Hanabishi and Eat Bulaga Celebrate More Than A Decade of Partnership

By Archie Liao

Eat Bulaga is easily one of the most popular TV programs in the Philippines. The longest-running noontime show is not only known to bring laughter and entertainment to families across the country; it has also provided households and schools with much-needed assistance.

Since 2010, Hanabishi Appliances has joined the Dabarkads of Eat Bulaga in its many projects.

“Hanabishi’s partnership with Eat Bulaga started through their segment, Sugod Bahay. During that time, the show invested in a technology that made it possible to view activities that were being broadcast outside the studio in real-time. We were one of the companies they invited to provide prizes for the winners of this segment since Sugod Bahay was all about reaching out to Filipino homes,” shared Hanabishi Appliances Marketing Consultant Ronwaldo Villanueva.

Hanabishi would later also take part in the show’s Classroom ni Juan, a campaign that sought to encourage environmental awareness and, at the same time, support indigent schools.

Communities were asked to gather recyclable materials such as plastic water bottles and place them in a designated area where Eat Bulaga would have them picked up and sold. Proceeds from the sale of the recyclable materials would then be used in buying chairs for the schools.

“Hanabishi complemented Eat Bulaga’s efforts by donating ceiling fans, wall fans, and water dispensers to the beneficiary schools,” Villanueva said.

When the pandemic started, Hanabishi also joined Eat Bulaga with its efforts at helping frontliners by providing electric fans and washing machines to select hospitals in Pasig.

The first campaign that Hanabishi aired on Eat Bulaga was the Praktikal na Nanay campaign when it was only 25 years old. Hanabishi recently is celebrating its 35th anniversary this year.

“The campaign was our way of introducing appliances that can help mothers, and even fathers and children, simplify housework so that they could have more time for bonding,” Villanueva said, adding that Eat Bulaga would incorporate their message through their spiels.

In 2014, Hanabishi signed Eat Bulaga host Vic Sotto to become its brand ambassador. Bossing, as he is also known on the show, continues to be a part of the Hanabishi family up to this day.  It was during this time that Hanabishi started expanding to the entrepreneurial segment with appliances that can help in one’s business.

“Hanabishi somehow grew up with Eat Bulaga. Our partnership with the show has already been institutionalized,” said Villanueva.

More importantly, Hanabishi and Eat Bulaga share the same mission and vision -- to reach every household in the Philippines, from Batanes to Jolo.