Tradition and innovation go hand in hand in bringing good relief to the Filipinos with the breakthrough formula of Tai Chi.
The homegrown Filipino brand in pain relief is now sweeping the country as Tai Chi spotlights the “ginhawang gawang Pinoy” campaign.
INNOVATIVE IDEA. Tai Chi Founder and Chairman Charles Dy shared to a select members of the local media about the latest directions of the Pinoy pain relief brand during the pocket presscon held at the Max’s Restaurant Gateway last August 1. Dy introduced Tai Chi in 2007, when the liniment market was dominated by mineral oil, with Virgin Coconut Oil as base ingredient of his liniment formula. His product is anchored on his mission to “create something innovative, natural, and proudly Filipino.”
Dy takes pride in the brand’s core formula combining ginger (luya) and virgin coconut oil (vco), giving “ginhawa” effect to body pains. Luya is a time-tested and culturally rooted ingredient known for its anti-inflammatory properties; while Virgin Coconut Oil is widely used in skincare for its moisturizing, antibacterial, and anti-inflammatory properties. These two ingredients are meticulously bottled for everyday relief.
“Virgin coconut oil deeply penetrates into the skin,” Dy explained about its natural benefits, saying that it neutralizes the “amoy matanda” that liniments are associated with.
His goal is to bring effective, affordable, and culturally rooted healing to every Filipino – nationwide.
NEW DIRECTIONS. Marketing Head Eric John King reiterated that Tai Chi is truly a local brand that Filipinos can call their own. Said King, “it’s not just about the product, it’s about the people who believe in the product.”
Tai Chi has expanded its line of products, making it the pain relief of all generations – plasters for athletes, cool sticks for Gen Z, and rubs for the senior market.
“Tai Chi is now on track to becoming one of the most influential pain relief brands in the Philippines,” King beamed.
Following its new marketing directions, the brand is aggressively collaborating with sports stars, podcast legends and common Pinoys who believe in the authenticity, effectiveness, and efficacy of Tai Chi. The Pinoy brand is quietly and effectively positioning itself as the pain relief for every Filipino.
As its new campaign says, “mapapa-alleLUYA ka talaga sa Tai Chi.”
