Instead of celebrating with a grand launch for this significant milestone, Beko chose to forego the event and instead channeled its resources to help out in the government’s and private sector’s efforts against the COVID-19 pandemic. This is also in line with the company’s core values to encourage people live healthier lives. "Beko was slated to launch in the Philippines in mid-2020 but we decided to divert our marketing budget and other resources to donate to the efforts in helping frontliners in the fight against COVID-19. Frontliners are our heroes and they deserve things to be more convenient for them as they work," said Gürhan Günal, Country Manager of Beko Pilipinas Corporation. With this in mind, Beko Pilipinas teamed up with the local government units of Pasig, San Juan and Manila; the hardest-hit hospitals like Philippine General Hospital, San Juan De Dios Medical Center, Quirino Memorial Medical Center and Delos Santos Medical Center; with actress Angel Locsin’s #UniTentWeStand campaign for San Lazaro Hospital in Manila and with the converted mega quarantine facilities in Philippine International Convention Center, Rizal Memorial Stadium and Philippine Arena by donating its innovative washing machines, freestanding cookers and refrigerators for use during the COVID-19 crisis. Moreover, Beko Pilipinas started recognizing “unsung heroes” during these times through Facebook communities such as Lets Cook Pare—a group with shared interests on cooking. The campaign sees to reward community heroes who, in their own small ways, are offering help and support to the frontliners. "Beko's brand purpose is to 'empower new generations to live healthier' and we would like to introduce ourselves through all these efforts which are reflective to our purpose. As a brand that is now in the Philippines, we would like to play an important role in helping make life healthier and more inspiring for Filipinos," said Günal.