The Marketing Department of the College of Business Administration and Accountancy (CBAA) at De La Salle University–Dasmariñas (DLSU-D) proudly presents LIKHA 2025, the fifth edition of its annual culminating event for 4th-year Marketing students that merges academic excellence with social responsibility.
Rooted in the department’s mission to develop well-rounded, socially responsible marketing professionals, LIKHA bridges academic theory and practical application through a Service Learning framework. Now in its fifth year, the initiative allows students to collaborate directly with Micro, Small, and Medium Enterprises (MSMEs) endorsed by the Office of the Provincial Cooperatives Development Officer (OPCDO). This provincial office supports Cavite’s cooperatives, entrepreneurs, and local livelihood programs.
Through this partnership, students take on the role of marketing communications experts, developing and executing Integrated Marketing Communications campaigns to support their partner MSMEs’ brand presence, market positioning, and community visibility. LIKHA also reinforces DLSU-D’s commitment to meaningful community engagement through Project HANGO, the department’s ongoing advocacy for socially responsible marketing.
Heavenly Chef: A Taste of Home, Made Healthier
This year’s edition, LIKHA 2025: “Kislap ng Kultura at Malikhaing Diwa”, shines a spotlight on Heavenly Chef, a Cavite-based startup brand that reinvents the classic “Pancit Canton,” a Filipino handaan favorite, using preservative-free, vegetable-based noodles.
Founded in 2023 by Mrs. Rosario G. Pelino, Heavenly Chef (Hidden Tummy Food Products) began as a home-based venture in Dasmariñas City. Inspired by the warmth of Filipino home cooking, Mrs. Pelino created vegetable-based noodle variants that preserve traditional Filipino flavors while promoting healthier eating. The brand’s flagship Kalabasa Pancit Canton has since expanded into Malunggay, Remolatsa, and Carrot Pancit Canton, each made from real vegetables and priced at ₱87 for 250g packs and ₱155 for 4-in-1 bundles.
Supported by the OPCDO and the Department of Science and Technology (DOST), Mrs. Pelino continues to grow her enterprise while inspiring other local entrepreneurs to pursue innovation with purpose. Her active participation in community initiatives, including the BIZ iCREATE Training Program, Cooperative Month Celebrations, and the Cavite Day Expo, reflects Heavenly Chef’s dedication to promoting healthier food options and supporting Cavite’s MSME community.
Inspiring Marketing Communications with a Purpose
Through LIKHA 2025, DLSU-D marketing students will showcase their IMC campaigns promoting Heavenly Chef’s advocacy through interactive exhibits celebrating Filipino culinary heritage and culture. The event serves as both an IMC Competition and a media launch for the brand, providing students with hands-on experience and an opportunity to make tangible contributions to the local enterprises in Cavite.
Beyond academic fulfillment, LIKHA continues to embody the Lasallian spirit of faith, service, and communion, empowering students to become catalysts of creativity and compassion in the real world.a
