Greenhills traders on the path to a ‘cleaner’ marketplace

January 31, 2025

By Hannah Dione Lucero

While the National Committee on Intellectual Property Rights (NCIPR) relentlessly continues to clear the Greenhills Shopping Center (GSC) of counterfeit sales, the whole-of-society approach grows stronger as the NCIPR and the Acting Chair of the committee, the Intellectual Property Office of the Philippines (IPOPHL) drive more respect for intellectual property (IP) on the ground. 

Currently, the GSC remains a consistent mention on the United States Trade Representative (USTR) report on notorious markets, dating back to its very first mention in 2008. However, the latest report, which cites GSC as the lone Philippine market, highlights the ongoing transition program to transform the GSC into a high-end mall with legitimate sellers. 

This transition is part of a larger workplan developed by the NCIPR. Called the Overhaul GSC or OG project, it aims to transform GSC into an IP-conscious business environment. Under the OG project, IPOPHL facilitates closer collaboration between rights holders, law enforcement, the local government, the GSC administration and the shopkeepers themselves.

IP awareness to drive the transition

Recently, IPOPHL shared knowledge on the Philippine IP system to the members of the Greenhills Muslim Traders Association (GMTA), uncovering the rationale behind the need for IP protection and respect. This community consists of jewelry, apparel, footwear and gadget sellers represented by GMTA General Secretary Engr. Macacuna Macaradi.

According to GSC, their tightening on IP enforcement around the shopping areas since 2020 has led to a decrease in stalls selling counterfeit goods and an increase in the sale of local goods. However, the traders of GMTA have expressed the struggle to find upskilling opportunities to aid in the transition.

“May mga panibagong diskarte sa negosyo. Pagka kasi hindi nakasanayan, siyempre mangangapa ka kung saan mabenta, saan pabor sayo. Iba kasi yung nakasanayan sa bago. Lalo na pag hindi ka dumaan ng training, siempre lahat lahat ikokonsidera mo—capitalization, marketing [There are new business strategies. Because you’re not used to it, of course you’ll look for a place to sell, where it’s in your favor because what has been used to is different from what is new. Especially if you don’t go through training, you always consider everything—capitalization, marketing],” Macaradi said.

For IPOPHL, educating communities has been at the forefront of IP enforcement. During the capacity-building workshop through the IP Enforcement Office (IEO) and the Documentation, Information and Technology Transfer Bureau (DITTB), members of the GMTA received a primer on basic IP rights and the fundamentals of IP enforcement. The sessions aimed to provide foundational understanding of the IP system while emphasizing on the consequences of IP violations.

“Seeing the volume of GSC traders willing to work with us and learn about IP is a triumph for all of us working for change in these shopping areas. Their commitment to learning showcases a shared vision for a fair business environment where creativity and originality can flourish,” said IPOPHL Deputy Director General for Policy, Legal Affairs and External Relations Nathaniel S. Arevalo.

Since 2022, the mall has refused to accept applicants who intend to sell bags, watches and similar products, except for locally manufactured and white-label products. 

From corner stalls to cornerstones: homegrown success stories

The GMTA has acknowledged that the transition has been difficult for the traders. “Kung papalipatin natin sila ng negosyo, kailangan ma-boost at mainspire sila. Kailangan may makitang benepisyo [If we want them to shift business, they need to be boosted and inspired. There has to be a perceived benefit],” Macaradi added.

Despite the hurdles, GSC has been the starting point for small businesses that have grown into major players in the local retail industry.

Founded by Roxanne Farillas, Plains and Prints is a prime example of brands that started as a trader in Shoppesville—one of the shopping hubs in Greenhills—and eventually succeeded in capitalizing on its brand. What started as a small boutique store is now a go-to for accessible high-end women’s wear in partnership with distinguished local and global designers.

Meanwhile, Toby’s Sports, founded by Roberto Claudio, Sr. started as a toy shop in Greenhills and is now a household name for retail sports equipment. Now, it has expanded its reach to 63 stores nationwide and to ecommerce.

At the recent GSC traders capacity building, over 260 attendees have expressed willingness to work with IPOPHL to further develop more ethical business practices and the overall relationship between traders and the government. This collaborative effort signals a future where more shopping areas instill a fake-free culture. 

Meanwhile, IEO Supervising Director Christine V. Pangilinan-Canlapan expressed how these homegrown stories can stand as inspiration for the traders. “These are the stories that we hope to see from them in the future. Therefore, we will continue to welcome the help of more institutions to develop more capacity-building opportunities that can empower them in realizing their potential for growth and creativity,” Pangilinan-Canlapan said.