By Aira Villanueva-Vinoya, PRA
Few brands are as deeply woven into the Filipino experience as National Bookstore. For generations, it has been more than just a retail store, it has been a destination for learning, creativity, and opportunity. Yet like many legacy businesses, it faced unprecedented challenges during the pandemic.
In the Season 7 premiere of Let’s Talk Retail, Adrian Ramos, President and CEO of National Bookstore, shared a candid look at how the company has navigated disruption, transformation, and renewal.
Reflecting on the uncertainty brought about by COVID-19, Adrian spoke about the importance of resilience and perspective. Drawing inspiration from his grandmother, the legendary National Bookstore founder Nanay Coring, he recalled her simple but powerful mindset: focus not on what has been lost, but on what can still be done. That philosophy helped guide the company through one of the most difficult periods in its history.
The conversation also highlighted how dramatically Filipino consumers have evolved. Shopping habits have shifted, e-commerce has become a permanent part of retail, and customers now expect experiences that are more convenient, relevant, and engaging. According to Adrian, success in today’s retail environment requires an honest assessment of these changes and the willingness to adapt accordingly.
One of the most compelling insights from the episode was his perspective on books. Contrary to predictions that digital formats would replace print, physical books continue to demonstrate remarkable resilience around the world. As consumers spend more time in digital environments, many are rediscovering the value of reading on paper, a trend that National Bookstore is well-positioned to support.
The discussion also touched on artificial intelligence. Rather than viewing AI as a threat, Adrian sees it as a tool that can help eliminate repetitive tasks, allowing employees to focus on creativity, problem-solving, and delivering better customer experiences.
Perhaps the most meaningful validation of National Bookstore’s transformation came from an unexpected source: a simple online comment that read, “National Bookstore is bookstoring again.” For Adrian, it was a reminder that meaningful change is rarely the result of a single decision. Instead, it is built through a series of thoughtful choices made consistently over time.
As National Bookstore continues to evolve, its mission remains clear: to help Filipinos learn, grow, and live better lives. And if this conversation is any indication, its next chapter is only just beginning.
Watch the full episode of Let’s Talk Retail on YouTube and Spotify as we celebrate the Philippine Retailers Association’s 50th anniversary.
