How Penshoppe’s Brand Ambassadors Reflect Its Evolution and Local Relevance

In the ever-evolving world of fashion marketing, brand ambassadors play a critical role not just as endorsers but as cultural connectors. At the forefront of this strategy is PENSHOPPE, the flagship brand of Golden ABC, Inc. (GABC), which has made headline after headline through bold partnerships with both international superstars and emerging local icons.

From Gigi Hadid, Kendall Jenner, Lisa of BLACKPINK, NCT Dream, to Mandy Moore, Penshoppe has never been shy about aligning with global names that give its brand international appeal. But in recent years, especially under the direction of Vice President Brandon Liu, the company has shifted toward a more nuanced ambassador strategy that highlights both global reach and local resonance.

Style That Speaks Locally

While global stars gave Penshoppe instant recognizability on the international stage, the brand’s current focus on local talent reflects a deepened commitment to cultural relevance and Filipino identity. Acts like P-Pop sensation BINI, along with James Reid and Brent Manalo, now represent a new chapter in the brand’s storytelling, which is grounded in values, style, and a deep connection with the Filipino audience.

“We’ve built PENSHOPPE to resonate globally while staying rooted in Filipino identity,” said Brandon Liu, whose leadership has brought a strategic and creative clarity to the brand. “We look for people who align with our values as a brand. We look for people who are style icons in their own right.”

This localized approach allows Penshoppe to speak more authentically to its primary market, especially Gen Z and millennial consumers. After all, these groups seek relatability and cultural alignment as much as they do fashion inspiration.

Matching Ambassadors with Brand Phases

According to Penshoppe, ambassador choices reflect not only the image they want to project, but also the stage they are in as a company. During a period of global expansion, internationally known figures helped define the brand for audiences unfamiliar with its Filipino roots. Today, however, with a firm foothold in Southeast Asia and hundreds of stores across the Philippines, the brand is doubling down on storytelling that speaks more directly to the local context.

At the operational level, Bryan Liu, GABC’s Vice President for Strategy and Operations, plays a key role in ensuring that brand partnerships remain integrated with the company’s broader goals of innovation, customer experience, and growth across over 1,000 stores nationwide. Under his leadership, Penshoppe continues to push forward a digital-first, consumer-focused model that ensures each campaign lands with impact.

A Brand that Listens and Leads

Penshoppe’s ambassador strategy is more than just casting famous faces; it’s a reflection of how the brand listens to its audience and leads in response to what it hears. By tapping into rising local acts, supporting Filipino talent, and aligning with personalities who champion authenticity and individuality, the brand ensures its message echoes globally and resonates at home.

With over 500 Penshoppe branches across the Philippines, and a growing footprint abroad, the brand’s ability to blend global flair with local soul remains its greatest strength. And with Brandon and Bryan Liu at the helm—two Cebuano leaders with a shared vision of relevance and purpose—Penshoppe isn’t just redefining style. It’s reshaping how Filipino fashion is seen, shared, and celebrated.