Hanabishi marked its 40th anniversary by recognizing Filipino families who have kept their trusted appliances for decades through the Subok sa Tibay at Kalidad Awards, held on Eat Bulaga.
The campaign invited viewers to share stories of their longtime Hanabishi appliances, from irons and rice cookers to blenders, electric fans and oven toasters. Five winners were selected, along with a special winner whose appliance was almost as old as the brand itself.
The awards also highlighted Hanabishi's long-running relationship with Eat Bulaga, where the appliance brand has been a partner for 16 years.
Who won the Hanabishi Subok sa Tibay at Kalidad Awards?
The special award went to Caroline Marcelo of Taytay, Rizal, whose family still uses a Hanabishi flat iron purchased in 1987.
At 39 years old, the iron is just one year younger than Hanabishi's 40-year history. According to Marcelo's entry, the appliance was given to her parents as a wedding gift on March 7, 1987, and remains in use by the family.
The Marcelos received ₱20,000 in cash and a selection of Hanabishi appliances, including the Digital Pressure Cooker HDIGPC-18IN1, Flat Iron HI83, Rice Cooker HHRC14FS, Mini Jumbo Fan HMJF7, Oven Toaster HO70 and Juice Blender HJB115.
The five other winners were:
Odessa Sengseng — a 35-year-old Hanabishi flat iron that was her family's first electric iron
Dwight Jason Malabag — a 36-year-old Hanabishi Super Blender inherited from his grandfather
Hermie Gavino — a 30-year-old Hanabishi Oven Toaster that her husband won at a Christmas party raffle
Epifania Ablaza — a 20-year-old Hanabishi Electric Fan that was used by her first grandchild
Raquel Tolentino — a 33-year-old Hanabishi Rice Cooker received as a wedding gift
Each of the five winners received ₱10,000 in cash along with a Hanabishi Flat Iron HI38, Rice Cooker HHRC14FS, Mini Jumbo Fan HMJF7, Oven Toaster HO70 and Juice Blender HJB115.
What made the contest stories special?
While the contest centered on old appliances, the entries were ultimately about family memories.
Some appliances were wedding gifts. Others were inherited from grandparents or won as prizes. One became part of a child's memories growing up.
That gives the campaign a distinctly Filipino household angle, where an everyday appliance can remain in a home long enough to become associated with different generations.
For Hanabishi, the stories also became part of its 40th-anniversary celebration.
Hanabishi Appliances Vice President for Operations Candice Ong-Ang said the company created the awards with Eat Bulaga to highlight stories of trust and endurance from Filipino consumers.
How long has Hanabishi partnered with Eat Bulaga?
The appliance brand has been a partner of Eat Bulaga for 16 years, according to the company.
Host and Hanabishi brand ambassador Vic Sotto also recalled the brand's connection to the program, including its early support for the show's popular Sugod Bahay segment.
The longtime partnership provided the setting for Hanabishi to invite viewers to look through their homes and share the stories behind their older appliances.
Where will the winning Hanabishi appliances be displayed?
The winning appliances are set to be displayed during Hanabishi's 40th-anniversary celebration on September 30 at the Grand Hyatt Hotel.
The anniversary event caps a year focused on the brand's four decades in the Philippine household appliance market and the consumers who have used its products over the years.
For the families recognized through the awards, however, the significance goes beyond the age of an appliance.
A 20-year-old fan, 30-year-old toaster or decades-old rice cooker represents something increasingly unusual in a world where many household products are replaced long before they become family heirlooms.
And that is what makes the Subok sa Tibay at Kalidad stories particularly relatable: sometimes, the things sitting quietly in our homes end up holding some of our oldest memories.
