Puregold Price Club Inc., the supermarket giant controlled by retail tycoon Lucio Co, plans to redirect all advertising and streaming revenue from its YouTube channel toward the national education initiative.

As the company leverages its digital footprint for social responsibility, Vincent Co, Puregold president, said the retailer is funneling earnings from its “Puregold Channel” into the Pusong Panalo Program, an initiative spearheaded by the executive.

Co said the move seeks to monetize Puregold’s push into “retailtainment”—a blend of retail and entertainment—to fund infrastructure and supplies for public schools in the country’s most remote regions.

Under the program, Puregold will finance the renovation of classrooms, repair of school buildings, and installation of solar panels in rural areas where electricity is often intermittent.

Beyond infrastructure, the initiative provides livelihood packages for educators and essential school supplies for students.

Management has set a target to reach 30 schools nationwide by 2028, aligning the company's digital growth with long-term human capital development.

“By dedicating our streaming revenues to the Pusong Panalo Program, we are giving our digital audience a deeper purpose,” Co said in a statement.

He noted that the strategy transforms traditional digital metrics, such as clicks and engagement, into tangible support for underprivileged communities.

Established in 2013, the Puregold Channel has evolved from a simple promotional tool into a major content hub. It currently hosts original digital series, short films from the annual CinePanalo Film Festival, and music videos featuring prominent P-pop acts like SB19 and BINI.

The channel has amassed over 307,000 subscribers and earned a YouTube Silver Play Button. Some of its high-profile concerts and series have generated views ranging from several hundred thousand to several million, creating a consistent stream of ad revenue.

Puregold, which operates hundreds of stores in the country, has increasingly used digital storytelling to maintain brand loyalty amid stiff competition from rivals like SM Markets and Robinsons Retail.