Blame it on the colonial mentality imprinted upon by foreign colonizers who lorded over the Philippines for about four centuries, it is no secret that Filipinos are known to prefer foreign brands over locally-made products.
Regardless of social classes, Filipinos love imported products. While the upper and middle classes hanker for US and European brands, the lower classes thank China for its cheap and affordable products.
This remained the norm until a local brand, which had dropped out of the market’s radar, suddenly took a new route, exciting all market’s segments – from the masa, the middle class and the upscale market.The “Aha!” moment came to Eala when he was searching for a symbol that could evoke unity and patriotism among all Filipinos.
“And what could be more unifying than the Philippine map? It is a representation of the Filipino people wherein everyone is equal, no race or person above the others,” Eala said.
While the series of events that followed the launch of his t-shirt design also helped in boosting its popularity, Eala believes his design became a big hit because everyone was able to relate to it.
The death of former President Cory Aquino, the victory of Efren Peñaflorida, the slew of celebrity endorsements, and the campaign of President Benigno “Noynoy” Aquino III, made the shirt a popular icon.