Filipinos and our love for the ‘kamayan’ culture

Published October 15, 2018, 12:23 PM

by Jonnah Lynne Pante

Filipinos are known all over the world for many things and perhaps the most notable among these is the rich selection of our cuisine. Some may see that the secret to a delicious dish are the spices and ingredients but sometimes it’s how you enjoy every bite of it. This lies deep in tradition — our culture of eating with our bare hands. 

For a company that has been in the Philippines for over 50 years, the Filipino way of eating is nothing new to Safeguard. A firm believer that food can be enjoyed through ‘kamayan’, Safeguard has been an advocate of eating with clean hands.


With this, the brand has launched its #GoKamayan campaign, inculcating the tradition of eating with bare hands to its commitment on promoting handwashing. It has also unveiled the campaign through “The Dinner” which stars celebrities and influencers led by Boy Abunda, Bianca Gonzalez, Ai-Ai delas Alas, James Deakin, Drew Arellano, LA Tenorio, Tessa Prieto-Valdes and Neri Miranda along with Chef JP Anglo.


The film depicts how eating kamayan-style with germ-protected hands can deliver a more intimate connection than a normal dining experience. In the video, motoring journalist and host James Deakin expressed how it enhances the whole dining experience.

“Everything’s about senses, right? We have the sense of smell which we are used to with our food. And the taste. But now, you’re adding another further sense. You’re feeling your food so there’s texture in your hands. So, the whole experience is improved,” Deakin expressed.


“You eat differently. The taste changes when you eat with your hands,” Drew Arellano added.

Boy Abunda and Tessa Prieto-Valdes also shared insights on how the use of hands to consume food is imprinted in every Filipino, relaying that it is a part of our identity as Filipinos.



“Clean hands as a result of proper handwashing with soap is Safeguard’s pabaon to the nation. Through our latest film, Safeguard not only recognizes the health benefits of handwashing but we also hope to remind Filipinos of the joys that eating kamayan-style can bring. It is a celebration of the Filipino heritage that is made even more worthwhile with clean hands and allows us to create richer experiences with our loved ones,” said Alex Vogler, Associate Director, Digital Transformation & Brand Communications for Procter & Gamble’s Beauty Division in Asia Pacific.


Join the conversation and share with us your favorite ‘kamayan’ moments online with the hashtag #GoKamayan and #Safeguard. Watch “The Dinner” on Safeguard’s  Facebook and YouTube page. Learn more about Safeguard’s ‘pabaon’ to the nation and how “The Dinner” unfolded via Safeguard’s official website and the video below: