The #FlexPHridays campaign of the Department of Trade and Industry (DTI) generated a number of impressions online from its campaign period that started in November 2021. The intention of the campaign was to leverage on the “flex” culture trending on social media to boost support for local businesses. Every week, the DTI encourages everyone to participate in the campaign by flexing Philippine-made products from homegrown brands to aspiring MSMEs and sharing them online on various social media platforms. An offshoot of the DTI’s Buy Local, Go Lokal! program pioneered by Secretary Ramon Lopez, the campaign hopes to inspire optimism among MSMEs and stimulate the demand for locally manufactured goods and services.

Since the start of the campaign, the #FlexPHridays hashtag has garnered a lot of attention online. Among the top contributors to the campaign’s reach and impression were the social media accounts and websites of the Department of Education (DepEd), Sen. Sonny Angara, DZMM TeleRadyo, the Department of Tourism (DOT), and the Department of Trade and Industry (DTI). DepEd had the highest number of reach on Facebook, garnering close to 260,000 unique views, followed by Sen. Sonny Angara with almost 137,000.

Dominating social media platforms

#FlexPHridays, promoted through Facebook, Twitter and Instagram, had also appeared in various online publications such as,,, PhilStar, PhilTimes, Manila Bulletin, Pulsong Pinoy, and Sunstar. The top contributor to the awareness of the said campaign was Facebook, followed by Instagram then Twitter.

Over 1,000 Facebook users posted on their accounts using the #FlexPHridays hashtag and proudly shared their locally-made products. The DTI took the lead in spearheading the campaign as the Office of the DTI Secretary, the Trade Promotions Group, and the Regional Operations Group flexed their favorite Pinoy-made products of local MSMEs. Other government agencies that followed suit include DENR, DICT, DA, DOJ, DOT, DPWH, DOST, Philippine Commission on Women, Manila Economic and Cultural Office, and TESDA.

A wave of support also poured in from senators and members of the House of Representatives such as Sen. Bato Dela Rosa, Congresswoman Bernadette “BH” Herrera, Former Camarines Norte Congressman Renato Jojo Unico, and Bacoor City Mayor Lani Revilla.

Love local, live lokal

Become a BUYani for our local MSMEs! Take part in our #FlexPHridays campaign and share with the world your locally made products by posting them online.

Follow the #FlexPHridays socials to see what others are flexing:




Date of Release: 29 June 2022