Mang Inasal partners with content creators to tell brand story and engage customers

 

Mang Inasal Digital Content and Community Relations Manager Dezza Alvarez-Jagolino (3rd from right) is joined by (from left) PRSP President Ana Pista, APR; Aboitiz InfraCapital's Franz dela Fuente; session moderator Deivid Rioferio, APR; PROBE Managing Director Jen Aquino; Drag Performer Your Tita Baby; Philippine Information Agency Regional Director Emver Cortez and 33rd national PR Congress Chair Ed Timbungco, APR

Influencer marketing is evolving beyond product placements and sponsored posts. Today, brands can build meaningful partnerships with creators who bring brand stories to life in ways that resonate with their communities.

This was the perspective shared by Dezza Alvarez-Jagolino, Digital Content and Community Relations Manager of Mang Inasal, during the recent 33rd National PR Congress held on September 17-18 at Solaire Resort North, where she joined industry leaders in discussing the evolving relationship between brands and content creators.

For Mang Inasal, this approach is reflected in the Mang Inasal Creators’ Circle (MICC)—a community of content creators who have become part of the brand’s approach to storytelling and consumer engagement.

Beyond borrowing a creator’s voice

As Alvarez-Jagolino explained during the panel, brands naturally have something to say, but consumers today are also looking for voices they trust.

“Hindi na enough kung si brand na lang yung magsasalita (It’s no longer enough for the brand to be the only one speaking),” she said, emphasizing how creators can help brands connect with communities through voices that already have credibility and relevance.

But the relationship goes beyond simply borrowing a creator’s platform.

As the creator ecosystem matures, brands and creators are increasingly working together to shape stories that are authentic to the creator while still delivering the brand’s message.

That is the thinking behind MICC. Rather than treating creators as media placements, Mang Inasal works to build relationships where creators can bring their own perspectives and storytelling styles to brand campaigns.

Jagolino and Your Tita Baby 

Relevance over reach

The right creator is not necessarily the one with the biggest following. For Mang Inasal, creator selection also considers authenticity and relevance—whether a creator’s community aligns with the brand and whether the creator genuinely connects with what the brand represents.

This means there can be a role for different levels of creators depending on the objective. Nano and micro creators can provide access to highly engaged niche communities, while larger creators can help deliver broader reach.

“It’s not just about the numbers,” Alvarez-Jagolino noted. “We look at their relevance, their authenticity.”

Building relationships, not just transactions

For Mang Inasal, creator partnerships also extend beyond financial compensation.

Creators value opportunities to connect with brands, gain access and experiences, develop their skills, and build longer-term relationships. This creates opportunities for brands to cultivate creator communities rather than relying solely on one-off collaborations.

It also opens the door to working with creators beyond the usual food-focused categories. Brands can explore niche communities whose interests naturally intersect with their stories—from food and family to aspirations, culture, and other passions shared by Filipino consumers.

Alvarez-Jagolino with some members of the Mang Inasal Creators' Circle

Turning influence into connection

This approach reflects Mang Inasal’s broader relationship with Filipino consumers. In April 2026, the brand was recognized as the 2025 Top Brand in the Philippines under the QSR Grilled Category by Influential Brands®, highlighting its strong connection with consumers and presence in their everyday dining and celebrations.

For Mang Inasal, the recognition underscores that influence goes beyond reach. It is built through relevance, authenticity, and meaningful connections with the communities a brand serves.

That same principle shapes the Mang Inasal Creators’ Circle (MICC). By working with creators who understand and are trusted by their communities, the brand can tell its stories in ways that feel more personal, relevant, and authentic.

As influencer marketing continues to evolve, the opportunity is no longer simply to place products in content, but to co-create stories with the people who know their communities best. MICC reflects this shift—positioning creators not just as campaign partners, but as storytellers who help bring the Mang Inasal brand closer to Filipino consumers.

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Why the GLP-1 Conversation Is Changing the Way Filipinos Shop for Food

 

If there was one wellness conversation that defined the past two years, it was the rise of GLP-1 medications. From Hollywood celebrities to everyday patients, prescription treatments have reshaped conversations around weight management, nutrition, and long-term health. While the trend first gained widespread attention in the United States, GLP-1 therapies are also becoming more accessible in the Philippines through licensed hospitals, clinics, and telehealth providers, bringing with them a growing interest in healthier, more intentional eating habits.

