MANILA, PHILIPPINES — National Book Store, in collaboration with Leron Leron Sinta, is bringing a fresh twist to the way Filipinos experience books with “The National Hunt” – a nationwide scavenger campaign running from September 15 to October 16, 2025. The initiative transforms book shopping into an interactive treasure hunt, with special prizes tucked away inside selected titles across branches nationwide.
At its core, the campaign carries a clear mission: to reignite the joy of reading among young people in a digital-first era. To connect with Gen Z audiences, “The National Hunt” enlists the star power of viral Pinoy Big Brother alumni Mika Salamanca, Josh Ford, Kira Balinger, Esnyr Ranollo, Will Ashley, and Ralph de Leon – collectively dubbed the National Book Squad.
Unlike typical endorsements, the Squad takes an active role in the campaign. Each member personally hides books in National Book Store locations and teases their communities with cryptic hints on social media. This blend of online engagement and in-store discovery creates an innovative bridge between digital culture and the tactile thrill of finding a hidden book.
For fans, the experience is more than just a marketing activation – it’s a participatory adventure. Followers eagerly scour their idols’ feeds for clues, then hit the shelves to uncover prizes, embodying the Gen Z spirit of digital sleuthing and real world play.
“Gen Zs love being part of a community, and that’s what The National Hunt is all about,” says Adrian Ramos, National Book Store Group President. “We want to bring people together to share the thrill of discovery at the National Book Store.”
Prizes up for grabs include an Apple iPad, flight vouchers, and a DJI Osmo 3, making the hunt even more enticing. Clues are already live on the National Book Squad’s social platforms, positioning social media as the first checkpoint in this interactive journey.
With “The National Hunt,” National Book Store and Leron Leron Sinta prove that the future of book retail is about experiences that blend culture, community, and creativity.
