Chinese New Year boosts sari-sari store sales

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February 17, 2026 | 12:00am

MANILA, Philippines — Sari-sari stores’ sales are expected to see a sales boost from demand for holiday-related items for the Chinese New Year celebration, according to technology startup Packworks.

In a statement yesterday, Packworks said that it expects a 10 percent GMV (gross merchandise value) growth and a four percent increase in transactions for this year’s Chinese New Year celebrations.

The projection is based on findings that sari-sari stores are seeing sales of holiday-related items like hopia, Chinese wine and noodles increase during the Chinese New Year.

Using its business intelligence tool Sari IQ, Packworks analyzed over a million monthly transactions across its network of 300,000 stores.

The study looked at sales trends for holiday-related items two weeks before and after Chinese New Year in 2023 to 2025.

It found that sales of hopia, a round pastry of Chinese origin symbolizing togetherness and good fortune, grew from 2023 to 2025.

In particular, hopia’s GMV rose by 20 percent in 2025 compared to the 14 percent increase in 2023.

The Visayas regions led the sales growth, with Central Visayas (Region VII) posting a 240 percent spike in sales and a 200 percent increase in transactions in 2025.

Meanwhile, Chinese wine posted a median GMV increase of 36 percent in 2025 from a three percent uptick in 2023.

Asian noodles, which symbolizes long life, saw a 10 percent sales increase in 2025, a turnaround from a three percent decline in the previous year.

Soy sauce, a staple in Chinese cuisine, saw a nine percent increase in sales in 2025.

Seasoning granules and MSG sales also picked up by seven percent, while cooking oil sales rose by 13 percent.

Packworks chief data officer Andoy Montiel said the findings reflect how traditions influence purchasing decisions.

“Our historical data underscores how deeply traditional beliefs and cultural influences are embedded in the Filipino psyche, proving that commerce is inseparable from culture. The sales trends show that for the average Filipino, Chinese New Year isn’t just a holiday, but a window for investing in prosperity,” he said.

He said these cultural nuances are reflected in the sari-sari store ecosystem, proving how heritage affects purchases.

Packworks co-founder and chief platform officer Hubert Yap said that the findings show brands and fast moving consumer goods should go beyond passive stocking and traditional distribution.

“By aligning product availability with these deeply ingrained cultural cues, brands can capture the latent demand that often goes unseen in modern trade, effectively turning cultural nuances into a competitive advantage at the grassroots level,” he said.