After over two decades, Kultura has become synonymous with traditional and modern Filipiniana, handcrafted souvenirs, local delicacies, sustainable home décor, and wellness essentials.
This growth has mirrored the success of its suppliers, many of whom started small but flourished through their partnership with Kultura.
"Aligned with the SM group, we work with micro, small, and medium enterprises (MSMEs), bridging them to our customers. Many of our partners have been with us from the start," says Sheila Tan, senior assistant vice president for operations at Kultura.
These partnerships not only provide sustainable livelihoods but also uplift communities, making Kultura a home for social enterprises.
Stories of transformation
Among Kultura's earliest collaborators is Joy Soriano, founder of Zyrrah’s Arts and Crafts, who started trading handcrafted Philippine products in the 1970s. Initially supplying to five branches, her capiz-based products now adorn 26 Kultura stores, supporting employment for 29 in-house artisans and numerous home-based workers.
“I love capiz and the products that we can make and develop out of it. Our country is endowed with bountiful materials from the sea; the versatility of capiz makes for very elegant houseware masterpieces,” Soriano says.
Similarly, Cebu-based Hannah’s Handicraft turned a partnership with Kultura into a thriving business that promotes Philippine culture while empowering mountain barangay communities.
“We worked to develop products that the market would truly appreciate, and Kultura helped by sharing design trends that are currently in demand,” according to Hannah Anggana, who spearheads the venture.
Hannah’s Handicrafts and Kultura share a vision anchored on helping preserve and promote Philippine culture while advocating for a cause that honors heritage and empowers communities, she says.
Innovators' platform
Young innovators, like the founders of Kangkong King, also found a platform in Kultura. From three employees in 2021, the company now employs 70 workers and collaborates with farmers in Rizal and Pampanga. Kultura’s support has expanded their reach nationwide, establishing them as a staple pasalubong brand.
“One underrated, classic Pinoy appetizer is kangkong,” says Anne Gaw, Kangkong King marketing head. They banked on the potential of the product to be a staple.
“We really thought about where we wanted our product to be placed. We think that Kangkong King is very Pinoy. So, one of our goals is to have our product be a staple Filipino pasalubong. We thought, ‘what's the pasalubong store here in the Philippines that's popular? There's nothing else. It's Kultura. Locals and foreigners alike know the brand,” she says.
Initially supplying to 20 branches, today Kangkong King is available at 70-75 percent of Kultura branches.
Preserving heritage and empowering women
In Quezon Province, a group of housewives crafts colorful buri fans for Kultura through Mga Likha ni Inay, an organization that empowers around 1,800 clients.
"Kultura aligns with our mission to showcase local products and traditions," according to Aristopher Punzalan, president of Mga Likha ni Inay.
This alignment reflects a growing appreciation for Filipino craftsmanship, with millennials and Gen Z driving demand for sustainable and locally made goods.
"The attention is now on locally made. Consumers recognize the artistry of Filipino craftsmen and their eco-friendly products," Tan stresses.
Looking ahead
As Kultura celebrates 20 years, the brand aims to discover emerging designers, foster new brands, and enhance customer experiences.
With its roots firmly grounded in supporting MSMEs and preserving Filipino heritage, Kultura remains a beacon for artisans, social enterprises, and conscious consumers. --Ed: CSN
