GCash echoes calls for values-driven fintech to drive long-term financial progress

In a country where millions are newly entering the formal financial system, inclusion must be measured not by sign-ups or transactions, but by whether people are becoming more financially resilient over time.

Filipinos deserve access to innovative and seamless financial services so they can participate and thrive in the growing digital economy, underscoring that GCash has remained steadfast in expanding digital financial inclusion.

Rowie Zamora, chief strategy officer of Mynt, the parent company of GCash, said the real measure of inclusion lies in helping users build healthy financial habits that allow them not just to transact, but to thrive.

“Access is only the starting point,” Zamora said. “Financial inclusion should ultimately help people manage their money better, prepare for uncertainties, and work toward their long-term financial goals.”

Zamora then explained the company’s goal to support Filipino users across different life stages to help manage their money better through a framework that shows how Filipinos are meeting daily needs, building emergency savings, and planning for the future. At its core is the belief that financial security should feel achievable, especially for first-time savers.

The emergency phase focuses on helping users set aside money for unexpected expenses using simple tools that match how people actually save, such as putting away small amounts and working toward manageable goals. On the other hand, the long-term phase is about building future financial security by giving users easier access to investment and retirement-saving options.

“Financial health starts with small, everyday habits. By helping Filipinos save for emergencies and plan for the future through simple, accessible tools, we make long-term security feel achievable for everyone,” Zamora said.

This shift, from access to outcomes, requires not just better products, but smarter, more responsible technology.

Building on this focus on financial health, Sara Venturina, chief data officer of GCash, underscored that the next evolution of financial inclusion will be shaped by technology that enables sustained financial progress, guided by clear human values.

While GCash has already made strides in democratizing access to digital payments, savings, and credit, the real challenge now is ensuring these tools work hard for its users, in helping them grow, protect, and make sound financial decisions over time.

Artificial intelligence is the driving force behind GCash, quietly democratizing access, affordability, and safety for users. It expands fair lending access through Fuse Financing, boosts security with tools like Double Safe, and personalizes services with tailored offers through the upcoming GCoach feature.

However, Venturina stressed that innovation must be matched with shared responsibility. “AI should not only optimize systems, but it should also serve people fairly and transparently. The future of fintech depends on the values we embed in our technology,” she said.

She added that GCash takes a deliberate, human-centric approach to AI by evaluating potential risks and unintended consequences before rolling out new products and features in the GCash app. This ensures that innovation builds trust, promotes financial literacy, and works for users regardless of their backgrounds and levels of digital readiness.

By aligning advanced technology with empathy and accountability, Venturina said fintech can move beyond convenience and become a long-term partner in improving financial well-being.

In the Philippine context, where financial vulnerability and rapid digital adoption coexist, combining financial health with responsible AI is what allows inclusion to scale sustainably. When technology is guided by values and designed around real human needs, digital finance becomes not just a tool for transactions, but a long-term partner in building resilience, opportunity, and economic participation.

For more information, please visit www.gcash.com.

After a breakout 2024 run, the band brings bigger energy and deeper connections this April 2026

Manila, Philippines – After the massive success of their 2024 Taiwan debut, The Itchyworms are gearing up for a highly anticipated return this April 2026.

The pop-rock hitmakers are heading to the land of vibrant night markets for Akin Ka Na Lang TAIWAN Part 2—a three-city tour that will once again bring their signature wit, warmth, and crowd-rousing sing-alongs to Taiwan’s eclectic live scene, proving that great music knows no borders.

The iconic band’s previous tour struck a chord with diverse audiences in Taiwan, reinforcing what Jugs Jugueta puts simply: “Music is a universal language.”

Apart from charming Taiwanese locals who have learned to appreciate music outside of their turf, The Itchyworms have always been vocal in deepening their connections with Filipinos abroad. Known for their infectious humor and relatable storytelling, The Itchyworms aim to create a shared space of nostalgia, joy, and Pinoy pop culture.

“We constantly try to get to know the Filipinos in Taiwan,” Jugueta shares. “Filipinos are really so friendly, so we will just talk about life in Taiwan and the struggles of not seeing your family very often. We will bring them back to the Philippines through our music!”

Each night promises a one-of-a-kind experience, with performances shaped by the crowd’s energy: no two shows are the same, every moment alive.