While GLP-1 medications can help regulate appetite and blood sugar, they don't replace the need for a balanced diet. In fact, The American Diabetes Association's Standards of Care emphasizes that these medications work best as part of a comprehensive treatment plan that includes individualized nutrition and other lifestyle interventions. Choosing nutrient-dense foods and being more mindful of added sugars can help support overall health and complement broader lifestyle changes.

One of the simplest places to start is learning how to read sugar labels.

Decoding the label is a challenge in itself

Reducing sugar isn't always as straightforward as choosing products labeled "healthy" terms like "sugar-free" and "no sugar added" and "naturally sweetened," each mean different things while added sugars can appear under a variety of names in ingredient lists.

Recognizing the growing demand for greater transparency around nutrition, Healthy Options curates a wide selection of products with clearly labeled nutritional information and thoughtfully sourced ingredients, making it easier for shoppers to compare products, understand sugar claims, and find options that suit different dietary preferences and wellness goals.

"We're seeing more customers ask questions about ingredients and nutrition—not only because they want to eat healthier, but because they're looking for products that fit their individual wellness goals," said Romy Sia, Managing Director of Healthy Options. "Whether someone is simply cutting back on sugar or following a nutrition plan recommended by their healthcare professional, we want to make it easier for them to shop with confidence."

Understanding sugar claims

Food packaging often highlights sugar-related claims, but understanding what these labels actually mean can help you make more informed grocery choices.

Sugar-Free products contain only minimal amounts of sugar per serving and often use alternative sweeteners to provide sweetness.

No Added Sugar means no sugars or sugar-containing ingredients were added during production, although naturally occurring sugars from ingredients such as fruit or milk may still be present.

Naturally Sweetened indicates that sweetness comes from naturally derived ingredients instead of refined sugar. While this is not a standardized regulatory claim, checking the Nutrition Facts panel and ingredient list remains the best way to understand what's inside.

Beyond front-of-pack claims, reviewing the serving size, total sugar, fiber, protein, and ingredient list provides a more complete picture of how a product fits into your overall eating plan.

Better Choices for a Lower-Sugar Lifestyle

Understanding labels is only the first step. The next is choosing products that support your lifestyle and wellness goals. Healthy Options offers a variety of alternatives, from Healthy Options Sugar-Free Chocolate Chip Cookies for an afternoon snack, to St. Amour Triples Cookies, which are sugar-free, dairy-free, gluten-free, and vegan for sharing with family and friends. For those craving something sweet, Amberlyn's Sugar-Free Belgian Chocolates offer portion-friendly treats, while other snacks like Pip's Heirloom Sea Salt Mini Popcorn and Sweet Switch's sugar-free gummies and mints provide convenient snack options for movie nights, commutes, or travel.

Customers can also turn to the Healthy Options store team for guidance while shopping. They can help shoppers navigate product labels and explore options based on their dietary preferences and needs, providing added support in making more informed choices in-store.

"There isn't one definition of healthy because every person's journey is different," added Sia. "Our goal is to give customers the information, transparency, and product choices they need to make choices that work for their lifestyle. When people understand what's on the label, they're better equipped to choose foods that support their long-term wellness." that work for their lifestyle. When people understand what's on the label, they're better equipped to choose foods that support their long-term wellness."

As conversations around GLP-1 therapies continue to encourage more intentional eating, one habit stands out regardless of whether someone is taking medication: understanding what's inside the food we buy. By making nutrition information easier to navigate and offering carefully selected products that support a variety of dietary preferences, Healthy Options helps empower consumers to turn healthier intentions into smarter, everyday grocery decisions.

The Hair They Came For: Why Asian Hair Needs a Different Kind of Care

 

Tints of Nature

We’ve gotten pretty good at reading the labels on our skincare—checking the ingredients, understanding what our skin needs, and choosing products accordingly. Now, that same level of care is extending to hair, as consumers become more mindful of what goes into their haircare products and how those choices affect the health of their hair.

