DOT, Pick Up Coffee brew partnership to promote tourism

Department of Tourism Secretary Christina Garcia Frasco and executives from Pick Up Coffee met Friday to discuss a potential collaboration aimed at promoting the “Love the Philippines” brand through coffee culture and everyday consumer experiences.

Pick Up Coffee global managing director Francis Flores presented campaign initiatives that include beverage offerings inspired by Philippine regions, travel-themed merchandise and increased support for local coffee farmers and beans.

The proposed partnership seeks to leverage the coffee chain’s international presence by bringing the national tourism campaign to Mexico.

Pick Up Coffee operates dozens of stores in the North American country, which the company views as a cultural bridge to showcase Filipino identity and tourism potential to a global audience.

Frasco said the department values partnerships with homegrown brands that resonate with daily consumers.

She noted that such collaborations align with government efforts to promote the country in innovative and culturally grounded ways.

Other representatives of the coffee company at the meeting were global chief brand officer Bien Lee, global brand head Julianne Pasumbal and corporate assistant manager Melissa Tan.

Frasco was joined by Tourism Undersecretary Shahlimar Hofer Tamano, assistant secretary Sharlene Batin and directors Paulo Tugbang, Zeny Pallugna and Virgilio Manguigad.