Homegrown appliance brand Hanabishi celebrated its 40th anniversary on September 30, 2026, at the Grand Hyatt Manila in Bonifacio Global City, marking four decades of growth from a single flat iron product into one of the country’s established household appliance brands, with hundreds of product models available in more than 2,500 retail outlets nationwide.
The anniversary celebration gathered company executives, employees, dealer-partners, brand ambassadors, and guests to commemorate the company’s milestones, recognize its long-standing partnerships, and reaffirm its commitment to providing Filipino households with affordable and reliable appliances.
Hanabishi President and Chief Executive Officer Jasper Ong reflected on the company’s humble beginnings and its gradual expansion into various household appliance categories. “One product, one dream, and the belief that every Filipino home deserves reliable, quality essentials, no matter how small they started,” Ong said.
He recalled how the company initially focused on appliances that helped families with everyday activities before introducing electric fans, kitchen essentials, televisions, chest freezers, and air conditioners.
Over the years, Hanabishi has diversified its product portfolio to address changing household requirements while maintaining its position in the increasingly competitive Philippine appliance market.
According to Candice Ong-Ang, Hanabishi Vice President for Operations, the rise of digital platforms and greater access to product information have significantly changed consumer purchasing behavior. “Consumers now are very intelligent. They research online, compare prices, see different brands, hear stories from friends, and look up reviews,” Ong-Ang said.
She explained that these developments have prompted the company to place greater emphasis on consumer research, product development, and emerging lifestyle trends to remain competitive.
Beyond business expansion, Hanabishi executives highlighted the importance of corporate values and social responsibility in sustaining the company through economic challenges and industry changes.
Cherish Ong-Chua, Hanabishi Vice President for Marketing and Finance, said the company’s achievements extend beyond commercial success. “Our achievement goes beyond the product. We have also made it a point to help those in need. We are not just here as a company, but as an establishment that gives back to the community,” Ong-Chua said.
Among the company’s long-standing corporate social responsibility initiatives is its 14-year partnership with the GMA Kapuso Foundation, which began in 2012 with appliance donations for communities affected by devastating typhoons in Iligan.
GMA Kapuso Foundation Executive Vice President and Chief Operating Officer Rikki Escudero-Catibog acknowledged Hanabishi’s continuing support for the foundation’s humanitarian and educational programs. “We’ve been together for 14 years straight,” Escudero-Catibog said, adding that Hanabishi appliances have been provided to classrooms constructed through the foundation’s school-building initiatives.
She noted that the foundation has built nearly 500 schools across the Philippines, with many classrooms receiving appliances from Hanabishi.
The anniversary celebration also recognized the company’s 16-year partnership with the long-running noontime television program Eat Bulaga.
Long-time Hanabishi brand ambassador Vic Sotto joined fellow Eat Bulaga personalities Wally Bayola, Jose Manalo, and Allan K for a special performance. Content creator Ninong Ry, who recently collaborated with Sotto on a cooking vlog featuring Hanabishi appliances, also attended the event.
As part of the celebration, the company presented exhibits highlighting its history and current product offerings.
The Hanabishi House showcased the brand’s latest appliances and consumer electronics, while the Legacy Wall featured products from its earlier years, illustrating the company’s evolution over four decades.
Hanabishi also introduced its Hana Buddies Mystery Plushies, available through its official website, www.myhanabishi.com, and official online stores on LazMall, ShopeeMall, and TikTok.
The company paid tribute to employees and business partners who contributed to its growth, including its longest-serving employee, who has been with Hanabishi for 36 years.
Dealer-partners and customers were likewise recognized through several award categories.
The Pioneer Kapartner Awards honored dealers and customers who supported the company during its first three to five years of operations, while the Pillar Kapartner Award recognized partners that maintained continuous business relationships through contract renewals.
The Pulse Kapartner Award, meanwhile, acknowledged dealers that participated in joint marketing initiatives in recent years.
Hosted by Tuesday Vargas, the anniversary program featured performances by El Gamma Penumbra and actor-singer Piolo Pascual, along with a video greeting from long-time brand ambassador Sarah Geronimo.
The Hanabishi Show Kitchen also brought together food content creators Krisha Aira of Camp Cakes, Kuya Boyet, and Kiko Matthew of Kape Banqueta, who prepared desserts using the company’s kitchen appliances.
During the evening, Carlo Santos of Locar Gaming received the Best Dressed Male award, while Susan Lee was named Best Dressed Female.
Looking ahead, Hanabishi Vice President for Purchasing and Merchandising Jevon Ong emphasized the importance of employees, business partners, and customers in shaping the company’s future. “The story of our next 10, 20, and 40 years will be written together by everyone in this room: our employees, our business and media partners, our loyal partners and leaders, and above all, our loyal customers,” Ong said.
He also shared a reflection from a long-serving employee who expressed hope that the company would continue to prosper so it could help more people.
“That simple wish captures the heart of our mission,” Ong said. “Forty years ago, someone believed a Filipino appliance brand would stand shoulder to shoulder with important brands in this country. He was right. And 40 years later, we’re still standing, still serving, still growing and still running strong,” he added.
As Hanabishi enters its fifth decade, the company aims to build on its nationwide retail presence, expand its product offerings, and strengthen its relationships with Filipino consumers while continuing the community initiatives that have become part of its corporate identity.