Vlad Bunoan

Homegrown brand Pickup Coffee is honoring its Filipino heritage through 'PICKUP Proudly Ours: Proudly Filipino, Proudly World-Class,' a collaborative project with the Department of Tourism, Islands Souvenirs, and the Coffee Heritage Project.

Article (news)

Josh Mercado

<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1783059188337image0.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/></div>Homegrown brand Pickup Coffee is honoring its Filipino heritage through &#x27;PICKUP Proudly Ours: Proudly Filipino, Proudly World-Class,&#x27; a collaborative project with the Department of Tourism, Islands Souvenirs, and the Coffee Heritage Project.Launched at Gallery MiraNila, the campaign celebrates Filipino culture, flavors, and craftsmanship through a variety of products and experiences that highlighted the country&#x27;s rich legacy and world-class talent.Showcasing Filipino excellence via coffee, Pick Up Coffee, which has more than 500 locations around the country and a new location in Mexico, recently added Proudly Ours drinks including Auro Tsokolatte, Peanut Brittle Latte, Ube Cheese Cream Milk, and Mango Graham Milk. Customers may also enhance select beverages using speciality coffee beans supplied from Bukidnon through the Coffee Heritage Project.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1783059261331image1.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/></div>The proudly Pinoy brand also announced an upcoming collaboration with Island Souvenirs, which will feature Filipino-inspired apparel and travel merchandise. The Proudly Ours Discovery Kit, which will be released on July 17 during the Manila Coffee Festival, will feature single-origin coffees from Benguet, Lanao del Sur, and Bukidnon, highlighting the work of local coffee farmers.&quot;We set out to build a brand that Filipinos could be proud of, and through every milestone since, that has remained the heart of who we are,&quot; said Bien Lee, the brand’s chief global brand officer and co-founder. &quot;Our expansion into Mexico is proof of something we&#x27;ve believed all along — that Filipino brands can stand shoulder to shoulder with the best in the world,&quot; added Francis Flores, global managing director.More than just a celebration of local flavors and traditions, the campaign emphasized the brand&#x27;s belief in Filipino talent, creativity, and entrepreneurship to create products, experiences, and brands that can compete with the finest in the world.The campaign launch also included a tailored tasting menu by Michelin-awarded chefs Chele Gonzalez and Carlos Villaflor, as well as cultural performances honoring Filipino history.<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1783059362929image2.png" style="width:960px" class="fr-fic fr-dib" width="960"/>Chef Chele Gonzalez. Handout</div>Assistant Secretary Ren Sapitan from the Department of Tourism, Rich Watanabe from Coffee Heritage Project, Andrea Aldeguer from Islands Souvenirs, Rami Chahwan, president and CEO of Pickup Coffee, and several executives from Pickup Coffee, including Kiko Macaalay and Symon Siman were among those present.

Homegrown brand Pickup Coffee is honoring its Filipino heritage through 'PICKUP Proudly Ours: Proudly Filipino, Proudly World-Class,' a collaborative project with the Department of Tourism, Islands Souvenirs, and the Coffee Heritage Project.

Pickup Coffee adds Filipino-inspired drinks under 'Proudly Ours' campaign

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Pickup Coffee adds Filipino-inspired drinks under 'Proudly Ours' campaign

Josh Mercado

Published July 03, 2026 02:27 PM PHT

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