From birthday party host to social entrepreneur

Success doesn’t happen overnight. With many challenges along the way, staying grounded in one’s values help achieve success. For Javi Villaruel, a social entrepreneur and founder of the trendy, proudly-pinoy brand Bayongciaga, it was hard work, and genuine malasakit for others that inspired him to be a positive driver of change.

Javi worked as a Local Store Marketing (LSM) representative for McDonald’s while he was still a college student back in 1996. As an LSM Representative, one of his duties was to host birthday parties. While Javi used to consider himself as a shy individual, he realized that the work he did made many people happy. This pushed him to overcome his shyness and be able to go the extra mile for others. It was through his work, interacting with customers every day that Javi developed a love for people, and putting smiles on their faces.

He demonstrated this by always making sure that every birthday party he hosted was the best he could make it out to be, so that every child can say that they had a memorable birthday. Fueled by this utmost passion in making others happy, he decided to start a business that had a deeper purpose beyond just making profit.

It was then that Javi decided to venture into creating a social enterprise. Apart from being a partner in an events agency, he put up the homegrown bag brand Bayongciaga. Javi’s business puts Pinoy innovation and creativity at the forefront, as he transformed the humble bayong into a chic fashion statement.

Bayongciaga, is handcrafted by weavers from Laguna and local artists who paint the bags. Through his business, Javi provides the weavers and painters a source of livelihood for their families.

His work has received numerous praises all around the world when he travels. His name might also ring a bell for those who support and follow local artisans.

Javi believes that the value of ‘malasakit’ he learned from his time as an LSM Representative at McDonald’s continues to guide him in his businesses today.

Javi’s story truly inspires and is only one of many stories yet to be shared. Find out more about the people who make sure we have great experiences at McDonald’s!