In a category often seen as “pang-matanda,” Tai Chi is taking a new direction.
With its sporty, youth-driven campaigns, athlete endorsers and innovative natural formulations, the local herbal brand is fast becoming the go-to pain relief choice from the country’s most ambitious young people to active adults.
“We really saw a shift,” said Eric John King, Tai Chi’s head of Marketing. “At first, people thought this was just another liniment or rub for lolo and lola. But when we started working with athletes, especially student-athletes from UST and younger leagues, we realized that the younger generation wants relief too. And not just any relief, they want something effective, natural and proudly local.”
Tai Chi tapped into this market through a series of community engagements and campaigns that focused on real-life usage: during training, before exams, after games, even while recovering from intense workouts.
“One time, we went to the court and we were amazed,” recalled King, “Everyone was using Tai Chi — players were applying the roll-on before warm-ups, some had patches on their necks during breaks. Even the coaches were using our inhalers. We heard people saying, ‘Uy, amoy Tai Chi na dito!’ That’s when we knew we were becoming part of their daily routine.”
The company made a strategic decision to lean into sports, youth culture and community involvement. They focused on TikTok trends, athlete testimonials, and behind-the-scenes glimpses into how Tai Chi products support real users.
“We always say, ‘When real people talk, real people listen,’” said King. “That’s why we brought in someone like Cherry Anne “Sisi” Rondina, a volleyball icon who represents grit and heart. Because pain doesn’t stop champions, and our champions don’t let pain stop them.”
The endorsement strategy isn’t about star power alone, it’s rooted in authenticity. “Sisi wasn’t just a name, she was a user. She believed in the product before she even signed anything. Same with the UST Tigresses and Tiger Cubs. They all use Tai Chi before and after their games. We’ve seen them apply it during timeouts, use our inhalers while studying or after long training sessions. It’s real.”
According to Helen Grace Nebril, Tai Chi’s plant manager, the innovation started with a deep respect for traditional Filipino remedies and a bold push toward cleaner, more effective formulations.
“All the other oils in the market were using mineral oil,” Nebril explained. “But mineral oil is a by-product of gasoline. It’s not something we wanted in a product meant to help your body heal. That’s when our chairman, Mr. Charles Dy, had an idea during one of his sleepless nights. He asked, ‘Why not create something using virgin coconut oil? It’s natural, it’s local and it has real benefits.’ That was the spark.”
From there, the team developed Tai Chi Ginger Rub, the only product in the market at the time that featured ginger as a primary active ingredient. Ginger is a known anti-inflammatory in both Chinese and Filipino traditional medicine.
“We combined virgin coconut oil with luya because luya is powerful. It works. Then we added a chili variant with capsaicin, which is also very effective for deep pain,” said Charles Dy. “So what we created was not just a comforting rub — it’s therapeutic.”
Tai Chi also introduced a two-in-one inhaler and oil roll-on — a unique innovation that has pure essential oils, is allergen-tested and safe for daily use.
“Other brands from abroad puro aromatherapy oil ang ginagamit,” Dy stated, “Ours is functional. One end is an inhaler for instant relief, the other is an oil roller with virgin coconut oil and active ingredients. It’s the only one like it in the local market.”
Despite being a “little giant” in a market dominated by international names, Tai Chi’s confidence lies in its clear identity: a natural, local, athlete-trusted solution that speaks directly to a new generation of users.
