ZUS Coffee Philippines weaves heritage into first Filipino-inspired drinks series

ZUS Coffee Philippines has unveiled Panlasang Pinoy, its first-ever Filipino-inspired drinks series - a campaign that intertwines flavour, nostalgia, and cultural heritage.

The series, developed entirely by the local team, introduces three signature drinks: the Champorado Latte, inspired by the beloved childhood breakfast of chocolate rice porridge; Buko Salad Espesyal, a creamy and festive nod to the Filipino celebration staple; and Honey Kalamansi, a sweet and zesty drink with a distinctly local twist.

“We have always known Southeast Asian flavours are rich, deep and hold lifetimes of history and were looking for flavours that Filipinos embraced growing up,” Coleen Ramos, marketing lead for ZUS Coffee Philippines, told MARKETING-INTERACTIVE. When ZUS Coffee’s Philippine team explored flavours most deeply tied to memory, what surfaced were staples of childhood and festive family gatherings.

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“We wanted to highlight the deep and nostalgic flavours from Filipino cuisine that’s instantly recognised by every Filipino, much like how Malaysia is known for ais cendol, Thailand for mango sticky rice and all the amazing food history in Southeast Asia that’s largely unexplored,” Ramos added.

Beyond drinks, Panlasang Pinoy integrates Filipino weaving traditions into its design system, featuring patterns such as Yakan, Ibaloi, T’nalak, and Kinan-ew. Each symbolises the diversity and craftsmanship of communities across the archipelago.

August in the Philippines carries a heightened sense of national pride, marked by the return of students to universities, the celebration of Buwan ng Wika (the Month of Language), and national holidays that honour the country’s heritage and heroes. ZUS Coffee tapped into this spirit with Panlasang Pinoy, drawing on the timeless tradition of weaving to celebrate Filipino identity.

“By incorporating traditional patterns such as Yakan, Ibaloi, T’nalak, and Kinan-ew, the Panlasang Pinoy campaign becomes more than just a drink series launch - it’s a tribute to the artistry, diversity, and enduring heritage of the Philippines,” Ramos explained.

To extend the campaign beyond beverages, ZUS Coffee partnered with lifestyle brand Team Manila to co-create limited-edition merchandise. Tote bags were produced through traditional silk-screen printing and sewn by Filipino artisans, underscoring the brand’s commitment to authenticity.

According to Ramos, early reactions have been warm and nostalgic, with customers embracing the transformation of familiar Filipino desserts into innovative drinks. For many, the experience goes beyond taste - it rekindles memories of home while building a shared sense of community around something both familiar and new.

Ramos added: “ZUS Coffee focuses on delivering specialty coffee at reasonable prices while offering a truly unique customer experience. Powered by innovative technology, we continuously create new drinks, perks, and services through our ZUS App - then tailor them to local preferences such as Ube and Champorado.”

Today, the brand counts 1,000 Filipino employees, or “Zuristas,” whose local insights have been instrumental in shaping offerings that resonate with local customers.

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