JP Abecilla - The Millennial Writer

In a recent Daily Tribune article by Jason Mago, it was noted that it remains to be seen whether my “boycott” of Starbucks will be permanent. He ended by writing that, for now, Bo’s Coffee has gained a vocal new supporter.

Let’s begin the story of the JP Abecilla–Starbucks Saga right there—and transform it into something greater: a full-blown movement in support of Filipino coffee makers, not just Bo’s Coffee but every locally owned café across the archipelago. With all due respect, I prefer not to call it a “boycott.” Let’s simply say: Starbucks lost a customer—and that customer is now recalibrating his caffeine compass to support homegrown brewers who reflect Filipino values of respect, warmth, and community.

Yes, Bo’s Coffee gained a vocal supporter—but not a new one. And that part of the story deserves to be told.

A Tale of Two Coffee Shops

Before we go deeper into the JP Abecilla–Starbucks Saga, allow me to share the roots of my coffee journey.

It began in 2004, during my first college course in Mandaluyong. Every Sunday night, as we traveled from Pangasinan to Manila, we’d stop at Starbucks Luisita in Tarlac. My American colleagues went for Brewed Coffee, while I enjoyed a Java Chip. This became a routine that lasted for two years and formed the foundation of my Starbucks habit for over two decades.

Fast forward to 2016, when Steve Benitez, founder of Bo’s Coffee, spoke at my graduation ceremony (for my second course). It was then that I learned Bo’s was proudly Filipino and started right in Cebu, my hometown. His story resonated with me, and from that moment, Bo’s became more than just an alternative to Starbucks—it became a symbol of local pride. Still, I remained “almost loyal” to Starbucks, returning again and again for its consistency and familiarity.

Until recently.

The JP Abecilla–Starbucks Saga: A Wake-Up Call

By now, many of you have heard what happened. I ordered a Grande Café Americano and a Cinnamon Danish. I spelled out my name—“J for Juliet, P for Papa”—only to hear my drink called out under the wrong name. First, it was spelled “Jade,” then it was called “JC.” Beyond the misspelling, it was the tone, the energy, and the lack of care that stung. It may seem trivial to some, but for me, names are important, if not sacred—they carry history, culture, identity.

Some said I overreacted, and maybe my original post was emotionally raw. To those who shared that perspective: thank you. You helped me reflect and grow. My goal was never to shame but to spark a conversation about how brands, especially global ones, can show more paggalang (respect) and align more closely with Filipino values of pakikisama (community) in our own land.

This moment became a mirror. It revealed how much I longed for our locals to feel seen, not just served. And it became the catalyst that reignited my appreciation for local coffee—and for those who brew not just coffee but connection.

A Divine Nudge Toward #SupportLocal

The JP Abecilla–Starbucks Saga may have gone viral, but its deeper purpose is becoming clearer to me: it’s a divine nudge to fully embrace Filipino coffee makers. I’ve long admired Bo’s Coffee, but now I’m going all in—not just as a customer, but as a champion of local excellence.

Bo’s Coffee, founded in Cebu by visionary entrepreneur Steve Benitez, isn’t just another café. It’s a tribute to what Filipino pride can look like in a cup. From Sagada Arabica to Mt. Apo blends, Bo’s sources beans directly from Filipino farmers, turning every sip into an act of bayanihan (community support). Their baristas don’t just take your order—they welcome you. With sincerity. With smiles. With the kind of warmth that reminds you: you’re home.

With 91 locations across the country, Bo’s proves that you don’t need a global logo to experience world-class coffee—you just need heart.

Pinoy Coffee Chronicles: Discovering Local Legends

Bo’s is just the beginning. Across the Philippines, local coffee brands are rising, brewing Filipino pride and supporting local farmers. I’m excited to introduce a new content series: Pinoy Coffee Chronicles, where I’ll explore and feature these homegrown gems.

Here’s a sneak peek of what’s to come:

• Kalsada Coffee (Benguet): Winey, herbal, and shade-grown—Kalsada elevates mountain farming to an art form.
• SGD Coffee (Sagada): With award-winning Arabica Typica and a heart for women farmers, SGD champions Cordillera heritage.
• Kape Maria: Pulag, Maynila, and other blends that celebrate regional diversity and social enterprise.
• Commune (Makati): 100% Philippine coffee and a cozy community vibe that embodies pakikisama.
• Figures of Beans: With witty names like Irony and Paradox, they brew Cordillera coffee with creativity and conscience.
• Coffeellera: Single-origin beans from Ifugao, Kalinga, and Mt. Apo—showcasing our terroir’s richness.

These cafés aren’t just places to grab a drink. They’re cultural touchpoints. They tell stories of farmers, founders, and Filipino flavors. And they deserve our attention, support, and celebration.

Moving Forward: Respect, Not Resentment

To my supporters, thank you for standing with me and sharing your own stories. To those who challenged me, thank you as well. You helped me channel passion into purpose. This isn’t about tearing down (or boycotting) Starbucks or any global chain. It’s about building up the brands that reflect our identity.

If Starbucks ever reaches out, I remain open to conversation. But for now, my energy and loyalty are with our local coffee makers—those who get our names right, who greet us with genuine smiles, and who show us what paggalang and bayanihan look like in every brewed cup.

What’s Next?

The first feature of Pinoy Coffee Chronicles will highlight Bo’s Coffee, where this renewed journey truly begins. I’ll also be working on collaborations with small local shops, bringing you brewing tips, café tours, and behind-the-bean stories of our Filipino farmers.

Join me. Let’s raise our cups to #ProudlyPinoyCoffee. Let’s support local. Let’s turn every sip into a statement of identity, respect, and pride.

As a proud Cebuano-Ilocano and coffee lover, I’m all in.

Are you?