In 2011, when social media was still finding its footing in the Philippines and “influencer marketing” had yet to enter the business vocabulary, Ace Gapuz saw something others had not fully recognized: a growing community of digital storytellers with the power to shape conversations, communities and consumer behavior.

What began as a small passion project connecting bloggers with brands would eventually grow into Blogapalooza, one of the country’s pioneering platforms in the creator economy. More than a decade later, the industry she helped nurture has become a central part of modern marketing.