In the mid-90s, a young Asian-American engineer named Joe Gong sat on our couch and handed my dad a box of See’s Candies from the U.S. As a young engineer on a temporary assignment in the Philippines, he was thanking Papa for his guidance and support – a simple gesture of gratitude that has stayed with me all these years.
Even now, the sight of those familiar white boxes with gold text at the mall brings back the memory of Joe’s gentle smile and the sweet taste of those chocolates. It reminds me that sometimes, the most lasting expressions of affection come in the simplest of packages.
The language of gifting
We all have different ways of showing affection. Some express it through words, others through actions. And for some, like Joe, a carefully chosen gift speaks volumes.
American author Gary Chapman, known for his book The Five Love Languages, describes this as the “language of gifts,” where a present, no matter how small, conveys deep feelings of appreciation and care. To me, sweets like See’s Candies, with their elegant packaging and exciting assortment of treats, have become a symbol of this love language.
Recognizing the appeal of this sweet tradition, businessmen Joey Luna and Lee Imperial brought See’s Candies to the Philippines in 2018. Having experienced the joy of gifting the brand as pasalubong for family and friends during frequent trips to the U.S., they wanted to share this experience with their fellow Filipinos. Their first store opened at Power Plant Mall in Makati, offering the public a taste of this timeless tradition.
Bites of love and nostalgia
Sweet treats, when gifted, become a storybook of memories. At the flagship store in San Antonio Plaza Arcade, customers often start their day with a sweet treat from the brand, while others make it a part of their after-dinner or post-church rituals. The counter here even offers a special delight: the much-loved Rocky Road flavor, available exclusively for walk-in customers. Introduced in October 2022 after much anticipation, it quickly became a customer favorite.
Each product has its own story to tell. The 1-lb. box of Nuts & Chews is a popular choice for first-time recipients, while the Soft Centers, with their delicate flavors, are perfect for older consumers or those who prefer a gentler bite. The ever-popular Lollypops, especially the Café Latté flavor, bridge generations, appealing to both kids and adults alike.
On Instagram, stories about these candies abound. User @garry_jay_delfin reminisces about his grandmother gifting him See’s every Christmas, a cherished childhood memory. For @irishplanes, the magic of finding candies in her balikbayan box as a child has become a tradition she now continues with her daughter. These stories show how a candy brand can connect generations, preserve memories, and express love in its purest form.
A personal touch
Gift-giving, as a love language, is also an art. An art form is supported at See’s as customers can personalize their gifts with ribbons and handwritten cards. These small details elevate the act of giving, transforming a simple box of sweets into a personalized expression.
The sales associates are experts in the language of sweets. They guide customers through the selection process, recommending milk chocolates for children, sugar-free options for the health-conscious, and Almond Royals for those who enjoy a nutty indulgence. “Would they prefer individually wrapped treats, or perhaps some Café Latté Lollypops?” they suggest, ensuring that every gift is a perfect match for the recipient.
Chapman’s theory reminds us that the true value of a gift lies in its intention. A box of candies, tailored to the recipient’s preferences – be it dark or milk chocolate, nutty or fruity – becomes a powerful expression of love.
Sharing the sweetness
See’s Candies, a brand that has been symbolic of gratitude for me, has found a sweet home in the Philippines. With locations in Power Plant Mall, Shangri-La Plaza Mall, Podium Mall, and the flagship store in San Antonio Plaza Arcade, the brand continues to expand, with plans to open in Cebu and Alabang. For those outside Manila, online orders via seescandiesmanila.com bring the joy of See’s to cities like Cebu and Davao.
“All our candy is flown in fresh from the See’s Candy Kitchen in the US,” owners Luna and Imperial ensured peak flavor in every bite.
Having the brand in the Philippines has breathed life into the nostalgia and tradition of gifting sweets. With every box shared and every sweet piece savored, Filipino families create new memories, express gratitude, and celebrate the sweetness of love. Giving a gift of candies can be a token of affection for the heart and mind. With every bite, love (or gratitude!) lingers and memories are remembered. These days, that’s a real treasure you’ll find.
For your random thoughts, e-mail the author at randomrepublika@gmail.com.
