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Among these communities is the Coca-Cola Collectors Club Philippines, one of several independent collector groups in the country. It has brought together collectors and enthusiasts who share an interest in Coca-Cola memorabilia since 2015.
What began as a space for enthusiasts has grown into a multi-generational network built on shared stories, friendships, and a lasting connection through collecting Coca-Cola items. On June 20, 2026, members gathered to mark the group’s 11th anniversary and celebrate the people who continue to shape their community.
From hobby to community
Founded by collector Jay-Ar Mendoza, the club draws members from different backgrounds and age groups—from Gen Z hobbyists to long-time enthusiasts. Like many collector communities, members trade, exchange, and showcase Coca-Cola memorabilia while organizing meetups, anniversary gatherings, and exhibits. Over the years, many have also connected with fellow collectors overseas, expanding friendships beyond the Philippines.
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| Edward Secerio shares a glimpse of his personal Coca-Cola collection, featuring memorabilia that highlights the brand’s enduring presence across generations |
Today, the club is led by President Edward Secerio, a member since its early days. His journey began with a single Coca-Cola alarm clock, which he picked up after closing his computer shop and looking for a new hobby. What started as a simple interest grew into a long-term passion, driven by the excitement of discovering pieces he did not yet own.
“More than anything, I want to see the club long after my time. Of course, I’ll guide it as long as I can, but what matters is that the community we’ve built remains strong and relevant. My goal is simple, it is to help shape a community that can grow and still be here for a long time, just like Coca-Cola itself,” Edward shared.
A connection beyond collecting
For some members, the connection to Coca-Cola is both professional and personal. Norman Lontoc, also a member of the Coca-Cola Collectors Club since 2015, first encountered the brand in his career as a Materials and Control Planning Analyst at Coca-Cola from 1992 to 1998. His exposure to promotional items, including miniature bottles, sparked his interest in collecting in the mid-1990s.
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| Members of the Coca-Cola Collectors Club Philippines participate in international collector gatherings, including the Hong Kong Coke Fair 2024 and Singapore Coke Fair 2015, connecting with fellow Coca-Cola enthusiasts from around the world. |
Over time, this interest deepened into an appreciation for Coca-Cola’s art and design—something shared by many collectors, including artists and creatives drawn to the brand’s visual identity.
For Norman, each collectible carries a story. “Every bottle has a story,” he said, reflecting on the memories tied to each piece he has acquired over the years.
On what the club means to him after more than a decade, he added: “It means a lot, because this is where you meet new people and bring them into something shared. You build friendships, then you become part of a community grounded in a common interest. You start to value these kinds of connections and the memories you make with it more as you grow older.”
One of the things that makes collecting unique is how it connects generations. Across different communities, longtime collectors share stories and experiences alongside younger enthusiasts who are discovering the hobby for themselves.
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| Members of the Coca-Cola Collectors Club Philippines participate in international collector gatherings, including the Hong Kong Coke Fair 2024 and Singapore Coke Fair 2015, connecting with fellow Coca-Cola enthusiasts from around the world. |
Within the Coca-Cola Collectors Club Philippines, pioneer members Tatay Dong and Nanay Tess have turned collecting into a shared family activity, even involving their youngest daughter in fairs and exhibits. Their collection includes vintage Coca-Cola items dating back to the 1940s, which they regularly showcase in mall displays and collector events.
Ms. Angie, now 77 years old, represents another layer of the collecting community. Although she only recently joined the club, her collecting journey began in the 1970s. She has welcomed fellow collectors into her home to view her collection—a practice common across collector circles, where enthusiasts visit one another, exchange items, and learn from shared experiences.
At the same time, a new generation is finding its place in the community. Among them is Papi Louie, a toy collector and content creator who documents his collecting journey online. Like many younger collectors today, Louie first entered the hobby through “anik-anik” culture and online collector communities before expanding into Coca-Cola memorabilia.
“As a new member, I’m excited to learn more about Coca-Cola memorabilia, discover new pieces, and build friendships with fellow collectors. As a content creator, I’m also looking forward to sharing these experiences with a wider audience and hopefully inspiring more people to appreciate the stories, history, and community behind collecting,” Louie shared.
A shared culture of collecting
The Coca-Cola Collectors Club 11th anniversary was a celebration of the broader collecting culture—where enthusiasts come together to celebrate a shared interest and the connections that come with it. Representatives from Coca-Cola Philippines also attended the event as guests, including Sr. Director of Public Affairs, Sustainability & Communications Christine Ponce-Garcia, who met with attendees and recognized the passion shared across the collecting community.
“It’s meaningful to see how collecting continues to bring people together across generations. Behind every bottle, every collection are personal stories, friendships and memories that reflect the many ways Coca-Cola has been present of their everyday life over time,” said Ponce-Garcia.
Across the country, independent Coca-Cola collector communities continue to bring together people from different walks of life. More than collections of items, they reflect how shared interests can create meaningful connections—linking generations through stories, experiences, and a collective appreciation that continues to evolve over time.
To learn more about Coca-Cola Philippines and its community, visit www.coca-cola.com/ph/en.
The Coca-Cola Collectors Club Philippines is an independent fan community. It is not owned, operated, or officially endorsed by Coca-Cola Philippines
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