle-driven ways–a testament to the vigour of the local entrepreneurial scene.
Long-Term Investment to Support Local MSMEs
TikTok Shop continues its commitment to nation-building and inclusive digital growth through initiatives like #SarilingAtin and Unlad Lokal, a mentorship and training program for local sellers in partnership with the Department of Trade and Industry (DTI) and local government units such as the City of Taguig.
These initiatives also form part of TikTok Shop’s ongoing long-term investment strategy for local sellers and MSMEs, to ensure that platform enhancements, policy updates and partnerships deliver real, measurable value for homegrown brands.
With every new seller that joins the platform, TikTok Shop celebrates what makes local products meaningful, distinctive and proudly Filipino.
Read more:
Important Retail Lessons Brands Can Learn From BeWell, TikTok Shop’s Partnership
Creativity Meets Commerce: TikTok Shop Champions Filipino MSMEs at ASEAN Business Summit
L’Oréal Philippines Finds Success With TikTok Shop’s ACE 2.0 System
