A campaign built on heart and hustle
The Philippine STAR’s commitment to truth-telling has taken a new form; one rooted in community, resilience, and hope.
Nakakalocal, the flagship initiative of the PhilSTAR Media Group, provides local micro, small, and medium enterprises with a platform to learn, grow, and be heard.
“I wanted to create something that could help Filipinos recover from the pandemic,” says PMG Executive Vice-President Lucien Dy Tioco. “Nakakalocal was born out of the spirit of bayanihan, with a mission to uplift local businesses, share their stories, and help build the nation by embracing Pinoy-made products.”
The heart of the campaign
What began in 2022 as a pandemic response has since grown into a nationwide movement that celebrates Filipino culture, creativity, and identity.
Four years on, Nakakalocal continues to empower local entrepreneurs.
It has helped MSMEs sharpen their skills, expand their knowledge, and refine their craft through training, mentorship, promotions, and on-ground events.
But the journey hasn’t always been easy.
Jenalyn Sarte, PMG’s marketing manager and one of the campaign leads, reflects: “The real challenge isn’t just the long hours or the hard work. It’s telling the stories of our partner MSMEs in a way that truly reflects who they are and empowers them in the process.”
One partner MSME notes that what sets Nakakalocal apart is its sincerity in preserving its truth without polishing it for publicity. That authenticity remains at the core of the campaign. Every training session, feature story, and promo push centers on stories that are raw and imperfect, but real.
A journey of growth
Nakakalocal started with just 36 merchants in its first year. Today, it proudly supports over 1,250 STAR MSMEs; each one driven by the goal of taking Filipino products to the global stage.
This growth has been made possible through strong partnerships and a shared vision for championing local ingenuity. Every year, the campaign has evolved to meet new needs and deepen its impact.
Year 1: Rebuilding confidence
Launched in 2022, Nakakalocal set out to help small businesses bounce back from the pandemic. Programs like EduSerye, the CelebPreneur Forum, and a series of bazaars and fairs gave MSMEs valuable tools for growth.
The first EduSerye—Ready, Set, NeGOsyo—aired live on Facebook, offering practical startup tips. A virtual fan meet with Judy Ann Santos and Ryan Agoncillo inspired food entrepreneurs, while pop-ups and bazaars gave MSMEs a platform to sell, connect, and thrive.
The year closed with NakakaBazaar: The Grand Nakakalocal Fair, where P-pop groups like BINI and BGYO joined MSMEs in a celebration of local talent and enterprise.
More than a marketplace, it became a moment to reflect on lessons, challenges, and wins.
Year 2: Nakakalocal goes regional
Every year has a story to tell. In its second year, Nakakalocal expanded its reach through a strategic partnership with SM Supermalls.
“Nakakalocal Year 2 partnered primarily with SM, allowing the campaign to expand beyond Metro Manila and reach more regions,” says Dy Tioco. “This gave MSMEs the chance to explore new distribution channels and potential partnerships.”
The Bida ang Local caravan brought STAR MSMEs to key cities, such as Baguio, Batangas, Iloilo, and Davao.
Year 2 also marked the start of Nakakalocal’s collaboration with VIVA to search for the next STAR Local talent, with auditions and performances held across Luzon, Visayas, and Mindanao. These were paired with workshops, learning sessions, and networking events to build MSME capacity and visibility.
Year 3: Honoring local creativity and innovation
Nakakalocal Year 3 spotlighted local talent across fashion, art, food, and design, celebrating not just the products but the stories, passions, and identity behind them.
The year featured a food fest with over 80 merchants offering authentic Filipino flavors, a fashion show and fair that championed bold self-expression, and a culture fest filled with music, art, and performance rooted in heritage.
Each year, the Kudos Local Awards make Nakakalocal even more meaningful by honoring MSMEs that embody the true Filipino spirit—proof that going local can change lives.
Past Nakakalocal awardees include:
Craftcha – A clothing brand whose founder was able to support her child through medical school, thanks in part to the opportunities she gained from Nakakalocal.
Clara Scents – A brand born from the founder’s personal journey with anxiety, offering calming aromatherapy products while creating a safe, supportive space within the Nakakalocal community.
bag’ito – A proudly local label known for its eco-friendly designs and strong commitment to Filipino craftsmanship.
Supercharge: The new era
Nakakalocal Year 4 takes a bold leap forward, returning to its roots while leveling up for a digital-first future.
