Anko, Cotton On, and other Aussie brands Filipinos can’t get enough of
The Philippines and Australia have elevated their decades-long bilateral cooperation into a strategic partnership, demonstrating the two nations’ strong diplomatic and security cooperation, economic relations, and people-to-people links. However, going over the formal agreements and high-level dialogues, the partnership is increasingly visible in everyday life, which can be observed specifically in the many Australian brands that have proliferated in the country.
Australia has a significant presence in the Philippines’ largely consumer-driven economy through various sectors. It can be in food and beverage, retail, education, wellness, and lifestyle services; but, rest assured, Australian brands have steadily established themselves in the local market.
On the clothing side, Filipinos can be seen wearing Australian global fashion retailer Cotton On’s products due to its laid-back, trendy, and affordable clothing, accessories, and lifestyle products for women, men, and kids. The company focuses on accessible fashion for everyday wear, making current trends available at lower price points, though quality can vary, often suiting seasonal wear.
For top-notch surfing products and wetsuits, Australian chain retailer RipCurl has penetrated the Philippine market, bringing its signature wetsuits, surf clothing, bikinis, and tide watches to the country’s beaches. While the enterprise may not yet have a vast physical presence in the country, e-commerce platform Zalora and some Rustan’s department stores sell select offerings from the brand.
In the beauty and cosmetics sector, Australian brand BYS Cosmetics has gained visibility in the Philippines, particularly among younger consumers. Known for its affordable makeup products, BYS offers a wide range of cosmetics that cater to everyday use, such as foundations, lip products, and eyeshadow palettes. Its presence in local malls and online platforms makes the brand accessible to Filipinos who seek trendy yet budget-friendly beauty options.
Another Australian beauty brand that has found a place among Filipino consumers is Eaoron, which is widely recognized for its skincare products infused with hyaluronic acid. Popular across social media and e-commerce platforms, Eaoron appeals to Filipinos who prioritize hydration and skin health, especially in the country’s tropical climate.
In the food sector, Australian products have also become part of Filipino households. One of the most recognizable is Vegemite, Australia’s iconic yeast spread. While its strong and salty flavor may be an acquired taste for many Filipinos, Vegemite has nonetheless gained curiosity-driven popularity, particularly among consumers exposed to Australian culture through travel, education, or family members abroad who even look for the spread in their local supermarkets.
Similarly, Arnott’s, one of Australia’s most well-known biscuit manufacturers, has established familiarity in the Philippine snack market. Products such as Tim Tams and assorted biscuits are commonly sold in supermarkets and imported goods sections. These snacks have become favorites among Filipinos who enjoy international treats.
Complementing this is MasterFoods, an Australian brand recognized for its sauces, marinades, and condiments. As Filipino households place strong importance on flavorful cooking, MasterFoods products cater well to local culinary practices. Its marinades and seasonings allow home cooks to experiment with international flavors while still adapting dishes to Filipino tastes, creating a fusion of Australian and local food cultures.
With the Philippines heavily relying on the business process outsourcing and services industry, Australian brands in these sectors have also established themselves in the country.
In telecommunications, Telstra plays a role in supporting business connectivity in the Philippines. While not a mainstream consumer telecom provider locally, Telstra operates largely in enterprise solutions, helping businesses maintain international communication networks and digital infrastructure.
In the financial and insurance sectors, Australian companies such as QBE and Macquarie have also expanded into the Philippine market. QBE provides insurance services that support businesses, infrastructure projects, and risk management, contributing to economic stability and investment confidence. Meanwhile, Macquarie is involved in infrastructure, financial services, and investment solution.
Technology is another area where Australian influence is increasingly felt. Atlassian, the Australian software company behind popular tools such as Jira, Confluence, and Trello, is widely used by Philippine-based companies, startups, and IT teams.
In the retail and home lifestyle sector, Anko, the home brand of Australian retailer Kmart, has exploded in popularity among Filipino shoppers. Known for its minimalist designs, affordability, and functional household items, Anko products appeal to consumers seeking stylish yet practical solutions for everyday living. Kitchenware and home décors are must-buys in the store, while stationery and organization tools also draw many Filipinos in.
Together, these Australian brands demonstrate how the Philippines-Australia partnership extends outside of the usual diplomacy and trade figures and into daily consumer experiences. Whether through clothing, beauty products, food items, technology platforms, or household essentials, Australian brands have woven themselves into the routines of Filipino life. Through these brands, Filipinos engage with Australian values of practicality, quality, innovation, and lifestyle, often without realizing that such everyday choices reflect a deeper and evolving bilateral relationship. — Jomarc Angelo M. Corpuz
