Cook on TikTok and Tell The World #SarapMagingPinoy

To further promote local cuisine across different channels, TikTok and the Department of Tourism have partnered to launch the #SarapMagingPinoy campaign, which aims to encourage more locals to celebrate Filipino pride by sharing treasured dishes from all over the country and promoting the love of native cuisine among its locals. This digital campaign focuses on presenting users with the unique experience of exploring the Philippines through diverse food content, highlighting this as an integral part of 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 their 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 on 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."

From June 1 to 15, 2021, users can take part in the #SarapMagingPinoy campaign by posting recipe videos that feature the best dishes from their cities. Videos must contain a short introduction that provides viewers with information on the dish and its city of origin. The video intro should also include the campaign's thematic messaging of showcasing Filipino pride and mention the key line, 'Sarap maging Pinoy'. In the video caption, users must include the hashtag #SarapMagingPinoy, along with a hashtag that indicates your city of origin, using the format #Lutong(city), for example, #LutongCebu or #LutongDavao.

Celebrate Pinoy pride, and share your best #SarapMagingPinoy dishes on TikTok. To learn more, visit the #SarapMagingPinoy campaign page on TikTok.

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