Last week, we shared a heartfelt post on Instagram asking: “When was the last time you called your Ate?” To say the response was overwhelming is an understatement. We received comments and DMs from women telling us they felt seen, recognized, and validated in ways they hadn’t expected. Ates hold a unique and powerful role in our lives, and the acknowledgment of their contributions struck a deeply personal chord.
Ates are more than just older sisters in Filipino culture—they’re trailblazers, caregivers, and fierce protectors. They carry the weight of family dreams, make sacrifices for the greater good, and teach us the lessons we didn’t even know we needed. Whether it’s the Ate who took no shit, the one who redefined what it means to be a “good daughter,” or the Ate who taught us how to stand tall and take risks, they’ve all played an instrumental role in shaping who we are today.
Your responses reminded us of why we created Dear Flor in the first place. Our gummies are inspired by the strength and boldness of women like our Ates, who lead with courage and break barriers to make life better for those around her. And just like them, we believe in challenging norms, rewriting the narrative, and honoring the stories that matter most.
As we read through your messages, one recurring theme emerged: we don’t often stop to acknowledge the weight Ates carry or the impact they have. That’s why we’re calling on everyone to take a moment today to celebrate the Ates in your life. Whether it’s a phone call, a heartfelt message, or a simple acknowledgment of their impact, let’s make sure they know they’re appreciated.
To every Ate out there: thank you. For leading, for teaching, for breaking barriers, and for showing us what’s possible. You are seen, you are valued, and you inspire us every day.
Check out our original Instagram post. Share your own story, tag your Ate, and help us keep the celebration going. Because every family has an Ate who deserves to be celebrated. Is it time you called yours?