In a world filled with fleeting fragrances and fast-paced lives, one flower stands out—not only for its sweet, delicate aroma but for the stories it tells and the communities it builds. The sampaguita, the Philippines’ national flower, has blossomed into more than a symbol of beauty and tradition. Thanks to Megaworld Hotels & Resorts, it’s now a cornerstone of advocacy, livelihood, and cultural pride.
Since August 2023, Megaworld’s Sampaguita Project has intertwined its brand with the charm of the sampaguita, touching the lives of over 5,000 families. Partnering with Dwellbeing, a social enterprise championing upcycled products and community empowerment, and Project Pearls Foundation, a nonprofit supporting impoverished children and families, Megaworld has created opportunities for livelihoods while celebrating the values embedded in Filipino culture.
“Hospitality is more than what happens within our hotels; it is about making a lasting impact by touching lives, creating opportunities, and fostering positive change,” says Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts. “This aligns closely with our Circle of Happiness, which highlights love for oneself, family, work, community, and above all, God. This inspires us to serve with love, compassion, and a sense of shared purpose.”
At the heart of Megaworld’s properties lies the enchanting scent of sampaguita. Across its 13 hotels, more than 11,000 liters of the signature Cool Sampaguita fragrance have been used to date, enveloping guests in a uniquely Filipino experience. But the sampaguita is more than just a fragrance; it’s a sensory journey. Guests are greeted not only by its aroma but also by the gentle sounds of kundiman and dishes infused with floral notes, creating a full-circle homage to the national flower.
Building communities through the sampaguita
In a symbolic celebration of thanksgiving, Megaworld hosted a Sampaguita-themed event on November 27, 2024, at the Project Pearls Community in Bocaue, Bulacan. The festivities included planting 300 sampaguita seedlings, interactive workshops on lei-making and polvoron crafting, and storytelling sessions for children. It was a day filled with joy, creativity, and the promise of growth—both for the plant and the community.
Charlene Go-Co, Head of Marketing Innovation for Megaworld Hotels & Resorts, encapsulates the spirit of the project: “The sampaguita represents love, honor, dignity, and healing—values deeply rooted in our culture. We want our guests to feel this at every touchpoint, whether it’s in the scent that greets them, the food they enjoy, or the community initiatives they indirectly support.”
Megaworld’s Sampaguita Project is not just a hotel initiative; it’s a movement. Honored as the Most Outstanding Marketing Campaign at the 10th Virtus Awards in October 2024, the project was celebrated for its creativity, authenticity, and its ability to connect deeply with people. It also received accolades from the Anvil Awards and Malaya Business Insight for its eco-conscious and community-driven efforts.
Through the company’s MEGreen sustainability program, the Sampaguita Project continues to grow—both as an environmental advocacy and as a platform for preserving Filipino traditions. It’s a campaign that bridges brand, culture, and community, demonstrating how businesses can uplift not only their guests but also the people they serve.
Megaworld Hotels & Resorts is no stranger to excellence. As the country’s largest homegrown hotel operator, it has redefined Filipino hospitality through its signature Sampaguita-inspired service. From the bustling streets of Binondo to the serene shores of Boracay, each property offers a taste of the Philippines, with the sampaguita at its heart.
As the scent of sampaguita wafts through Megaworld’s properties, it carries with it a promise: to honor Filipino heritage, uplift communities, and offer an experience as timeless as the flower itself. With each bloom, the sampaguita reminds us of the beauty of giving back and the power of cultural pride.
