THE BAZAAR, a nationwide pop-up market and event venture founded by Gen Z entrepreneurs, is creating new pathways for micro, small, and medium enterprises (MSMEs) to reach consumers by securing physical selling spaces in premium commercial locations and supporting merchants through integrated marketing and event promotion.

For many small merchants in the Philippines — where MSMEs account for roughly 99% of registered enterprises, according to the Department of Trade and Industry — securing a foothold in high-traffic malls and commercial districts is often prohibitive, given long lease commitments and high overhead costs. THE BAZAAR's pop-up model lowers that barrier by pooling merchants into short-term, shared selling engagements.

The company was established in February 2025 by 19-year-old business partners Bella O. Concepcion and Jose Johan Salazar. Their vision is to transform participation in pop-up markets from a purely transactional exchange into a more streamlined, relationship-driven experience for merchants.

"I wanted the merchants to feel like we're really there for them in a way that the process is just streamlined," Ms. Concepcion told BusinessWorld on the sidelines of an MSME event on July 18. "We give them more than just a space. We also help them with marketing."

The partnership originated online when Mr. Salazar, then based in Davao, reached out to Ms. Concepcion with the concept of launching a bazaar business. Within a month of committing to the collaboration, the pair organized their inaugural bazaar.

The company operates entirely on a remote basis and leverages social media extensively to promote both its events and the individual merchants who participate. THE BAZAAR serves a diverse range of MSME categories, spanning food and beverage vendors to furniture retailers.

Since its founding, the venture has facilitated physical retail spaces for nearly 1,000 merchants across high-end malls and prime commercial districts in Metro Manila, including Rockwell Center in Makati. Operations have since expanded to Cebu and Davao.

Looking ahead, Ms. Concepcion said the company intends to onboard more merchants and secure additional premium locations for its pop-up markets. The team is also exploring smaller-scale mini bazaars while continuing to produce content aimed at supporting MSME growth.

Beyond simply providing venues, the company aspires to serve as a resource for merchants throughout their business journeys, organizing events where participants can learn strategies to strengthen and scale their enterprises, Ms. Concepcion noted.

The company's expansion aligns with sustained growth in the broader pop-up retail sector. According to Stratistics Market Research Consulting Pvt Ltd., the global pop-up retail market was valued at $95 billion in 2025 and is projected to expand at a compound annual growth rate of 6.1%, reaching $144.3 billion by 2032.

The founders also reflect a wider demographic shift toward youth entrepreneurship. Global Entrepreneurship Monitor reports have consistently found that adults aged 18 to 34 exhibit among the highest rates of early-stage entrepreneurial activity when compared with older cohorts.

Mr. Salazar, currently a first-year college student, encouraged aspiring young entrepreneurs to embrace risk-taking and remain receptive to continuous learning.

"Do it, try it scared," he said, urging those entering business to persevere and find sources of motivation even while still mastering the fundamentals of running a company. — Edg Adrian A. Eva