Insider Spotlight
The retailer is introducing Teatro Panalo, an incubation theater festival produced and organized by Wishbone Collective that will select eight straight plays and four musicals for full production, the company said in a statement.
Each selected playwright will receive P100,000, putting disclosed playwright compensation at P1.2 million.
The bigger picture
Teatro Panalo extends Puregold’s efforts to associate its retail brand with Filipino entertainment and creative industries, adding theater to cultural initiatives that have included film and music.
The company has previously backed CinePanalo, its film festival for Filipino filmmakers, as well as music-centered projects under its broader entertainment push. Teatro Panalo gives Puregold another platform for engaging audiences outside the traditional retail setting.
“Puregold has always been present in the everyday lives of Filipino communities,” Puregold senior marketing manager Ivy Hayagan-Piedad said. “Through Teatro Panalo, we hope to be present in another meaningful way by creating spaces where people can come together, exchange new ideas, and see Filipino artistry come to life on stage.”
Why it matters
Unlike a conventional sponsorship or brand campaign, Teatro Panalo includes direct support for developing original intellectual property. The 12 selected works will receive professional dramaturgical guidance and production resources before being staged for live audiences.
“We’re looking for authentic voices, fresh perspectives, and stories that deserve to be seen on the stage,” festival director Vincent de Jesus said. “The festival is designed to help playwrights realize the full potential of their work through collaboration with experienced theater practitioners, while also giving audiences the opportunity to encounter exciting new Filipino stories.”
After the festival, one straight play and one musical will also receive full-length development grants, with the possibility of eventual commercial production.
What’s next
Submissions are open to amateur and professional Filipino playwrights aged 18 and above until Sept. 11. Entries must be original one-act straight plays or musicals intended for roughly 35 to 40 minutes of stage performance.
A shortlist of 16 straight plays and eight musicals will be announced Oct. 6, with the final eight plays and four musicals selected Oct. 16. The inaugural festival is scheduled for February to March 2027. —Princess Daisy C. Ominga | Ed: Corrie S. Narisma