A 2025 study by the Journal of the Korean Society of Cosmetology found that consumers’ perceptions of hair-care products containing natural extracts can influence their purchasing behavior, reflecting a growing interest in what goes into the products we use. But when it comes to hair, the conversation goes beyond the bottle. It also starts with understanding the hair itself.

That was part of the conversation when Tints of Nature Managing Directors Vicki Borley and Katharine Crew visited the Philippines.With years of experience developing and working with products for different hair types, their visit offered an opportunity to look more closely at the diversity of Asian hair—from its different textures and structures to the ways it can respond to color and care.

Marie Field Faith

Asian Hair Has More Than One Story

There’s no single definition of Asian hair. While it is often associated with straighter textures and relatively thick strands, a 2025 multinational study found variation in characteristics such as hair thickness, dryness, damage, and curl pattern across populations.

Hair can differ in strand diameter, texture, density, porosity, and the shape of the hair fiber—from fine, straight strands to thicker, more textured hair. Its history also matters: coloring, bleaching, heat styling, and environmental exposure can all change the hair’s condition and how it responds to further treatment.

“There are a lot of different textures and types of hair within Asian hair, so it’s important not to treat it as one category. Understanding the individual hair and how it responds to color is key. Whether the hair is straight, thick, fine, or previously treated, the approach needs to consider its condition to achieve the best result. We very much believe in an approach that works effectively across all hair types,” said Vicki Borley, Professional Sales & Co-Managing Director of Tints of Nature.

Think of Color as Part of the Care Routine

That understanding can also change how consumers approach hair color. As they become more ingredient-conscious with the products they put on their bodies, including their hair, consumers are looking beyond the immediate result and paying closer attention to what comes into contact with their hair and scalp. This becomes especially relevant for hair that has already been exposed to bleaching, straightening, heat styling, or other treatments. Tints of Nature takes this approach through formulas made with 95% naturally derived ingredients, while its permanent hair color contains 75% certified organic ingredients. Its permanent colors are also ammonia-free and resorcinol-free, with the lowest levels of PPD in permanent hair colors, while its henna range contains zero PPD. The range is vegan, cruelty-free, and dermatologically tested.

Color and aftercare are also treated as part of the same process, with products such as the Hydrate or Structure Treatment, Hydrate Shampoo, and Hydrate Conditioner supporting hair care before and after coloring.

“Because we have a much gentler color system, we do have to think about how we approach coloring the hair a little differently. It’s not just about putting the color on and getting the result—it’s also about preparing the hair properly and caring for it afterwards. When you take that extra care, you can still achieve beautiful, shiny, professional results,” Borley added.

Your Hair Didn’t Get the One-Size-Fits-All Memo

The takeaway is simple: know your hair before you color it. Most importantly, make care part of the coloring process rather than an afterthought. This is also why Healthy Options carries Tints of Nature. Its approach to hair color aligns with their broader commitment to offering products that support healthier lifestyles without compromising effectiveness. Tints of Nature combines salon-quality color with conscious formulations and botanical extracts designed to nourish and protect hair during coloring.

“At Healthy Options, we look for products that reflect the same standards we believe in—ingredient transparency, conscious formulations, and a commitment to long-term wellness alongside beauty results. Tints of Nature brings those values together through its use of certified organic and naturally derived ingredients, its vegan and cruelty-free credentials, and its focus on hair and scalp health. It allows our customers to make better choices without compromising on performance,” said Romy Sia, Managing Director of Healthy Options.

After all, beautiful hair isn’t about following one formula. It’s about understanding what makes your hair yours—and choosing color and care that work with it. For Asian consumers, particularly in the Philippines, that means celebrating the range of textures and structures that make Asian hair unique, while giving each one the thoughtful care it deserves.

From Osaka to BGC: TORIKIZOKU Brings Its Japanese Yakitori Experience to the Philippines

 

Image: Torikki signages spotted around BGC 

Japan’s #1 Yakitori chain opens its first Philippine restaurant at Serendra, BGC on October 12, 2026

A Japanese Yakitori chain that began in Osaka is making its way to the Philippines this October.

TORIKIZOKU will open its first Philippine restaurant at Serendra, BGC on October 12, 2026, bringing its Japanese Yakitori experience to Filipino diners for the first time.

