There's a Christmas market in Europe. When you go abroad, you see Christmas markets. This is why we're bringing (the idea) to the Philippines. Kultura is all about selling products that are all-Filipino.
This is the first time (we are having this). It's a campaign for the Christmas season," said Kultura's head of Operations Sheila Tan said.

"We first launched it in Podium, actually. Everything you need to prepare for Christmas is here — for decorating, your holiday outfits… There's something for everybody," Kultura's marketing consultant Felicia Trinidad added.

From serving the pasalubong needs of Filipino travelers, Kultura a decade later has evolved into a store for Filipino-made products that cater to all needs, whether it's rattan baskets from La Union for your kitchen; intricately designed ceramic plates for your dining table; woven and hand-painted bags for gifts; scented oils and candles; textured textiles and clothing, your favourite local chocolates from Davao, teas, kitchen and homeware, and among many others.

"We want to cater to all. It's not only for balikbayans," Tan said. "For any of your Christmas needs, for your gifts, parties, holiday outfits, anything that you want that is Philippine-made, go to Kultura. In that way, you are supporting a lot of local communities."

"Kultura is here because of (local SMEs). Your support is really crucial for our economic recovery," Tan added.

"We want to champion MSMEs and SMEs. These are not big companies. We do this so the small and medium enterprises will have this venue to become mainstream in the market," she explained.

"Our customers are becoming more sophisticated, they really are becoming more conscious of about how they spend their money, what their purchases represent, who their purchases will help. So, it's all about consciousness, meaningful contributions in small ways," Trinidad said.

Kultura stays true to its core values of promoting local artistry and craftsmanship, helping protect the environment, promoting sustainability, elevating Filipino pride and showcasing the Filipino.

The store encourages its customers to stop using single-use plastic. Its plastic bags are eco-sustainable and made from recycled materials.