Every December, the country’s airports are filled with the steady arrival of overseas Filipinos and balikbayan who are home for the holidays.
Surely there will be bags and boxes full of shirts, shoes and gadgets, jars of peanut butter, bottles of lotion and shampoo sealed with tape, canned goods and the occasional box of detergent.
Bringing pasalubong is second nature to Filipinos.
Lorenzo “Enchong” Formoso, chief operating officer of Duty Free Philippines (DFP), notes that pasalubong is a way to make up for one’s absence.
Pasalubong shopping as a family activity is central to DFP’s new campaign featuring daytime teleserye star Richard “Ser Chief” Yap whose wholesome, family-man image makes him the logical choice as the agency’s newest endorser.
DFP also provides more time and reason to celebrate the season. Until Jan. 15, store hours are extended to 2 a.m., with balikbayan and returning overseas Filipino workers given 30 days upon arrival to shop.
Meanwhile, 9 p.m. to 2 a.m. has been declared “Smart Shopping Hours” when small prizes are raffled off.
Capping the holiday atmosphere are the anticipated Misa de Gallo at 8 p.m., the Christmas tree and nativity scene setup at the main entrance, and traditional Christmas food stalls selling puto bumbong, bibingka and the like.
There are also regular performances by the dancing Santa ladies, various choirs, balloon artists, clowns and the popular in-house robot.
Today, Sunday, DFP is featuring Anne Curtis in a mini concert.
The devastation of Supertyphoon “Yolanda” has also pushed DFP to adopt a more proactive stance and create its corporate social responsibility program dubbed Duty Free Philippines Coordinated Action in Response to Emergency Situations (DFP C.A.R.E.S).
The program provides a transparent channel for donations given by employees, suppliers and industry partners. The Tax Free World Association, of which DFP is a member, has so far raised $25,000. L’Oreal pledged free makeup for teachers to help uplift their spirits, while all-time bestseller Johnny Walker promised to give $1 for every bottle sold at the Fiesta Mall and at the airport.
The DFP camera club founded by Formoso will hold an exhibit of works, which were bought by Pilipinas Shell for P2 million that will go to DFP C.A.R.E.S.
