The Department of Trade and Industry (DTI) is ramping up the promotions of its #FlexPHridays national advocacy campaign starting 25 April 2022 through social media.

DTI Secretary Ramon Lopez encourages everyone to post Philippine-made products they bought from local businesses and share them online on various social media platforms.

From their hobbies, interests, and experiences, the online world became a helpful tool in creating a bond among people, albeit virtually. The DTI’s new #FlexPHridays campaign leverages on the “flex” culture trending on social media to boost support for local businesses.

Synonymous with the phrases “to show off” and “be proud of”, the idea for #FlexPHridays stemmed from the term “flex”. The “PH” within the hashtag serves as an identifier to promote Philippine-made products. Combining “PH” with the word “Fridays”, the portmanteau “PHridays” aims to make it a weekly habit in inspiring Filipinos to support and purchase local goods.

The digital space, with the utilization of social media sites, made it possible for people to share with the world what is happening in their daily lives. Every week, the agency will feature separate product sectors:

•     Week of April 25 –  Fashion – Footwear;

•     Week of May 2 –  Home – Furniture;

•     Week of May 9 – Food – Snacks;

•     Week of May 16 – Fashion – Accessories;

•     Week of May 23 – Filipino Art;

•     Week of May 30 – Food – Beverage;

•     Week of June 6 – Home – Lamps;

•     Week of June 13 – Beauty – Skincare;

•     Week of June 20 – Food – Health Products; and

•     Week of June 27 – Fashion – Clothing

Additionally, the DTI- Bureau of Domestic Trade Promotion will also highlight a specific theme that features Philippine products. Categories such as Drink Local, Wear Local, Travel Local, Read Local, Watch Local, and Listen Local will be used in order to feature various Philippine products. The intent is to break the bias towards foreign-made products and reinforce the benefits of buying Philippine homegrown products to help the economy recover, becoming a modern-day BUYani or hero! 

The campaign also encourages the participation of all Filipino consumer goods and service industries, private sectors, and local personalities to help promote brand awareness and visibility of local products and services.

The #FlexPHridays campaign is an offshoot of the Buy Local, Go Lokal! campaign geared towards inspiring optimism among MSMEs and stimulating the demand for locally manufactured goods, services, and homegrown fresh produce.

You, too, can be a #FlexPHridays BUYani with the power to purchase and influence others! Show us your locally made purchases and tag the following social media channels on your posts! Let’s Buy Local, Go Lokal! For inquiries on the campaign, please email or DTI-Bureau of Domestic Trade Promotion’s Director Marievic Bonoan at

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Date of Release: 22 April 2022