Sales of ‘lucky’ items jump ahead of Chinese New Year
Filipinos’ belief in luck continues to influence their shopping habits, with products tied to prosperity seeing sharp sales growth in the weeks leading up to the Chinese New Year, according to a new study by tech startup Packworks.
Analyzing more than a million monthly transactions from 300,000 “sari-sari” (retail) stores nationwide, Packworks found that items symbolizing good fortune posted sales gains of up to 36 percent during the holiday.
For example, “hopia,” a popular Chinese pastry associated with togetherness and good fortune, recorded a 20-percent increase in gross merchandise value in 2025, up from 14 percent in 2023.
Central Visayas, which is home to a significant number of Chinese-Filipino communities, recorded the highest jump in hopia sales, with sales surging 240 percent and transactions doubling.
On the other hand, Chinese wine, which is often used for celebratory toasts, posted the highest overall growth among prosperity-related products. Its median sales leapt 36 percent in 2025, compared with just 3 percent in 2023.
Central Luzon and Eastern Visayas consistently recorded double-digit increases, reflecting the “intersection of Chinese influence and the local tradition of ‘tagay’ (communal drinking),” Packworks said.
Asian noodles, typically associated with long life, also saw a rebound, climbing 10 percent in sales.
Packworks chief data officer Andoy Montiel said these trends reflect how Filipinos consider tradition when making purchase decisions.
Pinoys’ ‘prosperity basket’
“Our historical data underscores how deeply traditional beliefs and cultural influences are embedded in the Filipino psyche, proving that commerce is inseparable from culture,” Montiel said.
“For the average Filipino, Chinese New Year isn’t just a holiday, but a window for ‘investing’ in prosperity,” he added.
Packworks compared sales in the two weeks before and after Chinese New Year.
In its analysis, the company also found that the holiday shopping boost also benefited kitchen staples and sweets, which are part of Filipinos’ so-called “prosperity basket.”
Soy sauce, a staple condiment in Chinese cuisine, saw sales rise 9 percent in 2025, while seasoning granules and MSG grew by 7 percent in the same period. Cooking oil recorded a 13-percent increase in both sales and transactions.
