TikTok Shop gathered more than 100 Filipino micro, small, and medium enterprises during its #SarilingAtin Local Brands Festival, an event focused on promoting local products and helping small businesses grow through online commerce.
The festival brought together MSMEs, creators, affiliate partners, and industry groups to showcase Filipino-made goods across different categories. Around 200 creators and partners took part, with more than 1,000 people attending the event. TikTok Shop said the initiative hoped to support local sellers by giving them more visibility and practical knowledge on selling online.
The event featured panel discussions and fireside chats with local sellers, creators, and partners who shared their experiences using the platform. These sessions focused on basic selling practices, content creation, and ways to earn through TikTok Shop. Educational talks also covered how sellers can manage their shops, work with creators, and reach customers more effectively.
“Every Filipino brand has a story worth sharing, and TikTok Shop is here to help them reach customers who appreciate quality, authenticity, and creativity,” said Franco Aligaen, marketing lead at TikTok Shop Philippines. “Through #SarilingAtin, we are creating more touchpoints for MSMEs to learn, grow, and build real momentum in the world of social commerce.”
Local sellers such as Drip and Bites, Calliah Fashion, and Mega Sardines shared how they expanded their businesses by using short videos and live selling to connect with buyers. TikTok Shop said these formats help sellers explain their products in simple and relatable ways.
A dedicated #SarilingAtin Showcase highlighted selected local brands and how they present their identity, values, and craftsmanship through content. The company said this approach allows small businesses to compete by focusing on clear storytelling rather than large marketing budgets.
“Community is what powers TikTok Shop,” Aligaen said. “When sellers, creators, and partners come together, we create an ecosystem where local businesses thrive.”
The festival also highlighted the range of Filipino products available on the platform, including modern innerwear from Dood, locally made curtains from La Chica, groceries sourced from local farmers through SukiGrocer, and natural personal care products from Verdefy.