Packworks reports surge in Chinese New Year sales in sari-sari stores
As Chinese New Year approaches, Filipino families are translating tradition into transactions, fueling a spike in Chinese New Year sales across sari-sari stores nationwide. Data from Packworks shows that culturally symbolic items are driving measurable growth as households prepare to welcome prosperity for the year ahead.
Using its business intelligence platform Sari IQ, Packworks analyzed more than one million monthly transactions across 300,000 stores over a three-year span. The study compared holiday-related sales two weeks before and after Chinese New Year from 2023 to 2025, revealing consistent increases in products associated with abundance and luck.
Hopia, the round pastry symbolizing unity and good fortune, recorded steady gains during the period. Its median gross merchandise value rose 20 percent in 2025, up from a 14 percent increase in 2023, with strong performance in the Visayas.
In Central Visayas, sales surged by 240 percent while transactions climbed 200 percent in 2025, leading all regions. The growth reflects enduring Chinese cultural influence in hubs such as Iloilo City, where vibrant Chinese-Filipino communities continue to shape food traditions.
Wine and noodles mirror prosperity themes
Chinese wine, commonly linked with celebratory toasts and wishes for success, posted a 36 percent median GMV increase in 2025, up sharply from just 3 percent growth in 2023. Central Luzon maintained a consistent 100 percent sales increase annually, while Eastern Visayas recorded triple-digit growth in recent years.
Asian noodles, symbolizing long life, rebounded with a 10 percent sales increase in 2025 after a 3 percent decline the previous year. SOCCSKSARGEN led with a 25 percent sales increase, supported by a 36 percent rise in stores carrying the product, while Western Visayas posted the highest jump in transactions at 25 percent.
Kitchen essentials also formed part of the so-called prosperity basket during the festive season. Soy sauce rose 9 percent in sales, seasoning granules and MSG grew 7 percent, and cooking oil increased about 13 percent in both sales and transactions.
Sweet products symbolizing a “sweet” year ahead likewise gained traction, with chocolates surging 36 percent in 2025. Sugar sustained strong demand following a 47 percent spike in 2024, reinforcing how holiday feasts influence everyday store purchases.
Culture shapes consumer behavior
Packworks Chief Data Officer Andoy Montiel said the figures underscore how deeply cultural beliefs shape buying decisions in the Philippines. He noted that Chinese New Year sales patterns show commerce and heritage remain closely intertwined in grassroots retail.
“Our historical data underscores how deeply traditional beliefs and cultural influences are embedded in the Filipino psyche, proving that commerce is inseparable from culture,” Montiel said. He added that the sari-sari store ecosystem reflects how families treat the holiday as a chance to “invest” in prosperity.
Packworks Co-founder and Chief Platform Officer Hubert Yap said brands must adapt to hyper-local consumer signals to remain competitive. He stressed that aligning distribution strategies with cultural cues can unlock demand often overlooked in modern trade channels.
Packworks projects a 10 percent increase in gross merchandise value and a 4 percent rise in transactions for this year’s Chinese New Year sales. The company said the data indicates more Filipinos are purchasing similar items per transaction during the celebration, reinforcing the role of tradition in shaping spending patterns.
