Sari-sari store gets boost from Puregold
The trusty sari-sari store just got a love letter from leading retailer Puregold through “Puregold Sari-Sari Stories,” a series of short films honoring the institution’s importance.
The first skit under the campaign, “Ways,” pokes fun at the role of the sari-sari store, or tindahan, as a community navigator that, according to the video, “kilala ang bawat bahay, kabisado ang bawat sulok ng barangay at, siyempre, kung may bibilhing madaliing kailangan (knows each home, has mastered each corner of the barangay and, of course, has everything you need).”
Stell, the main vocalist and lead singer of popular Filipino boy band SB19, lends star power to the film that has now surpassed 3 million views on YouTube.
“Puregold Sari-Sari Stories” is led by Puregold Price Club Inc. President Vincent Co.
“With ‘Sari-Sari Store Stories,’ we aim to celebrate them not only as business collaborators, but also as proud Filipino icons,” said Co. “Puregold remains committed to ensuring that the humble tindahan continues to thrive and remains a meaningful part of every community.”
The project trains the spotlight on the people running these neighborhood staples, trusted community institutions across the Philippines. The initiative recognizes their central role in both community life and national economic activity.
Through the series, Puregold honors sari-sari stores while also reinforcing its commitment to inclusive growth and community-centered development. The initiative aims to elevate awareness of the critical role sari-sari stores play in sustaining local economies and supporting grassroots commerce.
Sari-sari stores bridge access gaps in underserved areas, offering small-volume purchasing for budget-conscious households and often extending credit based on long-standing neighborhood relationships. Their presence sustains hyperlocal economies and forms a vital foundation of the country’s retail ecosystem.
Co recognized that the strength of this micro-retail sector has been closely tied to the strength of the broader retail landscape.
Puregold itself acknowledged that the company’s extensive network of partner tindahan has been a major contributor to its growth and nationwide reach. The company’s strong performance in the third quarter highlighted the strategic importance of longtime sari-sari store owners and neighborhood retailers, who have relied on the brand as a trusted supplier and business ally.
“Puregold’s continued success reflects the unrelenting hard work of our sari-sari store members,” said Co.
