Many people associate Philippine crafts and delicacies with pasalubong or as novelty items, while traditional fabrics and clothes are often identified with special occasions. Philippine-themed stores, on the other hand, typically cater to tourists or balikbayans; but not anymore.
Kultura, through its “Support Local Campaign,” is urging Filipinos to use Philippine-made products in their everyday lives. The campaign reinforces Kultura’s long-standing partnership with micro, small and medium enterprises (MSMEs).
“There are so many functional pieces and products that can turn everyday occasions into something special,” said Sheila Tan, assistant vice president for operations at Kultura.
The brand has provided livelihood opportunities to more than 100 crafters and artisans all over the country.
What started out as the country’s craft section at SM Department Store has evolved into a full-fledged brand championing local MSMEs.
Today, Kultura has over 100 Philippine brands and products ranging from local chocolates, to organic skincare and everyday bags made from recycled materials. The array of home décor and tableware appeals to different tastes: sleek, minimalist wooden plates and bowls customers can use every day as well as elegantly embroidered table runners for special Sunday meals, among others.
It also proves that there’s more to Filipino fashion than barongs. Beat the heat in embroidered tunics that are comfortable but still look chic, or wear Philippine-themed shirts by local painters to online meetings and gatherings.
“Filipino products are world-class, and Kultura simply provides a platform for people to discover them and shop conveniently through our store branches and online shops,” Tan said.
“Buying Filipino brands helps Filipinos. And in today’s economy, it is especially important to support entrepreneurs, artisans, and crafters behind these locally-made products. Making them part of our everyday lives will help sustain the livelihood of many local and community enterprises and their families. It is also a way to keep our heritage alive for the next generation — this has always been our mission at Kultura,” she added.
