Village Connect
In 2004, a small section dedicated to Philippine crafts quietly opened within the SM Store in Makati. Twenty years later, that humble corner has transformed into Kultura, a nationwide brand with 45 branches that proudly showcase both traditional and modern Filipino artistry. From Barong Tagalog and Filipiniana wear to sustainable home décor and natural wellness essentials, Kultura is more than a store—it’s a platform that champions micro, small, and medium enterprises (MSMEs) and social enterprises.
According to Sheila Tan, Kultura’s Senior Assistant Vice President for Operations, the brand’s partnership with local artisans and businesses has been a cornerstone of its success. “Many of our partners have been with us since the beginning. By connecting them with our customers, we help provide sustainable livelihoods, creating ripple effects that improve lives in their communities,” she explains.
A Shared Passion for Filipino Craftsmanship
One such partner is Zyrrah’s Arts and Crafts, founded by Joy Soriano in the 1970s. Initially trading handcrafted bags and shoes made from northern Philippine textiles, Soriano found her first buyer in SM’s Quiapo office. Decades later, in 2013, her journey with Kultura began after she participated in a trade show.
“What started with a single order grew into a monthly collaboration,” Soriano shares. Today, her capiz products—a reflection of her love for the versatile sea shell—are available in 26 Kultura branches. “Capiz embodies the elegance of Filipino craftsmanship. I see it as a way to promote our country as a source of fine, handcrafted goods,” she says. Despite modest profits, Soriano finds fulfillment in empowering grassroots communities, providing employment to housewives and at-home mothers.
Preserving Culture While Empowering Communities
Another long-time partner, Hannah’s Handicraft, hails from Cebu. Run by the Anggana family, the business was first connected to Kultura through trade fairs organized by the Department of Trade and Industry (DTI). Guided by Kultura’s insights into market trends, the business developed products that resonated with customers.
“Our collaboration isn’t just about selling products. It’s about preserving Philippine heritage and empowering mountain barangays,” says Hannah Anggana, who now leads the partnership.
Fostering Emerging Enterprises
While some partners have decades of experience, Kultura also supports new ventures. In 2021, Kangkong King started with just three employees, producing a unique twist on the classic kangkong (water spinach) as a snack. Today, the business has expanded to 70 employees, working with farmers in Rizal and Pampanga.
“We wanted our product to become a staple Filipino pasalubong,” shares Anne Gaw, Kangkong King’s marketing head. Their partnership with Kultura began with a simple email and has since grown to place their products in over 70% of Kultura’s branches nationwide.
The company’s growth has also inspired a wave of economic activity in farming communities. “We’ve seen landowners convert their fields into kangkong farms because of the increasing demand,” Gaw adds.
Showcasing Local Talent
Kultura also works with organizations like Mga Likha ni Inay, which supports an association of weavers in Agdangan, Quezon. These housewives craft colorful buri fans sold in Kultura stores, creating livelihood opportunities for their families.
“Our vision aligns perfectly with Kultura’s mission to support local producers and showcase Filipino craftsmanship,” says Aristopher Punzalan, president of Mga Likha ni Inay.
Looking Ahead
As Kultura celebrates its 20th anniversary, the brand remains committed to discovering emerging talents and supporting social enterprises. “Our goal is to continue creating dynamic shopping experiences while being a platform for young designers and new brands,” Tan shares.
From its modest beginnings, Kultura has grown into a home for Filipino artisans, helping them bring their stories, traditions, and dreams to a larger audience—both locally and globally.
