Hopia and Luck-Linked Items See Double-Digit Sales Growth in Sari-Sari Stores
Stacks of hopia boxes are filling sari-sari stores across the Philippines, reflecting a rising demand for items traditionally associated with luck and prosperity during the Chinese New Year celebration. According to data from Filipino tech startup Packworks, culturally symbolic products such as hopia, Chinese wine, and Asian noodles are posting double-digit sales growth, highlighting how Filipino traditions continue to drive grassroots retail activity during the festive season.
Data-Driven Insights from Packworks' Sari IQ Platform
Using data from over one million monthly transactions across its network of 300,000 stores, Packworks' business intelligence platform, Sari IQ, tracked sales trends two weeks before and after the Chinese New Year from 2023 to 2025. The study revealed sustained growth in these culturally significant products, with hopia leading the way. In 2025, hopia posted a 20 percent median gross merchandise value (GMV) increase, accelerating from a 14 percent rise in 2023. Central Visayas emerged as a hotspot, logging a remarkable 240 percent sales spike and a 200 percent increase in transactions last year, underscoring the strong Chinese-Filipino cultural influence in the region.
Chinese Wine and Asian Noodles Show Strong Performance
Chinese wine, another item linked to prosperity, recorded a 36 percent median GMV jump in 2025, up from just three percent in 2023. Central Luzon posted a consistent 100 percent annual sales increase over the three-year period, while Eastern Visayas saw growth peak at 115 percent in 2025, supported by the local "tagay" tradition of communal drinking. Asian noodles, symbolizing long life, rebounded with a 10 percent sales increase in 2025 after a three percent decline the previous year. Soccsksargen led this category with 25 percent growth, driven partly by a 36 percent increase in stores carrying the product.
Kitchen Staples and Other Products Also Gain Momentum
Beyond luck-linked items, kitchen staples saw notable gains during the festive period. Soy sauce rose by nine percent, seasoning granules and MSG climbed seven percent, and cooking oil increased about 13 percent in both sales and transactions. Chocolates surged 36 percent in 2025, while sugar maintained strong momentum after a 47 percent spike in 2024. These trends indicate a broader increase in consumer spending during Chinese New Year celebrations.
Cultural Beliefs Shape Grassroots Consumption
Packworks chief data officer Andoy Montiel emphasized that the data underscores how cultural beliefs shape grassroots consumption patterns. Co-founder and chief platform officer Hubert Yap added that brands can unlock latent demand by aligning product distribution with hyper-local cultural cues. Looking ahead, Packworks expects GMV to grow 10 percent and transactions to rise four percent for this year's celebration, as consumers purchase more items per basket during the festive period. This analysis highlights the enduring impact of cultural traditions on the Philippine retail landscape, particularly in sari-sari stores that serve as community hubs.
