FOR many couples, the question “Will you marry me?” is no longer delivered in private and left at that. It has become an immersive event — personal, intentional and often theatrical. This was the observation Carmela Denise Alcordo — founder and creative of M Proposals MNL — shared with The Manila Times in an interview ahead of Valentine’s Day. “Proposals today have become more personal and experience-driven,” she said. “It’s no longer just about how grand the surprise is. It’s about how meaningful it feels.” Alcordo established her full-service proposal-planning company in 2017 after noticing a gap in the local industry: while weddings were meticulously planned, proposals were often left to chance. From grand public spectacles to intimate, private setups, the company works closely with clients — most of whom are men, though LGBTQ+ partners are also served — to design proposals that reflect each couple’s story. “The process begins with consultation and a detailed onboarding questionnaire that extracts specifics about the relationship: how the couple met, shared interests, milestones and dynamics,” Alcordo said. Roughly 70 percent of clients, the creative director noted, come in without a clear plan. They rely on the team’s expertise to conceptualize and execute a proposal aligned with their relationship. The remaining 30 percent arrive with highly specific ideas, ranging from flash mobs to public mall activations. In both cases, the emphasis remains on narrative. “Every proposal now tells its own love story — raw, genuine and intentional,” she said. The experiential turn gained momentum after the Covid-19 pandemic. Alcordo observed a surge in organic inquiries once restrictions eased, attributing it to a broader cultural shift. For many partners, investing in a well-planned proposal is a visible expression of gratitude and commitment. The effort itself — sometimes months in the making — becomes part of the message: a demonstration that the moment was carefully considered. At the same time, modern proposals reflect changing attitudes toward consent and communication. M Proposals MNL asks clients directly whether marriage has been discussed and mutually agreed upon. The element of surprise remains, but not at the expense of clarity. “It should be mutual,” Alcordo said. “We don’t want to damage the relationship.” Yet tradition persists. Many clients still seek parental blessing before confirming a proposal date, blending contemporary personalization with long-standing Filipino customs. Geographically, proposals have expanded beyond Metro Manila. While based in the capital, the company now maintains teams in Cebu, Boracay and Palawan, catering to local and foreign couples who incorporate vacations into their engagement plans. December through February marks peak season, coinciding with anniversaries, holiday gatherings and Valentine’s celebrations. Alcordo said proposal packages start at P30,000 and can include setup, documentation and, just recently, engagement ring acquisition. The amount might surprise others, but Alcordo said, clients themselves would often tell her: “You cannot put a price on love.” Some concepts push creative boundaries. One recent proposal unfolded underwater, with a floral setup arranged for a couple who shared a passion for scuba diving. The scene — conceived and executed by the team — transformed a hobby into a once-in-a-lifetime milestone. Beyond private bookings, M Proposals MNL stages Valentine’s pop-up activations in major malls, allowing the public to step into fully styled proposal environments. The installations are less about sales and more about access, Alcordo said — an advocacy rooted in the belief that everyone deserves a version of a fairytale moment. “The pop-up activations are very personal to me because they come from advocacy. Not everyone has the luxury of experiencing a beautifully planned proposal, but I believe everyone deserves their version of a fairytale. Through the pop-up, people can step into a space, feel a little bit of magic, and be reminded that love is still worth celebrating. And for some couples, that moment becomes real — they choose to say yes right there, and that’s always the most beautiful part for me.” Asked what these modern proposals say about how Filipinos celebrate love today, Alcordo finally answered, “Love today is celebrated not just privately, but as an experience. Even in a fast-paced city, people are making time to slow down for something meaningful.”