PICKUP COFFEE Champions Filipino Excellence with “PICKUP Proudly Ours” in Partnership with the Department of Tourism

PICKUP COFFEE, a proudly homegrown Filipino coffee chain with over 500 branches nationwide, is celebrating its local roots with the launch of its newest campaign: PICKUP Proudly Ours. Proudly Filipino. Proudly World-Class.

Developed in collaboration with the Department of Tourism, Island Souvenirs, and the Coffee Heritage Project, the campaign shines a spotlight on Filipino excellence through coffee, culture, and craftsmanship.

More than a celebration of local flavors and traditions, the initiative reflects PICKUP COFFEE’s belief that Filipino talent, creativity, and entrepreneurship can create products, experiences, and brands that stand proudly alongside the world’s best.

“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,” said Bien Lee, PICKUP COFFEE Chief Global Brand Officer and Co-Founder.

“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,” added Francis Flores, Global Managing Director, PICKUP COFFEE.

PROUDLY OURS, PROUDLY FILIPINO

At the heart of the campaign are four expressions of Filipino pride, each inspired by the people, places, and traditions that make the Philippines proudly ours.

CAMPAIGN HIGHLIGHT 1: PROUDLY OURS BEVERAGES

Available June 12, 2026 onwards

Inspired by familiar flavors that generations of Filipinos have grown up with, the Proudly Ours beverage collection reimagines local favorites through PICKUP COFFEE’s signature approach to quality, accessibility, and innovation.

The limited-time lineup invites customers to rediscover beloved Filipino flavors through a proudly homegrown coffee brand.

Auro Tsokolatte

₱99

Creamy milk with Auro’s rich 100% Natural Cacao Powder and espresso, served over ice. Inspired by the classic Filipino batirol.

Peanut Brittle Latte

₱109

Creamy milk with real peanut brittle spread and espresso, served over ice. PICKUP COFFEE’s take on the classic Filipino peanut brittle candy pasalubong.

Ube Cheese Cream Milk

₱99

Creamy milk with rich ube, topped with cheese cream and served over ice. Inspired by two Filipino favorites: ube and keso sorbetes.

Mango Graham Milk

₱99

Creamy milk with sweet mango bits, topped with cream mousse and crushed graham, served over ice. Inspired by the classic Filipino homemade dessert.

As part of the Proudly Filipino campaign, customers may also substitute the signature PICKUP Blend with specialty beans sourced by the Coffee Heritage Project from a small-lot farm in Bukidnon. The UPgrade is applicable to the Auro Tsokolatte and Peanut Brittle Latte at select stores.

CAMPAIGN HIGHLIGHT 2: PROUDLY OURS MERCHANDISE

Available July 2026 onwards

In collaboration with Island Souvenirs, the country’s leading destination memorabilia brand, PICKUP COFFEE introduces a collection of lifestyle-forward, Filipino-inspired travel essentials designed to celebrate local culture wherever the journey takes you.

Proudly Ours Scarf

A silk scarf featuring illustrations inspired by beloved Filipino icons and cultural symbols—transforming local pride into an elegant, wearable statement.

Proudly Ours Tees

Everyday essentials celebrating some of the Philippines’ most well-loved flavors, reimagined through contemporary designs that make Filipino pride easy to wear.

With wearable pieces celebrating beloved local icons and flavors, the collection is designed to accompany everyday adventures, made for both local explorers and international travelers seeking a piece of the Philippines to bring along with them.

CAMPAIGN HIGHLIGHT 3: PROUDLY OURS DISCOVERY KIT

Available July 17, 2026 onwards

Created in collaboration with the Coffee Heritage Project, the Proudly Ours Discovery Kit showcases exceptional single-origin coffees from Benguet, Lanao del Sur, and Bukidnon.

More than a tasting experience, the kit celebrates the farmers, communities, and traditions behind every bean—highlighting the diversity and world-class potential of Philippine coffee.

Atok, Benguet

1,250 MASL · Cordillera Highlands

Grown by Cristy & Mira Tayao. Naturally processed, bright, and fruity. A 2025 AVPA International Gourmet Silver Medal awardee in Paris—proudly ours, proudly world-class.

Lanao del Sur

750–1,100 MASL · Lake Lanao

Grown near Lake Lanao, homeland of the Maranao people. Clean, citrusy, and distinctly Southern Philippine—a taste of the country’s rich cultural and coffee diversity.

Bukidnon

1,100–1,200 MASL · Pangantucan

Grown by farmer Arnel Pabelonia. Naturally processed with notes of brown sugar, plantain, and dark chocolate—rooted in Bukidnon’s fertile highland soil.

Founded by coffee advocate Rich Watanabe, the Coffee Heritage Project is a non-profit organization dedicated to empowering smallholder coffee farmers through quality-focused training, on-farm investments, and initiatives that elevate Philippine coffee on the global stage.

Through its work, coffees cultivated by partner farms have earned international recognition at the AVPA Awards in Paris, with one award-winning coffee included in this Discovery Kit.

Every Discovery Kit purchased directly supports the farmers who cultivate these exceptional coffees, helping invest in the future of Philippine coffee and the people dedicated to growing it.

Every cup tells a story of Filipino farmers, communities, and craftsmanship.

CAMPAIGN HIGHLIGHT 4: PROUDLY OURS INDEPENDENCE DAY APP PROMOS

To make the celebration accessible to even more Filipinos, PICKUP COFFEE is launching exclusive Independence Day offers through the PICKUP app.

These limited-time promotions invite customers nationwide to join the celebration of Filipino pride, one PICKUP at a time.

₱12 Second Drink

On June 12, PICKUP app users can get a second Proudly Ours drink for just ₱12 with at least one Proudly Ours purchase.

2–4 PM only · Limited to the first 50 customers

Free Proudly Ours Cup

Users can also earn a free Proudly Ours cup via the PICKUP app after their third Proudly Ours drink streak.

Available until June 30, 2026.

A CELEBRATION OF FILIPINO EXCELLENCE

The Proudly Ours initiative launch unfolded at Gallery MiraNila with an immersive evening featuring a curated tasting menu by Michelin-awarded chefs Chele Gonzalez and Carlos Villaflor, alongside cultural performances and experiences that showcase each expression of the campaign.

As the country’s fastest-growing homegrown coffee chain, PICKUP COFFEE is a testament to what Filipinos can achieve when passion, innovation, and purpose come together.

Through the PICKUP Proudly Ours campaign, the company shines a spotlight on the flavors, craftsmanship, culture, and communities that embody the richness of Philippine heritage—championing the belief that what is proudly ours is also proudly world-class.

Proudly Filipino. Proudly World-Class.