SB19’s Stell honors Filipino roots in latest sari-sari store video series

From refilling cooking oil to sneaking hopia ube, Stell revisits his sari-sari store childhood as Puregold launches a heartfelt four-part series celebrating the spirit of community.

Before Stell became one-fifth of SB19, he was the ever-helpful (and often hungry) grandson manning a small sari-sari store just below their home.

“My grandmother owns a sari-sari store,” Stell shared, smiling at the memory. “When I was young, I used to help her—though honestly, I ate more than I helped.”

He’s not kidding. His shift snacks of choice? “Juice, chichirya, bread… and hopia ube! The one in the box—that’s my number one.”

But beyond the snacks, Stell remembers the joy of small tasks that came with tending the store—like refilling cooking oil using an embudo (funnel) and repacking uling (wood charcoal) into plastic bags. “The embudo became my best friend,” he said with a laugh. “Those little things, that’s what made it special.”

A love letter to every tindahan

These are the kinds of moments that Puregold celebrates in its new four-part video series—a nostalgic yet timely tribute to the sari-sari store and the people who keep Filipino communities running.

“For centuries, sari-sari stores have been more than just places to buy goods,” said Puregold President Vincent Co. “They’ve become gathering spots—places where people connect, share stories, and help each other. Through this series, we want to honor that spirit.”

The first episode of the series premieres this November, with each installment highlighting real-life stories inspired by sari-sari store owners. It’s an ode to the warmth, humor, and resilience that define these neighborhood institutions.

Why sari-sari stores still matter

For Stell, sari-sari stores remain essential to everyday Filipino life. “Not everyone can buy in bulk or go to the mall,” he said. “So sari-sari stores are important because if you suddenly run out of salt or oil, there’s always one nearby—at a cheap price, at your convenience.”

And in true Stell fashion, he added, “Especially when it rains! You can’t go far, so your neighborhood store saves the day.”

From community to commitment

For nearly three decades, Puregold has grown from a supplier for sari-sari stores into a partner that empowers small business owners nationwide. Beyond offering affordable and high-quality products, the company has built programs that nurture Filipino micro-entrepreneurs—from business training and exclusive incentives to creative campaigns like this one.

Through Stell’s humor and heartfelt storytelling, Puregold’s series reminds us that behind every sari-sari store is a family, a livelihood, and a piece of Filipino identity. Because in every barangay, there’s one constant: a tindahan that feels like home.

READ