Daily TribuneThe unexpected surge in demand forced them to cancel orders and shut down operations for three days to restructure their processes. ‘We didn’t even have enough freezers to cater to all those orders. We had to outsource some of the freezing and production just to keep up.’
Bebang Halo-Halo co-founder Sam Karazi.
PHOTOGRAPHS BY LARRY CRUZ FOR THE DAILY TRIBUNE
Sam Karazi’s journey to establishing Bebang Halo-Halo, a dessert empire that reimagines the classic Filipino halo-halo, is one that could only be described as the perfect plot twist. In a world where success often comes from deep personal connection to the product, Sam’s story is an anomaly — the man behind the brand is allergic to dairy, the very essence of the creamy halo-halo dessert he’s helped transform into a nationwide sensation.
Sam’s allergy to dairy has not hindered his ability to lead a business that has become Metro Manila’s most viral food brand. In fact, it has been the key to his success.
“We actually make fun of that the whole time,” Sam laughs, recalling the teasing he often gets from his Filipino partners when they’re sampling new products. “They always eat it in front of me and joke, ‘Do you want to try?’”
Sam has never tasted halo-halo, but he believes this disconnect has given him an advantage — he listens closely to his customers. “If maybe I’m the one who created the product, I’d be very biased because I’d like it,” he admits. “But in my case, I don’t care. When I see people complaining about the same things or recommending improvements, we always try to apply it and make it better.”
Bebang Halo-Halo is a bold reinvention of a beloved classic. Co-founded in July 2021 with Daymae Salumbides, Bebang’s signature twist on the traditional halo-halo replaces ice with frozen milk, creating a rich and creamy texture that immediately caught the attention of dessert lovers across the country. The brand even introduced a premium Royal Halo-Halo topped with a 24-karat gold garnish, symbolizing luxury, innovation and Filipino heritage in every bite.
Despite the obvious innovation, it all started with a simple family recipe passed down from his co-founder’s grandmother, Lola Bebang. “My co-founder was playing around with the recipe during the pandemic. She made it at home, tried selling it to the neighbors, and I saw a lot of potential,” Sam says. “People were loving it, finding it innovative, and we knew we could take it further.” What started as a humble experiment soon turned into a viral sensation. Within just two weeks of launching, Sam realized they needed to move from their garage setup to a more accessible location. A strategic decision was made to move to Shaw Boulevard, smack in the heart of Metro Manila, making it easier to serve a larger audience.
It wasn’t smooth sailing from there, however. During the early days, Bebang faced logistical nightmares. One viral video by influencer Abi Marquez resulted in over 4,000 orders — before they even opened their doors.
“We woke up in the morning and saw hundreds of notifications on our phones. We sold more than 4,000 cups before we even woke up,” Sam recalls. The unexpected surge in demand forced them to cancel orders and shut down operations for three days to restructure their processes. “We didn’t even have enough freezers to cater to all those orders. We had to outsource some of the freezing and production just to keep up.”
But with every challenge, Bebang evolved, learning from its mistakes and refining its operations. The brand’s success also lies in its innovative business model, offering a Joint Venture Partnership Program that allows entrepreneurs to invest in Bebang and open their own stores, with a transparent and mutually beneficial profit-sharing structure. As Sam puts it, the partnership ensures that everyone involved can grow with the brand, but it also accelerates returns on investments. “We really believed in the business, and most of the money we’ve made has gone back into developing the systems, the kitchen, and the brand,” Sam says.
When it comes to Bebang’s approach to social media, Sam has a refreshingly authentic stance. Influencer marketing plays a significant role in its success, but unlike many companies that dictate what influencers should say, Sam encourages transparency. He recalls reaching out to Abi Marquez with a simple message: “I don’t want you to post something you don’t believe in. If you don’t like the product, don’t post it.” This genuine approach to influencer marketing paid off with one of their videos hitting 15 million views in just a couple of weeks.
Bebang’s viral success didn’t just happen by chance. Sam’s time in Dubai influenced many of the decisions he made for the brand. “In Dubai, everything is shiny and extra presentable. It’s a lot more competitive, and everyone’s striving for perfection,” he shares. That is where the idea for Bebang’s premium offerings like the Royal Halo-Halo — topped with 24-carat gold — came from. Inspired by Dubai’s use of gold in food, Sam introduced the luxurious variant as a marketing stunt, which surprisingly became a hit. The Royal Halo-Halo was never intended to stay on the menu permanently, but people loved it so much that they limited the number of servings per day, and it became a coveted item.
As for the future, Sam is focused on expanding Bebang Halo-Halo and continuing to elevate the brand. He’s committed to providing his customers with the best possible experience, even if it means taking a loss in the short term. “If we ever send a product that’s melted, we refund it and send a replacement. We are responsible until they eat it,” Sam emphasizes. His personal approach to customer service, transparency and quality has become the backbone of Bebang’s success.
In just a short time, Bebang Halo-Halo has transformed from a garage business into a viral sensation and a premium dessert brand that captures the essence of Filipino culture while introducing bold new innovations. As Sam’s story shows, sometimes the best business ideas come from the most unexpected places — and success often comes from embracing the things that make us different, rather than the things that seem to hold us back.