“It feels great that not only are we sharing The Itchyworms’ music, but we are also sharing OPM and Filipino music with the world,” Jugueta adds.

Check out the cities and dates for the upcoming Akin Ka Na Lang TAIWAN Part 2: • April 3 (Friday) – Kaohsiung, LIVE WAREHOUSE • April 4 (Saturday) – Taichung, Legacy Taichung • April 5 (Sunday) – Taipei, Legacy Taipei

Get your tickets here.

MANILA, PH – March 2026 – Sun Life Philippines, the country’s No. 1 life insurance company in terms of total premium income, recently hosted the Women’s Business Mission of the Asia Pacific Foundation of Canada at the company’s head office in Bonifacio Global City, Taguig.

The Asia Pacific Foundation of Canada is a non-profit organization dedicated to strengthening ties between Canada and the Asia-Pacific region through research, dialogue, and strategic business engagement. Its Women’s Business Mission brings together women-led and women-owned Canadian companies to explore opportunities for collaboration, trade, and investment in key markets across Asia, while advancing women’s economic empowerment and inclusive growth. 

The Women’s Business Mission event underscored Sun Life’s commitment to empowering women in the insurance and financial services industries by championing innovation, collaboration, and technology-driven solutions that strengthen connections between the company and its Clients.

As part of the experience, delegates were given a firsthand look at Sun Life’s digital transformation initiatives through interactive technology booths showcasing tools developed in-house to enhance both advisor and Client experience. These included Advisor Social, a digital content management platform for advisors; Advisor Buddy, a digital onboarding and navigation tool for new advisors; and Medical Document Translation, a cost-efficient, low-risk solution that helps accelerate underwriting decisions. 

“We are incredibly proud of the tools we build in-house, but true innovation requires knowing what you can’t build alone,” said Nathalie Bernardo, Vice President and Site Head of Sun Life Global Solutions Philippines. “At Sun Life, we actively look for opportunities to partner with startups because they bring the agility and niche expertise we need to solve complex problems fast. We treat our partners as co-creators, and looking at the brilliant women founders in this room, my genuine hope is that some of your companies will soon join our ecosystem.”

Meanwhile, Sun Life Philippines CEO & Country Head Benedict Sison, highlighted Sun Life’s Canadian roots. “What began as a Canadian company’s commitment to the Philippine market has grown into a long-standing partnership with Filipino families, businesses, and communities, and we’re excited to do more,” he said.

Present during the event were Sun Life’s women leaders, including Joy Castillo, Chief Operations Officer of Sun Life Grepa Financial, Inc.; Carla Gonzalez-Chong, Chief Client Experience and Marketing Officer of Sun Life Philippines; Michelle Cordero-Garcia, Chief Human Resources Officer of Sun Life Philippines; and Nathalie Bernardo, Vice President and Site Head of Sun Life Global Solutions Philippines.

Sun Life Philippines continues to champion women leadership across its organization. Women make up 73% of the company’s more than 22,000-strong advisor force, while 51% of its senior leadership roles are held by women. This reinforces Sun Life’s belief that inclusive leadership drives stronger outcomes for Clients, communities, and the business.

After continuously bringing vibrant energy to the music industry, the highly talented artist pami from Juicey is back with her latest sassy single, cry jar, her first release since her highly acclaimed debut album puffette, and fresh out of her “Best Hidden Gem of the Year” award win at the prestigious TOTY Music Awards in Thailand yesterday.

This pop track features a light, easy-listening vibe contrasted with biting lyrics that challenge everyone to evaluate the cost of heartbreak in their relationships. ‘cry jar’ represents the transformation of pain into something measurable through the concept of an “emotional compensation” jar.
“If you don’t want to try in love, then fine! Pay the price. Every time you make me cry, those tears go into the jar as proof that the pain isn’t disappearing—it’s piling up,” said pami about the single.

‘cry jar’ was written by pami during a song camp in Sydney, Australia, an environment that sparked new inspirations for her. The track is designed with a playful, bright, and almost sweet sound to contrast its straightforward and sarcastic lyrics.

pami adds: “I didn’t want this song to feel heavy or dramatic. I wanted it to be a dark joke that reflects the truth: if someone keeps hurting you without care, that damage comes with a price.”

pami is a Thai singer-songwriter who debuted in 2024, quickly catching the attention of fans worldwide with her pop sensibilities and warm vocals in her debut EP out of nowhere. This was quickly followed by her debut album puffette in 2025, which introduced pami to a wider audience that has followed her growth since.

