01/06/2026
๐๐ข๐ง๐ข๐ฆ๐๐ฒโ๐ฌ ๐๐ข๐ฌ๐ ๐๐ซ๐จ๐ฆ ๐๐ฎ๐ฆ๐๐ฅ๐ ๐๐๐ ๐ข๐ง๐ง๐ข๐ง๐ ๐ฌ ๐ญ๐จ ๐ ๐๐ซ๐จ๐ฐ๐ข๐ง๐ ๐๐จ๐ฆ๐๐ ๐ซ๐จ๐ฐ๐ง ๐๐ซ๐๐ง๐
Hinimay The Original Pastil ni Ella is a story of resilience, determination, and the courage to start again. Behind the growing brand is Jaschin Ella S. Espinosa, who began her business journey not from privilege, but from necessity.
In 2014, while supporting herself through college, Ella looked for ways to sustain her daily needs and education. With only โฑ500 earned from a modeling stint, she started cooking and selling pastil. Her days began at 3:00 in the morning as she bought ingredients, prepared meals, and sold to classmates before attending classes.
What started as a survival hustle soon became a business opportunity. By adding her own signature garlic sauce, she gave traditional pastil a unique twist that gained loyal customers. After a year of hard work, she opened her first small stall in front of the school, marking her first milestone as an entrepreneur.
Despite early success, limited capital and growing responsibilities became major challenges. Balancing studies and business eventually led to the closure of the store and a pause in her education. But instead of giving up, Ella used the experience as motivation to grow stronger.
Seven years later, during the pandemic, she made her comeback. Starting small once again, Hinimay grew from street selling to a kiosk, then into a full store and commissary based operation.
Today, Hinimay continues to expand in General Santos City, with branches serving a wider community. From selling regular pastil, the business now offers upgraded variants, side dishes, coffee, and handcrafted drinks.
The brandโs success also created opportunities for others, now employing around 20 staff while supporting local suppliers and partners.
A key part of Hinimayโs growth was the support of the Department of Trade and Industry through programs such as the Kapatid Mentor ME Program. Through these initiatives, Ella gained valuable knowledge in business planning, operations, and long term growth strategies.
Today, Hinimay is more than a food business. It is a symbol of perseverance, creativity, and the strength of Filipino MSMEs.
As Ella looks ahead, she hopes to grow Hinimay into a stronger brand that brings Filipino comfort food to a wider market while inspiring aspiring entrepreneurs to keep going, no matter how humble their beginnings.