SM for MSMEs Celebrates Philippine Coffee Communities through Biyaya Festival

SM Supermalls together with the Biyaya Sustainable Living Festival Team and partner organizations, officially open the festival alongside award-winning coffee farmer Aling Felipa Villicana and representatives of the Agency for the Valorization of Agricultural Products (AVPA) of Paris, France, including COO Ksenia HLEAP. The festival celebrates the people and communities behind Philippine coffee while creating more opportunities for local coffee farmers, artisans, and entrepreneurs to grow.

PASIG CITY, Philippines — Great Philippine coffee begins long before it reaches the cup. It begins with farmers who patiently nurture every bean, artisans who preserve generations of craftsmanship, and entrepreneurs who transform passion into products that proudly represent the country.

These stories took center stage at the Biyaya Sustainable Living Festival, where coffee farmers, local roasters, artisans, and entrepreneurs from across the Philippines gathered to celebrate coffee, culture, craftsmanship, and sustainability.

Organized by the Coffee Heritage Project, together with SM for MSMEs, Manila Coffee Festival, Coffee Expo Manila, and public and private sector partners, the three-day festival transformed SM Megamall into a vibrant showcase of Philippine coffee—bringing together more than 300 local brands and 150 exhibitors while connecting visitors with the people behind every cup.

Royston Cabunag, Assistant Vice President and Head of SM Communities at SM Supermalls, shares SM's commitment to empowering Filipino entrepreneurs through SM for MSMEs, creating opportunities that help local businesses gain greater market access, stronger visibility, and sustainable growth.

Welcoming guests during the festival opening, Royston Cabunag, Assistant Vice President and Head of SM Communities at SM Supermalls, underscored SM's commitment to supporting Filipino entrepreneurs through meaningful opportunities. 

"At SM Supermalls, we believe our role goes beyond providing places where people shop. Through our SM for MSMEs program, we create platforms where MSMEs can be discovered, local brands can flourish, and communities can thrive."

Coffee farmers, local roasters, and entrepreneurs connect directly with festival visitors, demonstrating how meaningful partnerships and initiatives like SM for MSMEs help local businesses reach more customers and continue growing beyond the festival.

One of the festival's highlights was the recognition of Filipino coffee producers on the global stage through the Agency for the Valorization of Agricultural Products (AVPA) in Paris, France. Among those honored was Felipa Lyn Delusen Villicana of Sagada, Mountain Province, recipient of the prestigious Gourmet Gold Medal (Hors Catégorie) for Coffee Bean Excellence. Reflecting on the recognition, Aling Felipa shared: "Ang lupa sa amin at ang mga tao ang nagpasarap ng aming kape. Biyaya po iyan talaga." 

Her story echoed the festival's central message—that behind every great cup of coffee are communities whose hard work, traditions, and passion deserve to be celebrated.

Award-winning coffee farmer Aling Felipa Villicana is one of the many homegrown coffee farmers featured in the festival, she is the recipient of the prestigious Gourmet Medal "Hors Categorie" for Most Unique and Exceptional Coffee from the Agency for the Valorization of Agricultural Products

For Daniel Maches, co-founder of Banolmi Enterprises in Mountain Province, coffee farming also means protecting the environment for future generations. 

"We are encouraging communities to plant coffee while at the same time protect the rainforest and natural ecosystems." 

Meanwhile, Justina Alcosaba Pari-an, Chairwoman of the Rempes Modern Farmers Agricultural Cooperative in Maguindanao and recipient of an AVPA Silver Medal, shared how improving quality has transformed their livelihood. 

"Sa pamamagitan ng tamang proseso, tumaas ang kalidad at halaga ng aming kape. Ngayon, tunay na itong nagbibigay ng pangkabuhayan sa aming komunidad."

The festival also showcased how Philippine coffee continues to inspire a new generation of entrepreneurs. For Raven Salvador, owner of After Hours, what started as simple curiosity eventually grew into a thriving business. 

"I got curious about coffee, and that curiosity turned into a passion. I started learning more about it and eventually combined that passion with my dream of starting a business. So far, so good."

Throughout the festival, visitors enjoyed coffee tastings, artisan demonstrations, cultural performances, educational talks, and the popular Meet the Makers sessions, where they connected directly with the farmers, roasters, and entrepreneurs behind the products they brought home. 

Through initiatives like the Biyaya Sustainable Living Festival, SM for MSMEs continues to support Filipino entrepreneurs by creating platforms where local products, craftsmanship, and homegrown stories can be discovered by more communities.

More than a festival, Biyaya is a celebration of Philippine coffee, culture, community, and sustainability—bringing together people, traditions, and local enterprises in one meaningful experience.

Filipino artisans bring generations of craftsmanship to life, showcasing handmade creations that preserve the country's rich cultural heritage while opening new opportunities for local enterprises.

More than a celebration of coffee, Biyaya honored the people behind every cup—bringing together farmers, artisans, entrepreneurs, and partners with a shared commitment to preserving Philippine coffee heritage while creating opportunities for local communities to thrive.

Because behind every great cup of Philippine coffee is a community worth discovering.

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About SM Supermalls – MSMEs

SM Supermalls—one of Southeast Asia’s largest mall developers and operators with 89 malls nationwide—continues to maximize the MSME experience by creating opportunities that are relevant, inclusive, and built around what Filipino entrepreneurs need most. As the country’s most preferred and loved retail destination, SM champions entrepreneurship by supporting MSMEs across different stages and sectors—serving distinct business tribes through market access, visibility, mentorship, and platforms for sustainable growth. By connecting communities, showcasing homegrown talent, and enabling innovation, SM helps MSMEs grow in ways that are personal, purposeful, and impactful. To be part of this journey, visit msme.smsupermalls.com or email customercare@smsupermalls.com.