Filipino traditions and beliefs about luck and prosperity continue to drive a surge in sari-sari store sales during the Chinese New Year season, according to local tech startup Packworks.
Using its business intelligence tool Sari IQ, the company analyzed over one million monthly transactions across its network of 300,000 stores from 2023 to 2025. The study compared sales trends for holiday-related items two weeks before and after Chinese New Year and found consistent increases in products associated with abundance and good fortune.
Hopia, Chinese wine, and Asian noodles emerged as among the top-selling items. Hopia posted a 20 percent increase in median gross merchandise value (GMV) in 2025, up from a 14 percent rise in 2023. Central Visayas recorded the highest growth, with a 240 percent spike in sales and a 200 percent increase in transactions.
Chinese wine also saw significant gains, with median GMV rising 36 percent in 2025 compared to just 3 percent in 2023. Central Luzon posted consistent 100 percent annual sales growth, while Eastern Visayas showed steady increases over the three-year period.
Asian noodles, symbolizing long life, rebounded with a 10 percent sales increase in 2025 after a decline the previous year. SOCCSKSARGEN recorded the highest growth at 25 percent.
Kitchen staples linked to festive meals likewise posted gains. Soy sauce sales rose 9 percent, seasoning granules and MSG increased by 7 percent, and cooking oil grew by 13 percent in both sales and transactions. Sweet items also climbed, with chocolates up 36 percent in 2025 and sugar sustaining strong performance after a 47 percent spike in 2024.
Packworks Chief Data Officer Andoy Montiel said the data shows how cultural beliefs influence purchasing decisions, particularly during major celebrations. Meanwhile, Co-founder and Chief Platform Officer Hubert Yap emphasized the need for brands to adopt hyper-localized, insight-driven strategies to capture demand in grassroots retail.
Packworks projects a 10 percent GMV growth and a 4 percent increase in transactions for this year’s Chinese New Year, driven by higher product purchases per transaction during the festive season.
