TikTok and the Department of Tourism have teamed up to create the #SarapMagingPinoy campaign, which aims to encourage more locals to celebrate Filipino pride by showcasing cherished meals from all over the nation and encouraging the love of national cuisine among its residents across various platforms. This digital campaign aims to provide viewers with a one-of-a-kind experience of exploring the Philippines through a variety of food content, emphasizing the importance of food in our culture.
One of the best, and most enjoyable ways to learn about a culture is through their food. The tastes, textures, and flavors of a country’s cuisine reflect its rich heritage and history, and tell their own unique tales about every place, its people, and way of life. Here in the Philippines, we take such pride in our food that we have been recognized around the world as a culinary hub. Apart from being known as sociable people who love to gather around the table with friends and family, Filipinos also like to share our gastronomical delights online.
As TikTok’s official partner, the Department of Tourism believes in the great potential of the Philippines as a center of gastronomy, owing to its rich cuisine, it also reflects our history, cultural diversity, the stories of our destinations and way of life. By community food mapping, or associating food with culture and a specific destination, a more compelling story for travel is created, with food as an integral part of a traveler’s journey.
“On TikTok, hundreds of Filipinos have joined countless other foodie creators from all over the globe, who post about their native cuisine. Our food vertical showcases the history of our food, educating the new generation and others outside of the Philippines of how diverse and rich the Philippine culture really is. Because of this, browsing through the variety of food content on the platform can almost seem like a virtual culinary tour,” says Celina Tan, TikTok PH Marketing Manager.
According to Tourism Secretary Bernadette Romulo-Puyat, “Food has been cooked using recipes passed down through generations, creating cuisines distinct to each region, and flavors unique to each province. And because food has come to define a particular place, it has called out to visitors seeking to try new dishes and experience different tastes. The art of eating has become a powerful motivator for traveling and we, at the DOT, will make Filipino food an integral part of the traveler’s journey.”
Users can participate in the #SarapMagingPinoy campaign by sharing cooking videos featuring the best foods from their cities from June 1 to 15, 2021. Videos must include a brief introduction that informs viewers about the cuisine and its place of origin. The campaign’s core concept of exhibiting Filipino patriotism should also be included in the video beginning, as well as the important line, ‘Sarap maging Pinoy.’ Users must include the hashtag #SarapMagingPinoy in the video title, as well as a hashtag that shows your city of origin, in the format #Lutong(city), such as #LutongCebu or #LutongDavao.
Visit and learn more the #SarapMagingPinoy campaign page on TikTok. Lastly, celebrate Pinoy pride, and share your best #SarapMagingPinoy dishes on TikTok.
Don’t forget to download TikTok on your iOS and Android devices today.
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