Proudly Filipino 
Homegrown coffee chain Pickup Coffee is celebrating Filipino culture, flavors, and craftsmanship through its newest heritage-inspired campaign, “Proudly Ours,” highlighting the belief that Filipino creations can stand proudly among the world’s best.
Launched in celebration of Independence Day, the campaign showcases the richness of Philippine heritage through locally inspired beverages, Filipino-designed merchandise, and specialty coffee sourced from local farmers.
With more than 500 branches nationwide, Pickup Coffee aims to promote Filipino excellence by supporting local communities, celebrating homegrown flavors, and proving that Filipino brands can compete globally.
The campaign was developed in collaboration with the Department of Tourism, Island Souvenirs, and the Coffee Heritage Project, bringing together coffee, culture, and craftsmanship in one nationwide celebration.
Celebrating Filipino Creativity and Global Potential
Pickup Coffee Chief Global Brand Officer and Co-Founder Bien Lee said the company has always been driven by the goal of creating a brand Filipinos can proudly support.
“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,” Lee said.
The company’s growing international presence, including its expansion into Mexico, reflects its belief that Filipino businesses can compete with established global brands.
“Our expansion into Mexico is proof of something we’ve believed all along — that Filipino brands can stand shoulder to shoulder with the best in the world,” said Francis Flores, Global Managing Director.
Proudly Ours Beverages Showcase Filipino Flavors
A major highlight of the campaign is the Proudly Ours beverage collection, which transforms familiar Filipino flavors into modern coffee creations.
The limited-edition lineup features four drinks inspired by beloved Filipino treats:
- Auro Tsokolatte (₱99) – A creamy blend of milk, Auro’s 100% Natural Cacao Powder, and espresso inspired by the traditional Filipino batirol.
- Peanut Brittle Latte (₱109) – A combination of milk, peanut brittle spread, and espresso inspired by the classic Filipino pasalubong treat.
- Ube Cheese Cream Milk (₱99) – A creamy ube drink topped with cheese cream, inspired by the popular Filipino pairing of ube and keso sorbetes.
- Mango Graham Milk (₱99) – A refreshing drink featuring mango bits, cream mousse, and crushed graham inspired by the classic homemade dessert.
Customers may also upgrade selected drinks, including Americano, Auro Tsokolatte, and Peanut Brittle Latte, using specialty coffee beans sourced by the Coffee Heritage Project from a small-lot farm in Bukidnon.
Filipino Culture Through Merchandise Collection
Pickup Coffee also partnered with Island Souvenirs, a leading Philippine destination memorabilia brand, to introduce the Proudly Ours Merchandise Collection.
The collection features Filipino-inspired lifestyle items designed for both local consumers and international travelers.
Among the featured products is a silk scarf decorated with illustrations inspired by Filipino icons and cultural symbols, turning national pride into a stylish everyday accessory.
The collection aims to bring Filipino identity beyond borders by allowing people to carry a piece of Philippine culture wherever they go.
Supporting Local Farmers Through Philippine Coffee
Another key feature of the campaign is the Proudly Ours Discovery Kit, created in partnership with the Coffee Heritage Project.
The kit highlights premium single-origin coffees from Benguet, Lanao del Sur, and Bukidnon, showcasing the diversity and potential of Philippine coffee.
The featured coffee selections include:
Atok, Benguet
Grown at 1,250 meters above sea level in the Cordillera highlands by Cristy and Mira Tayao, this coffee features bright and fruity notes. It was also recognized as a 2025 AVPA International Gourmet Silver Medal awardee in Paris.
Lanao del Sur
Cultivated near Lake Lanao at elevations between 750 and 1,100 meters above sea level, this coffee represents the cultural and agricultural richness of the Maranao community, offering clean and citrusy flavors.
Bukidnon
Produced in Pangantucan, Bukidnon, by farmer Arnel Pabelonia, this naturally processed coffee features notes of brown sugar, plantain, and dark chocolate, reflecting the quality of the region’s highland farms.
Founded by coffee advocate Rich Watanabe, the Coffee Heritage Project supports smallholder farmers through training, farm investments, and programs that improve the quality and global recognition of Philippine coffee.
The organization has helped local coffee producers gain international recognition, including awards at the AVPA Awards in Paris.
Every Discovery Kit purchase contributes directly to supporting farmers and strengthening the future of Philippine coffee production.
Independence Day Promotions for Customers
To make the celebration more accessible, Pickup Coffee launched special Independence Day promotions through its mobile application.
On June 12, app users were offered a second Proudly Ours drink for only ₱12 with the purchase of one Proudly Ours beverage. The promo was available from 2 p.m. to 4 p.m. and limited to the first 50 customers.
Customers could also earn a free Proudly Ours cup after completing their third Proudly Ours drink streak through the app, available until June 30, 2026.
Celebrating Filipino Pride Through Coffee
The Proudly Ours campaign officially launched at Gallery MiraNila through an immersive event featuring a curated tasting menu by Michelin-awarded chefs Chele Gonzalez and Carlos Villaflor, alongside cultural performances celebrating Filipino identity.
As one of the country’s fastest-growing homegrown coffee chains, Pickup Coffee continues to highlight the potential of Filipino entrepreneurship through innovation, accessibility, and cultural pride.
Through the Proudly Ours campaign, the company celebrates Filipino flavors, farmers, artisans, and communities — reinforcing the message that what is proudly Filipino can also be proudly world-class.
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