DTI joins viral ‘Sharmaine’ meme conversation, reminds businesses on labeling rules

Agency rides meme trend while warning against unapproved product name and packaging changes under compliance standards.

The Department of Trade and Industry (DTI) has joined the viral “Sharmaine” meme conversation, riding the line between humor and compliance, while also reminding businesses that engaged in the trend to observe proper product labeling and packaging.

The DTI Region 2 office posted its own meme on June 2, illustrating “pending” and “approved” names of characters in the original “Sharmaine” video.

Businesses had been posting their own promotions featuring “Sharmaine” due to a series of skits by TikTok content creator BAET. In his videos, an orange fruit supposedly complains about its name not being well-thought out, instead wanting to be named Sharmaine.

Follow-up skits also feature a fly renamed Vanessa, an avocado wanting to be named Melanie, and a rice cooker applying for a name change to Jung Cook.

The DTI office playfully reminded businesses to ensure compliance with Philippine Standard Quality and Import Commodity Clearance guidelines, warning against sudden product label changes without proper clearance.

“Hindi porket may trend, at may pa-‘Sharmaine moment’ na, eh pwede na basta-basta magbago ng ‘name’. Sa consumer protection, hindi magandang biro yan. Kailangan, pinag-iisipan; kailangang sundan ang proper label at packaging,” the DTI post read.