As temperatures soar and households seek relief from the sweltering summer heat, an age-old Filipino favorite is making a modern comeback in kitchens across the country.

Mr. Hat Gulaman, a brand long associated with traditional Filipino celebrations, is stepping into the everyday spotlight. Once reserved for fiestas and family gatherings, gulaman desserts — cool, colorful, and unmistakably nostalgic — are now being embraced as refreshing go-to treats for the warmest days of the year.

“Families no longer have to wait for a fiesta, birthday, reunion or any special occasion to enjoy gulaman,” said Randell Sales, brand specialist at Seanluc, Inc., which produces Mr. Hat Gulaman. “Now, with the convenience, affordability, and flexibility of Mr. Hat Gulaman, it can help make any day special.”

Made from natural seaweed extract, Mr. Hat Gulaman’s jellies are known for their firm-yet-tender texture and playful flavors. With 13 varieties — seven flavored and six unflavored — the jelly powders can be customized into an array of refreshing desserts, many of which are ideal for hot weather.

Recipes like coconut gulaman coolers, almond lychee jelly, and the summer mango gulaman offer simple yet satisfying ways to beat the heat. Each recipe takes under an hour to prepare and requires only a few ingredients, making them popular not only with home cooks but also with small-scale food entrepreneurs.

The timing couldn’t be better. With the summer heat pushing mercury levels into the high 30s Celsius, light, chilled desserts are in high demand. These gulaman-based treats offer a welcome alternative to heavier sweets, especially during mid-afternoon meriendas or after-dinner cravings.

“Gulaman is light, hydrating, and perfect when served cold,” said a home-based seller from Quezon City, who began offering flavored jelly cups as part of her summer food offerings. “It’s what customers are looking for when it’s too hot to eat anything heavy.”

More than just a culinary staple, Mr. Hat Gulaman is tapping into a broader cultural shift. As modern Filipino families seek convenience without sacrificing tradition, brands like this are providing simple ways to reconnect with beloved flavors — while staying cool in the process.

While the brand recently released a new commercial celebrating everyday milestones — from first school days to rainy afternoons — its message remains rooted in accessibility. “Whether it’s a big or small moment,” Sales said, “Mr. Hat Gulaman can make it special.”

Beyond its culinary appeal, Mr. Hat Gulaman is also tapping into an emotional connection with families through its newest commercial, released this summer. The ad, which can be viewed on the brand’s Facebook page, spotlights the quiet but meaningful moments of daily life—preparing for the first day of school, enjoying the first cool winds of the rainy season, decorating for Christmas, or simply gathering at the dinner table.

The message: every moment, no matter how small, can be made special.

"We want Filipinos to realize that whether it's a big or small moment, Mr. Hat Gulaman can make it special as they can enjoy exciting recipes or give a unique twist to well-loved classics anytime they want to,” the brand shared in a statement.

Produced by Seanluc, Inc., Mr. Hat Gulaman is committed to bringing quality, affordability, and convenience into Filipino homes. The brand continues to evolve from being a staple of celebrations to a fixture in everyday life, providing a cooling comfort during summer and beyond.

As the commercial reminds viewers: “Whatever the season, whatever the reason, make it special — #NasaHatKoYan.”