TikTok Shop brings 100 MSMEs and 200 creators together for #SarilingAtin festival

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TikTok Shop put a spotlight on Filipino entrepreneurship at its recent #SarilingAtin Local Brands Festival, a flagship initiative designed to celebrate homegrown products and support MSMEs across the Philippines.

The festival gathered over 100 MSMEs, 200 creators and affiliate partners, and more than 1,000 attendees, creating a vibrant platform to showcase Filipino creativity, craftsmanship, and innovation. The event reinforced TikTok Shop’s commitment to the Buy Local, Shop Local movement and its mission to foster discovery and brand love for local products.

“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’re creating more touchpoints for MSMEs to learn, grow, and build real momentum in the world of social commerce.”

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The festival featured fireside conversations with top-performing local sellers, creators, and industry partners, providing attendees with insights into what drives success on TikTok Shop. Educational sessions covered best practices for creators and sellers, scalable monetisation strategies, and expert guidance from TikTok Shop.

“Community is what powers TikTok Shop. When sellers, creators, and partners come together, we create an ecosystem where local businesses thrive,” Aligaen added.

Creativity took centre stage through a #SarilingAtin Showcase, which highlighted standout homegrown brands and demonstrated how small businesses can express their identity, values, and craftsmanship in ways that resonate with Filipino shoppers.

The festival showcased a diverse range of local products across fashion, homecare, personal care, food, and lifestyle. Featured brands included Dood - modern innerwear and wardrobe essentials designed for everyday comfort.; La Chica - stylish, easy-to-install curtains reflecting Filipino design sensibilities; SukiGrocer - fresh, responsibly sourced goods delivered from local farmers to consumers; and Verdefy - natural and gentle personal care products for everyday use.

“TikTok Shop is the best platform for local brands, as they support us with the tools to grow our business,” said Maria Necilyn Manguino, co-founder and marketing head of Dood. “Pag narinig namin yung ‘Sariling Atin’, naiisip namin na nakapagbibigay kami ng comfort at confidence sa bawat Pilipina na bumibili.” (When we hear ‘Sariling Atin’, we’re reminded that we’re able to give every Filipina who shops with us a sense of comfort and confidence).

From food and fashion to home décor and lifestyle solutions, #SarilingAtin demonstrates how Filipino MSMEs are leveraging TikTok Shop’s short-form discovery experience to reach buyers in authentic, lifestyle-driven ways.

Beyond the festival, TikTok Shop continues to invest in the growth of the Philippine MSME sector through programmes such as Unlad Lokal, a mentorship and training initiative in partnership with the department of trade and industry and local government units such as the City of Taguig.

These initiatives are part of TikTok Shop’s long-term strategy to provide measurable value for homegrown brands, ensuring that every new seller joining the platform can thrive and celebrate what makes their products proudly Filipino.

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