The brand’s story began in Osaka in 1985. Since then, TORIKIZOKU has grown to more than 600 stores across Japan and continues to expand internationally as part of its Global YAKITORI Family.

At the center of that journey is the brand's Yakitori-ya experience, built around freshly grilled chicken skewers, carefully selected ingredients, welcoming service, and a lively yet comfortable setting where people can gather over food and conversation.

Now, that experience arrives in BGC. Ahead of the opening, TORIKIZOKU

has already begun introducing itself around Serendra through Torikki,

its official yellow mascot.The installations feature different poses 

inspired by both the Philippines and Japanand are designed to be seen

during the day as well as illuminated at night. But there

is more to the installations than simply catching attention. 

Each Torikki also carries a QR code that guests can scan to visit 

the TORIKIZOKU Philippines website  receive updates, and 

make a reservation. The signage marks the beginning of the countdown

to the brand’s Philippine opening.

The Philippine launch also brings with it “Toriki Tayo,” a local invitation to turn everyday moments into opportunities to come together.

For a brand whose dining experience is built around freshly grilled food and conversation, the move from Osaka to BGC brings TORIKIZOKU into a new setting while keeping the experience that defines it at the center.

On October 12, Filipino diners can experience TORIKIZOKU’s authentic Yakitori-ya experience for themselves at its first Philippine branch in Serendra, BGC.

Be among the first to experience TORIKIZOKU’s authentic Yakitori-ya experience at Serendra.

Make your reservation in advance now by clicking here.

OGAWA brings health and wellness closer to North Luzon with new SM City La Union store

 

OGAWA, the global leader in health innovation, is bringing a new wave of wellness to North Luzon, with the launch of its new store at SM City La Union. Located on the mall's second floor, OGAWA’s first branch in North Luzon brings wellness tools such as massage chairs, mobile foot massagers, massage guns, and more, closer to La Ueños, Ilocanos, Pangasinenses, and other North Luzon citizens. The new store marks OGAWA’s latest effort to make health and wellness solutions accessible to all.

“Our mission is to make wellness within reach for everyone. Our first store in SM City La Union signifies not just a new chapter for us but a new beginning for customers in North Luzon. La Ueños, Ilocanos, and Pangasinenses deserve this unique wellness and relaxation experience, and we are excited to help them discover which massage chair or mobile product fits their needs and lifestyles,” said Allyson Cruz, Digital Marketing Executive of OGAWA Philippines.

OGAWA’s new store at SM City La Union reaffirms its commitment to providing holistic wellness tools through its product portfolio. Engineered with Japanese precision, OGAWA’s health devices harness premium technology to drive well-being. Its strategic location helps customers from Northern Luzon better integrate wellness into their everyday routines.

OGAWA’s SM City La Union store offers a warm and welcoming space where customers can discover solutions designed for comfort and relaxation. Each corner is crafted with intent, embodying OGAWA’s passion for bringing meaningful wellness experiences to customers. The store’s quiet, clean ambiance invites visitors to discover products that support rejuvenation in a personal way.

“Our first store in North Luzon is thoughtfully designed to help a customer choose the chair or tool they need to help them live full and healthy lives. This approachable space is complemented by our friendly staff who are there to answer all their queries and guide them in their wellness journey,” said Allyson Cruz, Digital Marketing Executive of OGAWA Philippines.

Among the products mallgoers can experience is the OGAWA Maestro, a massage chair that combines Smart AI customization, convenience, and comfort to deliver an immersive massage experience. Maestro is powered by OverSeer, OGAWA’s AI system that assesses the user’s physiological condition before and during the session.

Using precision sensors, the Overseer technology analyzes the user’s body shape, stress level, and pressure points. It designs a personalized massage program based on these insights to support a better and more effective full-body treatment.

Beyond unparalleled relaxation, Maestro can support recovery, muscle rejuvenation, and everyday wellness. Its adaptive approach targets tension and fatigue while promoting renewed energy. The Maestro can help users relax after a long day at work or a strenuous workout. They can also integrate it into their bedtime routine to help their body unwind.

Experience premium comfort and relaxation by visiting OGAWA’s store at SM City La Union.

Step into a comforting space and discover wellness solutions thoughtfully designed to help you feel your best. Visit us to experience OGAWA in person. Your next moment of relaxation awaits.