Puregold continues to spotlight Filipino sari-sari store owners and micro-entrepreneurs through its ongoing Sari-Sari Stories video series, with its latest installment featuring a special cameo from BINI leader Jhoanna.
Titled “The Witness,” the short film presents a gentle coming-of-age love story that unfolds over the years, shaped by life’s changes, enduring routines, and the quiet yet constant presence of a sari-sari store owner who observes it all.
The film reinforces Puregold’s long-running tribute to neighborhood stores that serve as everyday lifelines in communities nationwide. By anchoring the narrative around a sari-sari store, “The Witness” highlights how these small businesses become silent witnesses to personal milestones, relationships, and shared memories.
Jhoanna’s appearance adds warmth and relatability to the story, helping underscore the film’s broader message of appreciation for small business owners. Speaking about the importance of sari-sari stores in Filipino communities, the P-pop idol emphasized their cultural and practical value.
“Importante na hindi mawala ang sari-sari store. Bukod sa pagiging very Pinoy, ito pa rin ang pinaka-accessible sa maraming komunidad. Iba pa rin yung may mapupuntahan kang malapit sa’yo.”
The latest Sari-Sari Story follows the budding romance between two childhood sweethearts, their youthful ardor eventually evolving—through the years—into real enduring love. The video depicts the highs and lows of their relationship, all from the perspective of a humble sari-sari store owner who witnessed them all.
Puregold senior marketing manager Ivy Hayagan-Piedad echoed Jhoanna’s sentiments, saying, “Puregold has always been a proud ally of micro-entrepreneurs across the country. Through Sari-Sari Stories, we continue to uphold the role sari-sari store owners play in our everyday lives. In their communities, they bring people together by providing convenience and access to daily essentials.”
“The Witness” rides on the momentum of earlier Sari-Sari Stories installments such as “Ways” featuring SB19’s Stell, and “The Sign,” which included a cameo by Skusta Clee. The series has collectively sparked conversations online and resonated with netizens, Aling Puring members, and Puregold followers, reinforcing the remarkable part sari-sari stores play in everyday Filipino life.
As the series continues, audiences are spurred to watch for the next story, reflecting how sari-sari stores have—over time—integrated themselves into people’s lives and into the communities they serve.
TATAK MNL 
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