‘Tiendahan’ Strategy Powers Defensor-Debuque Election Win

By Mariela Angella Oladive

In the 2025 Iloilo provincial elections, the humble tiendahan—or market stall—became a central feature of the re-election campaign of Gov. Arthur “Toto” Defensor Jr. and his running mate, newly elected Vice Gov. Nathalie Ann “Lee Ann” Debuque.

While traditional rallies and social media played their roles, Defensor emphasized face-to-face conversations in public markets as a vital part of their grassroots strategy.

“Tiendahan—this is a very important component of our campaign, the best exposure we can get,” Defensor said before their formal proclamation on May 13.

“Kung sa tiendahan ka, mabatyagan mo ang init sang pumuluyo. That means something,” he added.

Defensor, who ran unopposed, secured 811,746 votes for his third and final term after first being elected in 2019 and re-elected in 2022.

Debuque, entering provincial politics for the first time, won a closely contested race with 547,462 votes (51.95%), narrowly defeating former Vice Gov. and outgoing 5th District Rep. Raul “Boboy” Tupas, who received 500,863 votes (47.53%).

Independent candidate Toto Velasco earned 5,500 votes (0.52%).

At 31, Debuque, the outgoing mayor of Anilao, described her win as proof of public openness to youth leadership and sustained reform.

She thanked voters for their trust and pledged to work closely with Defensor to advance the province’s development goals.

Defensor attributed their strong performance not only to the issues they championed—such as education and solid waste management—but also to how effectively those priorities were communicated.

“The secret isn’t in ordering people to support you—it’s in explaining,” he said.

“We reached people through our local leaders and made our message clear.”

He highlighted the early alignment between his and Debuque’s campaigns as key to presenting a united front.

During their campaign launch on March 30, Defensor emphasized house-to-house visits and direct conversations with voters.

“No matter what happens in a campaign, the most effective way to reach our people is through house-to-house and handshake campaigns,” he told supporters during a rally.

Whether in market stalls or barangay centers, these personal interactions allowed for discussions on local needs and government plans.

The strategy, though not new, was a deliberate return to basics.

Instead of spectacle, the campaign relied on grassroots organizing and existing community trust.

“Sa pumuluyo naga halin ang pulso sang probinsya. If we explain things clearly, people will understand what we’re trying to do,” Defensor said.

After the election, 1st District Rep. Janette Garin, an ally of Tupas, acknowledged his credentials but pointed to Defensor’s influence as a major factor in the outcome.

“Maybe the governor’s appeal resonated—that he be allowed to have a vice governor who is from his own party,” she said in an interview following her own proclamation.

While affirming their support for Tupas, she noted that his campaign may have lacked visibility in their district, where he was expected to dominate but ultimately faced a tight race.

Debuque drew strong support from key political areas, including the 2nd District under outgoing Rep. Michael Gorricetta, the 3rd District—Defensor’s stronghold—and the 4th District led by re-elected Rep. Ferjenel Biron.

Tupas conceded in a Facebook post, congratulating Debuque and Defensor and urging the public to support the incoming provincial leadership.

“The majority of the people of our province have spoken, and that choice must be respected,” he wrote.

He thanked his supporters and reaffirmed his commitment to serve the 5th District alongside his wife, Congresswoman-elect Binky Tupas.