MANILA, Philippines — From a single flat iron to hundreds of product models and more than 2,500 outlets nationwide, Hanabishi celebrated its milestone 40th anniversary last September 30. Held at the Grand Hyatt Hotel in Bonifacio Global City, the event gathered Hanabishi’s employees, dealer-partners, ambassadors and guests for a party that celebrated its history and its future.
“One product, one dream, and the belief that every Filipino home deserves reliable, quality essentials, no matter how small they started. From helping families for work or school, we then brought in fans to handle the summer heat, added kitchen staples, and eventually expanded to big items like TVs, chest freezers, and air-cons,” Jasper Ong, President and CEO of Hanabishi said during his speech at the homegrown brand’s anniversary celebration.
This expanding product line is just one of the ways in which the homegrown brand has remained relevant for four decades. In a media interview during the occasion, Hanabishi executives said one of the biggest changes they have observed over the past four decades is how consumers make purchasing decisions.
“Consumers now are very intelligent. They research online, compare prices, see different brands, hear stories from friends, and look up reviews. This shift has also affected how Hanabishi develops products. We pay closer attention to consumer research and emerging lifestyle trends,” said Candice Ong-Ang, Hanabishi VP for Operations.
Looking Back and Giving Back
“It’s the foundation our parents built in two different rooms of our lives. Papa runs the business, mom runs the home,” Ong said about the reason behind the brand’s success. “Two different lessons but one shared value: integrity. They always taught us, ‘Work hard, be honest, and never ruin the family name.’ We try to live by those words of wisdom every single day.”
Ong attributed Hanabishi’s ability to navigate major crises over the decades to the values instilled by their parents. For the company, success across forty years encompassed more than business endurance and product innovation—it was always about giving back to the community.
“Our achievement goes beyond the product. We have also made it a point to help those in need. We are not just here as a company, but as an establishment that gives back to the community,” said Cherish Ong-Chua, Hanabishi VP for Marketing and Finance.
One of the brand’s long-time partners in community service is the GMA Kapuso Foundation.
“We’ve been together for 14 years straight,” shared Rikki Escudero-Catibog, EVP and COO of GMA Kapuso Foundation, Inc. “Beginning in 2012, Hanabishi donated appliances to those who were devastated by the consecutive super typhoons in Iligan… At hindi lang ‘yan, GMA Kapuso Foundation has built close to 500 schools all over the Philippines and most of these classrooms are blessed with Hanabishi appliances.”
Eat Bulaga, Hanabishi’s partner for 16 years, was also present during the event, with long-time brand ambassador, Bossing Vic Sotto, rendering a special performance during the celebration. He was joined by dabarkads Wally Bayola, Jose Manalo, and Allan K.
Ninong Ry, another long-time Hanabishi partner, also graced the occasion. He and Bossing Vic recently appeared in his vlog, sharing food prepared using Hanabishi products.
Hanabishi shared its 40-year milestone in a commemorative video, capturing its remarkable growth from humble beginnings. The event also featured the Hanabishi House, a showcase equipped with the brand’s latest offerings. Meanwhile, the Legacy Wall took guests through Hanabishi’s history, displaying various appliances throughout the years, including some of its oldest products. Attendees also got a first glimpse of the Hana Buddies Mystery Plushies. They are now available at Hanabishi’s LazMall, ShopeeMall, and Tiktok shops, and its official e-commerce site, www.myhanabishi.com.
Special Awards for Loyal Partners and Longest-Serving Employee
In celebrating its milestones, Hanabishi honored the people who have contributed to its success. It gave out Pioneer Kapartner Awards to dealers and customers who have partnered with Hanabishi during its first 3-5 years; the Pillar Kapartner Award to all dealers and customers who continuously renewed with Hanabishi since the start of their contract; and the Pulse Kapartner Award for dealers with collaborative marketing efforts for the past years.
Hanabishi also recognized its longest-serving employee who has been with the company for 36 years.
Performances from the Country’s Best
Just as Hanabishi does its best to offer quality products to its consumers, it also made
sure to invite only the best performers for its milestone celebration.
Hosted by Tuesday Vargas, the evening opened with a special performance from El Gamma Penumbra. Piolo Pascual also graced the celebration with a special live performance. Sarah Geronimo, one of the brand’s long-time ambassadors, meanwhile, gave a special video message to her Hanabishi family.
Food content creators also took part in the celebration, with Krisha Aira of Camp Cakes, Kuya Boyet, and Kiko Matthew of Kape Banqueta preparing the desserts served to guests during the Hanabishi Show Kitchen segment.
Special awards were handed out to guests. Carlo Santos of Locar Gaming won Best Dressed Male and Susan Lee won Best Dressed Female.
Beyond 40
“The story of our next 10, 20, and 40 years will be written together by everyone in this room: our employees, our business and media partners, our loyal partners and leaders, and above all, our loyal customers. So I want to end by sharing a brief reflection, from one of our long time employees. When asked about his thoughts on the company, he simply shared this prayer that Hanabishi continues to be blessed, so that we can continue to be a blessing to even more people. That simple wish captures the heart of our mission,” said Jevon Ong, Hanabishi VP for Purchasing and Merchandising.
“Forty years ago, someone believed a Filipino appliance brand would stand shoulder to shoulder with important brands in this country. He was right. And 40 years later, we’re still standing, still serving, still growing and still running strong. So today we take pride in our rich past and together we build an even brighter future.” he concluded.
