"Facebook ads, reel algorithms, online celebrity sightings, and influencer-driven campaigns - VIVAIA is a name many women recognize purely from social media. It's a genius marketing strategy that plays on the "out of sight, out of mind" belief - since it is all over one's timeline, name recall subconsciously starts to grow. And yet, instead of feeling annoyed, people grew curious. Word-of-mouth customers swear by its comfort, flexibility, and inclusivity in terms of foot size and shape, and others begin to think: Is it really as good as people say it is?"
"For years, many Filipinos relied on worldwide shipping or pasabuy orders just to get their hands - and feet - on a pair. That's why shoppers were ecstatic when VIVAIA finally opened a pop-up store at Power Plant Mall in Rockwell in January 2025. Lines formed, with many nervously anticipating that this would be the last they'd see of the brand in the country - the pop-up was only for three months."
"But more pop-up stores followed, and shortly after, permanent spaces. Shangri-La Plaza came next, followed by SM Megamall, Glorietta, Power Plant, SM Mall of Asia, and more locations already in the pipeline, all in less than a year."
VIVAIA built strong recognition in the Philippines through pervasive social-media marketing, influencer campaigns, and reel algorithms that increased name recall. Word-of-mouth endorsements focused on comfort, flexibility, and inclusivity for varied foot sizes and shapes. Many Filipinos initially depended on international shipping and pasabuy orders to obtain products. A January 2025 pop-up at Power Plant Mall generated long lines and urgency despite a three-month run. Rapid follow-up openings transitioned pop-ups into permanent stores across major malls within a year. VIVAIA PH operates under AMAVI, led by CEO Eira Peña, with alignment around sustainability and founder vision.
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