How a 'hugot lines' page paved a way for a retail business
MANILA, Philippines — The popularity of "hugot" lines makes it clear that we should never underestimate the power of mainstream media and creativity.
“Hugot,” a Filipino word which means to pull something out was brought to public’s consciousness, when Antoinette Jadaone who is now known as the “Queen of Hugot Lines” wrote and directed an emotionally inducing film titled, “That Thing Called Tadhana.”
Since then, people have started to write heart wrenching poems/“hugot lines” on social media and even create a business out of those deep expressions and witty word plays.
Linya-Linya, the witty and #hugot-filled retail brand of word play and illustrations, started as a humor Facebook page that gained traction on social media. Its drive as a retail brand started in 2012 when the group YabangPinoy turned the brand's kalokohan into T-shirts while giving it a spot at every organized Global Pinoy Bazaar.
“Ang kalokohan, sineseryoso din minsan,” said Ali Sangalang, writer and managing partner of Linya-Linya.
Sangalang reminisced how the brand evolved from simple banters to actual products and now a venue for people to visit and enjoy his lines.
“Nagsimula sa mga hirit sa klase, sa status sa FB, sa poetry, sa stand-up comedy; hanggang maging blog, magkaroon ng page sa [Facebook] at [Instagram], maging shirts, magka-shop, at ngayon, ang Linya-Linya, may in-line store na!” he said.
More than the profit, the owners also aim to cherish and spread the vibrant Filipino culture.
“‘Fun-trepreneurs’— that is what we call ourselves, because we believe that we’re not only selling products, but we’realso promoting the fun-loving culture of Filipinos,” Sangalang added.
“Our dream is to connect to a wider audience, share tears of joy and laughter with people, and through our original words, art, concepts, and products, significantly contribute to Filipino culture and society. Ultimately, we want to Linyafy the world!”
The brand launched its online store on August 2015. The success in cyberspace sprouted its first physical store at U.P. Town Center on November last year followed by a second shop at Market! Market! in February this year. — Alixandra Caole Vila
