AS A way to better connect with its customers and making its charity partners accessible to them, Coffee Bean and Tea Leaf (CBTL) Philippines has just come out with the 2017 edition of its Giving Journal.

“In 2009, it was only right for us to come up with a holiday promotion, but when we were conceptualizing it, we felt that the main purpose of the promotion… was to bring back the spirit of Christmas which was all about giving, thus we coined [the name] The Giving Journal,” Paolo del Rosario, vice-president for marketing and business development, told BusinessWorld during the Giving Town Christmas Fair on Oct. 21 at the Gallery, Greenbelt 5, in Makati City.

The Giving Journal 2017 goes back to its roots with its theme: “cup that changes lives.” Mr. Del Rosario said that through the years, the design and theme for the journal may have changed, but what was constant was their commitment to giving and making lives better one cup at a time.

The Giving Journal may be redeemed in any CBTL stores after collecting 12 stamps acquired through purchases of coffee or tea. (For full mechanics, visit

The journal is available in rose, purple, turquoise, and grey, with each different colored cover sporting a different graphic representation of how CBTL commits to giving back to the community: the Caring Cup Global, for sustainable livelihood or education; the Radiating Heart, for performing little acts of kindness; the Coffee Free Cup, for the efforts of their partner organizations in nurturing growth and providing a better life for others; and the Overflows, for striving to reach one’s full potential and sharing gifts and blessing with others.

Each month’s section will have coupons.


A portion of the revenue from each journal will be given to the Real Life Foundation, one of CBTL’s major partners, which provides funds to scholars not only for their education, but also for daily expenses like meals and transportation.

“We have been working with Real Life over the years. They are not just your typical scholarship foundation. We had scholars who already joined our company. It’s a holistic approach to the development of the students,” Mr. Del Rosario said.

CBTL has worked with 12 organizations over the years through The Giving Journal including Hope In A Bottle, Virlanie Foundation, Kythe Foundation, Inc., Haribon Foundation, Resources for the BLIND, Inc., Habitat for Humanity Philippines, Make A Wish Philippines, and Liter of Light PH.

Mr. Del Rosario said CBTL is known for its volunteerism, coming up with monthly activities and pocket events that allow its customers to give their time to a cause.

“What we bring to the table as a brand is really introducing and giving [beneficiaries] access to our market because I believe that all of us want to help, but not all of us know how to,” he said.

Those who are not interested in collecting stamps for journals have to see beyond the journal to its advocacy, Mr. Del Rosario said.

“Look at the bigger picture. This is not about the Giving Journal alone, but also the students whom we helped [and will be helping] in real life,” he said. — Camille Anne M. Arcilla