Filipinos are transforming cultural traditions and the concept of suwerte, or luck, into practical shopping guides, fueling a remarkable sales surge in sari-sari stores nationwide as families gear up for prosperity in the coming year.
Data Reveals Cultural Influence on Shopping Trends
Tech startup Packworks leveraged its Sari IQ analytics platform to examine over a million monthly transactions from 300,000 stores spanning three years. The study meticulously tracked sales of holiday-associated products in the two weeks before and after Chinese New Year from 2023 to 2025. Findings indicate that items linked to abundance and good fortune, such as hopia, Chinese wine, and Asian noodles, experienced notable increases, highlighting how deeply cultural beliefs shape purchasing decisions.
Hopia Symbolizes Unity and Good Fortune
Hopia, a round pastry representing unity and prosperity, demonstrated steady growth. The median gross merchandise value surged by 20 percent in 2025, up from a 14 percent rise in 2023. The Visayas region led this uptick, with Central Visayas recording an astounding 240 percent sales spike and a 200 percent jump in transactions in 2025. Analysts attribute this surge to the area's robust Chinese cultural heritage, particularly in hubs like Iloilo, which is home to approximately 14,000 Chinese-Filipinos.
Chinese Wine Gains Momentum with Celebratory Traditions
Chinese wine, commonly used for festive toasts, also gained significant traction. Median GMV climbed 36 percent in 2025, a sharp increase from just 3 percent in 2023. Central Luzon posted a consistent 100 percent annual sales increase, while Eastern Visayas showed steady growth, rising from 72 percent in 2023 to 107 percent in 2024 and 115 percent in 2025. Researchers note that this trend reflects a blend of Chinese influence and the Filipino tagay tradition of communal drinking.
Asian Noodles Represent Long Life and Sustained Growth
Asian noodles, symbolizing longevity, rose 10 percent in 2025 after a 3 percent decline the previous year. Soccsksargen logged the highest sales growth at 25 percent, partly driven by a 36 percent increase in stores stocking the product. Western Visayas posted the largest transaction jump at 25 percent. Central Luzon and Eastern Visayas maintained multi-year growth, indicating consistent restocking of affordable, symbolic goods.
Tradition Shapes Consumer Decisions
Packworks chief data officer Andoy Montiel emphasized that the data illustrates how tradition profoundly influences consumer choices. "Our historical data underscores how deeply traditional beliefs and cultural influences are embedded in the Filipino psyche, proving that commerce is inseparable from culture. The sales trends show that for the average Filipino, Chinese New Year isn't just a holiday, but a window for 'investing' in prosperity. These cultural nuances are mirrored in the sari-sari store ecosystem, proving that in our local market, heritage often leads the hand that shops," Montiel stated.
Prosperity Basket Extends to Kitchen Staples and Sweets
The so-called prosperity basket also includes kitchen essentials used for festive meals. Soy sauce sales increased by 9 percent in 2025, seasoning granules and MSG rose 7 percent, and cooking oil climbed about 13 percent in both sales and transactions. Sweets performed strongly as well: chocolate sales jumped 36 percent, while sugar remained robust following a 47 percent surge in 2024.
Hyper-Localized Strategies Key for Brands
Packworks co-founder and chief platform officer Hubert Yap advised that brands must transition from passive distribution to hyper-localized, data-driven approaches. Aligning products with cultural cues, he explained, enables companies to tap into demand often overlooked in modern retail channels.
Future Growth Projections
The firm anticipates GMV to grow an additional 10 percent and transactions to rise 4 percent in the next holiday cycle as shoppers purchase more items per transaction. Further details are accessible on Packworks' official website and its Facebook page.