With the launch of the Nakakalocal STAR MSME Membership Program and STARCast, Year 4 creates a space where MSMEs can grow through coaching, connection, and community.
Dedicated nights for learning, selling, and sharing will spotlight the power of going local.
“We want our MSMEs to become globally competitive, seeing their products exported, embraced, and celebrated,” Dy Tioco concludes. “But more than that, we want to reignite pride in Pinoy-made. With our innovation and creativity, the potential of local entrepreneurs is limitless.”
Nakakalocal reaffirms what we’ve always known: the Filipino spirit is resilient, creative, and worth flaunting to the rest of the world.
Nakakalocal through the years
At a glance:
Year 1
- June 15, 2022 – Official launch of Nakakalocal Year 1 at Casa Buenas, Newport World Resorts
- July 22, 2022 – First EduSerye episode—Ready, Set, NeGosyo—premieres on Facebook Live
- November 9 to 19, 2022 – AllHome x Nakakalocal: Home Aesthetic Furniture Fair rolls out in partnership with AllHome
- November 22, 2022 - InveSTAR: A Madiskarteng Entrepreneur College Battle brings together aspiring entrepreneurs and star students in a business-pitching contest.
- November to December 2022 - Ka-Sosyo: Making a Deal Real, a free incubator seller program, is launched in select malls including Greenhills, SM North EDSA, Robinsons Las Piñas, and Lucky Chinatown
- January 25, 2023 - Katoolong: Digital Marketing on a Shoestring Budget is an online forum and workshop that helps entrepreneurs bring their physical stores online.
- February 17, 2023 - EduSerye returns for its second installment through Go, Grow, NeGosyo.
- March 11, 2023 - Nakakalocal, in partnership with Avida, holds its first event outside Luzon with the EduSerye Lounge Talks in Cebu City.
- April 19 to 21, 2023 - AllHome x AllDay’s “A Taste of Home” Food Fair at Evia Lifestyle Center celebrates MSMEs that champion the richness of Filipino culinary heritage.
- May 18 to 19, 2023 – NakakaBazaar: The Grand Nakakalocal Fair in SM Mall of Asia, Pasay City
Year 2
- June 8, 2023 - Official launch of Nakakalocal Year 2 at SM Megamall
- August 26 to 27, 2023 - Kasosyo: Empowering MSMEs Success Bazaar Finds Leg 1 in SM Megamall
- September 9 to 10, 2023 – Bida ang Local caravan and STAR Local hunt in SM Lipa, Batangas
- October 8 to 9, 2023 - Kasosyo: Empowering MSMEs Success Bazaar Finds Leg 2 in SM Southmall
- October 20 to 21, 2023 - Nakakalocal and Avida team up for Higugma: Fall in Love with Iloilo, a vibrant celebration of local culture, creativity, and craftsmanship.
- November 11 to 12, 2023 – Bida ang Local caravan and STAR Local hunt in SM City Iloilo
- December 8 to 9, 2023 - Kasosyo: Empowering MSMEs Success Bazaar Finds Leg 3 in SM Sucat
- January 20 to 21, 2024 – Bida ang Local caravan and STAR Local hunt in SM City Baguio
- February 17 to 18, 2024 - Kasosyo: Empowering MSMEs Success Bazaar Finds last and final leg in SM Aura
- March 23 to 24, 2024 – Bida ang Local caravan and STAR Local hunt in SM City Davao
- April 27 to 28, 2024 – NakakaBazaar: The Grand Nakakalocal Fair in SM City Clark, Pampanga
Year 3
- June 21, 2024 - Official launch of Nakakalocal Year 3 at GH Mall
- October 1 to 5, 2024 – Nakakalocal G3n Y to Z: Fashion Show and Fair in GH Mall
- January 22, 2025 - Nakakalocal launches Spark Up, Scale Up: Digital Branding Workshop at the Globe Tower, Taguig City, to equip MSMEs with tools for a stronger digital presence and branding.
- February 28 to March 2, 2025 – Nakakalocal G3n Y to Z: Food Fest at MET Park
- April 26, 2025 – Nakakalocal Culture Fest at Bridgetowne Destination Estate
- May 24 to 25, 2025 – NakakaBazaar: The Grand Nakakalocal Fair in SM City Clark, Pampanga