Over the past year, pami has stood out as one of the brightest young and rising acts in Asia, playing in festivals across multiple countries such as LaLaLa Festival in Indonesia, BiKN Shibuya in Japan, Zandari Festa in South Korea and Bangkok Music City in Thailand.

MANILA, PH – March 2026 – Sun Life Philippines, the country’s No. 1 life insurance company in terms of total premium income, recently hosted the Women’s Business Mission of the Asia Pacific Foundation of Canada at the company’s head office in Bonifacio Global City, Taguig.

The Asia Pacific Foundation of Canada is a non-profit organization dedicated to strengthening ties between Canada and the Asia-Pacific region through research, dialogue, and strategic business engagement. Its Women’s Business Mission brings together women-led and women-owned Canadian companies to explore opportunities for collaboration, trade, and investment in key markets across Asia, while advancing women’s economic empowerment and inclusive growth. 

The Women’s Business Mission event underscored Sun Life’s commitment to empowering women in the insurance and financial services industries by championing innovation, collaboration, and technology-driven solutions that strengthen connections between the company and its Clients.

As part of the experience, delegates were given a firsthand look at Sun Life’s digital transformation initiatives through interactive technology booths showcasing tools developed in-house to enhance both advisor and Client experience. These included Advisor Social, a digital content management platform for advisors; Advisor Buddy, a digital onboarding and navigation tool for new advisors; and Medical Document Translation, a cost-efficient, low-risk solution that helps accelerate underwriting decisions. 

“We are incredibly proud of the tools we build in-house, but true innovation requires knowing what you can’t build alone,” said Nathalie Bernardo, Vice President and Site Head of Sun Life Global Solutions Philippines. “At Sun Life, we actively look for opportunities to partner with startups because they bring the agility and niche expertise we need to solve complex problems fast. We treat our partners as co-creators, and looking at the brilliant women founders in this room, my genuine hope is that some of your companies will soon join our ecosystem.”

Meanwhile, Sun Life Philippines CEO & Country Head Benedict Sison, highlighted Sun Life’s Canadian roots. “What began as a Canadian company’s commitment to the Philippine market has grown into a long-standing partnership with Filipino families, businesses, and communities, and we’re excited to do more,” he said.

Present during the event were Sun Life’s women leaders, including Joy Castillo, Chief Operations Officer of Sun Life Grepa Financial, Inc.; Carla Gonzalez-Chong, Chief Client Experience and Marketing Officer of Sun Life Philippines; Michelle Cordero-Garcia, Chief Human Resources Officer of Sun Life Philippines; and Nathalie Bernardo, Vice President and Site Head of Sun Life Global Solutions Philippines.

Sun Life Philippines continues to champion women leadership across its organization. Women make up 73% of the company’s more than 22,000-strong advisor force, while 51% of its senior leadership roles are held by women. This reinforces Sun Life’s belief that inclusive leadership drives stronger outcomes for Clients, communities, and the business.

Persistent gaps in water, sanitation, and hygiene (WASH) facilities in schools continue to put Filipino children at risk of preventable infections. In the Philippines, diarrhea remains one of the leading causes of illness and hospitalization nationwide, with studies linking around 80% of diarrhea-related deaths to poor access to safe water and sanitation. This recent health concern shows how unsafe water and poor hygiene continue to expose children to avoidable infections.

Enter Batang Matatag, Erceflora’s flagship advocacy, tackling child mortality from diarrhea by flipping the script—from treatment to prevention. The initiative champions gut health awareness, hygiene education, and improved sanitation, reaching over 200,000 children across different regions in the Philippines since its launch in 2022.

“Batang Matatag reflects our commitment to protecting children not just through treatment, but through prevention—empowering communities with the knowledge, habits, and support to build strong foundations for lifelong health and resilience. Real change begins with the small things families do every day, it starts at home, in schools, and in everyday choices,” said Rica Mateo, Erceflora ASEA Zone Brand Lead.

