The centuries-old Japanese tradition of ‘omiyage’—a tradition of bringing souvenirs back for loved ones after traveling—finds a kindred spirit in the Filipino practice of ‘pasalubong.’ Both cultures value the act of gifting as a heartfelt expression of care and gratitude, whether for family, friends, or even colleagues.
These shared traditions—‘omiyage’ and ‘pasalubong’—are now celebrated with a luxurious twist, as the renowned Japanese brand Butter Butler opened its doors in the Philippines on Monday, Dec. 2. Located at the Power Plant Mall, Butter Butler is offering a premium lineup of buttery delights.
“We are thrilled to bring the unique and indulgent world of Butter Butler to the Philippines. Our goal is to elevate the dessert experience by making butter the star of the show, and we believe we’ve achieved that with our delectable offerings,” said Bryan Tiu, president and CEO of iFoods Inc.
Renowned for its rich, savory-sweet treats, the brand redefines indulgence with its premium confections. It is more than a dessert, it’s a celebration of butter itself. Among its offerings are the Butter Financier—a moist, golden-brown pastry made with a blend of European fermented butter and a touch of French sun-dried Guérande salt, Butter Galette—a crispy yet chewy classic French pastry is elevated with the same premium butter and salt, and the Manila-exclusive Butter Croffle—an innovative creation that combines the crispy, buttery exterior of a croissant with the soft, fluffy interior of a waffle.
“One bite and the rich sweetness will fill your mouth. The butter, usually a supporting role in sweets, is the star here, providing a rich, savory texture and flavor that supports the deliciousness of the dessert,” Tiu added.
With the holiday fast approaching, Butter Butler also aims to position itself as the ideal gift for Filipinos looking to surprise their loved ones with something special. Tiu highlighted that the brand’s premium offerings are not just desserts but meaningful gifts, embodying the thoughtfulness behind both “omiyage” and “pasalubong” traditions.
“Butter Butler is more on the premium segment, but that’s why we have a gifting, it’s more targeted to someone special. We’re happy because it’s a perfect gift, especially [since] It’s a new brand. So sometimes you want to give something special to your loved ones,” Tiu told Manila Standard Life.
The decision to bring Butter Butler to the Philippines was rooted in the local market’s growing appreciation for quality.
“When we started with Tokyo Milk Cheese, the Philippines was in the top five markets. Filipinos know quality, and it’s now top of mind for them when they want to give something special,” he continued.
With Butter Butler’s arrival, iFoods Inc. aims to create an everyday indulgence accessible to more Filipinos.
“Because it’s the same under Tokyo Milk Cheese Group. And Tokyo Milk Cheese, when we started, the Philippines was in the top 5. The Manila market and The Filipino market [now] appreciate us. I guess, surprisingly, they know the quality. Then it becomes the top of mind for them. Like, ‘Oh, I want to give something special.’ It’s not embarrassing to just give something [like Butter Butler],” shared Tiu.
