From the Chua family to yours

Some families pass down recipes; o­thers, a passion for tradition. But the Chua family of Eng Bee Tin — makers of the country’s most beloved hopia — has managed to pass down both. And with their ever-growing community of loyal customers, they’ve also created something even more lasting: a shared table that now spans the entire nation.

Now in its second year, National Hopia Day has become more than just a marketing campaign or product push. It’s a heartfelt celebration of Filipino-Chinese heritage, local ingenuity, and the kind of food that connects generations — grandparents to grandchildren, neighbors to neighborhoods.

“Every hopia tells a story,” said Eng Bee Tin COO Gerik Chua over lunch at the company headquarters, smiling as he recalled how the event took off. He is the eldest of the three Chua siblings, now leading the legacy brand alongside Finance Manager Geraldyn Chua and Operations Executive Gerald Chua. “Last year, we called it National Hopia Day, but everything happened in Metro Manila. This year, we made sure the celebration would reach our extended family all over — Cebu, Davao — to everyone.”

Throughout July, hopia lovers are treated to weekly deals, with participating products available at 10 percent off every Monday. With two Mondays remaining in the promo — July 21 and 28 — there’s still time to enjoy family favorites at a discount.

The main event weekend, July 18 to 20, ups the ante with a 20 percent discount on select Eng Bee Tin items at branches nationwide. Meanwhile, Visayas and Mindanao get in on the festivities too, with Robinsons Galleria Cebu hosting celebrations from July 16 to 20 and Gaisano Mall Davao following from July 23 to 27.

But perhaps the most heartfelt addition to this year’s celebration is the ₱20 “Hopia Etneb” promo — an idea sparked years ago by come-backing Manila Mayor Isko Moreno.

“Mayor Isko told us before, ‘Gawa kayo ng etneb na hopia (make hopia that’s worth twenty pesos),’” Gerik laughed. “And now it made sense — especially with today’s economic challenges. It’s our way of making hopia affordable again, para sa masa (for the masses). It’s a tribute to him and to Manila, where our story began.”

Of course, the celebration isn’t just about prices— it’s also about possibilities. Last year’s surprise hit, sisig hopia, opened people’s eyes to what hopia could become. This year, the family is unveiling bold new flavors like pineapple cake with salted egg, maja blanca and even chili-mansi.

“You’d be surprised,” Gerik said. “People think hopia’s just munggo or ube. But it evolves. We make it playful; we make it relevant. We’re always asking: what would the next generation enjoy?”

Innovation has always been part of Eng Bee Tin’s DNA, but so has authenticity. “The great thing is, kami mismo magkakapatid ang gumagawa,” (my siblings and I get to do these ourselves) Gerik shared. “We imagine something, then we go to the kitchen and test it. Not everything becomes a hit — but we try. We’re not afraid to explore.”

In fact, their hands-on approach is what has allowed them to play around with new concepts, like frozen custard hopia for today’s iced coffee generation. “We want the younger crowd to feel like hopia is also theirs,” Gerik said. “It’s not just for lolo and lola.”

But beyond flavors and formats, what keeps customers coming back is the sense of home they get from every box. “National Hopia Day isn’t just about the product — it’s about sharing something familiar, something comforting,” Gerik added. “We don’t just have customers. We have family.”

And just like any good family, Eng Bee Tin keeps growing — adding new members through each pasalubong, every gift box, and each bite of hopia that brings someone back to a moment they didn’t know they missed.

Because when food is made with love and legacy, it’s never just food. It’s memory. It’s culture. It’s home.