Samgyupsalamat marks 13 years in the Philippines with first major national campaign

Manila, Philippines – Samgyupsalamat Unlimited K-BBQ is marking its 13th year in the Philippines with its first major national campaign, celebrating its role in popularising the unlimited Korean BBQ format in the country.

Partnering with GIGIL, the film expresses gratitude to customers for their continued support since the brand’s launch, incorporating this idea into its campaign theme, “Unli-Salamat” (Unlimited Thanks), or unlimited thanks, reflecting both its brand name—meaning “Thank you for having Samgyeopsal”—and its approach to customer engagement.

Created in collaboration with Marius Talampas of Arcade Film Factory, the series highlights a culturally familiar Filipino trait of extending gratitude in increasingly expressive ways. The campaign combines humour with sentiment, focusing on the brand’s relationship with its loyal customer base.

“For 13 years, Filipinos have been unli-supportive, so we’re giving them unli-salamat — unlimited thank-yous — back,” says Hilarie Julio, Chief Executive Officer of Samgyupsalamat.

In local culture, expressions of thanks are often reciprocated and amplified, evolving into a light-hearted exchange of appreciation.