The Batang Matatag initiative by Erceflora has built WASH facilities and donated refrigerated drinking fountains to over 104 schools across BARMM, Luzon, and Rizal, helping drive measurable health gains and improving everyday environments where children learn and grow. 20% decline in diarrhea cases in partner Rizal schools and a 50% reduction in BARMM schools have been observed during School Year 2024–2025.

Looking ahead, Erceflora aims to reach 150,000 students and healthcare providers in 2026 as the program expands across Rizal and Metro Manila, strengthening its mission to build more resilient children through better gut health and hygiene practices.

“Being Batang Matatag starts with taking care of one’s body, but this mission goes far beyond any single product or organization. We call on parents, educators, and partners to work with us—because building stronger, healthier children is a shared responsibility we cannot achieve alone,” Opella Healthcare Philippines Country Head, Emma Valette emphasized.

Batang Matatag Day 2026: Growing the Mission, Strengthening More Young Lives
Five years in, Batang Matatag isn’t slowing down—it’s scaling up. Batang Matatag Day 2026 marks a renewed push to expand the program’s reach, highlighted by a visit from Opella Healthcare’s executive leaders—CEO Julie Van-Ongevalle, Chief Growth Officer Alberto Hernandez, and Chief Strategy and Corporate Affairs Officer Matthieu Brucker—and partnerships with seven new schools, including Maharlika Integrated School in Taguig.

There, 200 Grade 2 and 3 learners joined interactive activities—including the Batang Matatag Bus sessions on proper handwashing—to promote healthy habits early and strengthen well-being at its foundation.

“For the past five years, in partnership with Manila Water Foundation, schools, and communities across BARMM and Luzon, we’ve been helping children look after their health—especially their gut health, which supports 70% of immunity. We want more kids across the Philippines to know this and be truly Batang Matatag. We’re committed to reaching even more this year,” Carol-Ann Stewart, Opella Healthcare AMEA President, noted.

For partner schools, the impact is already tangible—and points to what sustained investment can achieve.

“Batang Matatag’s services and contributions came at a crucial time, enabling us to provide improved drinking and washing facilities that will have a lasting impact on our school community. We are honored to be among the program’s beneficiaries. More than the resources, your commitment has brought joy to our learners and strengthened an environment where they can thrive, grow, and build healthier habits for the future,” said Dr. Romeo O. Olalo, Principal of Maharlika Integrated School.

MAHALAGANG PAALALA: ANG ERCEFLORA GUT DEFENSE AT ERCEFLORA GUT RESTORE AY HINDI GAMOT AT HINDI DAPAT GAMITING PANGGAMOT SA ANUMANG URI NG SAKIT.  

MAT-PH-2600358 / Ver 1.0 / DA 03-2026 / DM 03-2026
Opella Healthcare Philippines Inc.
                                                              

From breakthrough hits to enduring anthems, the band is set to perform a career-spanning set featuring new arrangements and a few surprises

Pinoy rock icons The Dawn returns to the big stage with another major concert celebrating their 40th anniversary in the local music industry.

Following the successful staging of Ballet & Ballads, a special collaboration between the band and Ballet Manila held early this year, The Dawn is gearing up for another special show featuring the current band lineup and some exciting surprises that will surely make headlines once announced.

Dubbed “Kwarenta,” the highly anticipated concert will take place at The Theatre at Solaire on Saturday, June 27, 2026. The concert also marks The Dawn’s legacy as one of the pillars of Filipino rock music, producing remarkable classics that resonate with listeners of all ages and backgrounds.

Directed by Paolo Valenciano, Kwarenta will showcase a career-spanning setlist drawn from The Dawn’s 1987 self-titled debut up to 2018’s Ascendant, signaling an even more ambitious and carefully curated production—both in concept and design.

Emerging in the mid-1980s, The Dawn helped define the modern Filipino band movement. Over the decades, the band has built a formidable catalog anchored by enduring anthems such as “Enveloped Ideas,” “Salamat,” and “Iisang Bangka,” which have transcended eras and shifted cultural discussions. Their work has become part of the collective memory of Filipino audiences: performed in intimate gatherings and singing contests, large-scale concerts and battle-of-the-bands competitions, and everything in between.

