Dubai’s Filipino-led food brand Afford’aCup has taken its next major step beyond dining, officially entering the retail space with the launch of Afford’abrands at the Sari Sari Store in BurJuman, marking a new chapter for the homegrown UAE success story.
The Afford’abrands Grand Launch, held on December 20, introduced a curated retail concept designed to serve the everyday needs of multicultural shoppers while staying rooted in the Filipino community the brand has long supported. The new venture offers a thoughtful mix of daily essentials, international favorites, and specialty items, positioning itself as both practical and culturally familiar.
Behind Afford’abrands are the same entrepreneurs who built Afford’aCup into a recognizable name in Dubai’s Filipino dining scene—Ramz Sotto, Cris Sotto, Grace Mariano, and Jovs Mariano. From affordable comfort food to a broader lifestyle offering, the founders say the move into retail reflects their desire to create something more accessible, flexible, and community-driven.
Afford’abrands is housed inside Sari Sari Store, a well-known Filipino retail hub within BurJuman, allowing the brand to immediately connect with a steady flow of shoppers seeking familiar products alongside new discoveries. The setup blends convenience with variety, catering not only to Filipinos but also to other residents looking for value-oriented global goods.
The launch event drew notable guests from the diplomatic and business community, underscoring the significance of the milestone. Among those in attendance were H.E. Alfonso Ver, Madam Laline Ver, and Paola Ebora, lending support to a Filipino enterprise continuing to scale within the UAE market.
Afford’aCup first gained traction by making Filipino comfort food more approachable and affordable, particularly for overseas Filipinos. With Afford’abrands, the founders are applying the same philosophy—accessibility, familiarity, and value—to retail, addressing everyday needs while introducing specialty products that reflect global tastes.
