'Made in the Philippines' reimagined: How can Filipino brands adapt to the new US tariff landscape?

In the wake of rising US tariffs and mounting global trade uncertainties, Filipino brands find themselves at a crucial inflection point. The once-stable pathways of export and brand positioning are now disrupted by protectionist policies, shifting buyer behaviours, and the recalibration of supply chains. However, amid the turbulence, an opportunity is quietly emerging: The chance for Filipino marketers to lead a transformation in how the world perceives—and chooses—"Made in the Philippines."

Creative experts interviewed by MARKETING-INTERACTIVE agreed that while different industries are being affected in varying ways, brands can leverage shifting consumer values and narrative-driven marketing to reposition themselves more strategically in global markets.

For the Philippines, US-bound products now risk being hit with a 17% tariff. According to Angeli Jane Blanco, director of public relations at ODV Creative Media, the impact is especially acute for electronics and semiconductors—the country's largest export sector, which still shipped US$39 billion in 2024. Garments, textiles, and agri-food products also risk losing market share.

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"Tariffs impact sectors differently, so the response cannot be one-size-fits-all. Instead, it should follow the logic that 'different sectors = different buyers = different messaging,'" Blanco said.

This idea is taking hold among Filipino exporters and marketers who understand that price alone can no longer anchor their international strategies. The current environment is pushing brands towards repositioning—focusing on value, origin storytelling, and segment-specific appeal.

Patrick Martin, chief creative officer of Lit Lab Studios, said, "It's crucial to differentiate our brands through compelling narratives. Highlighting Filipino heritage, craftsmanship, and sustainability - or even just focusing on what the brand truly believes in, touching on the emotional side to create affinity and brand love can create connections that justify premium pricing."

From commodity to character: Reframing the Filipino brand narrative

For sectors such as fashion and garments, where global buyers are increasingly conscious of sustainability and sourcing ethics, the shift is particularly pronounced. Here, Filipino brands have a natural edge to leverage their cultural heritage, artisanal craftsmanship, and ethical production practices, potentially giving them a foothold in conscious consumer segments.

"Brands in fashion and garments may need to diversify into new markets or reposition themselves as premium, values-driven products," said Blanco.

It's a sentiment echoed across product categories. In coconut oil—where the Philippines supplies a significant portion of US imports—marketers have a unique window to reinforce themes of health, farm-to-shelf transparency, and traditional farming methods. These are value points that deeply resonate with American consumers navigating a wellness-driven lifestyle shift.

"This is our moment to shape perception through marketing and advertising, not just move product. Tariffs or not, US consumers are craving more than utility; they want meaning. And Filipino brands have an abundance of story, soul, and culture," Martin emphasised.

Meanwhile, for electronics exporters—among the hardest hit—Blanco said it's crucial to strengthen B2B relationships by reinforcing "trust," demonstrating OEM reliability, and highlighting the value of long-term partnerships.

But beyond sector-specific strategies lies a broader imperative: to make "Made in the Philippines" a symbol not only of cost-competitiveness, but of creativity with conscience. "Filipino brands must win on identity, integrity, and imagination—offering not just products, but stories that resonate with values-driven international audiences," said Blanco.

Martin also noted that now is the ideal time to strengthen the "Made in the Philippines" brand identity on the global stage. "We can take inspiration from how brands such as Muji root its storytelling from the Japanese culture and bringing it straight to our homes, or how IKEA has democratised Scandinavian design through its marketing and storytelling," he said. "We're in the perfect moment right now, and I'm looking forward to seeing how brands will move forward."

Not just the US: The case for diversification

A key message from industry insiders is that focusing solely on the US is no longer viable. While the US remains a key partner, overreliance exposes Filipino brands to volatile trade policies and currency fluctuations. Other regions—such as Europe, the Gulf, Japan, and ASEAN—are emerging as high-potential markets where Filipino products can find new relevance.

Blanco cautioned against a US-only orientation, noting that other regions are "actively seeking new sourcing partners—preferably those that offer stability, trustworthiness, and values alignment."

In GCC markets, for example, halal certification and family-oriented messaging may be vital. In the EU, brands must align with ethical labour practices and sustainability standards, while Northeast Asian buyers may prioritise craftsmanship and reliability.

This realignment is not simply about chasing new customers, Blanco said. It's about reshaping marketing language, visual identity, and trust-building mechanisms to match regional expectations. Filipino brands that invest in these nuances stand a better chance of anchoring their value not just in trade statistics, but in cultural and consumer sentiment.

Services and supply chain shifts: Where the Philippines stands to win

Interestingly, not all sectors are suffering under the weight of tariffs. Digitally delivered services, especially in Business Process Outsourcing (BPO), remain largely unaffected. Blanco pointed out: "As services are not subject to import duties, this sector offers a degree of insulation from the trade disruptions currently affecting goods."

Martin concurs, saying that while not a physical product, the Philippines' BPO and digital services face fewer trade barriers and are increasingly relied on by American SMEs and startups. "Filipino creatives, editors, animators, and digital marketers are on the rise, and this sector is immune to tariffs."

Meanwhile, trade diversion may benefit the Philippines in categories such as textiles and apparel. With the US imposing tariffs as high as 145% on Chinese imports and 46% on Vietnamese goods, Filipino exporters—despite facing a 17% tariff—become relatively more competitive.

This has prompted the Philippine government to act decisively. Finance secretary Ralph Recto previously said the government is banking on the CREATE MORE Act — an extension of its tax incentives programme — to attract more investors to the country.

This way, "Made in the Philippines" is not just a badge of origin — it can also become a strategic incentive for multinational companies to locate investments or production facilities in the country, given its more favourable tariff treatment. By offering fiscal incentives and policy support, the government hopes to position the Philippines as a strategic alternative in global manufacturing.

"If executed effectively, this could lead to deeper integration into global supply chains," Blanco noted. "In the long run, these developments (though policy-led) could serve as a catalyst for local brands and exporters to scale up, absorb advanced manufacturing capabilities, and co-brand with global players."

A role for marketing: Redefining trust in a fragmented world

The challenge—and opportunity—for marketers is to shepherd Filipino brands through this transition, from being price-anchored to purpose-driven. And that begins with sharpening narrative precision.

From Blanco's perspective, the marketing function must evolve into a dynamic, multi-market, culturally attuned force. "It's critical for export marketing strategies to evolve from price-driven narratives toward values-based positioning rooted in authenticity, quality, and trust," she said.

ODV itself has taken a future-focused approach to its client work, refusing to treat change as an anomaly. "We don't wait for external disruptions to rethink strategy; we're continuously adapting," said Blanco.

This includes mapping sentiment shifts before they materialise, adapting brand identities in real-time, and building durable messaging platforms that speak to both logic and emotion.

For Lit Lab, "since the Philippines is the social media capital of the world, this gave us the opportunity to listen more to what the market is looking for and tailor-fit our creative strategies while leveraging on our strength," Martin said. 

"More and more brands are slowly pivoting to this social-first approach that pushes authenticity in storytelling to create stronger affinity," he added. 

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