Kwarenta, as a concept, is a comprehensive portrait of The Dawn’s journey as a collective. Their story is one of persistence and reinvention. Lineup changes, industry shifts, and the loss of key figures—including founding guitarist Teddy Diaz—have emboldened their history and catapulted them into the pantheon of Pinoy rock greats. Few acts achieve such longevity while maintaining audience connection and renewed creativity.

As vocalist Jet Pangan reflects, reaching 40 years was never assumed; it is, in many ways, the result of hard work, discipline, and support from fans. ”Four decades is something to be really thankful for, and it’s all because there are still people out there who enjoy our music and gigs.”

Sharing Jet’s enthusiasm, guitarist Francis “Kiko” Reyes promises a 40th anniversary show that will go down in history as one of the decade’s finest. “40 years is quite a big slice of time. We wanted to highlight the stuff that has happened across four decades. It’s a milestone; it’s definitely not lost on us. It will be special and, I think, quite emotional. It won’t be just a ‘the best of’ gig.”

Audiences can expect reimagined and exciting new arrangements, incredible production values, and the possibility of surprise guest appearances. The celebration extends globally with the Kwarenta Tour, with confirmed dates across Australia, New Zealand, Singapore, and more cities to be announced.

Event Details:
Kwarenta: The Dawn 40th Anniversary Concert
June 27, 2026
The Theatre at Solaire, Paranaque City

The bar opens at 6:00 PM / The show starts at 8:00 PM
Exclusive after-party (SVIP bundle) at 11:00 PM

Tickets will be available starting 12 noon, 6 April 2026.

For tickets, please contact:

Ticketworld: www.ticketworld.com.ph
Ticketworld: +63 917 550 6997, +63 999 954 5922
The Dawn Hotline: +63 949 686 6768

GCash introduces its new international transfers feature which enables Filipinos to send same-day transfers with transparent tracking and competitive forex

As part of its commitment to enabling Finance for All Filipinos, GCash, the country’s leading finance app and largest cashless ecosystem, has launched GCash International Transfers. This first-of-its-kind e-wallet feature enables users to send money directly from their GCash wallet to international bank accounts, cards, and e-wallets.

The service is currently available in 16 countries, including the United States, China, Japan, South Korea, Australia, Canada, Singapore, India, Germany, Italy, Spain, France, United Arab Emirates, Qatar, Saudi Arabia, and Oman, with plans to expand to more countries soon.

Ideal for families that send support for loved ones abroad or micro, small, and medium enterprises (MSMEs) sourcing raw materials, inventory, or specialize services from overseas, this new feature enables GCash users to send money in Philippine pesos to international bank accounts, cards, and e-wallets in key countries. Recipients receive funds in their local currency, eliminating conversion concerns and ensuring straightforward access to transferred amounts.

This new initiative breaks down time and cost barriers for families who send allowances, educational support (including for “pasabuy” services), and business funds to suppliers abroad.

“GCash International Transfers reflects our commitment to extending financial inclusion beyond Philippine borders,” said Arjun Varma, GCash international general manager. “We want Filipinos to have access to fast, affordable, and transparent international transfers, whether they are supporting family abroad, sending allowances to students, or paying for goods and services across borders.”

Before the launch of this service, sending money abroad using traditional transfer methods was often complicated by slow processing times, high fees, and a lack of visibility on when funds would arrive. GCash International Transfers addresses these challenges by enabling same-day crediting for most corridors and next-day transfers to the United States, giving recipients faster access to funds when they need them most in just 5 easy steps.

Zero transfer fees from March 12 to 31 for Middle East transactions

Filipinos in the Philippines can now send money internationally to the United Arab Emirates, Saudi Arabia, Qatar, and Oman via GCash with absolutely zero fees and no minimum transfer amount. This special offer is available from March 12 to 31, 2026, making it easier for families back in the Philippines to provide financial support to their loved ones in the Middle East.

Users can easily complete an international transfer by tapping Transfer on the GCash dashboard, selecting International, choosing the destination country, channel, and recipient type, and confirming the payer. Throughout the process, the feature provides real-time tracking, giving both senders and recipients transparency on the transfer status, which is not typically available in traditional bank transfers. With service fees starting as low as ₱180 and designed to be up to 2–3 times more affordable than typical bank remittance charges, the service ensures more of every peso sent reaches its intended destination.

