PICKUP COFFEE champions Filipino excellence with “PICKUP Proudly Ours” in partnership with the Department of Tourism

PICKUP Proudly Ours. Proudly Filipino. Proudly World-Class.

In celebration of Independence Day, PICKUP COFFEE shines a spotlight on Philippine culture, flavors, and craftsmanship through a heritage-inspired campaign built on a simple belief: that what is proudly ours is also proudly world-class.

Developed in collaboration with the Department of Tourism, Island Souvenirs, and the Coffee Heritage Project, the campaign shines a spotlight on Filipino excellence through coffee, culture, and craftsmanship. More than a celebration of local flavors and traditions, the initiative reflects PICKUP COFFEE's belief that Filipino talent, creativity, and entrepreneurship can create products, experiences, and brands that stand proudly alongside the world's best.

"We set out to build a brand that Filipinos could be proud of, and through every milestone since, that has remained the heart of who we are," said Bien Lee, PICKUP COFFEE Chief Global Brand Officer and Co-Founder. "Our expansion into Mexico is proof of something we've believed all along — that Filipino brands can stand shoulder to shoulder with the best in the world," added Francis Flores, Global Managing Director, PICKUP COFFEE.

At the heart of the campaign highlights four expressions of Filipino pride, each inspired by the people, places, and traditions that make the Philippines proudly ours:

Campaign Highlight 1: The Proudly Ours Beverages (June 12, 2026 onwards)

Inspired by familiar flavors that generations of Filipinos have grown up with, the Proudly Ours beverage collection reimagines local favorites through PICKUP COFFEE's signature approach to quality, accessibility, and innovation. The limited-time lineup invites customers to rediscover beloved Filipino flavors through a proudly homegrown coffee brand.

The limited edition line includes four beverages inspired by flavors Filipinos know and love:

• Auro Tsokolatte (₱99): Creamy milk with Auro's rich 100% Natural Cacao Powder and espresso, over ice. Familiar and inspired by the classic Filipino batirol.
• Peanut Brittle Latte (₱109): Creamy milk with real peanut brittle spread and espresso, over ice. Our take on the classic Filipino peanut brittle candy pasalubong.
• Ube Cheese Cream Milk (₱99): Creamy milk with rich ube, topped with cheese cream, over ice. Our take on classic Filipino favorites: Ube and Keso (cheese) sorbetes. 
• Mango Graham Milk (₱99): Creamy milk with sweet mango bits, topped with cream mousse and crushed graham, over ice. Our take on the classic Filipino homemade dessert. 

Part of the proudly Filipino campaign, customers may also substitute the signature PICKUP Blend with specialty beans sourced by the Coffee Heritage Project from a small-lot farm in Bukidnon. The UPgrade is applicable to Americano, Auro Tsokolatte, and Peanut Brittle Latte at select stores.

Campaign Highlight 2: The Proudly Ours Merchandise (July 2026 onwards)

In collaboration with Island Souvenirs, the country's leading destination memorabilia brand, PICKUP COFFEE introduces a collection of lifestyle-forward, Filipino-inspired travel essentials designed to celebrate local culture wherever the journey takes you. 

Proudly Ours Scarf
A silk scarf featuring illustrations inspired by beloved Filipino icons and cultural symbols—transforming local pride into an elegant, wearable statement.

Proudly Ours Tees
Everyday essentials celebrating some of the Philippines' most well-loved symbols, reimagined through contemporary designs that makes Filipino pride easy to wear.

With wearable pieces celebrating beloved local icons and flavors, the collection is designed to accompany everyday adventures, made for both local explorers and international travelers seeking a piece of the Philippines to bring along with them. 

Campaign Highlight 3: The Proudly Ours Discovery Kit (July 17, 2026 onwards) 

Created in collaboration with the Coffee Heritage Project, the Proudly Ours Discovery Kit showcases exceptional single-origin coffees from Benguet, Lanao del Sur, and Bukidnon. 

More than a tasting experience, the kit celebrates the farmers, communities, and traditions behind every bean—highlighting the diversity and world-class potential of Philippine coffee.

The Discovery Kit features a trio of carefully sourced coffees from traceable Philippine origins:

• Atok, Benguet: Grown at 1,250 MASL in the Cordillera highlands by Cristy & Mira Tayao. Naturally processed, bright, and fruity. A 2025 AVPA International Gourmet Silver Medal awardee in Paris — proudly ours, proudly world-class.
• Lanao Del Sur: Grown at 750–1,100 MASL near Lake Lanao, homeland of the Maranao people. Clean, citrusy, and distinctly Southern Philippine — a taste of the country's rich cultural and coffee diversity.
• Bukidnon: Grown at 1,100–1,200 MASL in Pangantucan by farmer Arnel Pabelonia. Naturally processed with notes of brown sugar, plantain, and dark chocolate — rooted in Bukidnon's fertile highland soil.

Founded by coffee advocate Rich Watanabe, the Coffee Heritage Project is a non-profit organization dedicated to empowering smallholder coffee farmers through quality-focused training, on-farm investments, and initiatives that elevate Philippine coffee on the global stage. Through its work, coffees cultivated by partner farms have earned international recognition at the AVPA Awards in Paris, with one award-winning coffee included in this Discovery Kit. It will be unveiled at the Manila Coffee Festival this July 17, 2026, and available in select PICKUP COFFEE and Island Souvenirs Branches.

Every Discovery Kit purchased directly supports the farmers who cultivate these exceptional coffees, helping invest in the future of Philippine coffee and the people dedicated to growing it.

The Proudly Ours initiative launch unfolded in Gallery MiraNila with an immersive evening featuring a curated tasting menu by Michelin-awarded Chefs Chele Gonzalez and Carlos Villaflor, alongside cultural performances and experiences that showcase each experience.

As the country's fastest-growing homegrown coffee chain, PICKUP COFFEE is a testament to what Filipinos can achieve when passion, innovation, and purpose come together. Through the PICKUP Proudly Ours campaign, the company shines a spotlight on the flavors, craftsmanship, culture, and communities that embody the richness of Philippine heritage—championing the belief that what is proudly ours is also proudly world-class.

Special thanks to: Chele Catering, Prive by Illo’s, Casa Juan, and Distileria Limtuaco