Puregold ignites a celebration of Filipino artistry and identity in OPM Con Generations, with SB19, Ben&Ben, Alamat, Flow G, and more

Original Pinoy Music (OPM) has long been the language — across generations — of Filipino sentiments, memories, and identity. On July 11, Puregold’s profound connection to OPM takes center stage at the Araneta Coliseum as it mounts a concert that is bigger, louder, and prouder than ever.

More than just a grand music production, Puregold’s OPM Con has evolved into the company’s signature retailtainment platform, reinforcing its role as a pioneer in merging retail, entertainment, and Pinoy fan culture in epic events. Through the years, Filipinos found their voices in music — in songs they grew up with, lyrics they quote online, anthems they scream during concerts, and fandoms that become families, built around artists they love.

After Puregold’s two straight years of sold-out concert crowds and viral fan moments—and amid nationwide anticipation — the much-celebrated music event of the year returns. Dubbed “OPM Con Generations,” it is set to gather today’s biggest talents for a night that revels in the evolving sound of Filipino music, and the communities that have formed around it.

To begin with, acclaimed folk-pop Ben&Ben and rising P-Pop group Alamat will charm the audience not only as performers, but also as two of Puregold’s newest brand ambassadors—a major moment for the devoted fan communities they proudly call “Liwanag” and “Magiliw.”

This year’s lineup is the concert’s strongest yet, featuring the most sought-after names shaping the local music landscape, led by P-Pop kings SB19, rap heavyweight Flow G, crowd-favorite rapper Skusta Clee, well-loved rock band SunKissed Lola, and breakout all-female P-Pop acts G22, KAIA, and Xonara.

From arena-shaking P-pop performances and rap anthems to emotional sing-alongs and viral chart-toppers, “OPM Con Generations” promises an unforgettable celebration of Filipino music across genres, generations, and fandoms.

Since launching in 2024, OPM Con has quickly become one of the country’s most anticipated live music events, sparking nationwide fan frenzy through Puregold’s signature ticket redemption mechanics, where grocery shopping transforms into a full-scale fan experience.

“Music has a unique way of bringing people together, no matter the generation or genre,” said Ivy Hayagan-Piedad, Senior Marketing Manager of Puregold Price Club Inc. “Through OPM Con Generations, Puregold hopes to create a space where loyal Puregold customers and fans can proudly gather, interact, and celebrate Philippine artistry and culture.”

Ticket-selling for OPM Con Generations officially begins on June 12 across 12 participating Puregold stores nationwide: Taytay, Rizal; Biñan, Laguna; Anabu-Imus, Cavite; Valenzuela; QI Central, Quezon City; Cubao, Quezon City; Fairview Terraces, Quezon City; Tayuman, Tondo, Manila; Sucat, Parañaque; Kalentong, San Andres, Manila; Sto. Domingo Cainta Junction, Rizal; and San Pedro, Laguna.

Aling Puring and Perks members may redeem free concert tickets through qualified single-receipt grocery purchases made at participating stores. Ticket tiers include VIP Standing for a minimum purchase of P8,500, Patron for P7,000, Lower Box for P5,500, Upper Box for P4,000, General Admission for P2,500, and Obstructed Upper Box and Obstructed General Admission for P1,500.

For customers in the provinces, Puregold is also rolling out a limited Regional Fan Pass initiative, giving more fans outside Metro Manila the opportunity to sign up and avail of tickets while supplies last.

For updates, like @puregold.shopping on Facebook, subscribe to Puregold Channel on YouTube, and follow @puregold_ph on Instagram and X, and @puregoldph on TikTok.

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