The fully digital experience means users can complete international transfers anytime, anywhere, without the need to visit physical remittance centres or banks, which is particularly valuable for Filipinos in provinces and remote areas who may have limited access to traditional remittance services.

By removing barriers of time, cost, and uncertainty in cross-border payments, GCash International Transfers strengthens the financial connectivity of Filipino families, students, businesses, and communities across 16 countries.

Reinforcing its vision of Finance for All, GCash ensures that Filipinos can access essential financial services and support their connections worldwide with ease, transparency, and security.

For more information, please visit www.gcash.com.

The Filipino R&B icon urges young artists to protect themselves – an issue mirrored in his new film, Songs For Selina

Filipino R&B king Jay R recently weighed in on the controversy surrounding the exploitative practices in the local music industry.

This comes after young singer-songwriter MRLD broke her silence about her departure from OC Records, alleging unfair compensation and limited marketing support, with claims that have sparked broader conversations online about transparency, artist rights, and the power imbalance between emerging musicians and record labels.

In a TikTok video posted over the weekend, Jay R spoke out about what he calls “uncomfortable truths,” reflecting on the dark side of the industry that has long placed new artists at a disadvantage.
“I’ve been in this industry for more than 20 years, and situations like this really do happen to artists,” Jay R said. “It has happened to me as well. When you’re starting out, you enter record deals and contracts without fully understanding what’s written in them. Sometimes, you don’t really comprehend the terms.”
He stressed the importance of legal advice and contract literacy for emerging musicians navigating the complexities of recording agreements.

“That’s why it’s important for artists to carefully read their contracts,” he added. “You should have a lawyer and review everything line by line. You need to understand exactly what you’re getting into. It’s a harsh truth about the industry, but it’s real. And honestly, I think it’s perfect timing that this issue has come to light. Artists need to be educated about what really happens behind closed doors.”
The short-form video post has garnered more than a million views on TikTok and Facebook, combined, fueling wider debate about accountability with the music business.

Jay R further expanded on the topic during the press conference for Songs For Selina, a music-themed film that he produced and stars in. While fictional in form, the project echoes the same tensions now being publicly discussed: creative ownership, exploitation, and the invisible pressures artists face behind the spotlight.
“Artists sometimes fear being marginalized or even blacklisted when they speak about the truth,” Jay R shared. “The story of Songs For Selina comes from real experiences: ours and the stories of fellow artists who have lived through these realities.”

Starring Rachel Coates and Mica Javier, Songs For Selina explores the power structures embedded in the music industry and the ethical dilemmas confronting artists as they navigate ambition, loyalty, and survival in a competitive landscape.

Whether by coincidence or design, the film’s themes now resonate with real-world conversation unfolding across the Philippine music scene—one that many believe is long overdue.
Songs For Selina opens in Ayala Cinemas nationwide beginning March 18, 2026.

Baguio City once again came alive with colors, blooms, and celebration as the Panagbenga Festival filled its streets with floats, music, and the vibrant spirit of the Cordillera community. Beyond the festivities, the festival also highlighted a deeper story unfolding on the ground: how local entrepreneurs—many of them small family-run businesses—are gaining greater access to financial tools that allow them to participate more fully in the local digital economy.

For many nano, micro, small, and medium enterprises (NMSMEs), access to safe and convenient financial services is not just about efficiency—it is about opportunity, dignity in work, and the ability to grow their livelihoods. At this year’s Panagbenga Festival, GCash, the country’s leading finance super app and largest cashless ecosystem, supported local merchants by bringing practical digital solutions and on-ground activities that help level the playing field for small businesses.

By enabling simpler, safer, and more accessible transactions, these tools help ensure that even the smallest vendors—from sari-sari stores to flower stalls—can serve more customers and benefit from the surge in tourism during one of the country’s most beloved cultural celebrations.

The grand celebration was led by Baguio City Mayor Benjamin Magalong and Vice Mayor Faustino Olowan, together with Congressman Mauricio Domogan and the Department of Public Works and Highways Secretary Vince Dizon as guests of honor. The local government recognized the growing role of digital financial access in helping communities strengthen livelihoods and support inclusive economic participation.

“As proof of Baguio’s resilience, our deep pride in our Cordillera heritage, and our unique capacity to celebrate culture with discipline, it fuels our creative economy and strengthens local livelihood,” said Vice Mayor Olowan.

