Department of Tourism & Pick Up Coffee Unite for 'Love the Philippines' Campaign

On Friday, the 19th of January 2026, Department of Tourism secretary Christina Garcia Frasco and representatives of Pick Up Coffee held an important discussion to explore the possibility of an exciting partnership for “Love the Philippines.” This partnership, which combines “coffee culture” and tourism, might also give the Philippines an improved image as a tourist destination around the world. Among the innovative initiatives tackled during the meeting, the global managing director of Pick Up Coffee, Francis Flores, introduced a campaign concept that features drinks that pay tribute to various regions of the Philippines, travel-related items, as well as a boosting effort to support local coffee farmers. The main aim of this partnership initiative is to not only improve the country’s tourist campaign but to offer a unique consumer experience concerning coffee culture. Leveraging Global Presence to Promote Filipino Identity The proposed collaboration takes advantage of Pick Up Coffee’s international footprint, particularly its presence in Mexico, where the coffee chain has established a strong market presence. With dozens of stores in the country, Mexico serves as a cultural bridge where the brand can showcase the Philippine identity and bring attention to the country’s tourism potential. Pick Up Coffee views this as an opportunity to reach a broader global audience, allowing Philippine tourism to be integrated into everyday experiences through the coffee culture. This alignment reflects the Department of Tourism’s continued efforts to engage with homegrown brands that can promote the country in innovative, culturally grounded ways. The collaboration emphasizes the value of local partnerships, especially those that resonate with daily consumers and appeal to a wide range of international markets. Cultural and Economic Benefits of the Partnership At the meeting, Bien Lee, Pick Up Coffee’s global chief brand officer, along with Julianne Pasumbal, the global brand head, and Melissa Tan, the corporate assistant manager, discussed how the partnership could bring economic benefits to the Philippine coffee industry by supporting local farmers. The coffee chain’s commitment to sourcing high-quality, locally produced beans will offer farmers a new market, while also giving tourists a deeper connection to the Philippines through authentic coffee experiences. This collaboration offers the potential to stimulate the local economy by promoting Philippine-made products and encouraging both local and international tourists to engage with the country’s coffee culture. By combining tourism and coffee culture, the partnership aims to tell a story about the Philippines that is deeply tied to the nation’s identity and traditions, making the tourism experience more relatable and accessible to people worldwide. Collaborating for a Vibrant Future of Philippine Tourism During the meeting, Frasco was accompanied by Tourism Undersecretary Shahlimar Hofer Tamano, Assistant Secretary Sharlene Batin, and other key officials, including directors Paulo Tugbang, Zeny Pallugna, and Virgilio Manguigad. The collaboration represents an exciting development in the Department of Tourism’s ongoing efforts to innovate and diversify the ways in which the “Love the Philippines” campaign is presented to the world. The proposed partnership could provide Pick Up Coffee with an excellent platform to showcase Filipino culture and the beauty of the Philippines while bringing tangible benefits to the tourism sector. Through coffee, the country can offer an engaging, cultural narrative to international consumers, while also building stronger international ties through shared interests in coffee culture and travel experiences. A Coffee Culture That Inspires Travel and Identity In fronting up with Pick Up Coffee, the Philippine Department of Tourism leverages globally enjoyed coffee culture to open up ways toward deeper involvement with the same tourist and local community. Such a move not only bolsters the tourism appeal of the Philippines but also shows support for local businesses and industries, such as that involved in growing coffee, along with their impact on economic growth and cultural exchange. If this is the case, then it will be truly an innovative partnership insofar as how a country can seamlessly mix its traditional cultural offerings with modern consumer experiences in order to attract a global audience while celebrating what makes the Philippines unique.