For this year’s festivities, GCash carried the theme “Festival of Progress: Empowering Local NMSMEs as the Heart of the Celebration,” highlighting how cashless payments help small businesses serve more customers and unlock new income opportunities during peak moments of celebration.

GCash activations reached festival-goers and merchants across multiple touchpoints—from bus terminals and malls to gas stations, public markets, and along the famous Session Road. Merchant crawls showcased MSMEs embracing digital finance, while mall and market activations demonstrated how QR payments and GCash Pera Outlet can transform everyday stalls into community financial service points.

For this year’s Panagbenga, GCash initiative highlighted how accessible digital tools—from QR payments to community-based digital hubs for financial transactions — can help small merchants participate more equitably in the festival economy and expand their growth opportunities.

“Financial inclusion is about ensuring that every enterprise — no matter the size — has access to the tools needed to participate and thrive in today’s economy. Through solutions such as QR payments, SoundPay Plus, EasyPOS, and PocketPay, we help give smaller businesses the same opportunities as larger enterprises. At the same time, GCash Pera Outlet enables sari-sari stores and market stalls to provide essential services such as bills payment, remittances, and mobile load, bringing financial access closer to communities,” said Cleo Celeste Santos, GCash vice president and head of public sector.

Strengthening livelihoods at the community level

Across Baguio’s neighborhoods, sari-sari stores, flower vendors, cafés, and market stalls are more than businesses—they are lifelines that sustain families and support local communities. During Panagbenga, these entrepreneurs serve as the frontliners of local commerce, welcoming thousands of visitors and supporting household incomes.

For many merchants, access to digital financial tools has helped make their livelihoods more stable and resilient.

Jen, a cashier at Caroline Trading, has seen the small sari-sari store grow into a mini mart since adopting GCash. “Halos lahat nasa GCash na po, at mas dumami pa ang pumupunta dahil parang pinakamadaling way dito sa amin—very convenient. Mas nag-improve yung sales kasi halos cashless na po lahat. Para sa mga negosyo na mag-start pa lang, i-try lang nila kasi effective siya.”

For GCash Pera Outlet partner Marie Audrey Salvador, a general merchandise store owner in Baguio’s public market, going cashless created a more stable income stream while allowing her business to serve as a financial access point for the community.

“Nag-start kami ng negosyo noong July 2023, at napakarami na nitong naitulong sa akin—sa bills, sa rents, at sa travels with family. Dati sapat-sapat lang; ngayon nakaka-afford na rin kami mag-travel. Aside from cashless payments, nagse-serve din kami as cash-in, cash-out, pay bills, at load—sobrang laki ng tulong.”

Meanwhile, Tita Leah’s Food Specialty, a well-loved Baguio delicacy brand, found that digital payment tools helped streamline operations as their business expanded. “Dati hiwalay din ang nakukuha ng transaction confirmation. Na-solve yun ni SoundPay. Ngayon hindi na kailangan ng storekeeper na tumawag sa amin for confirmation—seamless na siya,” shared Don Paez.

For Yuan, a barista at Balai Studio Cafe, the shift to cashless payments also means better service for a growing number of tourists. “GCash eases our business operations at talagang napakadali. Marami po kaming foreigners na customer at naghahanap din po sila ng cashless payment.”

Protecting livelihoods in the digital space

As more Filipinos embrace digital finance, ensuring safety and trust remains essential to protecting the livelihoods of merchants and consumers alike. GCash continues to promote awareness and education to help users safeguard their accounts and income. The message remains simple but important: do not click suspicious links and never share your one-time password (OTP) with anyone.

By strengthening financial safety and awareness, GCash aims to ensure that small businesses can confidently participate in the digital economy while protecting the income they work hard to earn.

Sustaining inclusive growth beyond the festival

While Panagbenga lasts only a few weeks, its impact on communities can endure far longer. By expanding access to financial tools and services, GCash supports local entrepreneurs in building stronger businesses, supporting their families, and contributing to the broader local economy.

For GCash, working alongside communities like Baguio City is part of a broader commitment to advancing financial inclusion, expanding economic opportunity, and helping build an economy where progress is shared—ensuring that the benefits of growth reach even the smallest businesses at the heart of Filipino communities.

For more information, please visit www.gcash.com.